How Pet PR Strategies Can Grow Your Business While Helping Animals with Carol Arscott
Pet PR strategies aren’t just for national brands with large marketing budgets. In this episode of The Whisker Report, pet photographer Carol Arscott shares how authentic storytelling, community involvement, and media outreach helped her grow a thriving business while raising more than $100,000 for animal rescues.
Show Summary
Got some pet PR strategies for your business? For many pet business owners, public relations just feels overwhelming when you have so many other things to do. Hiring an agency may seem out of reach, and earning television coverage can feel like something reserved for major corporations. But as this episode of The Whisker Report demonstrates, meaningful stories often outperform expensive advertising.
Carol Arscott didn’t begin her career looking for television interviews or media attention. She simply wanted to help shelter animals find homes.
More than a decade later, that decision has transformed into a successful pet photography business, national recognition, extensive television coverage, and fundraising efforts that have generated over $100,000 for animal rescue organizations.
Her story is an important reminder that the most compelling marketing isn’t about selling—it’s about serving your community.
From Volunteer Photographer to Purpose-Driven Business
Like many successful entrepreneurs, Arscott never intended to build a business around pet photography. Her journey began when her son volunteered with a local cat rescue as part of a school community service project. Arscott brought her camera, photographed a few adoptable cats, and offered the images to the rescue.
Initially, the organization politely declined. They already had photos.
Then they saw the difference.
Professional images helped showcase each animal’s personality rather than simply documenting its appearance. Soon, more animals were being adopted. Other rescues noticed the improvement and began reaching out.
What started as volunteer work gradually became the foundation of an entirely new career. Rather than chasing trends, Arscott built her business around solving a real problem: helping homeless pets get noticed.
It’s a lesson every pet entrepreneur can apply.
Businesses that focus on creating genuine value naturally generate stronger stories than businesses focused solely on selling products.
Why Great Photography Changes Adoption Outcomes
Anyone can take a quick picture with a smartphone, but creating an emotional connection is something entirely different.
Carol explains that photographing pets isn’t about getting them to sit still. It’s about capturing who they are. Every animal has a unique personality. Some tiny dogs carry themselves like giants. Some giant breeds believe they’re lap dogs.
Her goal isn’t simply to photograph what a dog looks like. She photographs how the dog sees itself. That subtle difference creates images that immediately resonate with potential adopters.
Instead of seeing another shelter dog, prospective families begin imagining life with a confident hiking companion, a playful best friend, or a calm family pet. Those emotional connections often determine whether someone scrolls past an adoption listing or schedules a visit. It’s pet photography marketing.
Standing Out in an Increasingly Competitive Industry
Pet photography has changed dramatically over the last decade.
When Arscott first entered the niche, many people didn’t even realize professional pet photography existed. Today, as more photographers expand beyond family portraits into pet sessions, competition has increased.
Yet the growing marketplace also reflects a larger cultural shift. Pets have become true members of the family. Families proudly display portraits of their dogs and cats alongside wedding photos, graduation pictures, and family vacations. That growing demand creates opportunities—but only for businesses willing to differentiate themselves.
According to Arscott, specialization matters.
While many photographers will include pets during family sessions, relatively few dedicate their entire business to understanding animal behavior, patience, and the unique techniques required to photograph pets successfully. Finding your niche—and becoming known for it—is often far more valuable than trying to appeal to everyone.
Public Relations Strategies Helps Businesses Stand Out
Building expertise is only half the equation. People have to know you exist. That’s where public relations becomes invaluable.
During the conversation, Whisker Media founder and host Mary Tan explains that many small businesses underestimate the value of earned media.Television interviews, newspaper features, and local news stories often carry more credibility than paid advertising because they’re viewed as independent endorsements rather than promotional messages.
Arscott experienced local media relations firsthand.
One television appearance came unexpectedly after a client nominated her as a community “Hometown Hero” because of her volunteer work with rescue organizations. Another resulted from a press release announcing the opening of her new photography studio.
Rather than focusing on the studio itself, Arscott emphasized how the new space would allow her to photograph more adoptable rescue animals year-round. That community-focused angle transformed a business announcement into a compelling human-interest story.
For journalists, that’s exactly the kind of story they’re looking for.
Why Human Interest Stories Win Local Media Coverage
Many businesses make the mistake of pitching their products. Journalists are looking for stories. There’s an important difference.
Opening a photography studio isn’t inherently newsworthy. Opening a studio that allows more shelter animals to find permanent homes is. That shift in perspective changes everything.
