The Communications department aims to improve public awareness of AKC.

A new set of print ads, crafted with the help of the Doner agency, was unveiled in July. The ads promote Companion Animal Recovery, the Canine Health Foundation, and AKC scholarships. They appeared in O: The Oprah Magazine, Country Living, Ladies’ Home Journal, More, Better Homes & Gardens, and Parenting.

AKC raised its profile on television in 2004. Chairman Ron Menaker discussed AKC history as a guest on the History Channel History’s Business program. Staff made two appearances on NBC’s Today Show and appeared on Animal Planet’s Tournament of Champions series to discuss AKC programs. A new TV public service announcement, crafted with the help of advertising professionals, was provided to 580 local stations nationwide. The spot is a comical take on a serious theme: choosing the breed that is right for you.

Communications is charged year round with creating press releases and related materials to promote major initiatives, such as the AKC/Eukanuba National Championship. Staff coordinated the National Championship’s poster-art contest. Prints of the winning design were sold at the show, with proceeds going to the AKC/CAR Canine Support and Relief Fund.

Communications coordinated the second AKC Responsible Dog Ownership Day. AKC’s flagship event at Madison Square Park in New York drew a great crowd and was well covered by the media.

More than 450 member clubs and organizations nationwide, double last year’s number, held local RDO events in September.

The Club Communications department works with AKC-member and -licensed clubs to communicate proactively to the public in a unified voice. The department’s web pages and e-mail newsletter keep clubs apprised of new AKC public relations, advertising, and promotional initiatives, and offer tools and tips for promoting and pursuing media coverage for local events. Club Communications coordinated AKC Meet the Breeds at the National Championship. The AKC Communications Summit, a full-day program of media strategies and discussions for and by fanciers, was held in November at Fort Washington, Pennsylvania.