The global pet industry is huge. The UK pet industry is worth approximately £10 billion to £12 billion as of 2024-2025, driven by high ownership rates and the premiumisation of pet products. The market is experiencing significant growth, with projections indicating it will reach £16.5 billion by 2033.
However, competition is fierce. These days, standing out from the crowd takes more than just great products and cute packaging. From premium dog food to innovative grooming tools, the pet brands that consistently land features in national media understand one thing: visibility is built strategically.
Regardless of whether you are launching a new pet product, growing an established pet business, or looking to increase your online sales, regional and national press coverage can dramatically boost credibility, brand awareness, and buyer trust.
In this guide, our award-winning Pet Brand PR & Digital Marketing Team at MirrorMePR break down exactly how pet brands get featured in national media and how your business can position itself for meaningful press opportunities.
Why Does National Media Coverage Matter for Pet Brands
Media coverage has never been more important to current consumers than it is today. With so much noise from social media, media coverage still remains a source of trust and influences buying decisions. When a pet brand is featured in respected publications, television segments or online news outlets, it immediately gains authority.
Regional and national media attention can help pet businesses in a number of ways:
- Increase website traffic and SEO rankings.
- Build trust with pet owners.
- Generate retailer interest and new accounts.
- Improve conversion rates.
- Attract partnerships and influencers.
- Support product launches.
- Create valuable backlinks for long-term SEO growth.
Publications and broadcasters are constantly searching for compelling pet stories, expert commentary, seasonal trends, and innovative products. The opportunity is there, but brands need the right strategy to secure it.
Understanding what Journalists Want From Pet Brands
One of the biggest misconceptions is that media outlets feature only large pet companies. In reality, journalists are seeking stories that connect with their audience.
That means your brand needs a clear angle.
National Media Looks for:
- Unique or innovative pet products.
- Founder stories with emotional connection.
- Expert pet advice and commentary.
- Seasonal trends and shopping guides.
- Data-led insights about pet ownership.
- Viral or trend-driven stories.
- Celebrity or influencer partnerships.
- Human interest stories involving pets.
Instead of pitching “a pet product,” successful brands pitch a story.
For example:
- “How This Eco-Friendly Dog Brand Is Reducing Plastic Waste”
- “The Rise of Anxiety Products for Dogs in the UK”
- “Former Vet Launches Natural Pet Wellness Brand”
These headlines give journalists a reason to care.
Build a Strong Brand Identity Before Pitching Media
Before reaching out to journalists, pet brands need a professional, recognisable online presence.
Media outlets will research your brand before featuring it, so first impressions matter.
8 Key Pet Brand Assets Should Include:
- A professional website built for search optimisation and a seamless experience.
- High-quality product photography.
- Founder biography highlighting expertise.
- Media-ready brand story with relevant pitch angles.
- Press releases.
- Social proof and product reviews.
- Active social media profiles with a seamless tone of voice.
- Expert positioning within the pet industry.
Given these assets, a journalist should instantly understand:
- What your brand does.
- Why it matters.
- What makes your brand or product(s) unique?
- The problem it solves.
Strong branding significantly increases your chances of securing national media placements.
Create Newsworthy Pet Brand Stories
The most successful pet PR campaigns are those that are tied to timely, relevant stories.
Journalists seldom feature businesses simply because they exist. Instead, they look for brands and products that connect to current conversations.
Examples of Newsworthy Angles for Pet Brands
Seasonal Pet Stories
- Summer dog safety.
- Christmas gift guides for pets.
- Firework anxiety in dogs.
- Spring pet grooming trends.
Data & Trend Stories
- Growth in pet wellness spending and forecasting.
- Rise in pet supplements based on research/study.
- Pet travel trends – what’s new and trending.
- Luxury pet ownership habits and how they are evolving.
Founder Stories
Leveraging your Founder’s background and expertise is a valuable tool in PR. Examples include:
- Why the founder launched the brand.
- Surmounting challenges.
- Personal pet journeys.
- Rescue animal inspiration.
Expert Commentary
If you have veterinary expertise, animal behaviour insight, or pet nutrition knowledge, media outlets may feature you as an expert source. To become an expert in your industry can lead to recurring press opportunities beyond product promotion.
How SEO and PR Work Together for Pet Brands
Digital PR is now one of the strongest ways to improve SEO for pet brands.
When national media websites link back to your site, Google sees those backlinks as signals of authority.
Digital PR can improve rankings for valuable search terms such as:
- Natural dog treats
- Healthy dog food
- Cat Collars UK
- Luxury pet accessories
- Eco-friendly cat litter
- Sustainable pet brand
- Pet wellness products
Media coverage also helps generate branded searches, social engagement, and long-term domain authority.
