Advertise on podcast: Whisker Report - Pet PR & Publicity - Pet Life Radio Original

What can a rescue organization or pet business learn about PR from the NFL? Quite a lot! This week on The Whisker Report, Mary Tan and producer Mark Winter welcome Brad Madson, retired Community Relations Director for the Minnesota Vikings, who spent 25 years connecting professional athletes with charitable organizations, community events and causes that generated both goodwill and media attention. Brad reveals how animal rescues can approach their local professional sports teams, why you shouldn't automatically chase the biggest superstar on the roster, and how discovering a player's personal passion for animals can open unexpected doors. He shares terrific behind-the-scenes stories involving Vikings players including Randy Moss, Adam Thielen, John Sullivan, Anthony Harris and Nate Burleson, from players introducing newly adopted dogs to their families at a Puppy Bowl event to Anthony Harris sharing his adopted cats on social media. Brad also explains why a strong visual hook can turn a small nonprofit event into a media story, why organizations need to make participation easy for athletes, and why relationships—not simply press releases—are at the heart of successful PR. Whether you're running a small rescue, nonprofit or pet business, this episode offers an insider's playbook for teaming up with professional sports to score some serious visibility. EPISODE NOTES: Puppies, Players & Publicity: An NFL Insider's PR Playbook Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, host Mary Tan and producer Mark Winter welcome Kimberlie Clyma, Senior Editor of Pet Food Processing, for an insider's look at what's shaping the booming pet food industry—and what it takes for pet brands to get noticed by the media. Kimberlie explores the growing humanization of pet food, from fresh diets and functional ingredients to probiotics, gut health and consumers' increasing demand for transparency and claims backed by research. Then she takes us behind the editor's desk to reveal what makes a PR pitch stand out, the mistakes that send emails straight to the trash, why a thoughtful follow-up is perfectly acceptable, and how pet companies can make the most of journalists at trade shows. Plus, Kimberlie previews the upcoming Pet Food Processing Exchange and shares one of her most important pieces of advice for emerging pet brands: lead with the passion and authentic story behind your business to rise above the competition. EPISODE NOTES: Inside the Editor’s Inbox: How Pet Brands Get Noticed Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

In the pet world, a reputation can take years to build—and seconds to destroy. This week on The Whisker Report, Mary Tan welcomes crisis strategist, attorney, former TV reporter, and Crisis Files podcast host Roshini Rajkumar for an eye-opening conversation about what pet businesses and animal welfare organizations should do when a crisis comes knocking. From social media backlash and product recalls to employee misconduct, customer complaints, animal tragedies, and reporters suddenly showing up at your door, Roshini explains why being prepared before trouble strikes is essential. She shares her simple three-part crisis test, how to choose the right spokesperson, why “no comment” may be the wrong response, and the importance of transparency, honesty, and getting ahead of the story. Whether you run a pet store, veterinary practice, grooming business, shelter, rescue, or pet brand, this episode could help you protect one of your most valuable assets—your reputation. EPISODE NOTES: When the Fur Flies: Is Your Pet Business Crisis-Ready? Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

