What’s in the playbook

1. The data story: the numbers only you have
2. The founder origin story: the moment, not the CV
3. The reactive comment: being the sector voice when a story breaks
4. The seasonal hook: the pet calendar journalists write to every year
5. The trend piece: becoming the proof inside someone else’s story
6. The consumer protection story: the most evergreen angle in the press
7. The David and Goliath: naming the incumbent
8. The milestone with meaning: why money alone gets a paragraph
9. The counterintuitive take: arguing against your own sector, credibly
10. The picture story: when the images do the work

Each angle comes with a real example and one thing to do this week. About ten minutes to read.

Who wrote this

I’m Jessica Maccio. I’ve spent twenty years in PR, including six working up to Head of PR at the digital marketing agency Stickyeyes. I’ve been independent since 2018, and a lot of that time has gone on pet brands.

For PetProov I secured 158 pieces of coverage, including This Morning and the Guardian, with 82 backlinks and 20.4 million reach. The launch of the Joii vet app brought 130 pieces in eight months and over 10,000 downloads.