Clayton interviews Kerry Sutherland, the owner and founder of Kerry Sutherland PR, who shares her extensive experience in the pet industry and public relations. With nearly two decades of expertise, Kerry discusses the evolution of the pet market, the changing landscape of media, and the importance of personalized PR strategies. She emphasizes the need for brands to identify their target audience and craft compelling stories that resonate with both traditional media and influencers. As they explore the upcoming Global Pet Expo, Kerry highlights trends in pet care, such as the humanization of pets and the growing focus on enrichment, while also addressing the challenges brands face in navigating the noisy media environment. This insightful conversation offers valuable advice for businesses looking to enhance their media presence and connect with consumers in a meaningful way.

KEY TAKEAWAYS

Evolution of the Pet Industry: The pet industry has significantly changed over the years, with trends shifting from basic pet care to a focus on humanization, technology integration, and enrichment for pets. 

Importance of Personalized PR: Effective public relations requires a personalized approach. Brands should avoid generic pitches and instead tailor their communications to specific journalists and media outlets that align with their target audience and product offerings.

Maximizing Media Coverage: Simply obtaining media coverage is not enough; brands must actively promote and amplify their media successes. 

Navigating the Changing Media Landscape: The media landscape has shifted dramatically, with a move from traditional print to online and social media.

BEST MOMENTS

"I started K Sutherland PR 13 years ago with kind of a desire to not exclusively focus in the pet industry." - Kerry 

"It's really about unique and interesting storytelling on storylines that are national, consumer friendly, easy to digest." - Kerry 

"You need to narrowly identify who is our real customer. It is not everyone." - Kerry 

"It's harder than ever today... you need to be consistently delivering media pitches." - Clayton

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
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