PR for pets puts Four Paws forward

Four Paws PR

A PR professional and pet-lover has launched a specialised pets PR agency in Sydney.

Four Paws PR, established by Louise Lees, says it is aiming to help pet brands to better connect with their customers.

Lees claims pets are increasingly viewed as valued members of the family and the industry ranks 117 out of 498 industry sectors, well ahead of wine manufacturing and not far behind copper ore mining.

Four Paws PR

Four Paws PR will provide PR services to pet related companies and specialist advisory services to non-pet related companies to secure media coverage and manage social media for pet brands, she said.

“With over 63% of Australian homes owning at least one pet, brands can’t ignore this major market,” Lees said.

“If they don’t accommodate pet owners in their advertising and product development then they will miss valuable opportunities.

“Marketers have to get out of the mindset of how they may view pets. Owners have a completely different attitude and marketers have to get into the pet owners mind to be able to reach them effectively.”

Lees said around 16 per cent of Americans buy cars with their dog in mind, and the data is very similar in Australia.

The pets PR strategy will target women as Lees said research of more than 80,000 women found 80 per cent spend more on their dog than on their partner, and women are the main carers and purchasers of pets. Most are employed, married with children, and live in the suburbs, Lees said.

“Women in this community are as emotionally attached to their pets, for the most part, as other women are to their children. There dog is just like a kid to them,” she said.

Four Paws PR is launching ‘Greyhounds are gorgeous’ month across the country in September to increase awareness of the true nature of greyhounds and find more homes for the animals.

The agency also plans to donate 10 per cent of client fees to pet rescue organisations.

Four Paws PR

Four Paws PR say they are social media experts


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