Whisker Report - Pet PR & Publicity - Pet Life Radio Original

Welcome to The Whisker Report, a fresh and engaging podcast designed to help anyone in the pet industry—whether running an animal welfare nonprofit or a for-profit pet business—gain valuable PR insights and buzz. Hosted by Mary Tan and her French counterpart Alexane Ricard, the show delivers practical advice, inspiring stories, and expert guidance, all with a global perspective. In this episode, the team chats with Megan Ames, owner of a new luxury pet store in Chandler, Arizona, to explore the marketing and PR strategies behind launching her business. Megan shares lessons learned, insights on balancing entrepreneurial tasks with PR efforts, and the unique ways her store integrates animal rescue into its branding. Produced by Mark Winter of Pet Life Radio, The Whisker Report is your go-to resource for mastering PR in the pet world.

EPISODE NOTES: From Chandler to the Spotlight: PR Lessons from a Luxury Pet Store

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Join us for a festive episode as we chat with Shay Sora Kim, a certified Soul Level Animal Communicator and somatic mentor. Shay blends science and spirituality to help anxious pet parents confidently navigate tricky behavioral moments, create calming routines, and deepen their bond with their soul pets.

In this holiday special, we talk about how to prepare your pet for the season’s chaos and Shay shares tips on what your pet truly wants for Christmas because they deserve to feel the holiday magic too!

EPISODE NOTES: What Does Your Pet Want for Christmas?

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This week’s podcast takes a unique turn as hosts Alex and Mary welcome Maia Rumpho, executive director of Pet Project Rescue in Minneapolis, to discuss PR strategies for cat rescues. Pet Project Rescue focuses on TNR (Trap-Neuter-Return) to combat cat overpopulation. Maia shares insights about her nonprofit, and the hosts recount their recent collaboration on a press conference to raise funds—a classic PR move designed to spotlight the rescue’s mission. They dive into the challenges of generating publicity and building buzz for such a vital cause.

EPISODE NOTES: From TNR to PR: Raising Awareness for Pet Project Rescue!

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Join hosts Mary Tan and Alexane Ricard on The Whisker Report, a lively podcast that helps pet industry professionals—from animal welfare advocates to pet product businesses—get the buzz they need. Mary brings her PR expertise, while Alex, an international cat crusader, adds her global perspective. Together, they recap their recent whirlwind at the SuperZoo trade show, where they guided journalists and influencers to their clients' booths, ensuring their pet products stood out among hundreds. With the help of producer Mark Winter of Pet Life Radio, they share insights on making the most of trade shows, celebrity endorsements (like Katherine Heigl's Badlands Ranch dog food), and why great products matter more than famous faces. Tune in weekly for tips, tricks, and tales from the pet PR world!

EPISODE NOTES: SuperZoo Secrets: Paws, Press, and PR Power!

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Our guest today is Lauren Carter, who is the founding partner of Ninety94, a boutique marketing firm & content creation hub for startups and small to medium sized businesses. We had the pleasure of working and meeting her at this year’s pet product trade show in Las Vegas. SuperZoo. Whisker Media did PR for TEEF, a dental health product company for pets and Lauren serves as their marketing manager.

EPISODE NOTES: Marketing in 2024 with Ninety94

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This week the Whisker Report is thrilled to talk to one of our idols, Peter Shankman! We like to call him the godfather of PR. The New York Times has called Peter Shankman “a rock star who knows everything about social media and then some.” A dog dad to a pup named Waffle, he's a six-time best-selling author, entrepreneur and corporate keynote speaker, all while being a serial entrepreneur with four startup launches and three exits under his belt. Shankman is the man behind several popular PR tools and is recognized worldwide for radical thinking. In this week's show, we ask him about advice for pet businesses and animal welfare nonprofits.

EPISODE NOTES: PR Powerhouse Peter Shankman Loves Waffles!

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Amazon is so important now… everyone has at one point bought or sold something on Amazon. That’s why this week we’re thrilled to welcome Erin Gary of Accelerazon. She’s an amazing part of the Pet Industry Network… a group of marketing creatives dedicated to helping those in the pet industry. Join us on our expedition as we trek through the ins and outs of promoting your products on Amazon!

EPISODE NOTES: Exploring the Amazon – Marketplace, That Is!

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Mary, Alex and Mark discuss who to send your press releases to in different media outlets… and how not to annoy the recipient! Mary, having been on both sides, as both press and public relations, shares insight into how to write a good story to attract attention from the media. Is it wise to send products to reporters? Tune in to find out!

EPISODE NOTES: Press Releases – Who Do You Send Them To?

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Mary and Alex answer these questions and more! Whether you're a pet store owner, a vet, or a pet influencer, understanding PR and Marketing can make a big difference in how you promote your brand. Public Relations is all about managing the public image of a brand or individual. It’s about building and maintaining relationships with the public, media, and other stakeholders.

Marketing is essentially the process of promoting and selling products or services. It involves research, advertising, sales, and everything in between. The goal of marketing is to drive sales and increase revenue. Learn how you can do both for your business in this fun episode!

EPISODE NOTES: Are You Media or an Influencer? And What’s the Difference Between PR and Marketing?

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In this week's show, the Whisker Report dives into publicizing animal welfare nonprofits. Meet former animal welfare executive Tricia Montgomery, who recently started Moose's March, a national nonprofit looking to raise awareness of pet cancer. Montgomery started the nonprofit after the loss of her rescue dog Moose, who died of the disease just a few months after being diagnosed. Her grief turned to action, after she found a lack of support in dealing with her loss. Today, Moose's March is helping pet owners all over the country through education and the creation of a special community.

EPISODE NOTES: Tricia Montgomery: Fighting Pet Cancer for Greater Awareness

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