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Press Releases




For Small Business Public Relations presentation by Jill Skoroshod



The following Press Release can be used by yourself to send to newspapers and other media. This will assist in promoting yourself and the IACP, plus help dog owners. INSTRUCTIONS TO HELP YOU ARE ABOVE THE LETTERS.


INSTRUCTIONS ON USING THIS FORM

News Release Instructions
(or, how to become a media star in 10 easy steps)
  1. Go through the release, and be sure to replace your name and company information in all the places written in CAPS.
  1. Proofread the release – even better, have a friend do it – to make sure you’ve completed it correctly. If you wish, you may include the IACP logo and/or your company logo on the letterhead. Do NOT include photos (more on that below).
  1. Find out the names of your local media outlets – include daily papers, television news channels, radio stations, and don’t forget local weekly papers.
  1. Usually, media outlets will have a contact list. Find out the names of specific individuals you want to send the release to – for small outlets, you can choose a maximum of three names, for larger ones, as many as six to eight. For radio, try to send your release to at least one person per shift – morning show, daytime programming, drive time, and evening and weekend shifts.
  1. Most media outlets prefer to receive news releases by e-mail, but it always helps to call first to check. Some may prefer fax – or even snail mail – instead.
  1. When you e-mail the release, be sure to include the entire release in the BODY of the e-mail, as well as sending an attachment. Many media outlets will not, as a rule, open attachments for fear of viruses.
  1. Do NOT send photos – most journalists are operating on hopelessly outdated equipment. Photos take too long to download. If you have photos available, say so, either or the release or in your e-mail – if the media outlet wants pictures, they’ll ask.
  1. Contact the media outlet only one way – either by fax, e-mail, phone, or snail mail. Do NOT call (or contact them in any other way) to ask “did you get my release?” If they want more information, they will call you.
  1. Don’t bother to send your release with dog cookies, or other “gimmicky” stuff. Unless you have a truly innovative product to promote, freebie tactics can look like bribes, and often backfire.
  1. Expect that at least a few of these outlets will contact you and ask you to buy advertising with them. Some may even make subtle or overt promises (or threats) that imply they will not cover your story unless you purchase advertising with them. Do not fall victim to this trap – reputable journalists won’t do it, and it won’t help your business enough to make it worthwhile.

That’s it. If you have questions, or need help, just ask at IACPpromo@timeandpatience.com
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TO DOWNLOAD AN OF THESE RELEASES

