March 24-26, 2021
Orange County Convention Center
Orlando, FL
American Pet Products Association (APPA) Pet Industry Distributors Association (PIDA)

Public Relations Guide - Free

Get Your Products Noticed!  Simple Public Relations Tips Developed Exclusively for Exhibitors

You may have a strategy for reaching the buyers at the Show, but it's also essential to have a plan to reach the media attending Global Pet Expo. The press are the invaluable source that may give your products the national attention they deserve. Global Pet Expo's public relations team has compiled the following tips to assist you with developing your public relations strategy and campaign for the trade show.

Table of Contents

What is Public Relations?

Your PR Plan for Success

Plan Your Message

Writing a Press Release

Sample Press Release

Press Kit Assembly

Pre-Event Publicity

Media Lists

Utilizing the Press Office


What is Public Relations?

In short, public relations is the communications function that a corporation or organization utilizes to create favorable opinion for itself, its product, or its service.

By effectively using the tools of public relations, you can:

  • Clearly demonstrate key messages
  • Build brand awareness
  • Enhance product or service quality perceptions
  • Strengthen relationships with customers and/or target audiences
  • Motivate purchasing

Public relations can accomplish all of this in a way that goes beyond advertising, direct marketing or commercial promotion because its primary weapon is news! What people say about you in the news is perceived as more credible than what you say about yourself in advertising.

Your PR Plan for Success

Now that we've touched on what public relations is and what it can do for your company, let's talk about how you can start now to better ensure outstanding coverage at the Show!

Find tips on the following topics to get your PR efforts underway:

  • Plan Your Message
  • Writing a Press Release
  • Press Kit Assembly
  • Pre-Event Publicity/Driving Traffic to Your Booth
  • Utilizing the Press Room

Plan Your Message

Before assembling press materials, and especially before beginning the process of scheduling media interviews, it is essential to draft a precise, clear message or “soundbite.” Your message should be no longer than 15 seconds when spoken and should be practiced for a smooth presentation in the future. This is your opportunity to mention your company/product name and to deliver important or exciting news about what’s new with your company. It is also a good idea to designate one individual as your spokesperson to ensure consistency. This could be your one shot at exposure, so having a planned message is key!

Sample soundbite (not an actual company):


Writing a Press Release

It's important to keep in mind that writing and distributing a press release doesn't guarantee that your story will appear in the news. The media's primary concern when reporting on news is that the stories and information are interesting to their audience. That is why it is essential to capture the reader's attention from the moment he or she sees your eye-catching press release headline. Start with the most vital information in the lead paragraph, expand on that lead and continue to present details in decreasing order of importance.

Here are some tips on details to include when drafting a press release:

  • Always date your press releases, provide contact names and phone numbers, company name and address
  • Use photos whenever possible and clearly label photo with date, company name, contact name and phone number
  • When announcing new products be sure to include details such as when it will be available to consumers, why it’s significant in the marketplace, suggested retail price.

Sample Press Release

Contact: Jane Doe
555-555-5555 ext. 5
email address


Anytown, USA., Date, 2018 - ACME Pet Treats Vice President, John Smith announced today that ACME will unveil a revolutionary pet product at Global Pet 2018, March 21-23, in Orlando, FL.  ACME's hot new product, "Treetz," is sure to bring joy to pets and owners alike as this product, which resembles the popular human "tic tac" mints, promises to keep your pet's breath fresh for 24 hours!

The product will be shown at Global Pet Expo for the first time and promises to be one of the hottest pet products released this year.

Smith said, "We are thrilled to reveal this exciting new product at Global Pet Expo. This is the perfect opportunity for us to show the world that we have created a product that will make owning a pet a more enjoyable experience than ever. "

"Treetz" will be available to the public in March 2018 at pet superstores and local pet supply shops. ACME officials say that the product will retail for $1.99 per unit. Media and buyers attending the show can visit ACME at BOOTH 5555.

Global Pet Expo, the pet industry’s largest annual trade show, is presented by the American Pet Products Association (APPA) and Pet Industry Distributors Association (PIDA). It is the largest pet products trade show in the United States showcasing miles worth of pet products, more than 3,000 product-launches and 150 first-time exhibiting companies. Global Pet Expo is ranked one of the top 100 trade shows in the nation by Trade Show Executive.  

# # # #

Sample Boiler Plate

Insert a closing paragraph about your company at the bottom of the press release. 

The American Pet Products Association (APPA) is the leading trade association serving the interests of the pet products industry since 1958.  APPA membership includes more than 1,200 pet product manufacturers, their representatives, importers and livestock suppliers representing both large corporations and growing business enterprises.  APPA's mission is to promote, develop and advance pet ownership and the pet product industry and to provide the services necessary to help its members prosper. APPA is also proud to grow and support the industry through the following initiatives: Pets Add Life (PAL), the Human Animal Bond Research Initiative (HABRI), The Pet Leadership Council (PLC), the Pet Industry Joint Advisory Council (PIJAC) and the Pet Care Trust.  Visit for more information.

Press Kit Assembly for Onsite at Global Pet Expo

It is important when assembling your press kit that you do not over-do it as too much information may be overwhelming to the press and may cause them to disregard your materials. Regardless of the format of your press kit, it is most important to be mindful of the kit’s content.

Here are some examples of what you should include in your press kit:

  • Most recent press releases - try to keep it limited to fresh information
  • Backgrounder – a simple one – sheet with facts about your company and products
  • Product photo – it is wise to include a photo of any products that you are featuring
  • Contact information – include a business card or contact sheet listing name, address, phone, fax, email, web site and company name
  • Make sure your booth number is prominent on your folder/USB drive/materials so that the media can locate you easily on the showroom floor

It is important to come to the show prepared with several press kits (25-50) to keep at your booth and most importantly in the press office. Media kit bins will be available in the press office to showcase your press materials. It is strongly suggested that with your press kits you display a sample of your product, especially if you’re launching something new at the Show. Some media might request that you send the kit post-show, so it is a good idea to keep a running list of requests so that they can be easily followed up on after the Show.

Exhibitors should pick up any press kits from the Press Office once the show closes on the last day or they will be discarded.

Pre-Event Publicity—Driving Traffic to Your Booth

Once you have your message crafted, a press release written and press kit assembled, it's time to start contacting the media and laying the groundwork for driving traffic to your booth.

Determining your target audience and developing media lists are perhaps the most important functions in a successful PR program. Global Pet Expo's public relations team has compiled a media list especially for you as a Global Pet Expo exhibitor to promote your company and products.

It's important to know that generally speaking, media prefer to receive news releases via email. In addition to materials you are crafting specifically for the Show, it is wise to begin in the next month or two by sending news releases about any new products, personnel promotions, special events, and other newsworthy opportunities to start getting these important contacts familiar with your company and its products. Keep in mind that some magazines "close" issues 2-3 months prior to publications, so a news item sent in December might not appear in print until February or March, depending on deadlines.