Can independent pet retailers really compete with Amazon and the big-box chains? Absolutely—and this week's The Whisker Report explains how. Mary Tan welcomes Michelle Huie, Founder and CEO of ShopDot, to discuss how technology is helping neighborhood pet stores, groomers, trainers, rescues, and shelters modernize their businesses without losing the personal relationships that set them apart. Learn how an easy-to-use online storefront can increase sales, strengthen customer loyalty, create new fundraising opportunities for animal rescues, and help pet professionals thrive in today's digital marketplace. If you're looking to future-proof your pet business while staying true to your community roots, this episode is packed with practical advice and innovative ideas. EPISODE NOTES: Can Your Pet Store Beat Amazon? Yes—Here's How Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, Mary Tan welcomes nationally recognized pet industry expert, business coach, and Pet Boss Nation founder Candace D’Agnolo. With nearly 25 years in the pet industry and a decade spent coaching independent pet businesses, Candace shares practical strategies for helping local pet stores and pet service providers stand out in a crowded marketplace. From understanding your ideal customer and prioritizing marketing efforts to building media relationships and leveraging local PR opportunities, Candace reveals what separates thriving pet businesses from those that struggle to be seen. She also shares real-world success stories, lessons learned from navigating a major PR crisis, and why independent pet businesses can't afford to be their town's "best-kept secret." Whether you're a pet retailer, groomer, trainer, daycare owner, or animal welfare professional, this episode is packed with actionable advice to help you build visibility, credibility, and long-term growth. EPISODE NOTES: Stop Being Your Town's Best-Kept Secret: PR & Marketing Lessons from Pet Boss Nation Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, host Mary Tan and producer Mark Winter welcome Mary Beth Powers, founder of Teddy’s Turmeric Tamer, for a fascinating behind-the-scenes conversation about building a natural pet wellness brand from the ground up. Inspired by her beloved dog Teddy’s remarkable recovery from aggressive cancer, Mary Beth shares how her turmeric-based supplement helped extend Teddy’s life by three joyful years and sparked a mission to help pets everywhere live healthier lives. Then the tables turn as Mary Beth asks Mary and Mark for real-world PR and marketing advice on growing a pet business, mastering social media, getting media attention, boosting Google reviews, and building credibility in the competitive pet industry. Packed with practical insights, startup wisdom, and inspiring pet success stories, this episode is a must-listen for pet entrepreneurs and animal lovers alike. EPISODE NOTES: PR Tips for Pet Startups & Wellness Brands Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, hosts Mary Tan and producer Mark Winter welcome Sara Blood of BrandPoint for an eye-opening conversation about modern PR, sponsored content, AI visibility, and how pet brands can break through in today’s crowded media landscape. From the changing face of trade shows like Global Pet Expo to the difference between earned media, marketing, and paid placements, Sara shares insider strategies for startups, pet businesses, and nonprofits looking to build awareness and credibility. If you want practical ways to turn content into gold, grow your brand, and stay ahead in the fast-changing world of media, this episode is a must-listen. EPISODE NOTES: The New Rules of Pet PR and AI Visibility Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

On this episode of The Whisker Report, host Mary Tan and producer Mark Winter of Pet Life Radio welcome award-winning journalist and 2025 Dog Writers Association of America Hall of Fame inductee Jen Reeder. With more than 1,000 bylines in major outlets including The New York Times, Forbes, CNN, and Reader’s Digest, Jen shares invaluable insight into what makes a pitch stand out — and what sends it straight to the delete folder. From examples of great (and terrible) PR outreach to whether press releases still matter, this episode is a masterclass for anyone in animal welfare or the pet industry seeking real media coverage. In the second half, the conversation turns to the evolving world of journalism, freelancing, shrinking newsrooms, and the impact of AI on writing and storytelling. If you want your pet story to actually make the news, this is the episode you can’t afford to miss. EPISODE NOTES: Pitch Perfect: How to Get Pet Stories in the News Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

On this episode of The Whisker Report, hosts Mary Tan tackles a topic no pet business or animal rescue ever wants to face—but absolutely must be prepared for: crisis communications. Joined by producer Mark Winter of Pet Life Radio, they welcome retired Minnesota police chief Craig Enevoldsen, a seasoned expert who spent decades managing high-pressure, high-visibility crises. From tragic accidents to employee misconduct and intense media scrutiny, Craig shares clear, practical guidance on what to do when everything goes wrong. The conversation covers dealing with reporters on your doorstep, communicating with staff and volunteers, handling social media firestorms, issuing statements, and knowing when a press conference is—or isn’t—necessary. It’s a must-listen episode for anyone in animal welfare or the pet industry who wants to protect their mission, reputation, and community when it matters most. EPISODE NOTES: When Things Go Wrong: Crisis Communication for Pet Businesses & Rescues Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