SEO Benefits of Media Features
- High-authority backlinks
- Increased organic traffic
- Improved keyword rankings
- Better E-E-A-T signals and search optimisation
- More referral traffic
- Increased brand trust
The most successful pet brands integrate PR and SEO into one strategy rather than treating them separately.
Build Relationships With Journalists and Editors
Media coverage is often relationship-driven. Instead of sending generic mass emails, successful pet brands take time to understand what the media want and which journalists cover:
- Pet trends
- Lifestyle products
- Small businesses
- Consumer shopping
- Wellness and health
Personalised outreach performs significantly better than cold pitches.
Tips for Better Media Outreach
- Keep pitches concise and short.
- Lead with the story angle that will appeal to the media title.
- Include high-resolution visuals.
- Offer expert commentary from your brand.
- Respond quickly to journalist requests.
- Avoid excessively advertising pitches.
- Services such as HARO (Help A Reporter Out) and social media can also help connect pet brands with journalists actively searching for sources.
Use Influencers and Social Proof to Strengthen Media Interest
National media is just as influenced by social media as your consumers, and it increasingly pays attention to online traction.
If your pet brand is already generating engagement on:
- TikTok
- YouTube
Then journalists are more likely to see it as culturally relevant.
Pet brands that combine influencer marketing with PR often gain momentum faster because media outlets can see existing consumer interest.
User-generated content, customer testimonials, and viral pet videos can all support press opportunities.
Product Launches and Media Timing Matter
Timing plays a huge role in successful pet PR.
Many national publications work weeks or months in advance, especially for:
- Christmas gift guides
- Summer features
- Holiday shopping roundups
- Trend reports
Planning PR campaigns early gives brands a stronger chance of being included.
Best Times to Pitch Pet Products
| January | Pet wellness and health trends |
| Spring | Grooming and outdoor products |
| Summer | Travel and safety stories |
| Autumn | Seasonal pet care |
| Christmas | Gift guides and festive features |
Consistency is key. Brands featured repeatedly often maintain ongoing PR activity throughout the year.
Why Pet Brand Expert Positioning Helps Pet Brands Get Featured
Journalists need credible voices. Journalists are always looking for experts in their respective industries.
Pet brands that position founders as experts often receive significantly more media opportunities than brands that focus solely on products.
Six ways to build your pet brand’s authority and brand awareness include:
- Publishing educational blogs
- Sharing industry insights
- Commenting on pet news trends
- Providing data or surveys
- Appearing on podcasts
- Speaking at pet industry events
Expert-led content increases trust with both journalists and consumers.
The Role of a Pet PR Agency
Most established pet brands already work with a PR agency, but start-up pet brands can reap many benefits when working with PR agencies, especially those that specialise in lifestyle and pet industry media.
A specialist PR agency, like MirrorMePR, can help pet brands:
- Develop media angles.
- Build journalist relationships.
- Write press releases.
- Secure interviews.
- Manage product placements.
- Coordinate influencer campaigns.
- Boost SEO efforts via digital PR.
For most pet brands, competing in overcrowded markets and strategic PR support can accelerate visibility much faster than relying solely on organic growth.
Final Thoughts
Getting featured in national media is seldom about luck. Pet brands that consistently secure coverage understand how to combine storytelling, SEO, branding, and planned PR.
By creating newsworthy angles, building media relations and positioning your brand as an authority in the pet space, national press opportunities become far more achievable.
As consumer demand for pet products continues to grow, brands that invest in visibility today will lead the market tomorrow.
FAQs About Pet Brand PR and Media Coverage
Answered by Ashley Rossiter, MCIPR and MD of MirrorMePR.
How do pet brands get featured in magazines?
Pet brands typically get featured by pitching relevant stories, trends, or products to journalists and editors. Strong branding, professional imagery, and timely media angles improve the chances of coverage. What does a PR agency actually do? This and more!
What makes a pet brand newsworthy?
Innovation, founder stories, industry trends, data insights, and emotional connections often make pet brands appealing to national media outlets.
Does PR help SEO for pet brands?
Yes. Crafting PR strategies for niche audiences involves knowledge, and digital PR can improve SEO by generating high-authority backlinks, driving branded search traffic, and increasing online visibility.
How can small pet brands get media coverage?
Small pet brands can secure press by focusing on niche storytelling, expert commentary, unique products, and targeted outreach to journalists.
What publications feature pet brands?
Pet brands are often featured in lifestyle magazines, shopping guides, business publications, national newspapers, and online consumer media.
How long does it take to get national media coverage?
Results vary depending on story, timing and media strategy. Some campaigns generate coverage within weeks, while others build momentum over several months.
Should pet brands use a PR agency?
A PR agency can help accelerate media exposure, especially for brands launching products, entering the retail markets or growing nationally. If you’re interested in supercharging your pet brand, we need to talk!
Contact us here.
7 Pet Brand Marketing Listicles that Will Help Your Business Grow
