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!

Stand Out From the Pack at Your Next Tradeshow

Tradeshows can represent a major investment for your company. Renting a booth, pipe and drape, and designing and buying eye-catching displays can be a major outlay of capital, not to mention time spent by you and your staff in preparation. But tradeshows are important places to see and be seen by existing and potential business partners, as well as media.

Done correctly, tradeshow promotion can increase the productivity and profit of your company via a steady stream of buyers, partner vendors, retailers and trade reporters. A healthy mix of traffic to your booth can boost sales and awareness of both your brand and your products, allowing you to expand your product line and distribution network.

Here are three tips on what you can do to attract the most attendees to your booth


  • Press Kits for the press room are essential if one of your goals at the show is to meet with interested media. An eye-catching, attractively packaged Press Kit will make yours stand out from the traditional paper press releases shoved in a holding bin. Consider fun packaging or going paperless with drives attached to one of your smaller products to help drive media to your booth. Always make sure you list strong differentiators for your product and brand in these kits as well as what’s new. Many journalists attend only looking for new stories and products and will only visit booths that have those elements. Make sure your press release has a compelling, interesting trend or fresh news headline for reporters to get excited about. You should also post a digital version of your Press Kit online and make sure it moves through your social media portals as well, in case journalists are looking at your Facebook page and not even visiting the on-site press room.
  • Update social media before, during and after the show. Use Facebook, YouTube and Twitter to promote that you’ll be at the show, your call to action for visiting your booth and exciting news teases.  Find out what the Twitter hashtag will be for the show and include it in all of your tweets about the event. Take videos on the floor as well as still photos and post them not only to your own social media feeds, but also make sure on Facebook to “tag” the show’s Facebook page and with Twitter to include the @ name of the show’s Twitter account along with the show’s hashtag. You may also consider cross-posting and tweeting to vendors, guests and media you meet during the show that come to the booth.
  • Finally, and this may sound obvious, but be present at your booth. Nothing looks worse than an empty booth. Breaks need to be coordinated so that there is always someone at the booth, ready with a smile and information to share.

Why You Need a Press Kit

Sometimes called Media Kits, Press Kits are those folders filled with information about a company, stacked up at tradeshow booths and conferences, or downloadable on a company’s website. Let’s look at what a press kit actually is, and then scenarios where a business really needs a press kit to communicate its messages to target audiences. 

A Press Kit is like any other marketing tool. Its objective is to share current information and company messaging with a target audience. That target audience can include journalists, clients, customers, referral sources, and anyone else seeking information about your business. These people generally do not have time to read through your entire website. You’re doing them a favor by preparing a Press Kit for their review. Press Kits typically include three items:

  1. A current press release about your business. 
  2. An information sheet about your current products or services, with images.
  3. A FAQ, company backgrounder or other informative piece about the business and its people. 

At, we write Press Kits for clients of all types — veterinary businesses, pet product manufacturers, entrepreneurs — who need to share information and communicate current messages to target audiences, website visitors, and media outlets. You may need a Press Kit too if you are:

  1. Exhibiting at a tradeshow
  2. Launching a new product or service
  3. Changing the direction of your business
  4. Opening new offices or locations
  5. Speaking at a conference
  6. Announcing a new website

Press Kits can always be updated, but sometimes the information in a Press Kit only needs slight modifications for each different use. Journalists want Press Kits so they can learn about your company in a concise way. A Press Kit is a smart marketing tool that makes it easier for target audiences to get the information they need, quickly. We strongly advise clients to use Press Kits as a tool for communicating key messages. 

Contact Liz at for a fall 2017 special promo code to save $200 on your press kit!

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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