If you’re thinking of raising awareness of your pet business in the media then the first thing you need is a story.

Remember journalists aren't sitting waiting to write about people's businesses. They're looking for stories, for news.

They need to keep their readers, listeners, viewers or followers informed, educated and entertained.

If your story idea doesn’t do any of those things, then it’s likely to end up in the trash folder.

This weekend I did a talk at Virtual Pet Index, a trade show set up by the Pet Industry Federation about how to find stories in your pet business.

This podcast is based on the presentation and if you'd like the worksheet that goes with this episode, click here to download it.

These are the key timings for this episode:

2.01 - What to do if you want to get press coverage and understand PR but aren't ready to hire a PR company or consultant

2.35 - What makes a story

3.50 - Why most press releases end up in the bin - research by Ginger Comms found 63 pitches a day were sent but only 23% were of interest - link to poll

5.00 - Why your pitch might be ignored - four reasons

8.20 - Why your press release might be ignored - four reasons

12.00 - How can we give journalists what they want - real life, business, news stories

17.00 - Prompts for story ideas and examples

18.45 - Case study Kim O'Donnell

24.10 - Key takeaways - it's not about you, it's the reader. Is it going to create an emotional response? Are you making the journalist's life easier?

26.25 - How to keep in touch @rachelspenceruk on all social media platforms.

26.50 - How to join in the membership programme.

Links mentioned in this episode:

Ginger Comms research: Mistakes PRs make

Story ideas worksheet: Story ideas for your pet business

Suzanne Gould in the Telegraph talking about her Facebook Group for Edinburgh Dogs in Lockdown.

Janey Lowes - Meet the vet saving Sri Lanka's dogs

Sally Cousins from Woofers Walkies in her local paper talking about five years in business.

Carla Finzel - Meet the vet nurse helping pets in their homes

Conor's story - Meet the Zante Stray who is now living in a nursing home

Karen Rhodes - Suffolk pet business owner launches canine luxury dog hampers

Kim O'Donnell stories:

Her collar and bandana being worn by the Prime Minister’s dog Dilyn.

Her Labrador Leo going to a doggy boot camp.

Leo being a ‘lifesaver’ and helping her cope with her health condition.

Think you have a story and need some support? Book in for a Power Hour here: Power Hour