In March 2020 the world was turned upside when the devastation of Coronavirus hit the UK. As well as the confusion as to what the virus was and what it was capable of, we feared for our health and that of our families and loved ones. Then on March 23rd full lockdown hit. We were told to ‘Stay at home, protect the NHS, save lives.’ For many working in the pet industry, their businesses skidding to a halt overnight as they were no longer able to go out and walk dogs or care for animals. At the Pet...
Oct 01, 2020•58 min•Ep. 32
Are you thinking of pitching to the media but you're worried about being ignored. Or worst, your story being rejected? Being knocked back is hard and it can often stand in the way of people pitching to journalists. In this episode I share the five reasons why your pitch or press release might be ignored. Plus what you can do to improve your story, and bring back to life an idea you didn't think would land. Key timings in this episode: 1.08 - How the fear of rejection can stand in our way of pitc...
Sep 24, 2020•27 min•Ep. 31
Petpreneur Julie Maxted started out as a PR in the 1970s and 1980s before setting up her pet care business, Pets, Homes and Gardens. Julie now runs a franchise business with 25 franchisees all over the country caring for animals. She'd had plenty of press coverage but when she came to launch a product, Dog-G8 , she wanted to learn more about how to reach as many people as possible. Julie was one of the pet businesses who took part in the February Publicity for Pet Businesses Course that led into...
Sep 17, 2020•34 min•Ep. 30
Have you been using Facebook groups to connect with journalists who might be interested in your story? Or perhaps you would love a journalist to use you as an expert to comment on one of their articles? Maybe you're already in a Facebook group and you've been plugging away with your story but it hasn't been picked up yet. If that's the case then you will love this podcast episode with Jill Foster, a journalist and co-founder of Feature Me. It's a Facebook group connecting journalists and people ...
Sep 10, 2020•41 min•Ep. 29
Would you love to get media coverage for your pet service business but feel unsure where to start? If you're a service provider like a dog walker, groomer, trainer or pet sitter, then it's vital people who live nearby know about what it is that you have to offer. Having media coverage can elevate your status and make you the star pet business and the go-to person in your town or village. But where do you start when it comes to pitching? Last week I did a Twitter Q and A for #PetworkingHour and t...
Sep 03, 2020•26 min•Ep. 28
Have you had an idea for a story or press release and then Googled it only to realise it's just been done? Or pitched to a journalist and had a reply saying they had JUST done the same story. All is not lost - and in this episode I explain what you to salvage your story. In this episode are real examples of when this has happened with stories I've worked on and other journalists, and how the person in the story turned it round. Key timings in this episode: 0.00 - Intro and details for the PR cha...
Aug 20, 2020•29 min•Ep. 26
Do you ever struggled to come up with ideas to promote your pet business? With so many plates spinning, plus doing your actual job of caring for animals or making products for them, talking about what you do can be the last thing on the list. But consistently sharing how to support your clients can help you retain existing ones and win new ones too. The Top Answer In My Free Facebook Group When I Ask What People Find Challenging Is Coming Up With Ideas. So I thought I would create a free downloa...
Aug 13, 2020•27 min•Ep. 25
When Suzanne Gould set up her dog walking company in 2017, she knew being visible would mean more clients. She started out with a Facebook page, then focused more on marketing and writing her own content. First came newsletters, then e mails, then blogs, and in 2019, she decided she wanted to get some media coverage. She read my book, Publicity Tips for Pet Businesses, and had some press releases featured in her local paper in Edinburgh. Suzanne wanted to feel confident writing, so took part in ...
Aug 06, 2020•47 min•Ep. 24
Are you thinking of pitching a story about your pet business to the media and you're unsure as to whether you need a pitch or a press release? Well the good news is you might need to do less work than you thought. Often a pitch or even a quick message on social media is all you need to secure fantastic coverage in newspapers and magazines. In this episode you will learn the difference between a pitch and a press release, what you need for each one, and what to send alongside your pitch or press ...
Jul 30, 2020•22 min•Ep. 23
Is getting more engagement on social media something you want to achieve in your pet business? The more people we can reach online, the better, and standing out on social media can lead to publicity opportunities. This week I’m speaking to Helen Motteram, a dog behaviourist from Social Paws, who regularly receives hundreds of shares on her social media posts. I first discovered her on social media two years ago and her posts stood out because as the former owner of an anxious dog, they had so mu...
