How Paws PR Elevated Alley Cat Allies
As the original pet PR agency, Paws PR specializes in helping pet product companies and animal protection organizations build visibility through smart, strategic communications. One example is our work with Alley Cat Allies, a leading national nonprofit advocating for cats. Our goal was to position the organization’s founder and President, Becky Robinson, as the national voice for feral cat advocacy. Using a combination of proactive media relations, targeted marketing campaigns, and social media management, Paws PR successfully built her presence as a trusted leader in the movement.
Building an Engaged Social Media Community
Paws PR launched and managed Becky Robinson’s social media accounts (@feralbecky) to create a recognizable and approachable voice. Over three years, we grew her audience across multiple platforms with outstanding results:
- X (formerly Twitter): 48% growth
- Facebook: 171% growth
- Instagram: 236% growth
- Pinterest: 160% growth
By blending advocacy messaging with personal lifestyle content, we created a community that felt personally connected to Becky while also supporting Alley Cat Allies’ mission.
Sharegraphics and Visual Storytelling
To amplify Alley Cat Allies’ advocacy, Paws PR designed a branded template for sharegraphics—visual, easy-to-share posts that highlighted key messages around feral and stray cat care.
These graphics became a signature part of the organization’s online presence. Each post was tracked and analyzed, giving us valuable insights into what content resonated most and how to refine future campaigns.
Engagement Is Everything
For nonprofits and pet brands alike, audience engagement is the heart of successful social media.
Paws PR ensured that every mention, comment, or message was responded to within 12 hours. We monitored accounts evenings, weekends, and holidays so urgent animal issues were quickly flagged for direct response. This level of attentiveness built trust and reinforced Becky Robinson’s credibility as an advocate.
Creating a Relatable Brand Voice
A unique online persona helped make Becky Robinson’s accounts authentic and engaging. Alongside advocacy posts, we published:
- Vegan food and lifestyle photos
- Outdoor and nature photography
- Behind-the-scenes photos from Becky herself
This combination positioned Becky as both an approachable individual and a respected leader in the animal welfare movement.
Social Media Best Practices for 2025
While the foundation of authenticity and engagement never changes, social media trends in 2025 require organizations to adapt. Here are Paws PR’s top social media tips for nonprofits and pet brands in 2025:
Short-Form Video First
Reels, TikToks, and YouTube Shorts outperform static posts. Nonprofits should showcase behind-the-scenes rescue work, staff stories, or day-in-the-life advocacy moments.
Use AI Tools Wisely
AI can help with scheduling, caption ideas, and analytics, but human oversight is essential. Authenticity remains the #1 factor in building community trust.
Partner with Micro-Influencers
Smaller influencers in the pet and advocacy space often generate higher engagement than celebrities. They bring credibility and niche audiences.
Focus on Community Engagement
Algorithms in 2025 reward saves, shares, and meaningful comments. Respond quickly and cultivate real conversations rather than chasing vanity metrics.
Customize by Platform
- Instagram: Reels + carousel graphics are key.
- X (Twitter): Still valuable for breaking news and advocacy alerts.
- LinkedIn: Expanding for nonprofit thought leadership.
- TikTok: Authentic storytelling is the winning formula.
Track and Adjust Constantly
Analytics should guide your strategy. Test different content formats, measure results, and pivot quickly based on what resonates.
Why This Matters
The success of Alley Cat Allies proves that with the right PR and social media strategy, a nonprofit can:
- Build a loyal and engaged audience.
- Establish its leadership voice.
- Amplify its mission nationwide.
✅ Ready to strengthen your nonprofit or pet brand’s visibility? Contact Paws PR today to learn how we can help you build an authentic social media strategy that drives awareness, engagement, and results.
