Claim OwnershipWhisker Report - Pet PR & Publicity - Pet Life Radio Original
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Join us each week as Whisker Media pet PR experts Mary Tan, Alexane Ricard and producer Mark Winter take a deep dive into getting publicity for animals. Targeted towards people in animal welfare, the pet product industry or the pet influencer world, each week we’ll talk to a special guest who can share best practices and some tips and tricks on how they get great PR.
Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
38 Episodes
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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 NewsBecome 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 & RescuesBecome 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 ProsBecome 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 MarketingBecome 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 BrandsBecome 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 MistickBecome 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 OutBecome 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 HasselBecome a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
Welcome to The Whisker Report, the podcast that helps pet professionals get the purr-fect publicity! This week, hosts Mary Tan and Alexane Ricard (with producer Mark Winter from Pet Life Radio) welcome special guest Carol Arscott, an incredible pet photographer from just outside Philadelphia. Carol has raised over $80,000 for local rescues and has landed major media coverage—all through the power of compelling pet photography. Tune in as Carol shares how she built a successful business while giving back, and then turns the tables to ask us questions about how petpreneurs can boost their own buzz. Whether you're in rescue, pet products, or services, The Whisker Report is here to help you fetch the attention your mission deserves!EPISODE NOTES: Picture Paw-fect PR: A Photographer’s Journey to Giving BackBecome a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
In this inspiring episode of The Whisker Report, hosts Mary Tan and Alexandre Ricard welcome globetrotting animal rescuer Adelle Goodman, the compassionate force behind the Instagram account Travel Animal Rescue. From rescuing kittens in Cambodia to launching large-scale TNR (trap-neuter-return) programs in Greece, Adele shares her journey of turning a one-time rescue into a full-time mission. You'll hear how she navigates international animal welfare challenges, works with grassroots organizations, and even landed a full-time job as a professional trapper. Packed with humor & heart, this episode also dives into the power of PR, building awareness, and the daily realities of saving lives on the street—one cat at a time.EPISODE NOTES: Catch, Care, Release: The Global Adventures of a Full-Time TrapperBecome a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
In this lively episode of The Whisker Report, hosts Mary Tan and Alexandre Ricard—along with producer Mark Winter of Pet Life Radio—welcome a very special guest: Ethan Haber, aka “The Hamster Man” and founder of Happy Habitats. Ethan shares the inspiring story behind his award-winning pet innovation, the Halo—an ingenious small pet exercise ball carrier—born from a moment with his emotional support hamster, Mooxie. At just 26 years old, Ethan is changing the game for small pet care with support from his dad and top-tier design firm P9. Tune in as the hosts chat about how Happy Habitats started, earned media vs. paid media, and how entrepreneurs can use PR to get noticed—all while celebrating young innovation, international friendship, and a whole lot of pet love!EPISODE NOTES: Happy Habitats & Hero Hamsters: Small Pets, Big InnovationBecome 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 Bryn Souza, Director of Customer Experience at DOGTV and a multifaceted creative force in the pet industry. From marketing and blogging to content strategy and freelance writing, Bryn shares how she carved her path into pet media and landed at the forefront of innovative programming. The conversation dives into what’s working (and what’s not) in PR and marketing for pet brands, how DOGTV approaches partnerships, and how shelters and rescues can better amplify their message. Whether you're in animal welfare or the pet business world, tune in for actionable insights, fresh ideas, and a behind-the-scenes look at a media brand making waves—tail wags included!EPISODE NOTES: Paws, Play, and PR: Behind the Scenes with Bryn Souza 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, co-host Alexane Ricard flies solo while Mary Tan is off managing her cat Franklin’s latest modeling gig—because hey, someone’s gotta pay the bills! Joined by Pet Life Radio producer Mark Winter, Alexane previews her upcoming TNR-focused podcast Saaving the Streets (yes, that’s “saaving” with two A’s—stay tuned for the story!). Plus, our special guest is the talented Leeza Hernandez of LeezaWorks, a cat-loving illustrator whose muse, Nigel, happens to look just like Alexane’s own feline. Lisa shares how she went from book illustration to launching her own brand, and dishes on her first-ever cat art show, Space Cats, in Florida.EPISODE NOTES: Leeza Works It: Cat Art, Nigel the Muse & Space Cats 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, Alex, and Mark welcome the incredibly inspiring Kate Benjamin, founder of Hauspanther, the go-to online magazine for stylish cat living. Known for her keen eye for design and deep love for felines, Kate shares how she turned her passion for aesthetics into a movement known as catification — transforming homes into functional, beautiful spaces that both cats and humans can enjoy. From her beginnings in the design world to becoming a thought leader in feline-friendly interiors, Kate’s story is as creative as it is heartwarming. Tune in to hear how she’s redefining what it means to live in style — with cats!EPISODE NOTES: Feline Fine Design: Kate Benjamin’s Catified World Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
