FOCUS Summit Agenda

10 a.m. – 11 a.m. ET | SESSION 1:

Fetch the Spotlight: How to Position Yourself as the Go-To Pet Care Source for Local Media

As a pet-care professional and small business owner, you have a powerful story to tell, and PR efforts provide an effective (and free!) way to share it. In this session, PSI Education & Outreach Manager Meghann Evans, a former newspaper reporter and editor, will share how to proactively build media relationships, pitch story ideas, and communicate with confidence when speaking to journalists. You will walk away with practical tips you can put into practice right away, as well as a set of pitch templates designed to help you jumpstart your PR efforts.

11:30 a.m. – 12:30 p.m. ET | SESSION 2:

Effective Communication with Clients: De-escalation of Conflict and Upholding Animal Welfare

Strong communication is essential to delivering exceptional pet care—and protecting your business. In this session, Lauri Partanio—former veterinary technician and Animal Control & Welfare Officer, now Owner & Manager of Professional Pets Florida—will share practical strategies for building trust with clients, setting clear expectations and handling difficult conversations with confidence. We’ll cover proven techniques for de-escalating conflict, establishing professional boundaries and addressing concerns before they escalate. You’ll also gain guidance on recognizing and responding to animal welfare concerns, including when and how to speak up appropriately. Designed for pet sitters and dog walkers at every stage, this session equips you with real-world communication tools that support client relationships, safeguard pets and reinforce your professionalism, making it a must-attend session within the FOCUS Summit.

2:30 p.m. – 3:30 p.m. ET | SESSION 3:

What Does Your Homepage Say to Potential Clients? (How to Turn Browsers into Bookings)

Whether you’re offering pet-sitting packages, memberships, or special services, the way you communicate it on your website determines if someone books or not. In this session, Demi Karpouzos, seasoned copywriter, business strategist, and lifelong animal advocate, will explain how to write a homepage that builds trust, connects emotionally, and makes it clear why you’re the right choice. We’ll cover the three sections every pet-sitting homepage needs, how to avoid the common mistakes that lose potential clients, and simple ways to add credibility that instantly reduces hesitation. Walk away with a framework you can use to update your homepage in an afternoon!

4:00 p.m. – 5:00 p.m. ET | SESSION 4:

Are You Talking to Yourself?—Values-Aligned Leadership for a Sustainable Pet-Care Business

If you want to run a business that feels aligned, intentional, and sustainable as it grows, this session is for you. Running a pet-care business requires constant communication with clients, pets, your team, and the public. But one of the most overlooked (and most important) conversations is the one business owners have with themselves. In this session, we invite you to consider how clearly you’re communicating with yourself about your goals, values, passions, and long-term vision for your pet-care business. When that internal communication is unclear, it often shows up as burnout, resentment, inconsistent policies, underpricing, or saying “yes” when you really mean “no.”

We’ll explore how to define your core values, articulate a meaningful mission, and evaluate whether your services, policies, and boundaries align with those priorities. You’ll also gain practical tools to make decisions with confidence, set professional boundaries, and build a business that supports both your clients and your quality of life.