Click on file

Press Release Holidays

Dog Safety for the Holidays

Dog Bite Prevention release members

Fireworks release members

2ND Press release for Christmas


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Dog Safety for the Holidays
Keep your pet – and guests – safe this holiday season
(YOUR CITY), November (XX), 2006 – The holidays are fast approaching, with plans for guests, parties and celebrations. All the new activity and excitement in your home can be stressful for your dog. A little planning now can make the holiday season a safe and fun one for the two-legged and four-legged members of your family.
“More dog bites happen over the holidays than at any other time,” said YOUR NAME HERE, a member of the International Association of Canine Professionals and (YOUR TITLE -- OWNER, HEAD TRAINER, PRESIDENT) of (NAME OF YOUR BUSINESS) in (NAME OF YOUR CITY). “At (NAME OF YOUR COMPANY), we want to help families prepare for the holidays, to make sure everyone stays safe and has fun.”
The IACP and (NAME OF COMPANY) suggests the following tips for keeping your dog and guests safe over the holidays:
· Know that the excitement over the holidays may stress your dog, making them prone to barking or even biting. Supervise your pet at all times, especially around children.
· Dogs do not like to receive hugs, especially from people they don’t know well. Tell your guests to greet the dog by lightly stroking him under the chin, and do not let your guests “over touch” your dog.
· Have a quiet room in your home where your dog can go to relax and rest, undisturbed.
· Watch your dog for stressful behaviour – if he is moving away from a person or situation, if he is yawning or licking his lips excessively, or if he suddenly stands very still, it’s time to remove the dog and take him to his quiet room.
· With all the coming and going, it’s very easy for a dog to slip out the door unnoticed. Consider letting your dog drag a leash around the house (it makes an extra-long “handle” if he tries to slip away) and always make sure your dog is wearing a collar with proper identification tags.
“Dogs are a part of the family, and naturally we want them to be with us during our holiday celebrations,” said (YOUR FULL NAME or LAST NAME). “By being aware of some of the safety issues, dog owners can ensure a happy, safe holiday season for everyone.”
(YOUR NAME and/or NAME OF YOUR BUSINESS) offers (SHORT DESCRIPTION OF WHAT YOU DO, and WHERE YOU DO IT, with CONTACT INFO – website, e-mail and phone).
(YOUR NAME) is a member of the International Association of Canine Professionals, a group of trainers, veterinarians, kennel operators, dog walkers, retailers, and other professionals dedicated to the well being of dogs. With an IACP member, you know you’re in Safe Hands. Visit the IACP website at www.dogpro.org.
For more information:
YOUR NAME
YOUR COMPANY NAME
YOUR E-MAIL
YOUR PHONE NUMBER
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2ND Press release for Christmas
Christmas Puppy Driving You NUTS? Here’s Help!
(YOUR CITY) -- He was so cute, you just couldn’t resist him. You imagined your kids playing for hours with the little, fun-loving bundle of fur, curling up on the couch with him, or watching him casually chewing a bone while curled up at your feet or on a dog bed. Visions of Lassie danced through your head.
Now the holidays are over and the little guy is screaming all night long, nipping the kids (who no longer want to play with him), disemboweling the furniture, leaving spots on the carpet, scampering off when you call him and ignoring your every command. What can you do?
“Raising a puppy isn’t much different from raising a child, except that they grow up much faster,” said (your name) of (your business name) and a(n) (associate/professional) member of the International Association of Canine Professionals, “You have a responsibility to teach him how to behave, keep his environment safe and socialize him so he grows up to be a well-rounded, friendly dog.”
(Your last name) offers these tips to help you get your puppy under control and on the right track to being a good canine citizen:
  • Tie the puppy to you. Get a piece of clothesline about 10 feet long and tie a clip to each end. Clip one end to the puppy’s collar, the other end around your waist whenever he’s out of his crate. You’ll be able to know what he’s up to every moment, keep him from inappropriate chewing, stop him if he’s having an accident, and he’ll learn to walk on a leash and respect you as his leader.
  • Buy him a crate. He will learn to accept the crate as his little den. A crate will confine him when he can’t be watched, will aid in his housebreaking, give him security at night or at nap time. Introduce it by throwing in a yummy treat and praising him when he goes in. Close the door behind him for only a second or two at first, then increase the time. The crate should be only large enough for him to stand up and turn around to be useful for housebreaking.
  • Get a good book on raising a puppy if you haven’t raised one for a long time. Training and management methods have changed a lot in recent years as we learn more about dogs, their behavior and how they learn.
  • Socialize, socialize, socialize! Your puppy needs to be exposed to new people, new dogs, new situations, new surfaces before he’s 4 months old or he risks being maladjusted and fearful or aggressive as an adult. Make sure his interactions with new experiences are happy and fun, not scary and stressful.
  • Take him to a puppy class. Puppy classes are designed to teach you how to train your puppy, care for him, socialize him with people and other dogs and set him up for future learning. And -- it’s FUN!
  • Remember, he’s just a baby. He has to learn house rules. He needs to chew to learn about things in his environment and for dental health. He may not be able to “hold it” all night until he’s almost 6 months old. He isn’t trained yet, and won’t be for some time. Be kind but firm and always consistent.
  • Teach children how to behave around the puppy. Don’t let them harass him, tease him or hurt him. Children should not discipline a puppy - an adult should be the “pack leader.” Always supervise when children are with a dog or puppy and stop inappropriate behavior.
  • Remember -- what gets rewarded gets repeated! Praise your puppy for good behavior and avoid petting or giving treats when he’s misbehaving. Many people inadvertently reward puppies for bad behavior. For example, distracting him with a treat while he’s chewing your slippers may seem like a reward to your dog. Keep in mind that every time you pet, praise or treat your dog, it is a reward for whatever he is doing at the time and he will be likely to do it again.
“Raising a puppy takes a commitment of time and energy,” (your last name) said, “but if you put the time in now, you will enjoy many years of love and companionship.”
(Insert the name of your business and a brief description of your services here.) Call (your full name) at (phone) for information.
The International Association of Canine Professionals is a group of trainers, veterinarians, kennel operators, dog walkers, retailers, and other professionals dedicated to the well being of dogs. With an IACP member, you know you’re in Safe Hands. Visit the IACP website at www.dogpro.org.
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Dogs and Fireworks: A Top Ten Survival Guide

