In 2023, American pet owners spent more than $64.4 billion on food and treats alone—to say nothing of expenses such as pet medications, boarding, veterinary visits and grooming. In other words, the marketplace for pet products is massive, presenting ample opportunity to earn the loyalty of dog and cat lovers across the country.
To become a trusted, go-to provider of pet products first means establishing trust. Simply put, pet owners aren’t going to entrust their fur baby’s health and wellness to just anyone—and with the pet industry teeming with competitors, it can be a challenge establishing any product line as the most desirable option.
An investment in pet business public relations could make all the difference. After all, a public relations strategy can help generate earned media attention, one of the most potent ways of building consumer trust. And since so few competitors invest in pet business public relations, it could also be a source of considerable distinction.
The benefits of PR for promoting pet products
To begin with, it may be helpful to understand what separates public relations from traditional marketing, and then to distinguish the value of public relations within the pet industry.
Traditional marketing and advertising efforts can both be important tools for telling consumers about a particular pet product, or a line of pet products. A PR strategy allows for something a little different — a chance to earn attention from respected members of the media, encouraging them to highlight the values of the product to their audience.
When a journalist or pet industry insider speaks to the merits of a particular product, it yields several potential benefits:
- Establishing credibility. For pet brands that are making claims about promoting health and wellbeing, earned media attention can be a potent source of third-party validation. Consumers will trust a more independent voice, like that of a journalist, over any paid promotion.
- Raising awareness. Earned media can also be an important way to boost awareness of a pet brand, highlighting products to a larger audience of pet lovers — and cutting through the competition in a way that conventional advertising cannot.
- Promoting authority. When only one pet products brand is highlighted in the media, it gives the unmistakable impression of authority — casting that brand as a brand of choice, and ensuring an edge over the competition.
At Orange Orchard, we have deep roots serving clients in the pet industry — and we are pleased to offer our insight into effective pet business public relations. Learn more by contacting us online, or by calling 865-977-1973.