The American Kennel Club was literally going to the dogs. The organization
             did not have a public relations image problem, it did not have any image at
             all. Membership had declined since the mid-'90s and nearly all of the AKC's
             endeavors on behalf of animals had gone unnoticed. Some marketing had been
             done, but it was inconsistent. Therefore, early last year, the AKC decided
             for the first time ever to emphasize communications, including hiring a
             full-time staff. The result: both pet owners and members are more
             acquainted with the Club's activities and pleased with what they have
             When the organization embarked on its communication plan, it
             recognized that the average person who heard of AKC did not know what it
             did besides sponsoring dog shows. The AKC's Canine Health Foundation also
             researches all dog ailments and its recovery department deals with various
             technologies, especially microchipping, to help recover lost canines. In
             addition, the group regularly offers seminars to assist owners train their
             dogs and works toward legislation to protect dog owners' rights.
             The first step in the plan was to not only raise awareness of the
             organization and all it offers, but better explain its role and boost
             membership numbers. The team made a list of the pet editors at all the
             major U.S. publications and electronic media and began sending out press
             releases, PSAs and video shorts about AKC efforts. It also began working
             with individual regional clubs to help them promote themselves with local
             media, veterinarians and members. One of the programs it has been covering
             is the Canine Good Citizen, a test that gauges a dog's behavior in certain
             situations. This is used to placate potential landlords and pet insurance
             The Internet has also been included in the association's strategy.
             Visitors can learn about the AKC, as well as discover general information
             In January 2002, approxi...