Public Relations Guide

Public Relations Tips

Media and influencer coverage can create momentum, drive sales and make headlines for your brand, so engagement with these audiences during Global Pet Expo is equally important as your buyer outreach. Use these tips to help develop your PR strategy and campaign for the show to maximize your potential for earned media and influencer coverage.

Your PR Plan for Success 

By effectively using public relations tools and tactics, you can: 

• 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 – people perceive what is said about you in the news and by influencers as more credible than what you say about yourself in advertising. 

Plan Your Message 

Key Messaging 

Key messages should center around what you want to communicate about your company, brand or product. They should: 

• Consist of brief, positive points
• Contain broad, memorable themes
• Be factual; never speculate or guess
• Lend itself to “transitioning” and “bridging” (see below)  
• Be incorporated into all written materials and interviews (if applicable) 
  

Elevator Pitch 

Develop a short, easy-to-memorize “elevator pitch” for media interviews or influencer conversations that last no longer than 15 seconds. To ensure consistency, we recommend designating one or two on-site individuals as your media and/or influencer spokesperson(s).  

Sample Elevator Pitch (fictional companies): 

“After years of research, ACME PetTreats is proud to announce ‘Treatz,’ a revolutionary product that looks like a human ‘tic tac’ and eliminates bad breath in pets for up to 24 hours. ACME is committed to products that make life for you and your pet more enjoyable.” 

“A leader in the treats space for more than two decades, ACME PetTreats is excited to announce that it is launching a new philanthropic partnership with the American Animal Shelter (AAS). For each bag of treats sold, $5 will be donated to helping AAS find pets their ‘fur-ever’ homes.” 

Media & Influencer Outreach 

To yield the best results and garner the most media and influencer engagement during the show, begin your public relations outreach and efforts before the show. This can include: 

Media Alerts or Advisories 

Create a brief announcement alerting media and/or influencers to an upcoming event or activity. For example, a media alert for Global Pet Expo could highlight your participation at the event, tease out announcements and/or share which spokespeople will be on-site and available for interviews.

Always include the “Five Ws” (Who, What, When, Where and Why) and contact information for the person facilitating any media/influencer inquiries on-site. You can use this example/template to help you get started. 

Pitches and/or Introductory Notes 

Draft a set of targeted pitches to gauge interest and schedule on-site interviews and/or meetings. These communications can tease announcements, spokespeople available at the show or other news-worthy tidbits to pique media interest.

Consider targeting pitches to specific outlets and/or reporters. For example, if your organization is launching a line of sustainable pet products, consider reaching out to reporters or influencers who have previously covered that beat or expressed interest in learning more about those types of products. 

That said, you can still cast a wide net with introductory notes and/or pitches to highlight how your brand/spokespeople can be a resource for any stories they might have in the works. For more broad pitches, include a list of topics you feel comfortable discussing or the types of products your brand specializes in.

Always include contact information for the person facilitating media/influencer inquiries on-site. These examples/templates can help you get started. 

Press Releases 

When writing a story, the media's primary consideration is that the topic is relevant to their readers or viewers. It's important to remember that distributing a press release doesn't guarantee your story will appear in the news, so capturing media attention is essential to writing a good press release. 

Structure of a Press Release
Every good press release should communicate the Who, What, When, Where, Why and How. To do this effectively, we recommend using the following structure:  

1. Start with an attention-grabbing headline. 
2. Lead with the most vital information in the opening paragraph.
3. Expand on that lead in the body of the release. Present details in decreasing order of importance – think of an inverted pyramid, with the most crucial information at the top and the least at the bottom.
4. Insert a closing paragraph about your company – also known as a boilerplate – at the bottom of the press release. 

Additional Tips

• Always date your press releases and provide a contact name, phone number, company name and email address.
• Make sure you have photos available for any media outlets that express interest.
• When announcing new products, include consumer availability, suggested retail price and marketplace significance. 

Drafting Your Press Release

• Use this template to help you get started.
• For additional examples, look at some of Global Pet Expo and APPA’s latest press releases here and here. 

Assembling & Sharing Your Media Kit 

Media kits are important resources that give media and/or influencers all the facts, figures and background information they need to tell a compelling story. Your media kit should be clear and concise so they can easily learn about your brand and product(s) and access photos and videos to use in their content.  

Contents

• Backgrounder or Fact Sheet: A one-sheeter with facts about your brand, products, and booth information.  

• Contact Information: Company name, booth number, contact name(s), email address, phone number, website and social media channels for any media inquiries. Pro-tip: Prominently display your booth number on all materials so media can locate you on the show floor if they want to learn more. 

• Press Releases: Any announcements highlighting new product launches or recent enhancements. Keep these limited to fresh information. 

• Product Information: Clear and concise descriptions of your product, how it works, an image and the type of pet the product is intended for. Note: This can be included in your Backgrounder if you are only including one product.  

• Media Assets: High-resolution photos/videos of your product. For printed materials, consider using a QR code to scan for access to digital assets. 
• Social Media Card: Consider a social media card that includes all your social media handles for influencers. 

Assembling & Sharing Your Media Kit 

Print

• In organized packets or folders. Remember – presentation is key.
• Keep copies at your booth and secure a media kit cubby in the Media Lounge to display your media kits. 

Digital

• Hosted on your website or uploaded online using a file-sharing service like Hightail or Dropbox. Consider creating a QR code to share the link with media easily.
• USB drives with materials electronically uploaded. 

Timelines

Follow this suggested timeline for your media and influencer outreach. Remember that media and influencers’ schedules fill up quickly! The earlier you finalize media materials and conduct outreach, the better positioned you’ll be for media and influencer success. 

