Whisker Report - Pet PR & Publicity - Pet Life Radio Original

Is your pet food brand making promises it can't prove? On this eye-opening episode of The Whisker Report, host Mary Tan welcomes Jordan Tyler of BSM Partners, a leading consulting firm serving the pet food and animal health industries, for a fascinating behind-the-scenes look at the business of pet nutrition. Drawing on her background in journalism and years covering the pet food industry, Jordan reveals how buzzwords like "natural," bold health claims, and questionable research can create confusion for consumers and serious credibility problems for pet brands. They explore the growing number of lawsuits involving pet food marketing, potential conflicts...

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...

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 th...

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 sp...

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, th...

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...

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, master...

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 me...

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...

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 st...

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 pe...

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 e...

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 bigg...

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...

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...

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...

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, pe...

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...

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 sta...

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 acti...

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...

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 i...

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. Whet...

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.<...

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 hea...

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!
<...

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...

This week on The Whisker Report, we’re thrilled to welcome a trailblazer in the pet industry—Colleen Wilson, CEO and Founder of Pets on Q! Pets on Q is an innovative marketplace connecting businesses and individuals with top-tier animal talent, from the cutest companions to the most unique stars. Colleen shares her journey in creating this incredible platform and gives us an inside look at the world of pet influencers. What’s the real difference between content creators and influencers? How can pet owners break into the industry? And how are brands leveraging animal talent in their marketing strategies? We div...

This week, Mary and Alex welcome Sarah Bhimani, the strategic communications manager at Animal Humane Society in Golden Valley, Minnesota, one of the largest private shelters in the U.S. Sarah shares her experiences managing public relations and internal communications for this influential organization. From addressing PR challenges to fostering community engagement, Sarah offers practical advice and valuable strategies for nonprofit organizations looking to amplify their message, advocate for animals, and drive action.

Tune in as Sarah discusses how PR has evolved during her tenure, the most rewarding aspects of her work, and tips for connecting with your...

This week on The Whisker Report hosts Mary and Alex dive into the world of PR and marketing for pet businesses with a special guest, Pamela Mitchell, Editor-in-Chief of Pets+ Magazine. In this insightful episode, Pamela shares her expert take on what makes a standout pitch, the challenges editors face with generic outreach, and best practices for pet businesses looking to shine in national publications like Pets+. The conversation explores hot topics such as the role of AI in press release writing, eye-catching strategies for pitches, and how the rise of pet influencers is transforming PR and marketing. Plus, Pamela...

Welcome to The Whisker Report, a fresh and engaging podcast designed to help anyone in the pet industry—whether running an animal welfare nonprofit or a for-profit pet business—gain valuable PR insights and buzz. Hosted by Mary Tan and her French counterpart Alexane Ricard, the show delivers practical advice, inspiring stories, and expert guidance, all with a global perspective. In this episode, the team chats with Megan Ames, owner of a new luxury pet store in Chandler, Arizona, to explore the marketing and PR strategies behind launching her business. Megan shares lessons learned, insights on balancing entrepreneurial tasks with PR e...

Join us for a festive episode as we chat with Shay Sora Kim, a certified Soul Level Animal Communicator and somatic mentor. Shay blends science and spirituality to help anxious pet parents confidently navigate tricky behavioral moments, create calming routines, and deepen their bond with their soul pets.

In this holiday special, we talk about how to prepare your pet for the season’s chaos and Shay shares tips on what your pet truly wants for Christmas because they deserve to feel the holiday magic too!

EPISODE NOTES: What Does Your Pet Want for Ch...

This week’s podcast takes a unique turn as hosts Alex and Mary welcome Maia Rumpho, executive director of Pet Project Rescue in Minneapolis, to discuss PR strategies for cat rescues. Pet Project Rescue focuses on TNR (Trap-Neuter-Return) to combat cat overpopulation. Maia shares insights about her nonprofit, and the hosts recount their recent collaboration on a press conference to raise funds—a classic PR move designed to spotlight the rescue’s mission. They dive into the challenges of generating publicity and building buzz for such a vital cause.

EPISODE NOTES: From TNR to PR: Raising Awaren...

Join hosts Mary Tan and Alexane Ricard on The Whisker Report, a lively podcast that helps pet industry professionals—from animal welfare advocates to pet product businesses—get the buzz they need. Mary brings her PR expertise, while Alex, an international cat crusader, adds her global perspective. Together, they recap their recent whirlwind at the SuperZoo trade show, where they guided journalists and influencers to their clients' booths, ensuring their pet products stood out among hundreds. With the help of producer Mark Winter of Pet Life Radio, they share insights on making the most of trade shows, celebrity endorsements (like Kath...

Our guest today is Lauren Carter, who is the founding partner of Ninety94, a boutique marketing firm & content creation hub for startups and small to medium sized businesses. We had the pleasure of working and meeting her at this year’s pet product trade show in Las Vegas. SuperZoo. Whisker Media did PR for TEEF, a dental health product company for pets and Lauren serves as their marketing manager.

EPISODE NOTES: Marketing in 2024 with Ninety94

Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

This week the Whisker Report is thrilled to talk to one of our idols, Peter Shankman! We like to call him the godfather of PR. The New York Times has called Peter Shankman “a rock star who knows everything about social media and then some.” A dog dad to a pup named Waffle, he's a six-time best-selling author, entrepreneur and corporate keynote speaker, all while being a serial entrepreneur with four startup launches and three exits under his belt. Shankman is the man behind several popular PR tools and is recognized worldwide for radical thinking. In this week's show, we ask...

Amazon is so important now… everyone has at one point bought or sold something on Amazon. That’s why this week we’re thrilled to welcome Erin Gary of Accelerazon. She’s an amazing part of the Pet Industry Network… a group of marketing creatives dedicated to helping those in the pet industry. Join us on our expedition as we trek through the ins and outs of promoting your products on Amazon!

EPISODE NOTES: Exploring the Amazon – Marketplace, That Is!

Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

Mary, Alex and Mark discuss who to send your press releases to in different media outlets… and how not to annoy the recipient! Mary, having been on both sides, as both press and public relations, shares insight into how to write a good story to attract attention from the media. Is it wise to send products to reporters? Tune in to find out!

EPISODE NOTES: Press Releases – Who Do You Send Them To?

Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.

Mary and Alex answer these questions and more! Whether you're a pet store owner, a vet, or a pet influencer, understanding PR and Marketing can make a big difference in how you promote your brand. Public Relations is all about managing the public image of a brand or individual. It’s about building and maintaining relationships with the public, media, and other stakeholders.

Marketing is essentially the process of promoting and selling products or services. It involves research, advertising, sales, and everything in between. The goal of marketing is to drive sales and increase revenue. Learn how you ca...