Why Communication Is Part of the Show
Dog shows aren’t just what happens in the ring. They’re how we experience the whole weekend. And that experience starts long before the first armband is handed out.
Exhibitors come back because of how a show makes them feel—welcomed, prepared, part of something worth showing up for.
And most of us don’t make those choices lightly. We plan our weekends months in advance. We decide where to spend money, where to take time off work and which shows feel worth the travel. That decision-making starts long before entries close. It’s shaped by experience, reputation and the confidence that things will run smoothly when we arrive.
A recent event reminded me how much communication shapes that experience. The show was clearly organized with care, and the energy in the lead-up was strong. Exhibitors were engaged. People were excited.
But as the weekend got closer and key info still hadn’t posted, the tone began to shift. Without judging schedules or group times, planning became guesswork. Frustration surfaced online. A few even said they might not return.
It wasn’t the event itself. It was the space between anticipation and clarity—and how quickly that space can fill with stress.
This isn’t unique. It’s a pattern we see often. And it reveals something bigger: exhibitor experience is shaped by three phases of communication—not just what happens at the event, but how it’s framed before, supported during and extended after.
A few small shifts can make a big difference:
Before the event
Post a “What to Know This Week” update with details about parking, grooming, venue access and when judging programs or grooming assignments will be posted
Put all updates in one place, like a pinned Facebook post or a single page on your website, to reduce scrolling and searching
If there’s a delay, just say so: “We’re still waiting on final files from the superintendent and will share them as soon as we can”
During the event
Share daily updates in a consistent format so people know where to look
Highlight key wins, candid photos or reminders to keep spirits high and confusion low
Answer questions quickly, even if it’s just “We’re checking into that now”
After the event
Thank your exhibitors in a post or email—one good photo and a sincere message go a long way
Share standout moments or new champions, and tag people when possible
Ask for feedback—it shows your club is listening and evolving
We all know how much time and heart goes into putting on a dog show. Most clubs are run by volunteers, and some logistics are outside your control. But what is in your control is how, when and where you communicate.
That’s what helps turn a well-run event into a memorable one—something people talk about and want to return to.
At Show Ring PR, this is the foundation we build from—because exhibitor experience starts with what you say, not just what you do.