Pet PR Basics: How to Get Your Pet Brand Noticed Without a Huge Marketing Budget

Ask the Whisker Report: You Ask the Questions. It’s the PR Playbook Every Pet Startup Needs

Every pet entrepreneur dreams of seeing their product featured on morning television, highlighted in industry publications, or recommended by influential voices in the pet space. But for most startups, successful Pet PR can make the difference when that dream feels just out of reach.

With limited budgets, small teams, and endless to-do lists, pet PR and pet startup marketing often becomes an exercise in survival rather than strategy. Many founders assume they need to hire an expensive public relations agency before they can earn media attention. Others believe they have to wait until their product is sold nationwide before journalists will take notice.

The reality is quite different.

Some of the most successful pet brands don’t start with massive advertising campaigns. They start with compelling stories, authentic relationships, and a willingness to show up consistently where their customers—and the media—already are.

That was the focus of a recent episode of The Whisker Report, where I sat down with Mary Beth Powers, founder of Teddy’s Turmeric Tamer. Instead of interviewing our guest about her business, we flipped the script. Mary Beth asked the questions every pet entrepreneur wants answered: How do I get noticed? How do I build credibility? And what should I actually be doing to grow my brand?

The conversation became much more than a discussion about one company’s journey. It evolved into a practical roadmap for any pet business owner trying to grow without a Fortune 500 marketing budget.

Whether you’re launching a pet food brand, introducing a wellness supplement, opening an independent pet store, or leading an animal welfare nonprofit, the principles are remarkably similar.

Here’s the playbook.

https://petliferadio.com/whiskerreportep40.html

Every Story Starts With a Great Story: Earned Media for Pet Brands

Before there was a product, there was Teddy, a beloved Newfoundland mix who was diagnosed with an aggressive sarcoma. His family was told they had only a few weeks left with him.

Like so many devoted pet parents, Powers refused to accept that there was nothing she could do. She immersed herself in research about natural ingredients, herbs, spices, and nutrition, looking for anything that might help improve Teddy’s comfort and quality of life. That search ultimately led to the creation of Teddy’s Turmeric Tamer.

While Teddy’s story is deeply personal, it’s also an important reminder about public relations.

People don’t connect with products. They connect with stories. Too often, entrepreneurs lead with features:

• “Our product contains…”
• “Our product is manufactured with…”
• “Our product includes..”

Those details matter—but only after someone cares. The emotional connection comes first. Powers wasn’t selling turmeric. She was sharing the story of a family determined to give their dog the very best life possible. That emotional foundation is what transforms a product into a brand. The strongest media pitches almost always begin with a human—or in this case, canine—story.

Pet Public Relations Is Not Advertising—And That’s Good News

One of the biggest misconceptions among startup founders is that visibility comes from spending money. Public relations works differently. Advertising is something you purchase. Public relations is something you earn. That distinction matters because it completely changes how smaller businesses should think about growth.

When Powers asked what mistakes new founders make, my answer probably surprised her. I told her that at her stage of business, she probably shouldn’t hire a pet PR firm yet.

That advice isn’t because PR lacks value. It’s because timing matters. Before investing heavily in outside promotion, startups need to establish a solid foundation.

If those fundamentals aren’t in place, media coverage often creates a temporary spike in attention that quickly disappears.

Think of PR as adding fuel to a fire. If the fire isn’t burning yet, adding more fuel won’t create lasting momentum.

The Biggest Pet Startup Marketing Mistakes

One of the most common mistakes I see is trying to market to everyone. Pet owners are not one audience. They’re dozens of audiences. A pet parent shopping exclusively for premium, organic nutrition behaves very differently than someone grabbing the least expensive bag of kibble during a grocery trip.

Powers understood something many entrepreneurs miss. She wasn’t trying to convince every dog owner. She was serving pet parents already interested in natural wellness, holistic care, and proactive health.

That’s an incredibly important distinction.

The narrower your audience, the stronger your messaging becomes. Trying to appeal to everyone usually results in messaging that resonates with no one.

Instead of asking, “How do I reach more people?” Ask, “who already believes what I believe?” Those people become your first advocates.

Build Community Before You Build Scale for Earned Media for Pet Brands

One thing impressed me about Teddy’s Turmeric Tamer. Powers wasn’t chasing national retail chains. She was selling locally at farmers markets, boutique pet stores, and community events. That approach might not generate overnight viral success, but it creates something far more valuable: conversations.

At farmers markets, customers didn’t just buy the product. They came back, shared stories and talked about improvements they noticed. Some discovered unexpected benefits, such as helping dogs struggling with seasonal allergies or joint discomfort. Those conversations helped Powers better understand how customers perceived her product and the problems they believed it solved.