Jul 23, 2020•48 min•Ep. 22
Taking part in media competitions and giveaways can help you raise the profile of your pet business. It can make thousands and potentially millions of people who didn’t know your brand aware of what it is you do. Competitions regularly appear in newspapers, magazines, online publications, blogs, podcasts, on the radio and TV and whether your brand is big or small you can take part. This episode shares all you need to know about taking part in a competition on how to maximize the opportunity when...
Jul 16, 2020•28 min•Ep. 21
Who doesn't love looking at adorable animal photos? Big or small, old or young, a fabulous animal photo is always scroll stopping! Later this month, on July 26th, it's National Dog Photography Day, Kerry plans to flood the internet with dog photos. Kerry founded the awareness day three years ago and last year trended on Twitter at number 1. In this episode she shares her top tips on using photography to build a buzz around your pet business. She also shares actionable steps you can follow to get...
Jul 10, 2020•38 min•Ep. 20
Are you thinking of pitching a story around your pet business or products and not sure how soon you should get in touch? This month is Christmas in July , an annual event where brands large and small showcase Christmas offerings. It’s a reminder that if you’re thinking of pitching anything related to Christmas you need to start thinking about promoting it now. And whatever story it is you’re thinking of contacting the media about, how successful you will be does depend on your planning. How earl...
Jul 02, 2020•23 min•Ep. 19
This time a year ago, Kim O’Donnell, founder of Leo, Charley and Me pet accessories, wanted to learn to get visible. She had a business making pretty collars and products for pet owners inspired by her rescue Cocker Spaniel Charley. But having spent her career working as a school nurse, when it came to standing out online and reaching new customers, she felt totally overwhelmed. Now, a year on, Kim has a global business, her website traffic has increased by nearly 700 per cent and she's had to b...
Jun 25, 2020•48 min•Ep. 18
Does your pet business website have a blog section? Have you thought about writing one but never quite got round to it? Or maybe you’ve started one and life has got in the way. You’ve heard about the benefits when it comes to SEO and people being about to discover your products and services. If this is sounding familiar and you’re thinking about getting started the podcast this week is all about blogging. It’s a recording from a workshop I did at the Pet Industry Federation Virtual Pet Index eve...
Jun 18, 2020•31 min•Ep. 17
Want to learn how to create FOMO around your pet business? This week I'm chatting to the Queen of FOMO - May King Tsang! She has created FOMO all over the world and shares her tips in this episode. Getting a buzz and excitement around your products and services can work alongside your PR efforts. And it can help you attract media interest and win press coverage. May King shares all you need to know to get started with FOMO and how it transformed her life and business. Here are the key timings an...
Jun 11, 2020•50 min•Ep. 16
Have you heard about amazing things people have achieved through Facebook ads but ended up frustrated when you’ve tried it for yourself? Whether you have a pet product or service business, no doubt there’s been a time where you’ve attempted setting up an ad and got stuck. This week I’m speaking to Facebook ads expert and dog mum of two Jo Francis to demystify the ‘dark art of Facebook ads’. Jo specialises in Facebook ads and e mail marketing and lives in Kent with her two children and dogs Bob a...
May 28, 2020•53 min•Ep. 14
Have you ever wondered about how people find out about your pet business? Do they discover you on social media, through your website, or word of mouth? While so many of us spend such a long time on social media, there are people who don’t use it at all. And they have pets that need looking after, so need to reach people to support them. In this episode I look at different ways you can reach people who might not be on social media. Plus I share examples from pet businesses who have had success in...
May 21, 2020•37 min•Ep. 13
The Coronavirus crisis has meant many pet business owners have had to shut up shop completely for nearly two months. This week I'm speaking to Dominic Hodgson who runs Pack Leader Adventures and coaches petpreneurs about his five step recovery plan. Having been through a recession and tried and tested many things since setting up his dog adventure business in 2011, he shares his insights on how to bounce back. Dominic says there are five steps pet business owners should follow as we come out of ...
May 14, 2020•38 min•Ep. 12
Has setting up an e mail list for your pet business been on the to-do list for ages? I know it’s the case for many pet business owners which is why I’ve spoken to VA and Mailchimp expert Catherine Gladwyn. Catherine had helped hundreds of small business owners get their heads around e mail marketing and taken away the overwhelm. She works as a virtual assistant, coaches other virtual assistants, has written a book, How to Be A Virtual Assistant and has another book due out this autumn. Catherine...
