What We Do

Alpha Dog PR is dedicated to providing the media with the most up-to-the-minute information about our clients in the hospitality and pet industries. Based in Los Angeles and a chosen resource for editors, producers, writers and reporters, we blend our passion for travel and pets with our knowledge of marketing and years in PR placing stories with a variety of media. The team at Alpha Dog PR is dedicated to providing clients with unique opportunities that make a difference to their bottom line.

How It Works

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We design the success of each campaign by combining custom elements which include:

  • Trendsetters Marketing packages
  • Monthly press release
  • Marketing strategy to the media
  • Product Placement
  • Editorial calendars
  • Seasonal targets and initiatives
  • Special media targets
  • Promotions
  • Wire Service distribution via PR Newswire
  • Links to the Alpha Dog PR Website
  • Cision press list database utilization and media monitoring reaching over 900,000 media outlets

Resorts & Spas

Charged with creativity and focused on results for resort and spa clients, Alpha Dog PR is known for its abilities to maximize resources while minimizing costs. We have extensive experience in maintaining the delicate balance of a multi-tiered campaign designed to make a difference to each of our client’s bottom line.

Alpha Dog PR’s approach to developing and managing a results-driven program for its clients includes utilizing an extensive network of media and co-promotional relationships. The agency has launched such prestigious resorts as JW Marriott Desert Ridge Resort & Spa in Phoenix, Nevada and has opened spas such as Pure Blu at the Newport Beach Marriott Hotel & Spa and Spa Esmeralda at the Renaissance Esmeralda Resort & Spa in Indian Wells, California.

Susan HartzlerPresident

Hartzler has been working with resorts and spas for most of her 28-year public relations career. In addition to her knowledge of the hospitality industry, she is the pet product and service expert that the media turns to for anything relating to our furry friends.  She has developed excellent media contacts and can get to the right person to pitch a story.

Prior to opening Alpha Dog PR, she represented 4/5-Star Resorts such as St. Andrews in Scotland, the Post Ranch Inn in Big Sur, Cousteau Fiji Islands Resort, JW Marriott Las Vegas Resort & Spa and many others. She has also worked with Pedigree and Whiskas Pet Food and in the entertainment industry, promoting both major motion pictures and television shows. She began her career in journalism a producer at KFMB-TV News, the CBS Affiliate in San Diego.

Flavia PotenzaStaff Writer

Flavia Potenza serves as our staff writer for Alpha Dog Public Relations. Her background as a journalist, writer and radio producer makes her a versatile addition with lots of valuable media contacts to boot. She cut her journalistic teeth at New York Magazine. When she moved to Los Angeles, she became founding editor of the Topanga Messenger. She has written for a number of magazines and newspapers, among them Los Angeles Magazine and TV Times of London (Hollywood Office).

As a radio producer she has broadcast news, commentary and feature segments for outlets such as National Public Radio, Marketplace, KPFK (Pacifica Radio), and produced a 13-week nationally syndicated series entitled Storylines America. Potenza’s experience also includes writing advertising copy for radio and print, press releases, content for Web sites and sales collateral, such as flyers, brochures, postcards, etc. She continues to be a contributing editor for the Topanga Messenger as their theater reviewer.

Potenza’s other love is dogs. She is the owner of Dogley DoRight Dog Training, and conducts in-home training sessions to address behavior and basic obedience challenges to successfully effect and maintain a healthy balance between owner and dog. She currently shows two Keeshonden in AKC agility trials who are on the brink of earning their AX and AXJ titles.