Inside Move: Dogged effort by Animal Planet

Cabler sets tongues and tails wagging

The new year is only a few weeks old, but it may not be too soon to anoint the best press release of 2002.

Basic-cable’s Animal Planet sent out a single sheet that begins, “Ron Reagan joins Miss America 1993 Leanza Cornett and canine expert Lee Arnold to cover the AKC/Eukanuba American Dog Classic,” which is later referred to as a “high-profile dog show.” Animal Planet begins coverage Feb. 2.

But it’s not the release info that’s so wonderful, it’s the material. The beige, exceedingly heavy release contains one discreet sentence at the bottom. “This press release is a 100% edible dog treat.”

Many press releases are strictly for the dogs, but few are edible. Perhaps other PR firms can take a tip from Animal Planet. It’s intriguing to imagine what edible goodies the Playboy Channel, for example, might come up with.

It’s like a PR shaggy dog story.

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