The Dog World Has a Story.
Let’s Tell It!™
PR & marketing for dog shows, clubs, breeders and the people who keep the fancy thriving — in the ring and beyond.
👋 I’m Matthew, a PR executive and AKC exhibitor. I built Show Ring PR to help the dog world gain visibility and grow participation.
MEET MATTHEW G. STROUD
PR strategist. Dog show exhibitor. Building visibility and connection.
I’m a PR executive and passionate dog show exhibitor who knows what it takes to stand out — in and out of the ring. I built Show Ring PR™ to help the dog world attract attention, grow participation and share its story with a broader audience.
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Before launching Show Ring PR, I spent over 20 years leading media strategy and brand storytelling for major companies, CEOs and nonprofits. I’m a longtime PR executive who launched Show Ring PR to bring professional strategy, storytelling and visibility to the dog world — combining career experience with a lifelong love for the sport.
What started with my Schipperke, Kermit — a top-ranked, multi–group placing Silver Grand Champion who’s competed at Westminster — turned into something bigger. I know what it takes to campaign a dog successfully: strategy, consistency and a little bit of sparkle. I’ve also built a 40,000-strong social media following around Kermit, showing how clear messaging can create real connection in the sport.
These days, I’m busy campaigning Kermit and beginning to introduce Pebble — our promising young Schipperke — to the ring. I’ve trained in nosework with Remy, our Dutch Shepherd and regularly volunteer my PR skills to support dog clubs and organizations that do great work behind the scenes. Over time, I’ve built an incredible network of mentors, handlers, trainers and lifelong friends — the kind of community that keeps this sport going.
At every dog show, every specialty, every event, I see opportunities to strengthen how we communicate, promote and connect — not just within the fancy but with the wider world. Social media has changed everything: it gives us the power to reach new audiences, grow participation and spotlight what makes this sport special. But as we evolve, we can’t lose the human connection at the heart of it all — the mentorship, the ringside support, the trusted vendors, the friendships and the knowledge passed down through conversation. I live in Tulsa, Oklahoma and I care deeply about helping the sport grow — through smart storytelling, stronger outreach and meaningful connection both online and in person.
© Brandee Massey Photography
Strategic Communications for the Dog Show World
Promoting a show, building your online presence, or polishing your kennel’s story? Show Ring PR offers strategic communications designed specifically for the dog world.
From press releases and event publicity to branding and social media, I offer custom support that helps clubs, breeders and handlers show up with confidence — and get noticed.
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Promotion for dog shows and specialty events
Press release writing and distribution
Media relations and pitching to local, regional or influencers
Story development for clubs, breeders and key wins
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Account setup and optimization for Instagram or Facebook
Content planning, post writing and visuals tailored to your brand
Reels, stories and engagement tactics that spotlight your dogs, club or events
Optional monthly account management or training to keep you on track
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End-to-end PR and marketing support for specialty and all-breed shows
Social media campaigns to boost entries, spectator turnout and vendor visibility
On-site support or remote day-of messaging to keep things running smoothly
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Bio writing and kennel storytelling that builds trust and reflects your values
Website copy and content strategy that elevates your presence
Visual branding support (tone, colors, naming, and social consistency)
Ideal for breeders launching a new site, updating their image, or planning a new litter.
Why Show Ring PR?
🏆 Boost Entries and Attendance
Fuller rings start with better communication. I help clubs increase visibility, drive entries and stand out on a busy show calendar.
🌟 Build Your Reputation and Be Recognized
Whether you’re a breeder, handler, or club, how you present yourself matters. I help you tell your story in a clear, consistent way — from win posts to event promotion.
📱 Make Social Media Work for You
Being online isn’t enough. I help you share the right things — like win photos, show-day highlights and updates that get people talking, entering and following what you do.
🗣️ Keep the Conversation Going
Connection has always been at the heart of the fancy — from grooming setups to social feeds. I help you stay active between shows with content that builds pride and keeps the sport visible.
Grow the Fancy, Not Just Your Followers
PR and visibility aren’t just about likes or clicks — they help clubs attract entries, breeders connect with future homes, and the next generation feel welcome in the sport.
📚 Need help navigating the show world?
Whether you’re entering your first show or running a specialty, I’ve pulled together a list of trusted links, tools, and vendors I use and recommend.
🧳 Ringside Must-Haves
These aren’t just the basics — they’re the tools I’ve learned to keep close, because they’ve saved me (and my dog) more than once. Whether you’re heading into a national specialty or your first 8 a.m. ring time, these items earn their spot every time.