Podcast Episode 227: Get National Media Coverage for your Pet Business using HARO

I’m re-sharing an episode from last summer that’s greatly impacted my business. Dawn LaFontaine talked to me about how she secures tons of great press coverage for her brand Cat in the Box. She makes whimsical and delightful cardboard cat playhouses and when you go to her website you’ll see, front and center, a collection of media logos for some of the many places she’s been featured.

The way Dawn secures all this press coverage is using a free tool called Help a Reporter Out (HARO). I followed Dawn’s advice on how to use HARO and since talking to her I’ve received national press coverage in Business Insider and Yahoo News. The Business Insider article was also featured in the Apple News app and in Japanese outlets!

Strategy to get Free Press Coverage for Your Pet Products

Getting press features for you and your business isn’t just for bragging rights… it lends a ton of credibility to your pet business and can help to increase your domain authority – a score that measures how likely your website is to show up in search engine results.

Are you intrigued yet? Let me hit play so Dawn can explain her strategy for getting your pet business in the press!

Also mentioned in this episode: Would your pet like home vet visits? Check out BetterVet.com and use my code BVBFFTMISTICK to get $100 off your first visit!


  • 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




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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!

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

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