That’s market research you can’t buy.

To get great pet PR every founder should spend time where customers gather. Listen more than you speak. Notice the questions people ask. Pay attention to the language they use. Those conversations become:

• Future news stories
• Future blog posts
• Future videos
• Future social media content
• Future media interviews
• Future headlines

Why Social Media Is Still Your Most Powerful Marketing Tool

Many founders ask me, “when should I hire a PR agency?”

My answer is often another question, “have you fully committed to social media yet?”

For most startups, social media remains the fastest and least expensive way to build credibility. It gives you direct access to your audience every single day.

Today’s founders have something previous generations never had: artificial intelligence.

Instead of staring at a blank screen wondering what to post, AI tools can help. Did you know it can help you brainstorm educational content, organize editorial calendars, and transform one great customer story into dozens of social posts? Technology should never replace authenticity, but it can eliminate the paralysis that keeps many business owners from posting consistently.

The goal isn’t perfection. It’s visibility.

Stop Thinking Like a Pet Company

Here’s one of the most overlooked pet PR/marketing strategies for pet brands: Don’t only market to pet people. Market to people who share your values.

Consumers who prioritize natural nutrition often extend those same beliefs to their pets.

People interested in functional medicine frequently care deeply about preventive care for animals.

Families committed to clean living often seek cleaner ingredients for every member of the household—including their dogs and cats.

That opens opportunities far beyond pet expos, corporate wellness fairs, natural health expos, holistic living events, community wellness festivals, employee health programs, nutrition conferences.

When you stop defining yourself solely as a pet company and begin thinking of yourself as a wellness brand serving pet families, your potential audience expands dramatically.

Build Credibility Before You Build Distribution

One of Power’s most insightful questions during our conversation was one I hear from pet entrepreneurs all the time:

“How do I build credibility if I’m not in national retailers and nobody knows who I am yet?”

It’s a fair question—and one that often keeps founders from pitching themselves to the media. They assume journalists only want to feature household names or products lining the shelves of every major retailer. The truth is, reporters are always looking for compelling stories. Your size isn’t nearly as important as your perspective. Credibility isn’t something you’re given once you’ve “made it.” It’s something you build one opportunity at a time.

Start in Your Own Backyard

Too many businesses aim for national exposure before they’ve earned recognition locally. That’s backwards. Your local television stations, community newspapers, business journals, podcasts, and neighborhood magazines are often looking for exactly the kind of stories you’re living every day.

Stories such as you’re launching a business, solving a problem, creating jobs or supporting pets in your community. Those are newsworthy stories.

In fact, local journalists are often under tremendous pressure to generate fresh content. Unlike national publications with large editorial teams, many local newsrooms operate with lean staffs. They need interesting local businesses, compelling founders, and community success stories. Don’t overlook them.

A feature in your hometown newspaper can become the credibility that helps you land your first regional television interview. That television appearance can help you attract a podcast invitation. Each piece of earned media builds on the last. Think of PR as stacking building blocks rather than swinging for home runs.

Why Partnerships Can Open Doors the Media Won’t

One of the most practical strategies we discussed was partnering with animal rescues. At first glance, it may not seem like a media strategy. In reality, it can be one of your strongest.

Animal rescues tell emotional stories every day. They introduce pets overcoming illness, injury, neglect, and extraordinary odds. Those stories naturally attract media attention because they connect with audiences on a deeply human level.

Imagine a rescue sharing the transformation of an older dog who struggled with mobility before finding comfort through proper nutrition and supportive care. Now imagine your product was part of that journey.

The story isn’t about your product.

It’s about the animal.

Your brand becomes part of a larger narrative that people genuinely care about. That’s the essence of great public relations. The best PR never starts with, “Look what we sell.” It starts with, “Look at the difference we helped make.”

Newsjacking: Joining the Conversation Instead of Starting One

One of my favorite pet PR techniques is something called newsjacking. The concept is simple. Instead of waiting for reporters to discover you, you connect your expertise to conversations already happening in the news. For example, if there’s a nationwide discussion about pet nutrition, ingredient sourcing, or consumer spending on pets, that’s an opportunity to provide expert insight.

If the FDA announces a pet food recall, journalists may be looking for knowledgeable voices to explain what pet owners should know. If new research highlights trends in pet wellness or humanization of pets, founders with thoughtful perspectives can become valuable sources. The key is not using the news to promote yourself. It’s using your expertise to help explain the news. That’s an important distinction. Journalists aren’t looking for advertisements. They’re looking for experts. Become one.

