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Publicity Tips for Pet Businesses with Rachel Spencer | Empowered Petpreneur Interview Series

Updated: Nov 4, 2021

This blog post is one of many where I go back to the Empowered Petpreneur Interview Series and highlight some of the most important takeaways from each and every interview. This series was focused on how to feel at ease while confidently running and growing a successful pet business. And lucky for us, we had some of the best and brightest in the pet industry and online business world as interviewees!

This blog post will go into my interview with pet business PR expert, Rachel Spencer on how to get your name out there and start with publicity for your pet business.

This post is part of Pet Marketing Unleashed’s Blog Series on The Empowered Petpreneur Interview Series. Click here to access the full interview series. 

Interview 13 - Rachel Spencer, Publicity for Pet Businesses On...

Publicity Tips for Pet Businesses

Publicity Tips for Pet Businesses | Rachel Spencer Interview | Pet Marketing Unleashed

Rachel Spencer is a freelance journalist who writes for national newspapers, magazines, and websites in the UK and focuses mostly on the pet industry.

She writes about charities, rescues, products, services, and technology and has written about brands including Pawshake, FitBark, BorrowMyDoggy,, and Purina.

Rachel works with pet entrepreneurs 1-1 coaching them on creating content and building relationships with journalists and has a pet blog too at

Watch this two-minute snippet on what kind of stories the media is looking for when it comes to figuring out what to pitch:

The Major Takeaways

1. You have something unique to share with the world

You may not think you have anything unique to share, but you probably do. Rachel tells listeners to not be afraid to share your journey. You are probably more inspiring than you think you are. One of the most common stories she says that magazines love is the storyline of the switch in career. For example, a successful lawyer becomes a dog walker. They love this story because not only is it unique, but it also resonates with A LOT of people who do want something different. A lot of people want to be entrepreneurs but are too scared. You have a story to tell. It’s just a matter of bringing it forward.

2. Research and Network

We go way more into this in the video, but essentially, you need to do your market research on magazines and newspapers around town and see what inspiring or interesting articles there are. That gives you an idea of what these publications LIKE to publish. From there, begin to connect with them on social media (and not just the company). Find the actual journalist you want to work with. Be genuine and helpful, so that by the time you reach out to them, they already at least know and recognize your name.

3. A ‘No’ doesn’t mean your story isn’t a good one

It’s okay if they say no to your story. Just because a journalist doesn’t think it’s a good story for their publication doesn’t mean it’s not a good story that’s worth sharing with the world. Don’t be discouraged. Getting some rejections can be a common part of the journey.

The rest of this interview goes into:

  • What kind of stories media companies are looking for

  • How to find and get journalists to write about your pet business

  • The best ways to pitch a story to a journalist

She also offered a WONDERFUL freebie for attendees - a FREE chapter of her book on writing a pitch/press release for your pet business. To get your hands on this as well as access the rest of her interview (& the other 19), head here.

Follow Rachel on Instagram here. And, hey, while you're there, follow me, too - I’d love to connect!

To learn more about Rachel, check out her guest blog post she wrote for Pet Marketing Unleashed on the 10 Steps to Winning Media Coverage for Your Pet Business.



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