Episode 178: How to Get Your Pet Business in the Media

We talk a lot about social media presence and making your business known on the media. However, we don't often get the chance to talk about how to get your pet business in the media such as newspapers, magazines or even on TV. To teach us how to get in the media I've brought on Rachel Spencer, a journalist, and blogger for the Pet Industry who helps pet businesses create content and promote their work in the media.  Biggest Take Away You Don't Want To Miss When pet businesses are everywhere and companies like Rover and Wag are soaring with popularity, getting your business out there and validated as credible, has never been more important. If someone is searching for a dog walker or pet sitter, you want to be the business that comes up on google. A good way to guarantee you show up first is by having media coverage. Thus, providing you with credibility and building trust in your business. Show Highlights How can media coverage help a pet business? [4:29] What kind of stories do journalists like to get from pet businesses? [6:10] What story I should be telling about my business? [8:35] How do I figure out what publications to approach? [11:21] How do I prepare to talk to a journalist? [14:28] Is all of this advice applicable for visual media too? Such as TV [17:35] How do I make the most of the media coverage? [20:07] Links Follow Rachel's blog: The Paw Post Get Rachel's Free Template! Let's Connect! Did you enjoy the show? We would love it if you subscribed today and left us a 5-star review! Click this link – Bella In Your Business Click on the ‘Subscribe’ button below the artwork Go to the ‘Ratings and Reviews’ section Click on ‘Write a Review’' Are You New Here? Welcome, I am so glad you are here. If you are a dog walker, dog sitter, cat sitter, doggy daycare or kennel owner, then you found the right place. Jump Consulting is the one place on the internet to get all the resources you need for your pet care business. Can I give you some freebies to generate sales and increase revenues for your business? Grab your freebies below. Are you starting out? Been in business for less than two years? Get your startup resources here. Do you own an established pet care business and you want to take it to the next level.? Get Your builder resources here. Transcript: This is episode 178 of Bella in Your Business. Hi there, I'm Bella Vasta from Jump Consulting. You might know me from CBS, NBC, Fox, Huffington Post, Entrepreneur, or maybe you've seen me speak on stage or read my book, The Four Dogs That Every Business Owner Needs. In any case, get ready because you're about to get your hashtag Bella Butt Kickin' in this next episode of Bella in Your Business. So what do you say? Let's get ready and jump. Welcome to Bella in Your Business. My name is Bella Vasta, and today I went over the pond to get an expert for you guys. You're in for a delight because this is something that we talked about maybe once, two years ago, but never again since then and never again with someone in the industry. How amazing would it be to actually have your local news or your newspapers or bloggers talking about your business for free? Like, you didn't hire them to do it—they just start reaching out to you because you're so interesting. Well, today's guest, Rachel Spencer, is here to teach you how to do that. She's a journalist and a blogger who writes about the pet industry and helps pet businesses create content and promote their work in the media. Rachel shared that she’s been a freelance journalist for over 20 years, working for national newspapers and women’s magazines in England. About ten years ago, she got her dog Daisy, which changed everything. She used to cover general topics and news, but Daisy led her to start writing more about the pet industry. Over time, 90% of her work became pet-related. She launched her blog, The Paw Post (thepawpost.co.uk), where she shares stories about inspiring animals, trends, and products like dog parkour and dog reiki. Pet brands and professionals began reaching out to her for help getting media coverage, so she wrote Publicity Tips for Pet Businesses and now offers consultancy and writing training for pet brands. When asked how media coverage can help a pet business, Rachel explained that it builds credibility and trust. When potential clients see your business featured in a reputable publication, it positions you as an expert and sets you apart from competitors. For example, if someone searches for dog walkers in a town and your name appears in the local newspaper, that makes a strong impression. She said that journalists are always looking for stories, and getting coverage is often easier than people think—it’s about understanding what journalists want, where to find them, and what kind of stories to share. Rachel gave great examples of what journalists love: heartwarming or unique stories. One dog groomer she featured offered free grooms to dogs in a shelter, helping them look their best for adoption photos. That simple act led to great media coverage and helped animals find homes. Another was a dog trainer who did a “Tour de Rescue,” cycling 200 miles to raise awareness for shelters. Stories like these catch journalists’ attention because they’re meaningful, visual, and emotional. For pet business owners wondering how to find their own story, Rachel suggested reflecting on their “why”—their origin story or what inspired them to start their business. Many pet professionals have interesting career transitions, like a lawyer or fashion designer who became a dog trainer. What might seem ordinary to you can be fascinating to others. She also suggested paying attention to what friends or clients often say “wow” about—those details usually hold story potential. When it comes to finding the right publications, Rachel advised looking around locally. Check your city’s daily papers, free lifestyle magazines in cafés, or community websites. Look at the types of stories they publish and note the journalists’ names. You can then find them on Twitter or LinkedIn and build connections before pitching your story. Bella added that business owners could pitch to magazines to create a “pet column” or short advice section, since editors are always looking for engaging, relatable content—especially about pets, kids, and health. Rachel then shared how to prepare for interviews with journalists. First, don’t panic—they want to tell great stories, especially about animals. Be ready to explain your key message in simple terms, without jargon. If you’re a dog trainer, have a few clear examples or short takeaways ready, and always have quality photos available. A professional photo shoot is worth it—it helps journalists feature you even if they can’t send a photographer. The same advice applies to TV interviews, Rachel said. Think about visuals—demonstrations, before-and-after photos, or bringing your dog on camera. The more engaging and prepared you are, the better. She reminded listeners that journalists aren’t out to make you look bad—they just want good content. Once you’ve been featured, she emphasized the importance of gratitude and follow-up. Always thank the journalist—an email, card, or small gesture like sending a branded product can go a long way. It helps you stand out and increases your chances of being contacted again. Repurpose the feature by sharing it on social media, your website, email list, and even adding “As Seen In” badges to your site or bio. It’s okay to talk about it multiple times—it’s an achievement worth celebrating. Bella pointed out how valuable it is to maintain that relationship. Once a journalist knows and trusts you, they may reach out to include your insights in future stories, even if they’re not directly about your business. Rachel agreed and encouraged pet professionals to become the “go-to” expert in their area by staying visible and helpful. Before wrapping up, Rachel shared that she offers a free press release template on her website, complete with a step-by-step guide and follow-up emails to help pet businesses craft their own media pitches without hiring a PR agency. She also gave one final tip: follow “Help a Reporter Out” (HARO) or “#journorequest” on Twitter. Journalists constantly post requests for sources, and you could easily land features by responding to the right opportunities. Bella closed the episode by thanking Rachel and encouraging listeners to take action—find their story, pitch it, and share it confidently. If you get featured, tag both Rachel and Bella to share your success. And if you loved this episode, don’t forget to subscribe, leave a review, and remember: when life gets you down, always keep jumping. So what did you think? Did you love this episode? I sure hope you did because I put a lot of love into this for you. The best way you can show me that is by going to iTunes, Stitcher, Google Play, or wherever you listen to your podcast and leaving a review. I just might read it on the next episode. I also want to remind you that when life gets you down, remember to always keep jumping. Thanks for listening.