Arscott admits she didn’t have any pet public relations strategies. She simply wrote a press release and shared it with local media outlets. As she put it, she “threw a lot of spaghetti at the wall.” The approach worked because the story wasn’t really about photography. It was about helping animals.
Feel-good stories continue to perform exceptionally well in local media because they offer viewers hope, inspiration, and practical ways to engage with their communities. For pet business marketing, that creates enormous opportunity.
Lead With Success, Not Sadness
One of the episode’s most valuable discussions centered on storytelling in animal rescue.
For years, many shelters relied on heartbreaking stories to encourage donations and adoptions. While those stories are genuine, they can also overwhelm audiences. Constant exposure to traumatic images often causes people to disengage.
Arscott intentionally takes a different approach. Instead of dwelling on abuse, neglect, or medical hardship, she focuses on transformation. She showcases what life looks like after adoption.
One memorable example involved a three-legged dog. Rather than emphasizing the missing limb, Arscott photographed the dog paddleboarding. The image instantly changed the conversation.
Instead of asking whether the dog had limitations, viewers saw confidence, adventure, and joy. That’s a powerful public relations lesson.
People respond to possibility. Whether you’re promoting an adoption, launching a product, or building a brand, stories centered on hope consistently outperform stories driven entirely by hardship.
Local Media Wants Local Stories: Earned Media for Pet Businesses
Another recurring theme throughout the episode is the importance of thinking locally.
National publicity is valuable, but local publicity or local media relations, is often easier to earn—and can be even more influential for small businesses.
Tan explained that local television stations, newspapers, and radio programs are constantly looking for stories that directly impact their communities.
That gives neighborhood pet businesses a significant advantage.
Unlike national brands, local entrepreneurs already have the community connection reporters need.
Instead of pitching products…
• Pitch people
• Pitch families
• Pitch rescued pet.
• Pitch nonprofit partnerships
• Pitch community event.
Those stories provide journalists with relatable characters and meaningful local impact. That’s exactly what newsrooms need every day.
Turn Your Expertise into a Story Reporters Want to Tell
One of the biggest takeaways from this conversation when it comes to pet PR strategies is that every business has expertise worth sharing.
The challenge is presenting that expertise in a way that’s useful, timely, and relevant to the media. Tan recommends looking beyond promoting your business and instead asking, “What can I teach?”
For pet photographers, that might mean demonstrating how pet owners can take better smartphone photos during National Dog Day or National Cat Day. For groomers, it could be offering seasonal coat care tips before summer arrives. Veterinarians might explain how to recognize signs of heatstroke or discuss holiday pet safety. Boarding facilities can prepare families for vacation travel with advice on reducing a pet’s anxiety before boarding.
When you position yourself as an educator rather than an advertiser, reporters begin to see you as an expert source instead of someone simply seeking publicity. That credibility is far more valuable than a paid advertisement.
Think Like a Journalist for great Pet PR Strategies
Throughout the episode, Tan emphasizes one of the most important principles in public relations: journalists are looking for stories—not sales pitches.
Instead of asking, “How can I get my business on television?” ask yourself:
• What problem am I helping solve?
• Who is benefiting from my work?
• Why does this matter to my community?
• Why is this story timely?
Those questions often uncover the angle reporters are searching for.
For example, rather than announcing a new pet product, introduce the local family whose dog’s life changed because of it. Instead of promoting your newest service, spotlight the rescue organization you’ve partnered with or the community fundraiser you’re supporting.
People connect with people. Businesses become memorable when they’re part of a larger story.
Newsjacking: a Critical Pet PR Strategy
The discussion also explores “newsjacking,” a public relations strategy that involves connecting your expertise to topics already making headlines.
Tan shared an example from her own experience working with an animal shelter after a controversial police shooting involving a dog. Instead of criticizing the incident, the shelter provided a certified animal behavior expert to explain canine body language and warning signs before a bite occurs. The interview educated the public, generated positive media coverage for the shelter, and ultimately led to the local police department requesting additional training. That’s the power of thoughtful public relations.
Rather than inserting yourself into a news story for attention, contribute knowledge that genuinely helps people understand an issue. Pet businesses can apply this strategy in countless ways:
• Offer expert advice during severe weather events.
• Explain pet travel safety before holiday weekends.
• Discuss toxic plants during spring gardening season.
• Share pet preparedness tips during natural disasters.
