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For its initial soft launch:
- We were able to secure interviews and cover stories with the top two veterinary publications: DVM and Veterinary Practice News
- After sending out an initial press release and conducting a telephone call campaign to key media (approximately 50 key journalists), we were able to secure interviews and coverage in the following publications:
- Idaho Statesman
- Pet Business
- Houston Business Journal
- Dallas Business Journal
- Firstline
- Veterinary Economics
- Veterinary Medicine
- Veterinary Technician
- NAVC Clinician’s Brief
- Twin Falls Times-News
- Veterinary Medical Review
- The Spokesman-Review.com
For the public launch:
- By pitching Pets Best in a variety of ways, we were able to secure
coverage in 80 different media outlets: print, online and television,
resulting in a Q1 public relations ROI of over $433K. Highlights
include:
- Clark County TV (Channel 4). From an interview secured from the
WVC pitching, Channel 4 in Las Vegas ran a 5 minute segment for
3-4 times per week for one month.
- Coverage in the March issue of Dog Fancy.
- Coverage in the February and March issue of Veterinary Practice
News, the January and February issue of DVM and the February 28
issue of the Idaho Statesman.
- From media relations gained through phone calls, e-mails and
press release pitching, we developed key relationships with the
Wall Street Journal and secured coverage in their Travel section for
the Vet Locator news announcement.
- From a relationship gained with an editor from the Pasadena
Star-News (responsible for three newspapers in the San Gabriel
Valley News Group), we were able to secure an interview with Jack
from and a full column story that ran in the Redlands Daily Facts,
Daily Bulletin, Inland Valley Daily Bulletin, Whittier Daily News, San
Gabriel Valley Tribune and Pasadena Star News (all in the Los
Angeles area).
- Our public relations efforts also resulted in Pets Best being
featured in the April and May issues of:
- Dog Fancy
- Family Circle
- Smart Money
- Cat Fancy (full page article)
- Veterinary Economics
- Idaho Business Review
- DVM
- Veterinary Practice News
- San Gabriel Valley Tribune
North American Veterinary Conference (January 7-11) – Orlando
- In an effort to secure interview appointments, we developed a
pitch letter and e-mailed it to the 50 pre-registered media for NAVC.
The e-mail pitch campaign was followed up with phone calls to all
key media. We secured appointments with:
- Dog & Kennel, Cats & Kittens, Bird Times
- Veterinary Economics, Firstline
- Veterinary Medicine
- Veterinary Practice News
- DVM
- Dog Fancy
- Veterinary Technician
- AAHABV Newsletter
- NAVC Clinician’s Brief
Western Veterinary Conference (February 19-23) – Las Vegas
- In an effort to secure interview appointments, we developed a
pitch letter and e-mailed it to 35 pre-registered media for WVC. We
followed the e-mail pitch campaign with phone calls to all key
media. We also contacted local Nevada TV/Newspaper media and
Vet Trade press not on pre-registered list and secured appointments
with:
- KBLR-TV (NBC Universal)
- Veterinary Economics
- Veterinary Medicine
- Veterinary Practice News
- Pet Product News
- Catnip Magazine
- Veterinary Healthcare Communications
- AAHABV Newsletter
- NAVC Clinician’s Brief
- Veterinary Technician
- Clark County TV Channel 4
- DVM
- Dog Fancy/Cat Fancy Magazines
- VNN
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