Animal Sanctuary PR Strategies

What if the key to national media coverage for your sanctuary started right in your own backyard?

That is exactly where Heather Ripley, founder and CEO of Orange Orchard PR, says every sanctuary should begin. In her conversation on the Better Life for Animals Podcast, Heather pulls back the curtain on how media visibility really works for animal sanctuaries and why starting local is often the missing piece.

From Traditional PR to Purpose Driven Work

With more than 20 years in public relations, Heather built her career working with both small businesses and national brands through her company Ripley PR. Then in 2017, everything shifted. After watching documentaries about animals and animal welfare, Heather made the decision to go vegan overnight. That single choice changed not only her personal life but the direction of her career.

Out of that transformation came Orange Orchard PR, an agency dedicated to helping animal advocacy organizations, sanctuaries, and animal friendly brands share their stories with the world. What began as a mission rooted in compassion soon became a powerful force for real change in the nonprofit space.

Why Local Media Comes First

One of the most important lessons Heather shares in this episode is the power of local media. Sanctuaries often dream of national outlets and major publications. Heather explains that those opportunities rarely come first. The real work begins by making sure producers, editors, and reporters in your own city know who you are, what you do, and why it matters.

When sanctuaries build credibility at the local level, that coverage can grow into regional stories and sometimes even national attention. Momentum builds trust. Trust builds larger platforms.

Clear Messaging Builds Media Trust

Heather also makes it clear that storytelling matters just as much as exposure. She sees many sanctuaries doing extraordinary work but struggling to communicate it effectively. When multiple volunteers tell different versions of the story, the message becomes scattered and confusing. Media outlets lose interest.

The solution is consistency. One clear mission. One strong elevator pitch. One unified message that everyone on the team can confidently share. When messaging is clean and consistent, media pays attention.

How Donor Connection Creates Lasting Support

Another powerful theme in this episode is donor connection. Heather explains how recurring donations become the lifeline for sanctuaries. Donors give more generously when they can connect with a specific animal and see exactly how their support is being used.

People want to feel that their ten or twenty dollars each month changes a life. When sanctuaries show that impact through stories, photos, and updates, trust grows and long term giving follows.

Sanctuaries Must Also Think Like Businesses

Heather speaks directly to the business side of sanctuary life. As uncomfortable as that word may feel in rescue work, she reminds listeners that sanctuaries must operate with the same clarity and planning as any business.

That means understanding overhead, setting real financial goals, planning for growth, and building systems that support sustainability. Heart alone will not keep the doors open. Structure matters.

Why Professional Communication Pays Off

One of the most practical takeaways from this conversation is Heather’s advice on professional communication. She encourages sanctuaries to budget for expert guidance at least once a year. A well planned campaign created by a professional and distributed through the right media channels can generate awareness and donations far beyond the initial investment.

She also reminds listeners that many agencies offer nonprofit pricing and pro bono support because people in communications care deeply about causes like animal welfare.

A Conversation Every Sanctuary Leader Should Hear

This episode delivers a rare blend of strategic clarity and compassionate purpose. It offers real world insight into how sanctuaries can grow their visibility, strengthen donor relationships, and build a communications foundation that supports their mission for years to come.

If you are connected to a sanctuary, serve on a board, or care deeply about helping animals through sustainable funding and outreach, this episode is a must listen.

Episode Highlights

[00:00] Introduction

[02:30] Orange Orchard PR advocates for animals.

[05:00] A sanctuary has to be run like a business to thrive.

[08:30] Common PR mistakes sanctuaries make.

[11:00] Tell the stories that work.

[15:00] Effective steps to PR coverage.

[20:00] Designing an effective fund development strategy.

[24:00] Stay top of mind with media stories.

About Heather Ripley

Heather Ripley is the founder and CEO of Ripley PR, an elite global public relations agency, and its affiliate agencies, Orange Orchard, an award-winning public relations agency specializing in animal advocacy and the promotion of animal-friendly brands, and Adventure PR, a new division created to elevate adventure travel, RV manufacturers, camping and outdoor companies.

At Orange Orchard, Heather leads a passionate team that helps purpose-driven brands elevate their message and inspire action. Drawing on more than two decades of PR experience, she has positioned the agency as a trusted partner for organizations involved in animal advocacy and welfare and for companies who work in the pet care industry. Her work centers on thoughtful communication, authentic brand alignment and purpose-driven growth.

In 2013, Heather started Ripley PR and has built it into one of the most respected agencies in the skilled trades, franchising and B2B technology sectors in just 12 short years. After five years of success at Ripley PR, she was inspired by her commitment to animal welfare to launch Orange Orchard in 2018.

For its work with organizations like The Orangutan Project, Orange Orchard won the gold award for Best Public Service Campaign in the 2025 Merit Awards.

As the visionary behind both agencies, Heather has been honored as a 2024 PRNews Top Women in Business Entrepreneur and as one of ACHR News’ Top Women in HVAC. She is also the author of NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for Your Home Service Business, a highly regarded guide for entrepreneurs seeking to amplify their growth through public relations.

Heather’s leadership across all three agencies reflects her belief that PR can be both a catalyst for business growth and a force for good by helping innovative and compassionate companies make a measurable impact on the world

https://www.orangeorchardpr.com/

About Cheryl Moss

Cheryl Moss is the host of the Better Life for Animals podcast, where she shares uplifting stories from sanctuaries and highlights the work of vegan activists, ethical consumers, and animal welfare leaders. A passionate advocate for animal welfare, she is dedicated to ending factory farming and is working to raise $100,000 for Mercy For Animals to support underrepresented sanctuaries.

Beyond podcasting, Cheryl is a banking professional and an accomplished children’s author. A graduate of Main Street Vegan Academy, she promotes plant-based living through her books, Gabriel, Cluck, and Pickle the Pig, which inspire young readers to embrace kindness, sustainability, and compassion for animals.

When not advocating, she enjoys Pilates, and spending time with her rescue dogs and grandchildren. Through her work, writing, and activism, Cheryl continues to inspire positive change for animals and the planet.