(YOUR COMPANY NAME) provides help for Memorial Day

(YOUR CITY) May XXX, 2007 - YOUR COMPANY NAME knows that with the upcoming Memorial Day weekend, dogs across the country will react with fear and anxiety to all the firework celebrations.

"The noise of fireworks can be extremely stressful for dogs," said YOUR NAME HERE, a member of the International Association of Canine Professionals and (YOUR TITLE -- OWNER, HEAD TRAINER, PRESIDENT) of (NAME OF YOUR BUSINESS) in (NAME OF YOUR CITY). "We recommend these top ten strategies to YOUR CITY's dog owners, to help them through the Memorial Day weekend."

1. DO expose your dog to loud, unexpected noises on a regular basis, especially leading up to an event that includes firework celebrations. Drop pot lids, toss a soda can with a few pennies in it, slam a door: anything to get your dog accustomed to being startled, so he can practice recovering quickly.

2. DO NOT bring your dog with you to a fireworks celebration.

3. DO provide your dog with a safe, comfortable place that will help her feel more secure amid the scary sights and sounds. Close the blinds to keep out the flashes of color in the sky, and turn up the television or some music to help muffle the sounds.

4. DO NOT put your dog in a crate; a panicked, frightened dog can easily injure himself in a crate.

5. DO ask your veterinarian if an herbal remedy or prescription sedative may be appropriate for your dog.

6. DO consider giving your dog a highly valued chew toy before the fireworks celebration begins, which may help to keep her mind off the disturbance.

7. DO attach a “house leash” to your dog, to act as an extra long handle, should your dog try to escape or run away.

8. DO NOT comfort or "baby" your dog if he is afraid. Dogs take their cue of how to behave from their owners; if you are acting "strange" by offering soothing words and gestures, your dog may interpret your actions as praise for being frightened, or as confirmation that the fireworks are truly scary.

9. DO act as normal and as "matter of fact" as possible, to help your dog understand that there is nothing to worry about.

10. Most importantly, DO ensure your dog is wearing proper identification in case he manages to escape.

"More dogs escape during holiday celebrations than at any other time," said YOUR LAST NAME. "With a little preparation and an understanding of how to help dogs through their fears, dog owners can help prevent their pet from becoming a statistic this Memorial Day weekend."

(YOUR NAME and/or NAME OF YOUR BUSINESS) offers (SHORT DESCRIPTION OF WHAT YOU DO, and WHERE YOU DO IT, with CONTACT INFO - website, e-mail and phone).

(YOUR NAME) is a member of the International Association of Canine Professionals, a group of trainers, veterinarians, kennel operators, dog walkers, retailers, and other professionals dedicated to the well being of dogs. With an IACP member, you know you're in Safe Hands. Visit the IACP website at www.dogpro.org.

For more information:

YOUR NAME

YOUR COMPANY NAME

YOUR E-MAIL

YOUR PHONE NUMBER


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Halloween and Your Dog: Top 10 Tips for Safety and Sanity

YOUR COMPANY provides help for Halloween

 
October, 2007 – YOUR COMPANY NAME knows that Halloween, with candy, costumes and kids, can be a scary and even dangerous time for dogs across the country. By following a few simple guidelines, dog owners can enjoy the festivities, knowing that their dog is safe and comfortable.
 
“Halloween can be extremely stressful for dogs,” said YOUR NAME HERE, a member of the International Association of Canine Professionals and (YOUR TITLE -- OWNER, HEAD TRAINER, PRESIDENT) of (NAME OF YOUR BUSINESS) in (NAME OF YOUR CITY). “Every November first, hundreds of dog owners have heartbreaking stories to share about their dogs – stories that could be prevented with a little planning and awareness.”
 
