Public relations in the pet industry has shifted more in the past five years than in the previous 20. As digital channels mature and consumers demand more transparency, pet brands are no longer just selling products. They are selling trust, values, and experiences.
The leash has tightened on traditional PR, and the walk now includes real-time engagement, purposeful storytelling and data-backed content creation. For executives and brand leaders in the pet sector, this is not about keeping up. It is about staying relevant in a market where consumer expectations are higher than ever.
The pet care market is projected to reach $358 billion globally by 2027, according to Morgan Stanley. With that kind of expansion, competition is fierce and attention spans are short. Pet parents are more informed, more socially conscious, and more digitally connected than any previous generation. They expect brands to be more than vendors. They expect them to be allies in their pet’s well-being and advocates for something bigger than a product label.
From Press Releases to Multi-Platform Storytelling
There was a time when a press release sent to a few industry journalists was enough to get coverage. Those days are gone. Today’s PR efforts must stretch across channels, meet audiences where they consume content, and tell stories that resonate on multiple levels. Traditional media outreach still holds tremendous value, but it looks different than it did previously.
Take the example of brands like The Farmer’s Dog, which pairs its product launches with long-form video content, influencer collaborations, and educational blog posts. It is not just a press release. It is a coordinated content rollout. Brands are now publishing YouTube explainers, hosting podcast interviews with pet wellness experts, and building email newsletters that feel more like curated magazines than promotional blasts.
This shift is not about abandoning old tools. It is about recognizing that the press release is no longer the main and only event. It is a supporting actor in a broader narrative arc that includes cross vertical earned coverage, social media reels, customer testimonials, and interactive content. The brands winning attention are those that think like publishers and act with editorial precision.
The Shift from Product First to Purpose First Messaging
Pet parents are no longer swayed by product specs alone. They want to see what a brand stands for. According to NielsenIQ’s 2025 Global Pet Expo report, consumers increasingly prioritize brands that align with their values, whether that is sustainability, ethical sourcing, or animal welfare. This shift demands that PR efforts go deeper than product benefits and speak to the brand’s larger mission.
Brands like Wild Earth, which produces dog food using lab-grown proteins, have positioned their products as ethical choices rather than just nutritional ones. Their messaging focuses on reducing the environmental impact of pet food, which resonates with eco-conscious consumers. Similarly, pet food companies marketing gut health formulas are tying their products to broader themes of holistic wellness, connecting with pet owners who treat their animals as full-fledged family members.
This is not about slapping a green label on the package. It is about embedding values into every aspect of the brand’s communication. From the way campaigns are framed to the language used in social captions, purpose-first messaging must feel authentic. Case in point: luxury pet carriers that double as sustainability statements are outselling generic competitors, not because of superior materials, but because they align with the owner’s self-image and values.
Real Time Engagement & Crisis Management
Social media has compressed the timeline for response. What used to be a 24-hour news cycle is now a 24-minute one. When a product recall happens or a customer posts a negative review, the brand’s response, or lack thereof, can define public perception for months.
Brands that succeed in this environment are those that prepare in advance. According to NielsenIQ, many pet companies are now pre-drafting response templates for common crisis scenarios like ingredient concerns or shipping delays. These templates are reviewed regularly and updated to reflect changing consumer expectations.
But automation only goes so far. During a crisis, tone matters. While chatbots can handle routine inquiries, human moderation becomes indispensable when emotions run high. A tone deaf response can do more damage than no response at all.
Some companies are using AI sentiment analysis tools to detect brewing issues before they explode. By monitoring social media for negative trends, they can intervene early and redirect the conversation. Others are using live video Q&As with veterinarians or nutritionists to build trust and provide value outside of crisis periods. These sessions not only humanize the brand but also create a reservoir of goodwill that can be drawn upon when challenges arise.
SEO and PR: The Overlap
PR and SEO used to live in separate silos. One focused on relationships, the other on rankings. That separation no longer works. In the pet industry, where online search is a primary discovery channel, the two functions must work together from the start.
Press releases are now being optimized for search engines just as rigorously as blog posts. According to Pet Business Network, brands are conducting keyword research that targets voice search queries like “best hypoallergenic dog food for puppies” and structuring their content accordingly. This includes adding FAQ style sections that answer common questions and using schema markup to improve visibility in featured snippets.
Embedding video testimonials and customer stories into press releases has also proven effective. Not only does this increase dwell time on the page, which can indirectly boost SEO rankings, but it also adds authenticity and emotional resonance to the content. Pet supplement brands, for example, are optimizing product pages for ingredient-specific searches such as “CBD oil for cat anxiety dosage,” ensuring that both PR and SEO objectives are met in a single piece of content.
This alignment requires more than a shared calendar. It demands a shared mindset. PR professionals need to understand basic SEO principles, and SEO teams need to appreciate the nuances of storytelling. When both sides collaborate from the outset, the results are more than additive. They are exponential.
UGC as Social Proof
Few things are more persuasive than a happy customer sharing their experience. In the pet world, user-generated content is gold. A photo of a dog enjoying a new chew toy or a cat lounging in a branded bed carries more weight than any ad copy.
Brands are not waiting for this content to appear. They are actively encouraging it. Pet Food Experts reports that companies are running pet photo of the month contests, incentivizing owners to post with branded hashtags. These images are then repurposed in ads, newsletters and social media, creating a feedback loop of trust and visibility.
To scale this effort, some brands are using AI tools to curate high-quality user-generated content (UGC). These tools scan social media for relevant posts, assess image quality, and even request usage rights from creators. Subscription boxes are including QR codes that link to review prompts, offering loyalty points in return. These small nudges can lead to a flood of authentic content that serves as organic endorsements.
Micro influencers, those with 1,000 to 10,000 followers, are particularly effective in this space. According to Exploding Topics, they generate higher engagement than celebrity pet accounts, likely because their audiences view them as peers rather than personalities. Brands that build relationships with these influencers are tapping into communities that trust their recommendations.
The real value of UGC lies in its ability to humanize the brand. It shows real pets, real owners, and real outcomes. In a market flooded with polished ads and influencer partnerships, authenticity stands out. And nothing is more authentic than a customer sharing a moment of joy with their pet.
The evolution of PR in the pet industry is not a trend. It is a mandate. As digital channels multiply and consumer expectations rise, brands must adapt their communication efforts across every touchpoint. That means shifting from single-channel press releases to multi-platform storytelling. It means replacing product-first messaging with purpose-driven narratives that reflect the values of modern pet parents. It means preparing for real-time engagement and aligning PR with SEO from the ground up. And it means treating user-generated content not as a bonus, but as a core component of brand credibility.
For those leading communication efforts in the pet sector, the next step is clear. Build teams that think across disciplines, create content that speaks to both heart and algorithm, and prepare for a world where authenticity is the only currency that matters.
Marijana Gucunski serves as senior vice president within the Consumer division at 5W Public Relations, leading communications programs for global and emerging brands. Acting as a true extension to client partners, she is accomplished at developing and executing integrated communications strategies that include media relations, events, influencer and celebrity programming, digital/social campaigns, partnerships and more.
