Seven Ways Animal Rescue and Humane Groups Can Get More Publicity

Press Release: 7 Ways Rescue Groups Can Get Publicity


Seven Ways Animal Rescue and Humane Groups Can Get More Publicity

Author of Publicity to the Rescue Offers Tips

SANDPOINT, IDAHO – Sometimes the work of saving homeless animals can feel lonely. Because of the economy, donations are down and the number of animals coming into shelters and rescue groups is up. But humane and animal rescue organizations that devise creative publicity approaches are seeing great results that are saving lives and making a difference.

Author and founder of the National Association of Pet Rescue Professionals Susan Daffron offers seven tips for how rescue groups can raise awareness about their organizations to increase donations, recruit more volunteers, and boost pet adoptions, based on her book “Publicity to the Rescue” (ISBN: 978-1-61038-004-1; LCCN: 2011914679).

1. Craft a Clear Message. If a rescue organization’s mission and message aren’t memorable, it’s more difficult to get attention. In some communities, humane groups struggle simply because no one knows who they are, or because they are being confused with another animal-related organization. Rescues need to ensure their message is clear and differentiated from others before approaching the media.

2. Increase Outreach. Many rescue groups don’t spend enough time cultivating connections. Rescue groups must explore new ways of connecting with the media, particularly online. Rescues without an online presence are at a serious disadvantage. Those without a Web site need to set one up and learn about social media now.

3. Embrace Planning. Humane and rescue organizations that struggle inevitably have not crafted any type of publicity plan. Create a calendar with all the promotions for the year. Each event or promotion should include media outreach. Then methodically work the plan month by month.

4. Partner with Other Animal Organizations. The amount of petty political infighting in the humane world does nothing to help the animals. Reach out to other organizations and work together. Multiple groups working together can generate more exposure for everyone.

5. Stay Alert for New Opportunities to Connect. The more ways people can engage with a rescue organization, the more opportunities for media attention can result. Success stories can revolve around interesting adoptions, animals, events and more.

6. Tell Interesting Stories and Include Photos. People remember stories, not facts. And a big part of public relations is visual. Every rescue has photos of adorable furry faces. Take advantage of that fact and always be ready to provide cute pet photos.

7. Measure Success. Each outreach effort should be tracked. Monitor incoming phone calls, emails, Web site traffic, and media mentions to learn what works.

The author of “Publicity to the Rescue,” Susan Daffron says, “First impressions matter, so present your best face to the media. Be professional, and make a journalist’s job easy by providing remarkable stories that their readers will love.”

About Publicity to the Rescue

“Publicity to the Rescue” is $19.99 and is available on or directly from the publisher at:

About Susan Daffron

Susan Daffron is founder of the National Association of Pet Rescue Professionals, a membership association made up of people who are working for animal shelters, humane societies or rescue groups. Daffron is also the author of 12 books, including one on fundraising for rescue groups and two books on caring for adopted pets. She is a former veterinary assistant, animal shelter volunteer, employee, and board member. She also owns a publishing and software company called Logical Expressions, Inc.

About Logical Expressions, Inc.

Logical Expressions is book and software publishing company based in Sandpoint, Idaho that is owned by Susan Daffron and James Byrd. The company offers affordable books, software, tools, and services that help businesses with print and online publishing projects. In addition to publishing its own series of books, Logical Expressions offers book production services.

Susan Daffron, President
Logical Expressions, Inc.
311 Fox Glen Road
Sandpoint, ID 83864

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