Be the name the press quotes about pets
Pet PR for brands that sell to pet owners
Pet stories travel further than almost anything else in the news, and most newsrooms have nothing to write them from. We turn what a pet business already knows about animals and the people who keep them into research the national and local press will run, with your name on it.
Why Pet Coverage Works Harder Than Most
The economics of a pet story are unusual, and they are in your favour.
One good set of numbers about dogs, broken down properly, will be written up by papers in a dozen cities on the same day.
A pet business is already sitting on the thing a features desk wants and cannot get: what people are buying, what they are searching for, what it now costs to keep an animal well. Turn that into research and you stop pitching and start supplying.
The reader is right too. Somebody reading their local paper about dogs is a person who owns one, or is about to. Coverage that would be vanity in another sector is demand in this one.
What We Build a Pet Story Out Of
Four things, all of them used on work for Puppies.co.uk, one of the UK’s largest online marketplaces for buying and rehoming dogs.
Freedom of Information Requests
Councils and police forces hold figures nobody has thought to ask for. Ours produced stories on barking complaints and dog seizures that national and regional press were still picking up in 2026.
One Dataset, Every City
The tactic that does most of the work: a single national set of numbers broken down city by city. One piece of research, and the Liverpool Echo, Birmingham Mail, Glasgow Times and Manchester Evening News each have a story of their own.
Surveys of the People Who Own the Animals
For the cost of living campaign we surveyed dog owners across the UK and split the answers by region, then went back to respondents for the human detail that made it an article rather than a table. Sky News, iNews and MSN ran it.
The Argument the Country Is Already Having
While every paper covered XL Bully attacks, nobody had counted how many people still wanted the breed. We took it out of Google search data and mapped the hotspots. The Daily Mail, The Mirror and the Daily Express all ran it.
Volume Is the Easy Part
Anyone can count placements. Whether the coverage is worth having depends on the authority of the sites it lands on, so that is what gets reported. Of the 386 placements on the Puppies.co.uk programme, 267 landed on sites with a Domain Authority of 50 or more, and 179 of those at 70 or more.
What It Has Returned for Puppies.co.uk
We have run the Puppies.co.uk earned media programme since November 2022. Coverage has reached The Telegraph, The Times, Sky News and The Mirror as well as the local papers its customers actually read, at an average Domain Authority of about 60. A separate two-year run of campaigns, on the cost of living crisis and the XL Bully ban, returned 921 per cent with 146 new links and mentions and a 20-point rise in Domain Rating.
Pets Case Studies
Puppies.co.uk
386 Media Placements for Puppies.co.uk
An always-on data-journalism engine, running since 2022, has earned one of the UK’s largest online dog marketplaces 386 media placements worth an…
Puppies.co.uk
Cost of Living Campaign for Puppies.co.uk
We ran an investigative PR campaign for Puppies.co.uk on the Cost of Living's impact on dog owners. Discover our process & the…
“My favourite pieces that Lance and team come up with have a local angle… We’ve had a few times where we publish only one piece and it’s picked up locally by Glasgow Times, Birmingham Mail, Bristol etc, they’re smart.”
Where Our Pet Coverage Has Landed
Every title here has run a story we produced for a pet client. The mix is the point: nationals build the name, local papers reach the person about to buy a puppy, and the trade press reaches the industry.
How the Programme Runs
An always-on monthly cycle rather than a one-off campaign. It has been turning since 2022. That standing arrangement is what we call an outsourced press office.
Agree the Month’s Angle
Ideas are approved with you before any work starts, and topicality decides the order: a rule change, a season, or whatever the news is already chewing on.
Get the Numbers First
Usually a Freedom of Information request to councils or police forces, sometimes a survey of owners, sometimes public search data. The story follows the data rather than the other way round.
Make It Easy to Publish
Drafted, signed off by you, then sent out with the visuals and regional breakdowns a journalist needs to write their own version the same afternoon.
Pitch the List, Then Follow Up
A maintained contact list of the writers who cover pets, plus the local desk in every city the data covers, so one piece of research is offered as a dozen local stories.
Report It, Then Do It Again
Every placement logged with its publication, its authority score and an estimated value. Then next month’s angle.
Lance has run the Puppies.co.uk programme since 2022, so the pitch comes from the person who built the research rather than from an account handler passing it on.
Meet the Team
We are a small in-house team in Birmingham. Whichever service brought you here, these are the people who do the work.
FAQ
We are a small pet business. Do we have anything worth publishing?
Almost certainly, though rarely the thing you expect. The strongest pet stories we have run came from numbers nobody was sitting on: Freedom of Information requests to councils and police forces, a survey of dog owners, and public search data about a breed everyone was arguing about. You supply the expertise and the name, we go and find the figures.
Can you get us into local papers as well as nationals?
That is exactly what the research is built for. One national dataset, broken down city by city, gives every regional desk its own story. Puppies.co.uk has had a single piece picked up by the Glasgow Times, the Birmingham Mail and Bristol titles at the same time.
Is there a risk in commenting on something like a breed ban?
There is, which is why we lead with data rather than opinion on stories like that. On the XL Bully campaign we published what people were still searching for, not a view on the ban itself. Nothing reaches a journalist without your approval.
Will coverage actually sell anything?
A single mention rarely does on its own. What it does is put you in front of buyers repeatedly and earn the editorial links that lift your search rankings, which is usually where the sales show up. That is why we run pet campaigns alongside SEO rather than separately from it.
How long before it works?
Coverage arrives from the first campaigns, but the value compounds. The Puppies.co.uk programme has been running since November 2022, and stories from it were still being picked up by national and regional press in 2026.
How does the commercial side work?
A monthly retainer against a programme we agree with you, reported every month. There is no minimum contract, though pet PR rewards patience: the compounding is the point.
Ready When You Are.
One call. A person answers. The plan is yours either way.