Recently, Heather Ripley, Founder and CEO of Ripley PR and Orange Orchard PR, was our 
featured expert on the Better Life for Animals Spotlight Masterclass. Heather delivered practical, real-world guidance on how animal sanctuaries can secure meaningful media coverage without massive budgets or full-time communications teams.
Before she even dove into strategy, she addressed something many of us have seen online. There are posts floating around that boldly declare press releases are dead. Some insist media outreach no longer works. The headlines are dramatic. The tone is absolute. And more often than not, it is clickbait.
Heather assured us this is simply not true.
Press releases are not dead. Poorly written, unfocused, irrelevant releases are ignored. There is a big difference.
For sanctuaries operating with limited staff and tight resources, understanding that distinction is critical. PR is not outdated. It just requires intention and relevance.
PR Is Not Promotion. It Is Positioning.
One of the biggest misconceptions Heather addressed is that PR is simply promotion. It is not.
Promotion says, “We need donations.”
Positioning says, “Here is why our work matters, why it is timely, and why your audience should care.”
When sanctuaries position themselves as trusted voices on animal welfare, disaster rescue, environmental impact, ethical farming, or community education, the media begins to see them as experts, not just nonprofits asking for support.
That shift changes everything.
Start With Stories, Not Statistics
Yes, numbers matter. But stories move people.
Sanctuaries are filled with powerful, emotionally compelling stories. A rescued hen who finally feels grass under her feet. A neglected horse who learns to trust again. A goat once destined for slaughter who now greets visitors with curiosity and confidence.
Media outlets are looking for stories that connect. The key is framing those stories in ways that align with what is already happening in the news cycle.
For example:
- A rescue story tied to extreme weather events
- An educational program connected to back-to-school season
- A feature during the holidays about compassionate living
- A farmer transition story linked to broader food system conversations
When your story intersects with a larger narrative, it becomes newsworthy.
Build Relationships Before You Need Them
Another major takeaway was to stop thinking of PR as something you only do during a crisis or a fundraising push.
Start by identifying local journalists and regional outlets that cover environment, food systems, nonprofit work, or community issues. Follow their work. Understand their focus. Engage thoughtfully.
When you pitch, make it relevant to their audience. Keep it concise. Offer high-resolution images and clear, quotable statements. Make it easy for them to say yes.
Professionalism and preparation matter.
Make It Easy for Media to Cover You
Reporters are busy. If you want coverage, reduce friction.
That means:
- Respond quickly
- Provide strong visuals
- Offer concise background information
- Be available for interviews
- Supply clear, usable quotes
When journalists know you are reliable, they return.
Think Beyond Traditional Media
PR is not limited to newspapers and television.
Podcasts, online publications, digital magazines, and community platforms can be just as powerful, especially for niche audiences passionate about animals and ethical living. These outlets often provide deeper storytelling opportunities and long-term
visibility.
Why PR Matters for Sanctuary Sustainability
- Visibility fuels sustainability.
- Consistent media coverage builds trust. Trust builds donors. Donors build stability.
- When your sanctuary is seen regularly:
- Donations become more predictable
- Volunteer engagement increases
- Grantmakers recognize your credibility
- Community partnerships grow
PR is not about attention for its own sake. It is about ensuring that stories of rescue, compassion, and transformation reach the people who are ready to support them.
The takeaway from Heather’s masterclass was simple and empowering. Media outreach works when it is thoughtful, relevant, and strategic. Sanctuaries already have extraordinary stories. With the right positioning and persistence, those stories can open doors that paid advertising never could.
Strategy plus heart is what builds long-term impact.
To hear Heather Ripley’s full presentation, go to https://betterlifeforanimals.com/bonus/
Connect with Heather Ripley on LinkedIn at https://www.linkedin.com/in/heatherripley/
