How to Write a Press Release for a Dog Show
Part of the Show Ring PR series on communications in the fancy
Not every show gets covered in the media. But the shows that do usually have one thing in common: a clear, compelling press release.
When a local paper runs photos from a dog show, or a news station interviews your best junior handler, that visibility doesn’t happen by accident. It starts with good outreach—and that means giving editors a reason to care.
Start With the Story
Your press release isn’t just an announcement. It’s an invitation into the world of your club, your breed(s) and your event. Ask yourself: Why would someone outside the sport care?
Lead with something relatable. A local junior making their debut. A rare breed coming to town. A handler prepping for Westminster. Find the human angle that makes your show more than just a list of results.
Press Release vs. Media Advisory
Here’s the difference:
Media Advisory: Short and to the point. It’s your “heads up” to the press with the who, what, when, where and why—and a reason to attend. Think of it as a calendar invite for reporters.
📍 Send this 7–10 days before the event.
Press Release: A full story, written like a short article. It’s what you send after the show to share highlights, turnout and winners. Include a quote, a link to results, and a photo.
🐾 Send this within 24–48 hours after the event ends.
Using both gives you a better shot at pre-show coverage and post-show visibility.
Make It Easy to Say Yes
Editors and producers are busy. Keep your language clear and conversational. Stay under one page. Include:
A short, strong headline – Your headline should hook the reader and hint at the story inside. Think:
“From Gulfport to Westminster: Local Junior Handler Goes for Gold” or “Rare Breed Makes Rare Appearance at Coastside Dog Show”
The who/what/when/where/why in the first paragraph
A quote from a judge, club officer or exhibitor
Contact info and one or two high-quality images
And always lead with what’s in it for their readers. That’s how you turn your event into a story worth sharing.
Final Thought
Dog shows are more than competition—they’re a celebration of dogs and the communities behind them.
Want help crafting your next release? I’m happy to chat—this is what Show Ring PR was made for.