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Show 39: The New Rules of Pet PR and AI Visibility

ByMaryTan

In this show, host Mary Tan and producer Mark Winter welcome Sara Blood of BrandPoint for an eye-opening conversation about modern pet PR, sponsored content, AI visibility, and how pet brands can break through in today’s crowded media landscape. From the changing face of pet trade shows like Global Pet Expo to the difference between earned media, marketing, and paid placements, Sara shares insider strategies for startups, pet businesses, and nonprofits looking to build awareness and credibility. If you want practical ways to turn content into gold, grow your brand, and stay ahead in the fast-changing world of media, this episode is a must-listen.

Woman and dog on computer doing pet PR

Mary Tan:
Today we’re talking about how pet brands and animal organizations can get more visibility. Our guest brings a strong background in content strategy and pet public relations.

Sara Blood:
Thanks for having me. I love talking about ways pet businesses and organizations can get their message out there.

Sara’s Background in Pet PR and Media

Mary Tan:
Tell us a little about your background and how you got into pet PR.

Sara Blood:
I started as a newspaper reporter in Minnesota, where I even covered adoptable pets and ended up adopting one myself. From there, I moved into PR at an agency working with pet brands — everything from pet food launches to events like Chihuahua races.

Later, I worked with nonprofit organizations and eventually joined Brandpoint, where we focus on content distribution and helping brands increase awareness and engagement.

What Brandpoint Does (and How It Fits Into PR)

Mary Tan:
Explain what your company does, because it’s not traditional PR or marketing.

Sara Blood:
We act as an extension of a brand’s team. We help create and distribute content — articles, videos, infographics — across a network of publishers.

This helps brands get visibility even when traditional media opportunities are limited. We also measure engagement and help optimize content for discoverability, including AI-driven search.

Sponsored Content vs. Traditional PR

Mary Tan:
A lot of people don’t understand sponsored content. How would you explain it?

Sara Blood:
Sponsored content is paid placement, but it still needs to be informative and credible. It’s labeled as sponsored, but it allows brands to control their message.

PR has evolved — it’s no longer just earned media. It now includes paid, owned, and shared channels. You need all of them working together.

The PESO Model in Pet PR

Sara Blood:
PR today isn’t siloed anymore. It’s about managing:

  • Paid media
  • Earned media
  • Shared media (social)
  • Owned media (your website and content)

Pet brands need to feed all of these channels consistently.

How Pet Brands Can Use Content Distribution

Mary Tan:
How can pet businesses actually use your services?

Sara Blood:
We typically work with brands that have already tried trade shows or traditional PR but need more reach.

We can distribute content locally, regionally, or nationally — and even in Spanish to reach new audiences.

The biggest benefit is guaranteed placements and measurable engagement.

The Importance of Repurposing Content

Sara Blood:
One of the biggest missed opportunities is not repurposing content. That’s ideal for great pet PR.

If you create an article, you should:

  • Share it on your website
  • Include it in newsletters
  • Post it on social media
  • Use it across multiple channels

That’s how you turn content into real value.

PR vs. Marketing: What’s the Difference?

Mary Tan:
People often confuse PR and marketing. How do you define the difference?

Sara Blood:
Marketing is very metrics-driven and focused on sales.

PR is about visibility, storytelling, and credibility. It’s often faster to execute, but harder to measure.

That’s why combining pet PR with content distribution and engagement tracking is so powerful.

Control vs. Risk in PR

Sara Blood:
With sponsored content, you have full control — messaging, timing, placement.

With earned media, you don’t.

That’s why I often recommend starting with controlled content to build confidence before pursuing larger media opportunities.

Advice for Small Pet Businesses and Rescues

Mary Tan:
What’s your advice for smaller pet businesses or rescues with limited budgets?

Sara Blood:
Start with social media. The most successful accounts are authentic and real.

You don’t need a big budget — just consistency and personality.

Show what you do every day, tell stories, and connect emotionally with your audience.

Social Media as a PR Tool

Sara Blood:
Some of the best-performing pet content comes from:

  • Real rescue stories
  • Behind-the-scenes moments
  • Honest, unfiltered updates

People connect with authenticity more than polished campaigns.

Low-Cost PR Strategies That Work

Sara Blood:
If you don’t have budget for PR:

  • Build a newsletter
  • Host local events
  • Create in-store experiences
  • Ask customers what they need

PR can be as simple as showing up consistently and serving your community.

The Power of Community and Networking

Sara Blood:
Talk to other people in your industry. Ask what’s working for them.

There’s plenty of room in the pet space — it’s not about competition, it’s about connection.

Sara Blood:
A lot of people are afraid to put themselves out there.

But the bigger risk is not trying at all.

If you don’t promote your business or mission, people won’t know you exist.

Mary Tan:
You can run your business every day, but if no one knows about it, it won’t grow.

Sara Blood:
Exactly. Start small, stay consistent, and don’t be afraid to experiment.

Visibility is essential — and it’s something every pet business can build over time.

Want more details? Listen to the episode!

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