| Remember in college, those droning professors that | | | | services. Even if you are a CPA or florist or printer, |
| put your class to sleep? Then there were the rare | | | | you can provide pet services. Be creative and pet |
| few who challenged you, kept you interested, | | | | owners will love to do business with your company. |
| excited, and enthusiastic about subjects that you | | | | March |
| might not even have wanted to know about. | | | | Write a St. Patrick's Day theme such as Green Pet |
| Similarly, a press release should never be a boring, | | | | Day or Green Pet Food Day. Educate, entertain and |
| sleep inducing, yawner that puts the media and other | | | | inspire. |
| audiences to snoring. If your dog is napping, wake up | | | | April |
| and smell the puppy chow. | | | | Write about the Easter pet parade or event you are |
| Present your business to the media and your target | | | | sponsoring. Everyone loves a heartwarming tale. Keep |
| audiences online, offline, borderline and over the line, | | | | a tally of how many pets your business has saved, |
| with a funny heartfelt message that is newsworthy | | | | how many pit bulls were rescued, or how your |
| and reap the beneficial results. | | | | generosity inspired a larger donation to your favorite |
| Consider: | | | | pet cause. |
| How can you communicate about your business in | | | | May |
| 400 words or less? | | | | Write about the fundraiser the pet charity is doing |
| After reading what you wrote, would you hit the | | | | with your assistance. Winners receive a free service |
| snooze alarm? | | | | from your business. Promote events ahead of time |
| Is your story something others will wag their tongues | | | | for maximum coverage. Three to six months ahead |
| about? | | | | of time is ideal and the local newspaper may print a |
| Business owners can tell their story to the media, so | | | | few stories leading up to the event. |
| that journalists wake up and pay attention, and | | | | June |
| customers run do not walk to their website to buy | | | | Write tips for keeping pets hydrated during the |
| their products and/or services. | | | | summer heat. Or safely taking a pet on vacation. |
| How about this Pup-Lick Relations tip from my dog | | | | July |
| Cici. "Consider telling your business tale with animal | | | | Write about the work of a wonderful local kennel, |
| media spokespersons or animal stories. | | | | pet sitter, boarding facility and/or doggie daycare |
| "Know why Geico has a Gecko in their TV | | | | place. |
| commercials? What about Tony the Tiger, Morris the | | | | August |
| cat, Taco Bell's Chihuahua or Smokey the Bear. During | | | | Did the dogs from the organization receive swimming |
| the Super Bowl, the average price for a 30-second | | | | lessons to enjoy the Dog Days of Summer, tell the |
| spot was $2.5 million. In these ads, many companies | | | | world. |
| portrayed furry animals to convey their message. | | | | September |
| "Dogs, cats and even fake, stuffed and animated | | | | Home sweet homes for those cats you have been |
| animals can enhance how you tell the world who you | | | | sponsoring are always a good news brief. |
| are and what you represent. Why? One reason is | | | | October |
| that people love animals. And so do the media. When | | | | Write a spooky story with photos about the pet |
| you touch people's hearts, funny bones and get | | | | costume party that the pet organization is putting on |
| them talking to one another about your business, | | | | for the pets. |
| (aka word of mouth), ka-ching... you've written the | | | | November |
| write stuff," she concludes. | | | | How have you answered HOW MANY pet's prayers? |
| Below are 12 ideas to jump start your plan to write | | | | Got recipes? Compile a Thanksgiving community |
| one press release for every month of the year. | | | | cookbook or calendar with recipes for healthy pet |
| Focus upon holidays and pets. Team up and support | | | | food and treats that the pet organization can sell as |
| a local animal organization for one year and include | | | | a fundraiser. |
| photos and videos with your news releases. | | | | December |
| January | | | | Write about how the community's pet gift giving has |
| Write a press release about the pet rescue/shelter's | | | | made a huge difference in these particular pet's lives |
| New Year's Resolutions. Tell a heartwarming tale | | | | and impacted the health of the pet organization. |
| about a particular dog or cat or horse. Let the media | | | | Voila, you now have a plan for the year. Be sure to |
| know that you are donating a percentage of your | | | | post press releases on your website and distribute |
| profits to support these animals. | | | | them to your media contact list and via online press |
| February | | | | distribution services such as prweb.com, prleap.com, |
| Write about how your company is now offering pet | | | | and others. |