Austin Animal Services unveils three-year public relations strategy for pet retention

The Austin Animal Advisory Commission recently discussed a new three-year public relations plan aimed at improving community engagement and animal welfare outcomes. Interim Chief Administrative Officer Rolando Poole emphasized the importance of the plan in helping pet owners retain their animals and reducing the number of pets entering shelters.

Elizabeth Ferrer, the Public Information and Marketing Manager, presented the communications framework that underpins this initiative. She highlighted the need for clear messaging to build trust within the community and combat misinformation surrounding animal welfare. The plan aligns with the city’s broader strategic goals, focusing on transparency, equity, and improved internal communications.

Ferrer outlined the plan's objectives, which include increasing awareness of available resources for pet owners, promoting pet retention, and enhancing visibility in diverse communities. The initiative will also incorporate a new citywide branding strategy set to launch in October, which aims to unify the city’s various departments under a consistent visual identity.

The first year of the plan will focus on establishing foundational outreach efforts, including the creation of guides and marketing campaigns. In the second year, the commission plans to launch a public newsletter to share success stories and resources, while the third year will emphasize innovative communication methods to reach a broader audience.

The commission aims to foster partnerships with local businesses and influencers to amplify their message and engage the community more effectively. By enhancing public relations efforts, the commission hopes to improve animal adoption rates, increase community trust, and ultimately ensure better outcomes for pets in Austin.

As the city moves forward with this strategic plan, the commission encourages community members to participate and share ideas that could further support their mission.