Podcast Episode 173: Using HARO to Get Press Coverage for Your Pet Business with Dawn LaFontaine

In this episode, I’m talking to Dawn LaFontaine. She started her business, Cat in the Box, about 3 years ago after finding a need for fun, safe and stylish cardboard box playhouses for cats. We start by talking about her inspiration for this product and the science behind why cats love cardboard boxes – which is fascinating!

Then we dive into another area of Dawn’s expertise: getting free press coverage for her pet business. She uses Help a Reporter Out to pitch her expertise as a cat lover and business owner. With this strategy, Dawn has received a ton of coverage in outlets including the Boston Globe, Pop Sugar and Readers Digest.

We talk about the many benefits of press coverage including sales and backlinks to your website. Dawn generously shares all of her tips for successfully landing these types of press features for your own pet business.

Have you even received exciting press coverage for your pet business? Come tell us about it in the Wear Wag Repeat labs Facebook group! This week I set up a thread for everyone to share their favorite press features. Come join the conversation by searching Facebook for Wear Wag Repeat Labs.

Helping Pet Business Owners With Free Publicity

Dawn LaFontaine is the founder of Cat in the Box, which makes whimsical cardboard box playhouses for cats who think inside the box. She’s a lifelong animal lover who enjoys connecting with people who are as crazy about their pets as she is.

Topics Discussed in this Episode:

  • How Dawn got the idea for Cat in the Box
  • The science behind why cats love cardboard boxes
  • The advantages and disadvantages of free press
  • The importance of your domain authority
  • How the HARO service works
  • Getting the most out of HARO

Press Resources Mentioned:

Where to find Dawn:



You can listen to the Wear Wag Repeat Podcast through Apple Podcasts, Stitcher, Google Play and many other podcast players. Subscribe so you don’t miss a single dog-inspired episode!

If you love what you hear and want to support my efforts to shine a light on more women making it work in the pet industry, please leave a review for my show on iTunes. More reviews help more people discover the show and hear our stories! Reviewing Tip: If you’re on a computer, open the link then click “Listen on Apple Podcasts” and scroll to the bottom to write a review.

You can also see all the episodes on the Podcast page of my site.

Spend Less Time Working, and More Time with Your Dog

The Wear Wag Repeat Resource Guide has over 160 apps, tools and resources recommended by my podcast guests that will help you run an efficient and successful pet industry business!

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