Media Relations Campaign
In 2015, the American College of Veterinary Internal Medicine (ACVIM) and the American College of Veterinary Surgeons (ACVS) partnered to develop and launch a new website intended to educate animal owners about the triad of care that exists between board-certified veterinary specialists, animal owners, and primary care veterinarians. The site, www.VetSpecialists.com, would be the first of its kind, providing an extensive array of resources for animal owners to search for board-certified veterinary specialists and to explore information about specialty care. Fetching Communications was engaged to announce the launch of the new site to animal owners across the country and to the veterinary community. After developing a press release comprised of the website’s features and the reasons for developing the site, as provided via quotes from ACVIM and ACVS Diplomates, Fetching sought to widely spread the word and gain editorial coverage. To leverage the unique angles and anecdotes relative to the triad of care, Fetching developed highly customized pitches for pet parent blogs, veterinary trades, large animal magazines, and regional media.