How to Pitch Pet Journalists: What Award-Winning Freelance Journalist Jen Reeder Wants Every Pet Brand and Animal Rescue to Know

Getting media coverage isn’t about sending more press releases. It’s about understanding how reporters think. If you’re wondering how to pitch pet journalists, this is the key principle to keep in mind. In this guide, you’ll discover how to stand out to the media.

Show Summary

On this episode of the Whisker Report Podcast, we sit down with one of the pet industry’s most respected freelance journalists, Jen Reeder, whose bylines have appeared in The New York Times, Forbes, CNN, Reader’s Digest, and hundreds of other publications. A 2025 inductee into the Dog Writers Association of America Hall of Fame, Reeder shares what really happens behind the scenes when reporters receive story pitches—and why so many promising ideas never become published articles.

Whether you’re a pet brand, rescue organization, veterinarian, manufacturer, retailer, or public relations professional, this conversation offers an inside look at how to build meaningful relationships with the media instead of simply blasting out press releases.

One message echoed throughout the conversation: Good PR isn’t about selling—it’s about helping journalists tell better stories.

Great Pet PR Starts with Relationships—Not Press Releases

Every day, journalists receive hundreds of emails. Most never receive a response. That’s why you need to know how to pitch pet journalists.

According to Reeder, the difference isn’t always the story itself—it’s whether the person pitching took the time to understand what she actually covers. Instead of mass emails, she appreciates personalized pitches that reference previous articles she’s written and explain why a particular story fits her audience. That extra effort immediately signals credibility. For journalists working under tight deadlines, relevance matters more than volume.

Journalists Need Time

One of the biggest mistakes PR professionals and business owners make is waiting until the last minute.

If an event is tomorrow, there’s often no opportunity for a freelance journalist to pitch that story to an editor, wait for approval, conduct interviews, write the article, and get it published. Media coverage isn’t instant. It requires planning, except if it’s hard or breaking news like a crime story.

A Press Release Isn’t the Story

Reeder doesn’t dislike press releases. She simply doesn’t want them to become the entire article.

Instead, she often uses them as a starting point to uncover a more compelling human story.

A product launch might become a customer success story.

A nonprofit announcement might reveal an inspiring rescue.

A research study may lead to interviewing independent experts who provide context readers can trust.

That’s where journalism begins.

Authenticity Still Matters More Than AI

The conversation naturally turned toward artificial intelligence.

While many industries are embracing AI-generated content, Reeder says reputable news organizations continue to place enormous value on original reporting. AI may assist with transcription, organization, or research and marketing, but it cannot replace thoughtful interviews, empathy, or the ability to earn a source’s trust. For journalism, relationships remain irreplaceable.

Credibility Is Everything in Pet Industry Public Relations

Before writing about an organization, Reeder often researches it independently. She checks its reputation, previous news coverage and independent validation.

For pet businesses seeking media attention, this reinforces an important lesson: Your reputation starts long before you send your first pitch. Transparency, credibility, and consistent community involvement make journalists far more comfortable covering your story.

What Journalists Wish PR Professionals Would Stop Doing

Reeder shared several practices that immediately reduce the effectiveness of a pitch:

• Sending mass emails with no personalization.
• Pitching stories outside a journalist’s beat.
• Following up with phone calls or unsolicited text messages.
• Applying emotional pressure instead of presenting a compelling story.
• Trying to insert product promotions into editorial content.
• Assuming every press release deserves publication.

Instead, journalists are looking for timely, relevant stories that educate, inspire, or solve problems for readers.

Earned Media Is Built on Trust

One of the strongest takeaways from the episode is that journalism and public relations aren’t opposing forces. You need to know how to pitch pet journalists because you’re partners with different responsibilities. Public relations professionals advocate for their clients. But remember, journalists advocate for their readers. When both sides respect those roles, everyone benefits—including the audience.

Media Pitching Tips and Takeaways

• Personalize every media pitch.
• Research journalists before contacting them.
• Give reporters enough lead time.
• Use press releases as supporting material—not the complete story.
• Build credibility before asking for coverage.
• Respect editorial independence.
• Relationships remain the foundation of successful media outreach.
• AI can support journalism but cannot replace trusted reporting.
• Authentic storytelling always outperforms promotional messaging.

Frequently Asked Questions

How do you pitch a freelance pet journalist?

Research what they regularly write about, personalize your outreach, explain why your story matters to their audience, and provide enough lead time for them to pitch the idea to an editor.

Should I send a press release?

Yes—but think of it as supporting information rather than the story itself. Journalists often use press releases as a starting point to develop more compelling features.

What do journalists dislike most?

Mass emails, irrelevant pitches, aggressive follow-ups, and promotional content disguised as news.

Is AI replacing journalists?

According to Jen Reeder, AI can assist with certain tasks, but original interviews, relationship building, editorial judgment, and storytelling remain uniquely human.

How can pet businesses earn more media coverage?

Develop authentic stories, build community credibility, work with knowledgeable PR professionals, and focus on providing value instead of promotion.

About Jen Reeder:

Jen Reeder is an award-winning freelance journalist specializing in the pet industry. Her work has appeared in The New York Times, Forbes, CNN, Reader’s Digest, and numerous national publications. A former president of the Dog Writers Association of America and a 2025 Hall of Fame inductee, she is widely recognized for her thoughtful reporting on companion animals, veterinary medicine, rescue organizations, and the human-animal bond.

Final Thoughts

Great media coverage doesn’t begin with a press release—it begins with understanding the needs of the journalist on the other side of the email.

As Jen Reeder reminds us throughout this conversation, the strongest stories are built on credibility, preparation, empathy, and genuine relationships. Those qualities don’t just help journalists produce better stories—they help pet businesses earn lasting trust with customers, partners, and the media alike.

If you’re looking to elevate your pet brand through meaningful storytelling, this episode is full of practical insights you can put into action today.

Subscribe to the Whisker Report Podcast so you never miss conversations with the journalists, marketers, innovators, and industry leaders shaping the future of the pet industry.

And if you’re ready to earn media coverage that builds credibility—not just clicks—contact Whisker Media. Our team helps pet brands, nonprofits, and industry experts develop strategic public relations campaigns, thought leadership, and media relationships that create lasting visibility.