Don’t Chase Headlines—Become a Trusted Source

Many entrepreneurs think publicity is about getting one big story. It’s not. The most successful founders become people reporters know they can call again and again. That happens through consistency. Read trade publications. Follow industry trends. Stay informed about regulatory updates. Understand consumer behavior. Develop informed opinions.

When journalists recognize that you’re consistently adding value—not simply promoting your business—you begin building long-term relationships rather than one-time media hits. This is where thought leadership becomes incredibly powerful.

Conclusion: Visibility Isn’t About Having the Biggest Budget—It’s About Having the Best Story

If there’s one lesson every pet entrepreneur can take away from this conversation, it’s this: You don’t need a massive marketing budget to build a recognizable brand. You need a compelling story, a clear strategy, and the consistency to keep showing up. That’s great pet PR.

Powers didn’t set out to become a pet entrepreneur. She set out to help her beloved dog, Teddy, live a healthier, more comfortable life. That deeply personal journey became the foundation for Teddy’s Turmeric Tamer, and ultimately, the story that connects with customers, retailers, and the media alike.

Along the way, she asked the same questions countless founders ask:

• How do I get media attention?
• How do I build credibility?
• How do I compete with brands that have bigger budgets?
• Where should I focus my marketing?

The answers aren’t found in expensive advertising campaigns or overnight success stories. They’re found in consistently educating your audience, building genuine relationships, becoming a trusted expert, and remembering that every successful pet brand started somewhere. Public relations isn’t about getting lucky. It’s about becoming the kind of company journalists, customers, and industry leaders naturally want to talk about.

At Whisker Media, we’ve seen firsthand that visibility grows one story, one relationship, and one opportunity at a time. Whether you’re launching a new product, running an independent pet business, leading an animal welfare nonprofit, or building the next innovative pet brand, those principles remain the same.

When you invest in trust, credibility, and authentic storytelling, the media attention follows.

Key Takeaways

• Great pet PR starts with a compelling story—not a product pitch.
• Focus on a clearly defined audience instead of trying to reach everyone.
• Build credibility locally before pursuing national media.
• Consistent social media builds trust and visibility.
• LinkedIn is an essential platform for founder thought leadership.
• Partnering with animal rescues and community organizations can create meaningful earned media opportunities.
• Newsjacking allows businesses to contribute expertise to timely industry conversations.
• Read industry publications regularly so you can become a trusted source for journalists.
• AI tools can help small businesses create consistent content without requiring a large marketing team.
• Public relations is a long-term investment in reputation, not a one-time marketing tactic.

About Mary Beth Powers

Mary Beth Powers is the founder of Teddy’s Turmeric Tamer, a pet wellness company inspired by the remarkable journey of her beloved dog, Teddy. After Teddy was diagnosed with an aggressive cancer, Mary Beth began researching natural herbs and spices to support his comfort and quality of life. That personal experience led her to develop Teddy’s Turmeric Tamer, an all-natural supplement designed to support dogs dealing with inflammation, arthritis, allergies, and other health challenges.

Today, Mary Beth continues to educate pet owners about holistic wellness while growing a business rooted in compassion, perseverance, and the belief that every pet deserves the healthiest life possible.

Mary Beth Powers/Founder of Teddy’s Turmeric Tamer

Frequently Asked Questions

What is pet public relations?

Pet public relations (PR) is the process of earning media coverage, building credibility, and establishing trust for pet brands, veterinary practices, animal welfare organizations, and pet industry professionals through storytelling and strategic communications rather than paid advertising.

When should a startup hire a pet PR firm?

Many startups benefit from first building a strong brand foundation—including a clear message, active social media presence, and customer success stories—before investing in professional PR services.

How can a small pet business get media coverage?

Start locally by pitching community newspapers, television stations, podcasts, and business publications. Build relationships with journalists, offer educational expertise, and connect your story to timely industry trends.

Why is thought leadership important for pet entrepreneurs?

Thought leadership helps founders become recognized experts in their field. By consistently sharing insights and educational content, entrepreneurs build trust with customers, retailers, journalists, and industry peers.

What is earned media?

Earned media refers to publicity that a business receives organically through news stories, interviews, podcasts, and editorial coverage rather than paid advertising.

What is newsjacking?

Newsjacking is the practice of contributing expert insight to current news stories or industry trends, allowing businesses to participate in relevant conversations while demonstrating expertise.

Can AI help with pet PR and content marketing?

Absolutely. AI can assist with brainstorming content ideas, creating editorial calendars, repurposing podcast episodes, drafting social media posts, and identifying trending topics while allowing businesses to maintain their authentic voice.