The Pet Industry's Leading Resource for News & Content Distribution

What is the Insiders Program?

As many companies already know, not all pet and veterinary press releases will meet the editorial needs of industry media outlets, even if the news may be of interest to pet owners or others in the industry. Knowing that pet and veterinary press releases are of interest to industry leaders, has launched the Insiders Program. 

Our Insiders Program is the result of business leaders wanting to be aware of news as it happens in the pet and veterinary industries. The Insiders Program is set up as an easy opt-in with no cost or obligation. Insiders will receive, by email, press releases as they are distributed by the service. The program enables greater connection amongst industry leaders with pet and veterinary product and service providers. A PetPR Insider will receive the announcement the same day it is distributed to media outlets and influencers, giving the subscriber a way to stay current with pet and veterinary news.

In addition to pet and veterinary businesses, we see many companies outside of the pet industry announcing news relating to pets. These ‘pet-positive’ companies share news about charitable contributions and events, partnerships with pet or veterinary organizations, or unique tie-ins to pet issues. Again, the PetPR Insiders program will deliver this news directly to the Insiders’ inboxes.

Click here to register for the Insiders Program.

Before you go…Check our Tradeshow Packing List

You’re going to a tradeshow soon. Are you ready? Here is a list of packing tips for attire and other personal items. 


  • Smartphone & charger
  • Laptop & charger
  • Data card (if applicable)
  • Digital camera (fully charged) & charger


  • Comfortable, professional attire for working hours (type of dress depends on the show, seminar or conference)
  • Appropriate shoes that are comfortable enough for long hours on a trade show floor. Ladies, you might choose to change into heels for important meetings or dinners, but are not expected to wear heels all day.
  • A cross-body bag that can be worn comfortably all day, even when it’s full. Some exhibit halls prohibit rolling carts or laptop bags.

Miscellaneous items:

  • A folder to hold trade show agendas, maps and hotel information
  • Business cards (50-100 depending on size of show/conference)
  • Cash or personal credit card for personal incidentals, driver’s license & business credit card

Optional, but worth it:

  • Energy bars, dried fruit, nuts or some kind of non-perishable, healthy snack to get you from meal to meal in the event you are too busy for a sit-down meal.
  • If possible, bring a bottle of water to keep you hydrated. Exhibit hall beverages (including water) are often pricey.
  • Clipboard
  • Aspirin/ibuprofen
  • Pouch to keep receipts
  • Breath mints (not gum)
  • Before you head home: buy yourself a terrific bestseller, magazine, or audiobook for your travel home. Save it for the flight home. You deserve it!

What is Earned Media? How Fits into your Content and PR Strategy

How Leads to Earned Media Results for Your Business

Pet businesses and veterinary practices always have information to share with their customers and clients, and referral sources. Most businesses use a combination PR Strategy of three types of media to connect with target audiences: Earned, Paid, and Owned.

This trio of tactics is often called a Content Strategy. It’s important to have this strategy in place. So, how does fit into your strategy?

A press release distributed on to media outlets can attract the interest of particular journalists or bloggers. The resulting editorial coverage counts as “Earned Media.”  Of the three types, it comes with the most credibility because it has been written by a third-party that already has the trust of your target audience. 

It’s helpful to understand the differences amongst Earned, Paid and Owned Media, so let’s take a quick look:

Earned Media: Earned media is described as quotes and articles in media outlets, written by a journalist or other news writer. The article or story, or as we say in the world of PR, the placement or hit, is what is earned.  It can appear in a print newspaper, magazine, blog, online outlet, tv broadcast or radio segment. The “hit” is typically the result of a news writer learning about a service, product, or business from a press release.

That press release caught the writer’s attention and started the process of developing a story. The writer may request interviews or product samples in order to write a complete story or product review. Earned Media is also known as editorial coverage.The idea for the story came from a press release, but the writer has provided her own words and written her own article. Because the journalist is trusted for her balanced opinion, her story is credible and persuasive to readers. 

Owned Media: Owned Media is described as the content that your business has paid for, and controls. For example, content that you add to your website, blog, Facebook and other social media pages, counts as Owned Media. Likewise, branded newsletters, brochures, in store displays and other marketing collateral fits into the Owned Media category. A reader will gain knowledge from Owned Media.  A reader will know that the business itself has written the content. Therefore, there is less credibility to this type of media.

However, it is still critical that company websites and marketing pieces provide factual information as well as differentiators from similar businesses. Owned Media is an essential element to an overall marketing campaign. Press releases become owned media when they are added to your website’s newsroom, for readers to learn more about your business.  

Paid Media:  Paid Media is described as traditional and digital advertising. When your business sets up paid advertising in publications or social media, or purchases and creates post boosts, banner ads, sponsorships, direct mail pieces and other digital or traditional marketing buys, these are all considered Paid Media. Most businesses weave Paid Media into an overall marketing campaign and PR Strategy. It is critical for digital marketing and communications these days. In terms of credibility, it’s lower on the scale because the reader knows that your business has fully created the content and controls its wording, placement, and timing.

To summarize, it’s smart marketing to use a blend of media types in your PR Strategy. offers you the opportunity to tap into the marketing value of “Earned Media” and gain exposure of your business through the words of bloggers and others in the news business. 

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Ideas for News You Can Announce on

Distributing press releases to media outlets is an excellent marketing tool for pet and veterinary brands to reach their target audiences. The readers, viewers and visitors of a media outlet can include your ideal customers and clients, and it’s important to spread the word when your business has news that impacts those target audiences. If you are scratching your head and wondering what news you have to offer, take a look through this list for ideas. Most likely, you will find several news triggers in this list that will provide good content for press releases.

  • Milestone reached: years in business, years at a location, number of products sold, number of customers served, etc.
  • Awards from trade shows or other events
  • Local event participation and/or sponsorships
  • Contest promotion
  • Start-up campaigns from launch and progress to conclusion
  • New product launch
  • New addition to existing product line
  • Charitable Causes: donations to charities, recognition of charity, tie-in charitable cause to product purchases
  • Trade show exhibit
  • Industry speaking engagement
  • Survey results: most/least, top 5, etc.
  • Personnel promotion or appointment
  • Special holiday or seasonal product or service promotions
  • New service launch
  • New addition to services offered
  • Receipt of an industry prize or award makes it easy to get your news read by targeted journalists who cover pet news and veterinary issues. We look forward to seeing your news!

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