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 consultant2.35 - What makes a story3.50 - 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 reasons8.20 - Why your press release might be ignored - four reasons12.00 - How can we give journalists what they want - real life, business, news stories17.00 - Prompts for story ideas and examples18.45 - Case study Kim O'Donnell24.10 - 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 makeStory ideas worksheet: Story ideas for your pet businessSuzanne Gould in the Telegraph talking about her Facebook Group for Edinburgh Dogs in Lockdown.Janey Lowes - Meet the vet saving Sri Lanka's dogsSally Cousins from Woofers Walkies in her local paper talking about five years in business.Carla Finzel - Meet the vet nurse helping pets in their homesConor's story - Meet the Zante Stray who is now living in a nursing homeKaren Rhodes - Suffolk pet business owner launches canine luxury dog...

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