May 07, 2020•39 min•Ep. 11
Are you thinking about investing in an online course or membership programme? In this episode I go through the questions you should ask yourself before signing up to an online course or membership. At the beginning I share details on a Publicity for Pet Businesses Taster I'm running next week which you can sign up for on the link here: https://publicityforpetbusinesses.mykajabi.com/PRTaster Here is a summary of the episode with the timings of the key points covered: 4.28 - What do people who com...
Apr 30, 2020•38 min•Ep. 10
Have you ever wondered where Awareness Days come from? Or maybe considered setting one up that relates to what you do in your business? Three years ago dog photographer Kerry Jordan did the same and decided she was going to set one up herself. She had the brainwave to create National Dog Photography Day and it takes place every year on July 26th. For the last two years it has trended on Twitter with organisations all over the world taking part, from celebrities to football clubs. In this episode...
Apr 23, 2020•20 min•Ep. 9
Have you pitched to a journalist and had a positive response? Or are you thinking of pitching but feel unsure of the next step to take? If you haven't been interviewed by a journalist before, the prospect can be a little bit daunting. With the Coronavirus pandemic taking place now more business owners are finding opportunities to share their experiences in the media. And being prepared means they can maximise this so here are ten tips on how to prepare for an interview. Here is a summary of the ...
Apr 16, 2020•26 min•Ep. 8
Do you have a niche in your pet business? Maybe you've thought of focusing on one breed of animal or one type of behaviour. If this is something you've considered but you're not sure whether it would work, or maybe you've had friends and family members tell you that you're narrowing your potential clients base then you will LOVE listening to Kellie's experience. Kellie is a former police officer and it was two years ago when she adopted a Beagle named Daisy and fell in love with the breed that s...
Apr 09, 2020•34 min•Ep. 7
This episode looks at the four different types of content pet business owners can be creating while they can't physically serve their customers while on lockdown during the Coronavirus pandemic. How do you stay in touch with your clients for the next 11 weeks and give value so your business can bounce back when the restrictions are lifted? We keep hearing we need to keep showing up on social media and be present. But sometimes it can be hard to know what to say. This is something that is causing...
Apr 02, 2020•38 min•Ep. 6
How do you stand out from the crowd when there are so many pet businesses popping up everywhere? For Claire Lawrence, a dog trainer from Buxton in Derbyshire, writing a book is what has set her out from the competition. In this episode Claire shares how she went from being a fed up chef to a dog walker before becoming a trainer. And how a terrifying episode with her own dog Titan which culminated in a man having his finger bitten off inspired her to work with reactive dogs. Now Claire helps dog ...
Mar 26, 2020•20 min•Ep. 5
Have you tried pitching a story idea and got Radio Silence? If you have, don't worry, it happens to most people when they start pitching to the media, including journalists who have been in the industry for decades. In this episode I talk about Five Journalists you can pitch to with your pet business story who are more likely to say 'yes.' Here are the notes for this episode, and at the end you'll find links to the articles and resources I've mentioned. Shownotes: 0.30 - Where we are at in the C...
Mar 25, 2020•20 min•Ep. 4
In this episode I talk about seven easy ways to approach a journalist if you have a story about your pet business. Often business owners can put off approaching the media as they think they need to have a PR company, or an expensive press pack, or a perfectly crafted press release. But the reality is that all journalists are interested in is great ideas to entertain their readers. Here are the key points if you'd like to skip forward: 1.30 - Follow the #journorequest hashtag on Twitter or in the...
Mar 24, 2020•21 min•Ep. 3
In this introductory episode I explain what publicity is and how it can help your pet business. I explain the following: What publicity is. The different places you can get publicity. How you can go about getting publicity. Success stories from pet entrepreneurs who have have media coverage and how it has helped their businesses. Here is a breakdown of the areas covered: 1.37 - Introduction to me and my experience as a journalist for national media in the UK and a pet blogger at www.thepawpost.c...
Mar 22, 2020•30 min•Ep. 1
Are you thinking of pitching to your local media about what you're doing in your pet business about Coronavirus? It's a scary time for everyone and journalists are looking to hear from businesses on what they are doing about Coronavirus. This episode gives you advice on what to do if you'd like to pitch a story to a local news outlet, so that could be a newspaper, website or TV or radio show. I share real life examples of businesses who have already been successful in doing this. The episode cov...
Mar 20, 2020•15 min•Ep. 2