On this episode of The Whisker Report, hosts Mary Tan and producer Mark Winter welcome Matt Aldrich, founder of Pet Engine Marketing, for a practical, no-overwhelm conversation about marketing in today’s fast-moving pet industry. Matt shares smart, realistic advice for small pet businesses and animal rescues trying to stand out online without big budgets, big teams, or endless hours. From focusing on marketing fundamentals and understanding your audience to building simple systems that actually work, this episode breaks down how PR and marketing can work together to create real visibility and long-term growth. Whether you’re running a nonprofit, a pet brand, or doing it all yourself, this episode delivers clarity, encouragement, and actionable ideas you can start using right away. EPISODE NOTES: Marketing Without the Mayhem: Simple Strategies for Pet Pros Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, hosts Mary Tan and Pet Life Radio Executive Producer, Mark Winter, welcome Jolanta Smulski, founder of Pet Pro Media, a marketing agency helping pet businesses and rescues thrive in today’s fast-changing digital world. From Wall Street to the pet industry, Jolanta brings her global luxury brand experience and data-driven strategy to help companies grow, retain customers, and stand out in the $100+ billion pet market. She shares practical, budget-friendly marketing tips for small businesses and nonprofits, plus insights on how artificial intelligence is transforming the way we connect with pet lovers. Whether you’re an entrepreneur, rescue leader, or animal advocate, this episode is packed with expert advice to help you unleash your brand’s full potential. EPISODE NOTES: Unleashing the Future: How AI is Transforming Pet Marketing Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on Whisker Report host Mary Tan and producer Mark Winter welcome Cori Stoutenberg, Director of PR & Research Marketing at the American Pet Products Association (APPA). Cori shares insider strategies for pet brands, start-ups, and influencers to stand out at Global Pet Expo—from maximizing exhibitor perks and media moments to building smart creator partnerships that actually convert. She also previews The Pet Summit—who it’s for, what you’ll learn, and how to turn takeaways into real PR and sales momentum. If you work in animal welfare or the pet business and want more buzz, better coverage, and bigger results, this conversation is your playbook. EPISODE NOTES: Expo Edge: APPA’s Playbook for Pet Brands Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, hosts Mary Tan and Alexane Ricard, along with producer Mark Winter of Pet Life Radio, welcome Tori Mistick, founder of Wear Wag Repeat and host of its popular companion podcast. With over 15 years in digital marketing and more than a decade building her thriving dog lifestyle blog, Tori has helped hundreds of petpreneurs and nonprofits grow their brands online. From essential PR strategies to common mistakes in pet business marketing, Tori shares practical insights every animal welfare group and pet entrepreneur can use. Whether you’re running a nonprofit, launching a product, or trying to carve out your niche in the pet industry, this episode will inspire you to bark loud and purr smart! EPISODE NOTES: Marketing Magic with Tori Mistick Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, Mary and Alex welcome Jamie Keane, founder and owner of Be Spotted, a pet-focused marketing firm helping animal welfare organizations and pet businesses shine. From crafting scroll-stopping Instagram reels to showing pet owners how to generate real passive income, Jamie has the tools and know-how to take your brand to the next level. In this episode, she shares practical advice for those who can’t yet hire a professional, common mistakes pet entrepreneurs make, and the key differences in marketing for nonprofits versus for-profits. Whether you’re running a rescue, small pet business, or just dreaming of your next move in the pet world, Jamie’s insights will help you level up your impact. EPISODE NOTES: Be Spotted: How Pet Businesses Can Stand Out Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week on The Whisker Report, hosts Mary Tan, Alexandre Ricard, and Mark Winter dive into the world of pet PR, industry trends, and success stories. Mary introduces her new rescue pup, Max, while Alex shares the story of finding him on the streets of Mexico. Mark reveals exciting news about the return of three beloved Pet Life Radio shows: Alive Again, Working Like Dogs, and Canine Master. Plus, the team welcomes special guest Nancy Hassel, founder and president of American Pet Professionals, an award-winning networking and educational organization for pet entrepreneurs, rescues, and businesses. Nancy shares her incredible journey in the pet industry, from teaching responsible dog ownership to being named Pet Age Magazine’s 2018 Woman of Influence. Get ready for insights, laughs, and tips to help your pet business or nonprofit shine! EPISODE NOTES: Publicity for Pets: Tips, Trends & Tales: The Whisker Report Welcomes Nancy Hassel Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.