How press coverage can help your pet business
Is getting press coverage something you’d like to achieve as a pet business owner?
Appearing in the media can be a huge boost for your brand.
It might sound daunting. Another thing on your list on top of social media and any other marketing activities you might do.
But having your name and your business featured in newspaper, magazines, websites, radio or TV stations is powerful and it doesn’t need to cost a fortune.
Pick up any newspaper or magazine, whether it’s local, regional or national and you will find stories about pets.
And that story could be about YOU!
It could mean hundreds of thousands of people read about what you do.
Rather than you controlling the message as you might on your own website or social media, it’s a third party, the journalist.
Readers see that as far more credible. It leaves a lasting impression.
So if they’re looking for a pet professional or product in future you will be front of mind.
Here are five reasons why press coverage is important and how it can help you and your pet business.
It raises awareness of what you do
You already have active social media channels and a website but how do people who don’t know you or aren’t already following you find out about you?
If you feature in an article this puts you or your product in front of tens of thousands of people who didn’t know you existed.
How often do you spot a product in a magazine and think ‘that looks good,’ then head to the website and buy it? (I do this far too often)
Publicity is a way for people outside of your friends and family and social network to discover you.
It helps you stand out from the crowd
Let’s say you’re a dog walker in Warrington. If you do a quick online search you’ll find tonnes of other people doing the same.
How do you rise above the froth? Having media coverage can help.
Often people will first hear about you on a social media recommendation. I see lots of posts online where people ask for friends to suggest a plumber, builder or dog groomer.
People usually give lots of different names, and you want your name to stand out above your competition.
If you’ve had articles written about you this will ensure you do. You want your name to be appearing all over the internet.
Press coverage will work for your business 24/7
The more places you show up online the better and if you feature in a newspaper, magazine or website, that content is there forever.
It’s described as ‘Evergreen,’ meaning the story remains on the website long after it was published.
If you appear on a news website, that story will still be there in five years time driving new customers towards you.
It may take a little more time to build relationships with writers, then reach the point where you’re ready to pitch and have a story published, but the effort is worth it.
You can position yourself as an expert
If you’re a service provide such as a dog trainer, animal behaviourist or canine massage therapist, you can share your expert knowledge in the media.
You might pitch an idea about a new dog training method or a technique you use with your clients that has had remarkable results.
Many dog trainers I know have regular columns in newspapers and magazines which cements their reputation in their field.
You might see a request from a journalist on social media asking for an expert and respond to this which is an easy PR win.
Be sure to check out #journorequest on Twitter or #HARO if you’re in America. You might also like to read Dos and Don’t when dealing with journalists.
It builds trust in you and your business
People are impressed when they see you or your product have been in the media – it gives your business some star quality.
If you have already had coverage, make sure people can see it on the press page on your website by uploading the clipping or recording
Whether it’s a gift guide in your local paper or a profile piece about the Lightbulb Moment that saw you set up your business in the Daily Mail, people notice.
They see you as credible because you have been written about by the journalist and this builds trust.
It also gives an insight into you and what you stand for and the more you can put that message out there the more people you can attract to become clients.
I hope you understand why media coverage can help you grow your business.
Many entrepreneurs and brands spend anything from a few hundred to tens of thousands of pounds on Public Relations.
Having worked as a journalist on local and national titles, I know that reporters would rather hear from small business owners than PR firms.
So if you’re able to do it yourself, try it. Starting next week, September 30th 2019, I have a FREE PR My Pet Biz challenge.
Each day you’ll get a short task which will take around 20 minutes to take you closer to winning media coverage.
If you’d like to take part, you can sign up here: PR My Pet Biz Challenge.
Hi, I’m Rachel, a freelance journalist and PR and content consultant and crazy dog lady!
I’ve written so many stories about animals and pet brands that I wrote a book on how pet entrepreneurs can do their own PR.
Is media coverage on your to-do list? Would you like your pet business to feature in newspapers and magazines or on websites, TV and radio?
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