PR Tips for pet product brands and animal nonprofits
A successful pitch is equal parts strategy, timing, and personalization. Reporters and editors are busier than ever, juggling multiple stories across digital, print, and broadcast platforms. As a publicist, your job is to make their work easier—by sending concise, compelling, and timely pitches that clearly connect to their audience.
At Paws PR, we’ve refined best practices for pitching the media, and in this blog we’re sharing insider strategies, expert tips, and updated 2025 trends to help you stand out.
Crafting the Perfect Pitch
- Research first. Know the outlet, the reporter, and the audience before hitting send. Ask yourself: Why is this story relevant to them?
- Keep it short. Reporters skim emails, often on their phones. Make sure your first 2–3 sentences highlight the “why now” and the audience impact.
- Provide the essentials. Anticipate what they’ll need: statistics, interviews, graphics, video opportunities, and visuals.
The Subject Line Matters
Your subject line (or “slug line”) can make or break your pitch:
- Clearly label the type of content. Example:
Press Release: Top 10 Common Household Poisons for Pets - Flag breaking news when appropriate. Example:
BREAKING NEWS: 50 Cats Rescued from Main Street House — Local SPCA Asks for Donations - Avoid vague or “click-bait” wording. Be professional, specific, and urgent when needed.
Email Best Practices
- Paste, don’t attach. Copy/paste your press release into the body of the email. Never send unsolicited attachments.
- Photos and visuals. Don’t attach images. Instead, provide a link to your online newsroom or note that high-resolution photos are available upon request.
- Personalize when possible. If you’ve worked with a reporter before, acknowledge that. Example:
“Dear Amy, I hope this finds you well. I’m writing with a story idea I believe would interest your readers.” - Use proper greetings. If you don’t know the reporter personally, default to formality: “Dear Mr. Jones.” Never start with a casual “Hi” or “Hey.”
- Front-load the release. As CBS’s Sam Litzinger advises, “Always have the point of the press release at the top.”
Timing is Everything
- Send before 9 a.m. Eastern. Most daily newsrooms hold editorial meetings between 9–10 a.m. That’s when assignments are made.
- Follow up before 1 p.m. Reporters are on deadline later in the day and less likely to respond.
- Long-lead outlets. Magazines and national publications often work 3–6 months out. Always check editorial calendars.
- Avoid Fridays. Unless it’s urgent breaking news, Friday pitches are best saved for Monday.
- Online editors. Many outlets post stories online ahead of print—include them in your outreach.
Following Up by Phone
- Expect that most reporters won’t answer. When they do, you’ll usually have 15 seconds to make your case.
- Local reporters may be friendlier than major market editors—especially in New York or DC. Develop a thick skin.
- Have your elevator pitch ready before dialing.
Using Social Media to Pitch
Social platforms are now part of the pitching toolkit. Increasingly, some reporters prefer pitches via X, Instagram or LinkedIn DMs.
- Know the Media. Only pitch via social media if you know the reporter is open to it (check their bio or past behavior).
- Include links. A tweet linking to your press release or newsroom can be effective.
- Engage authentically. Comment thoughtfully on their posts before sliding into their DMs—relationship-building matters.
Pitching TV
Television thrives on visuals. To pitch effectively:
- Highlight the visual angle up front.
- Provide B-roll or stock footage whenever possible.
- Offer detailed descriptions, e.g.:
“B-roll of common household dangers for pets (raisins, grapes, pesticides) for National Pet Poison Prevention Week.”
Online Media & By-lined Articles
- Online outlets can be pitched any time, but avoid Fridays.
- Many websites welcome by-lined content. Position your organization’s leadership as thought leaders by submitting guest posts or op-eds.
Breaking News Protocol
When breaking news strikes:
- Maintain updated media lists. A master list ensures fast outreach.
- Pitch AP and Reuters first. Wire services can quickly amplify your news.
- Send to main desks. Always call to confirm the right email before sending.
- Call immediately after. Assignment desks may ask you to resend.
- Prep spokespeople. Ensure they have talking points and are available for interviews immediately.
Handling Reactive Media Calls
- Designate a 24/7 on-call team member for press inquiries.
- Make it easy for reporters to find a press contact number/email on your website.
- Train staff: no one should speak with the press without approval.
- First question to ask: What is your deadline?
- Track every call: outlet, reporter, request details, and follow-up.
2025 Pitching Takeaways
- Personalization wins. Mass blasts are ignored; tailored pitches are valued.
- Mobile-first. Reporters read emails on phones. Keep pitches skimmable.
- Digital assets matter. Photos, video, infographics, and social-ready content boost your chances of pickup.
- Engagement counts. Commenting on and sharing journalists’ content builds goodwill before you pitch.
Final Word:
Pitching is both an art and a science. When you respect reporters’ time, provide compelling stories, and stay on top of digital trends, you position your client—and yourself—as a trusted media partner.
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