Pet PR is no longer just about pitching a cute story or a feel-good photo to the local paper. Today, it’s a sophisticated blend of narrative, digital innovation, and emotional connection that turns pets—and the brands that care for them—into beloved household names. The best pet PR doesn’t just report on animals; it creates experiences, conversations, and communities that last.
Take brands like Chewy, Petco, and Purina—they’re not just selling pet food or supplies. They’re telling stories about the lives pets and their people lead, the joy and challenges of pet ownership, and the growing cultural importance of pets as family members. These companies invest heavily in digital storytelling that combines authentic voices, social engagement, and multimedia content that goes beyond traditional PR.
Creating Authentic Connections
What sets modern pet PR apart is its focus on authenticity. In an era where consumers are skeptical of polished advertising, pet stories bring realness and heart. Brands like Blue Buffalo have successfully leveraged this by sharing stories about rescue pets and highlighting their health benefits in ways that feel genuine rather than salesy.
This approach involves collaborating with real pet owners, veterinarians, and animal behaviorists to create content that resonates. For example, Petco’s “Pets for Life” initiative not only helps place shelter pets into loving homes but also generates heartfelt PR stories that elevate the brand’s image. These narratives tap into deep emotions—hope, rescue, second chances—that humanize the brand and inspire loyalty.
Digital Innovation in Pet PR
The digital revolution has expanded the possibilities for pet PR exponentially. Brands no longer have to rely solely on traditional media placements; they can create their own platforms and stories. Consider how BarkBox uses unboxing videos, user-generated content, and influencer partnerships to build excitement around their monthly subscription boxes.
Social media platforms like Instagram, TikTok, and YouTube have become crucial storytelling arenas. Short videos of pets engaging with products, quirky behaviors, or heartwarming moments garner millions of views and shares, boosting brand visibility organically. Companies that master this space can drive awareness, engagement, and ultimately sales, without heavy reliance on paid media.
One example is Purina’s #BetterWithPets campaign, which invites pet owners to share how their pets improve their lives. This user-generated content campaign creates a wealth of authentic stories that Purina amplifies across digital channels, generating emotional resonance and wide reach.
The Role of Data and Interactive Content
Smart pet PR uses data not just to target audiences but to create interactive and engaging content that invites participation. For instance, brands have launched quizzes that help pet owners determine the best food or toy for their furry friends, increasing engagement while positioning the brand as a trusted advisor.
Interactive experiences like augmented reality filters that let users “try on” pet accessories virtually or simulate how animals see the world add a layer of fun and education. These digital tools keep users engaged longer, build brand affinity, and create shareable moments that multiply PR impact.
Crisis Management and Building Trust
No PR strategy is complete without crisis management, and pet brands face unique challenges. Whether it’s a product recall, a controversial ad, or social backlash, how a brand communicates can make or break its reputation. Transparency, empathy, and quick action are critical.
For example, when Hill’s Pet Nutrition faced concerns about product ingredients, their prompt communication with consumers, including expert interviews and behind-the-scenes videos, helped restore trust. Brands that approach crises with openness rather than spin tend to emerge stronger and more respected.
Building Communities and Long-Term Relationships
The best pet PR focuses on community building rather than one-off publicity stunts. Brands like Chewy foster online communities where pet owners share tips, stories, and support, turning customers into advocates.
These communities provide ongoing opportunities for brand engagement, feedback, and loyalty programs. They also generate organic content that feeds back into the brand’s PR narrative, creating a virtuous cycle.
The Future of Pet PR: Empathy and Innovation
As pet ownership grows and the human-animal bond deepens, pet PR will continue to evolve. Emerging technologies like AI-driven personalization, virtual pet experiences, and immersive storytelling will open new frontiers.
But at its core, pet PR will remain about empathy—understanding and amplifying the profound relationships between pets and people. Brands that embrace this with creativity, authenticity, and digital savvy will not only thrive—they’ll redefine what it means to care for pets in the modern world.
Ronn Torossian founded 5WPR, a leading Pet PR agency.