 Two Months Before the Show (January 2024)

• Begin preparing media materials, including pre-show outreach messaging/documents and/or media kit materials.
• Submit information to the Global Pet Expo PR team ahead of deadlines for the New Product Media Guide and Pitch Sheet. 
• Enter your product(s) in the New Products Showcase. 

One Month Before the Show (February 2024) 

• Download and review the registered media and influencer lists and establish your action plan. 
• Begin your pre-show outreach. Be sure to periodically download new lists to add any new relevant registrants to your target list.
• Upload your press release to the Global Pet Expo website. 

Two Weeks Before the Show 

• Firm up media and/or influencer interest, schedule meetings and/or finalize event details.
• Practice your elevator pitch and assign media and/or influencer point(s) of contact for the show.
• Finalize any media materials, ensuring your booth number is prominently displayed. 

Show Week 

• Stop by the Media Lounge to drop off your media kit.
• Ensure your spokesperson(s) are prepared to speak to any media that stop by your booth.
• Take advantage of Global Pet Expo-hosted networking opportunities and events; you never know when you might connect with a reporter or influencer interested in your story. 

After the Show 

• Keep in touch with any media and/or influencers you met at the show. 
• Send follow-up notes and keep media up-to-date on any new announcements. 
• Follow influencers on social media and continue to interact with their content. 
  

Interacting with Media and Influencers at the Show 

While scheduling media interviews and influencer interactions is always desirable, it isn’t always feasible. Media and influencers will likely swing by your booth at the show and ask your team questions. They might sit beside you at the New Products Showcase “Best in Show” Award, or you might strike up a conversation on the walk back to the hotel, among other potential unplanned interactions. 

With this in mind, we recommend designating one or two individuals as your media and/or influencer spokesperson(s) and bringing them to the show as a part of your on-site team. Make sure this person is comfortable speaking with media, well-versed in the materials in your media kit, and knows your elevator pitch, recent announcements, influencer programming details and/or social media handles. If/when your sales team faces a media or influencer interaction, this person can quickly step in to help bridge any gaps and ensure consistency with your brand’s messaging. 

If your designated spokesperson(s) has to step away from your booth, ask if the reporter/influencer can come back to your booth when they return or take down the reporter/influencer’s contact information to set up a meeting later.  

Alternatively, if you are unable to bring a member of the team who is well-versed in media and influencer relations, consider preparing a contact card with the designated PR and/or social media/influencer marketing person’s contact information so media and influencers can reach out to them to set up interviews, ask questions, etc. Be sure to take down the reporter/influencer’s contact information (or scan their badge with your lead retrieval) so both parties can reach out. This way, your team can keep the conversation going and still leverage the potential relationship to its fullest extent.

Media Interviews

Do’s and Don’ts  

If a member of the media requests to set up an interview during or after the show, keep the following in mind, no matter who is interviewing you or what the subject matter is. 

Do 

• Relax and be comfortable.
• Prepare a strong set of key messages so you are ready to approach any interview as an opportunity to tell a story rather than simply answering questions.
• Make simple statements – remember your key messages and stick to them.
• If a reporter asks an off-topic or “trick” question, it is your job to steer the interview back to your key messaging, known as “transitioning” or “bridging.” Example transition phrases include: 
  • “What we know…”
  • “The main thing we are focusing on is…”
  • “Keep in mind that...”
  • “It’s important to remember that...”
  • “What we’ve been hearing from our peers...” 

Don’t

• Never tell lies or untruths.
• If you don’t know an answer, don’t fake it. Commit to finding the information and follow up with the reporter.
• Never say, “No comment.”
• Never assume something is off the record. Anything you say in front of a reporter can be fair game.
• Do not argue with the reporter.
• Do not feel the need to fill the void if the reporter is silent. 

You do have the right to

• Know in advance the subject of the interview
• Stress positive information
• Withhold negative or proprietary information
• Use notes and media materials
• Ask when the story may be released or for a timeline
• Pick the location of the interview (if in person) 

You do not have the right to

• Know specific questions in advance
• Approve quotes
• Ask for another reporter to do the story
• Lie to the reporter
• Decide that the interview is off the record (there is no such thing as “off the record”)
• Ask to see the story before it is published. 

Preparing for an Interview 

General Interview Tips 

• Research the reporter’s coverage areas/previous work.
• Decide what your main points will be. Reporters are most interested in quickly getting to the heart of the story, which typically means answering the following questions: 
  • What happened?
  • Why did it happen?
  • What does it mean?
  • Why should my readers/viewers care?
  • Reporters are looking for what’s new and different! 
• Brainstorm potential tough questions and the answers. 
• Practice with a mock interview.

For Television and/or in-person interviews

• Make eye contact. Look at the reporter – not the camera.
• Be aware of nonverbal messages. First impressions matter.
• Wear neutral clothing and avoid bright colors and patterns.
• Smile if appropriate – it conveys confidence and trust.
• Maintain good posture. Lean forward, be steady and limit unnecessary hand movements.
• Always assume the microphone and recording device is on. 

For video interviews (i.e., Zoom, etc.)

• Find a quiet and well-lit place to conduct the interview.
• Use headphones to deliver the best audio.
• Position the camera at eye level or slightly above.
• Make sure you have a clean/attractive background.
• Turn off all potential distractions/interruptions.
• Test the video/recording platform in advance (e.g., Zoom, Skype, etc.).
• Use the mute button when appropriate.
• Practice with your equipment to ensure the lighting, background, frame, etc., are video-ready.