YOUR COMPANY NAME recommends these 10 survival strategies to YOUR COMMUNITY or COUNTY’S dog owners, to help them have a safe and comfortable Halloween:
 
Top Three Obedience Commands
 
1.            Practice your “stay” command with your dog in the days and weeks leading up to Halloween. With ghouls and goblins coming to the door, this is a great opportunity to strengthen your obedience training. Remember to use a leash or a baby gate while practicing your “stay” command if your dog has not had enough practice.
2.            Teach your dog how to relax on command, with a word like “easy,” “calm” or “chill.” Use it to keep excitement levels down when trick-or-treaters come knocking.
3.            Make sure your dog has a solid “Leave It” command in place for the days that follow Halloween, when the ground is covered in candy, wrappers, and other goodies.
 
Seven Safety Strategies
 
4.            Expose your dog to costumes, masks, and people doing funny or lurching walks before Halloween. Watch your dog’s reaction carefully to decide if he is ready to face Halloween revelers.
5.            Learn the signs and signals of stress in a dog, by remembering LAYS:
    • LICKING lips or LIFTING one paw
    • looking or trying to move AWAY
    • excessive or exaggerated YAWNING
    • sudden vigorous SCRATCHING, or becoming very STILL.
All of these signs are your dog’s way of saying “I’m not comfortable with this situation.” By learning to read these signals, you can interrupt or change the environment, and prevent your dog from escalating to a growl or a bite.
6.            If your dog is frightened or distressed, do not force her to continue putting up with Halloween activities. Provide her with a safe, comfortable place that will help her feel more secure amid the scary sights and sounds.
7.            Consider giving your dog a highly valued chew toy at least 30 minutes before trick-or-treating begins, which may help to keep her mind off the disturbance.
8.            Keep your dog inside, and attach a “house leash” to your dog, to act as an extra long handle, should your dog try to escape or run away. Make sure your dog is wearing proper identification in case she gets out the door.
9.            If your dog is frightened, do not comfort or “baby” your dog if he is afraid. Dogs take their cue of how to behave from their owners; if you are acting “strange” by offering soothing words and gestures, your dog may interpret it as praise for being frightened, or a confirmation that the costumes are truly scary. Instead, act as normal and as “matter of fact” as possible, to help your dog understand that there is nothing to worry about.
10.        Make sure your family knows that chocolate is toxic for dogs. Dark chocolate is the most dangerous, but all chocolate has the potential to cause nerve damage or even death. Learn the symptoms of chocolate poisoning:
    • Excessive drooling
    • Excessive urination
    • Pupil dilation (look at your dog’s pupil’s now, to learn what “normal” looks like)
    • Rapid heartbeat
    • Vomiting
    • Diarrhea
    • Hyperactivity
    • Muscle tremors and seizures
    • Coma
 
Every year, dogs die of chocolate poisoning. If you notice these signs, take your dog immediately to your vet or emergency vet – record their contact information now, and place it on your fridge.
 
“Halloween is a tremendous opportunity to help your dog learn how to be calm and obedient with high levels of distraction,” said YOUR LAST NAME. “With a little preparation to keep dogs safe, and an understanding of how to help pets through their fears, dog owners can have a safe – not scary – Halloween celebration.”
 
(YOUR NAME and/or NAME OF YOUR BUSINESS) offers (SHORT DESCRIPTION OF WHAT YOU DO, and WHERE YOU DO IT, with CONTACT INFO – website, e-mail and phone).
 
(YOUR NAME) is a member of the International Association of Canine Professionals, a group of trainers, veterinarians, kennel operators, dog walkers, retailers, and other professionals dedicated to the well being of dogs. With an IACP member, you know you’re in Safe Hands. Visit the IACP website at www.dogpro.org.
 
 
For more information:
YOUR NAME
YOUR COMPANY NAME
YOUR E-MAIL
YOUR PHONE NUMBER

Last Updated: Tuesday, April 07, 2009
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