I find it so frustrating when shelters I know have horrible adoption policies and high kill rates also do a great job on their PR and promotions. I believe in "click-treat" for a job well done, but I don't want to give bad shelters good press. And I don't want to help them use PR to whitewash their killing machine.
And I most particularly don't want to help them fool their donors into thinking they're doing a good job when they're not.
So if you're wondering if better PR can help your local high-kill shelter, my suggestion is this: Use your communications skills and resources to bring about fundamental change in how your shelter operates first. Work with a shelter reform group to get local media and your community on board with a no kill mission.
In the meantime, you can help save the lives of pets in the shelter by networking with (or creating, if necessary) a rescue group to find foster homes to move the pets into. Then you can market them for adoption in the name of the rescue organization, not the failed shelter.
Because while I want my tips and suggestions to be used to find animals homes, I don't want it to be at the expense of all the animals who find only a needle and a body bag from the people who claim to be "sheltering" them.