Bill Shelton on Positive Messaging in Purebred Dogs

Bill Shelton imparts his wisdom in part one of a three-part series from a wide-ranging conversation about positive messaging in purebred dogs.

People respond to positive messages, Shelton said, which will allow us to change perceptions within the general public. Words like preservation and purpose bred dogs change the paradigm of purebred that can have negative connotation.

“Look what shelters have done,” Shelton said. “They used to be known as the dog pound and mongrels. Look at it today, shelter, rescue, adoption. What fabulous words they use. We still use all these draconian words like kennel, breeders and purebred. They are accurate, but we need to move past them. Even the boarding industry has recognized the anthropomorphized words and have day care and stylists instead of kennel runs and groomers.”

We as breeders and exhibitors have the responsibility to take back the conversation and can’t rely exclusively on the American Kennel Club to do the work for us, Shelton noted.

“I don’t use the word responsible any more because 30 people have a different understanding of what that means,” Shelton said. “Purpose bred means that not only are the dogs bred for intellect and the way they look and predictability, they are bred intentionally by people who care about them.”

The term preservation breeder opens up the opportunity for conversation in the community, Shelton said.

“The paradigm has to change,” Shelton said. “We’ve focused so much on dog shows, that we began to believe that is the most important thing. What’s really important is that you and I as dog breeders supply the demand of happy, healthy family companions.”

Accountability

“As breeders we are taking accountability,” Shelton said. “We are the ones taking responsibility from cradle to grave. Rescue started in the halls of the AKC and parent clubs. This is one of the reasons we find only five percent identifiable purebreds in shelters.”

We have to assimilate different perspectives rather than pushing against them, Shelton said. We need not to demean people but rather encourage them to understand what preservation breeders are doing, including producing a quantitative predictability of health.

Learn more: 23 – Our Breeds are Endangered: Preservation Breeding-Bill Shelton