What Is PR—and Why It Matters in the Dog Show World

The Dog World Has a Story to Tell. Let’s Tell It.

Public relations (PR) isn’t just about press releases or landing media coverage. At its core, PR is about telling the right story to the right audience—in a way that builds trust, excitement and connection.

In the world of purebred dogs, where passion runs deep and every detail matters—from whelping plans to ring presentation—we have no shortage of stories worth sharing. But too often, we miss the opportunity to share them clearly and meaningfully.

That’s where PR comes in.

PR in the Fancy Can Drive Real Results

When breeders share their program’s vision…

When clubs promote their specialties and build buzz…

When exhibitors go beyond “win photos” and show what the journey means…

We don’t just elevate individuals—we uplift the sport.

Strategic PR can help:

• Breeders build visibility, connect with the right homes and educate about their lines

• Clubs promote upcoming specialties and increase gate traffic

• Juniors and newer exhibitors feel seen, supported and part of the community

• The public understand what purpose-driven, preservation-based dog sports are really about

This Isn’t Just PR—It’s a Way to Strengthen the Sport

Good storytelling helps:

• Bring in stronger entries

• Spark interest from new exhibitors and spectators

• Build better connections within breed and local communities

• Make sure the heart of the sport reaches people who’ve never seen it before

At Show Ring PR, we believe the more we share what makes dog shows special—the purpose behind our breeding programs, the work that goes into a great performance, the people who make clubs run—the stronger our community becomes.

Let’s help more people see the passion, purpose and pride behind what we do.