When dog owners want to find the best dog food for a particular breed, to locate the most trustworthy grooming franchise or to seek out a respectable doggie daycare, their first course of action is likely to be a Google search—and more often than not, that Google search will yield a treasure trove of rankings, listicles and “best” lists.
These lists are not all created equal, but the really good ones can quickly establish credibility and trust. In particular, industry “best lists” that include vetting from journalists and subject-matter experts provide a meaningful sense of third-party validation. Inclusion on these lists can be a huge reputational boon to any pet care brand.
Of course, making it onto these prestigious lists isn’t always easy—that’s precisely what makes the lists so valuable, and inclusion so impactful. Making it onto these lists often means getting the attention of journalists, then persuading them that the product or brand in question truly warrants distinction.
That kind of industry promotion requires skill and strategy—in short, it requires partnership with a qualified pet care public relations agency.
How a pet care PR strategy yields “best of” consideration
Anyone who follows the Oscars, Grammys or other awards shows knows that big wins seldom happen by accident. The actors and artists who compete for these awards almost always hire public relations companies—experts who know how to reach out to the right journalists and industry influencers, to present their clients’ stories in a compelling way and to generate both name recognition and goodwill.
“Best of” lists work that way, too—and not just in Hollywood, but in industries such as pet care, too. It’s not enough to simply hope journalists will discover a particular product, choosing it from a competitive field and immediately acknowledging its merits. Instead, PR professionals need to leverage their media connections and their storytelling skills to frame their client’s brand properly—and ultimately to distinguish them from the crowd.
At Orange Orchard, we have a proven track record working with pet care brands and developing robust strategies for industry promotion—including successfully pitching clients for “best of” lists. To find out more, reach out to the experts at Orange Orchard by calling (865) 977-1973, or simply contact us online.