• Provide behavioral guidance after widely reported animal incidents.
When your expertise helps answer questions people are already asking, media opportunities naturally follow.
Creative Fundraising That Benefits Everyone
While Arscott’s photography has earned media attention, it has also become an engine for fundraising. Her creative projects demonstrate that philanthropy and business growth don’t have to compete—they can strengthen one another.
Holiday photo sessions with Santa and the Easter Bunny support local rescues while bringing new clients into her business. Calendar contests encourage pet owners to rally friends and family to vote for their favorite photos, generating significant donations in a short period of time. Her signature coffee table books may be the most inspiring example.
Each edition celebrates adopted pets and the lives they’ve built with their new families. Participants contribute directly to rescue organizations, receive professional portraits, and become part of a beautifully produced keepsake.
The books shift the focus away from tragedy and toward transformation. They celebrate second chances. That positive storytelling not only raises substantial funds but also reinforces the emotional connection people feel with rescue organizations.
More recently, Arscott expanded the concept by partnering with a local restaurant group to create another fundraising book benefiting Alpha Bravo Canine, an organization that trains service dogs for veterans.
It’s an excellent reminder that strategic partnerships can dramatically expand the reach and impact of a community project.
The Bigger Lesson for Pet Brands
Although this episode focuses on pet photography, the lessons apply to virtually every business in the pet industry.
Whether you manufacture pet products, operate a veterinary practice, own a grooming salon, manage an animal rescue, or run a pet technology startup, your most valuable marketing asset is often the story behind your work. Consumers increasingly support brands that contribute to their communities. Journalists look for organizations making a meaningful impact. Search engines increasingly reward content demonstrating expertise, experience, authority, and trustworthiness. Those goals all begin with authentic storytelling.
The businesses earning the strongest media coverage aren’t necessarily spending the most on advertising. They’re creating stories worth sharing.
Pet PR Strategies Key Takeaways
• Lead with your mission, not your marketing.
• Human-interest stories consistently outperform promotional messaging.
• Local media are always looking for community-focused stories.
• Partnerships with nonprofits can create meaningful publicity for both organizations.
• Educational content positions your business as an expert resource.
• Positive storytelling often inspires more engagement than focusing solely on hardship.
• Consistent public relations builds credibility over time.
About Carol Arscott
Carol Arscott is an award-winning professional pet photographer based near Philadelphia and the founder of Carol Arscott Photography. For more than a decade, she has combined fine art pet photography with animal rescue advocacy, creating fundraising projects, coffee table books, and adoption campaigns that have generated more than $100,000 for rescue organizations. Her work has been featured by local television stations and community media for its impact on animal welfare.
Frequently Asked Questions
How can a small pet business implement pet PR strategies such as earned media coverage?
Focus on stories that benefit your community rather than promoting your products. Human-interest stories, nonprofit partnerships, educational expertise, and seasonal topics are often attractive to local media.
Do I need a PR agency to get television coverage?
Not necessarily. Carol earned television coverage through community involvement, client nominations, and well-crafted press releases highlighting the impact of her work.
What makes a good local news story?
Local impact, compelling people, timely topics, and a clear benefit to the community. Reporters are looking for stories that inform or inspire their audiences.
How can pet photographers support animal rescues?
Professional photography helps showcase adoptable animals, increases engagement with adoption listings, supports fundraising campaigns, and creates compelling stories for donors and media.
What is newsjacking?
Newsjacking is the practice of contributing expert insight to topics already making headlines. When done thoughtfully, it positions your business as a trusted source while providing useful information to the public.
Final Thoughts
Arscott’s journey illustrates that meaningful public relations begins with meaningful work. By using her photography to help rescue animals, building authentic relationships within her community, and sharing stories that celebrate hope instead of hardship, she created a business that stands out for all the right reasons.
For pet brands, veterinary practices, nonprofits, retailers, and entrepreneurs, the lesson is clear: the strongest publicity isn’t bought—it’s earned through expertise, generosity, and stories that genuinely improve lives.
If you’d like to hear more conversations with the innovators shaping the pet industry, subscribe to The Whisker Report Podcast and never miss an episode.
And if your organization is ready to build its reputation through strategic pet PR strategies such as media relations, thought leadership, or integrated marketing, Whisker Media is here to help. We specialize exclusively in the pet industry, helping brands, veterinarians, nonprofits, and industry leaders tell compelling stories that earn media coverage, build credibility, and create lasting impact.