Discover proven marketing strategies that drive pet industry success as Shea Russo, marketing leader at Boss Dog and Boss Cat Brands, joins Mary, Alex, and Mark. Russo reveals insider tips on leveraging influencer partnerships, commanding attention at trade shows, and building memorable brand presence. Whether you're an established pet brand or just starting out, this episode delivers actionable insights for standing out in today's competitive market.EPISODE NOTES: Taking your Brand to the Next Level with Boss Nation Brands Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
In this episode of The Whisker Report, co-host Alexane Ricard flies solo (thanks to a little unexpected lockout drama!) while producer Mark Winter of Pet Life Radio joins the fun to kick things off. While Mary Tan braves Minnesota’s five-degree weather from the wrong side of her front door, Alexane welcomes special guest Isabel Alvarez Arata—pet entrepreneur, content marketing pro, and host of the lively podcast Covered in Pet Hair. Isabel shares her journey through pet business, her passion for different cultures, her work in TNR (trap-neuter-return) in Texas, and her insights into building a brand through storytelling. Whether you're in animal welfare or the pet industry, you’ll find something to wag your tail about in this inspiring and delightfully unpredictable episode.EPISODE NOTES: PR, Podcasts & Pet Hair: A Conversation with Isabel Alvarez ArataBecome 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, Alexane Ricard, and producer Mark Winter welcome Deborah Cribbs, founder of the impactful Give Them Ten Movement. Deborah shares how this growing initiative is transforming cat welfare by driving a national “Cat Culture Shift,” improving live release rates, and saving thousands of feline lives across multiple states. Tune in to learn how the movement began, the innovative campaigns they've launched — including the latest “Get a Cat for Your Cat” initiative — and how shelters, communities, and advocates can join the mission to double the love and change the way we all think about cats.EPISODE NOTES: Give Them Ten: Saving Cats and Shaping a Feline-Friendly FutureBecome 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 Maria Soroski and Karen Duncan, co-founders of Vancouver Orphan Kitten Rescue Association (VOKRA). Since 2000, VOKRA has been on a mission to end cat overpopulation and homelessness through rescue, rehabilitation, and adoption, with a strong focus on Trap-Neuter-Return (TNR). Thanks to their dedicated efforts, feral cat populations in Vancouver and Burnaby have drastically declined. Maria and Karen share how they started this life-saving work, the challenges they’ve faced—including the impact of the pandemic and rising costs—and how the community can help keep this vital mission alive. Tune in to hear their inspiring journey and learn how you can support VOKRA at VOKRA.ca/donate.EPISODE NOTES: From Stray to Saved: How VOKRA is Changing LivesBecome 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 Alexane Ricard dive into the world of international pet business with special guest Pierre Alain, founder of Animal Cares. With years of experience in pet product manufacturing and distribution across Europe, Pierre Alain shares expert insights on expanding into the French pet market, the key differences between European and American pet industries, and what makes French pet parents unique. Whether you're in animal welfare or a pet business looking for PR and growth, this episode is packed with valuable advice and global pet industry perspectives! Tune in now!EPISODE NOTES: From France with Love: Inside the European Pet IndustryBecome a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
Struggling with social media for your pet business or animal rescue? This week, we’re joined by Skarlet Rockwood of Fur Social, a marketing expert dedicated to helping pet professionals grow their brands online. As a key member of the Pet Industry Network, Skarlet shares invaluable insights on PR, video marketing, and best practices for social media success. Whether you’re a pet entrepreneur or running a rescue, you’ll learn which platforms work best, how to create engaging content, and free resources to boost your visibility. Don’t miss this episode packed with expert tips to take your pet brand to the next level!EPISODE NOTES: Mastering Social Media for Pet Businesses & Rescues with Skarlet RockwoodBecome a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
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