5 Simple Ways Dog Clubs and Breeders Can Use PR—Without a Big Budget
The Dog World Has a Story to Tell. Let’s Tell It.
You don’t need a publicist, a press kit or a big social media following to do public relations.
At its core, PR is just about communication. It’s how you help people understand what you do, why it matters and how they can connect with it.
Whether you’re running a breed club, planning a specialty or announcing a litter—good PR helps you stand out and build trust.
Here are five easy ways to start using PR right now, without hiring anyone or spending a lot of money.
1. Share Your “Why”
Most people don’t just want to know what you’re doing—they want to know why.
Why is your breeding program special?
Why is your club’s upcoming show important to the community?
A short Facebook post or website blurb explaining your mission can go a long way. It gives people a reason to care and to remember you.
2. Celebrate the People Behind the Dogs
Whether it’s a junior in your club, a long-time member or someone finishing their first dog—share their story.
It builds connection and shows that your program or club isn’t just about wins. It’s about people, passion and commitment.
3. Pitch Local Media (It’s Easier Than You Think)
If your club is holding a show or other event open to the public, you can reach out to your local newspaper, TV station or community calendar.
All you need is:
What the event is
Where and when it’s happening
Why it’s worth attending
Keep it short and friendly. Reporters are always looking for local events and “feel-good” stories.
4. Keep Your Website and Socials Up to Date
You don’t have to post every day—but if someone visits your page, they should know:
Who you are
What you’re about
What’s coming up
Even just updating your homepage with “See you at the July Specialty in Wichita Falls!” shows you’re active and engaged.
5. Think Beyond Win Photos
Win photos are important—but they’re not the whole story.
Try sharing:
Behind-the-scenes prep for a show
A throwback to your first show dog or a mentor who made an impact
What you love most about your breed or the fancy
This kind of content helps people connect with the sport—not just observe it from the outside.
You Don’t Need Fancy Tools—You Just Need a Story
PR doesn’t have to be complicated.
You just have to be willing to share what makes your club, your dogs and your journey special.
At Show Ring PR™, we’re here to help the fancy tell its story—one post, one show, one connection at a time.
Need help putting these ideas into action?
That’s what Show Ring PR™ is here for. Whether you’re promoting a specialty, building your program’s reputation or just figuring out what to say—we’ll help you tell the story in a way that sticks.