Stacy sits down with Mary Tan, owner and chief storyteller at Whisker Media, a boutique strategic communications agency that focuses on marketing and public relations for pet-related businesses and animal welfare nonprofits. Mary, who previously worked as a news reporter and in government communications, is also the public relations manager for Animal Humane Society in Golden Valley, Minnesota, which is one of the country's largest open-admission shelters.

Mary and Stacy talk about why it's important even for small organizations to capture and leverage stories, and why it's important for all groups to have relationships with the media. Mary talks about the concept of "newsjacking," and gives some advice on how to contact and start relationships with your local media. She also talks about press releases and when to use them, and tells groups that "You need public relations and marketing."

To learn more about Whisker Media and contact Mary, visit the Whisker Media website.