Generating traditional and social media coverage on the benefits of flowers is the goal of Petal It Forward, and the Society of American Florists has prepared a number of tools to make it easier for members to get positive attention at safnow.org/pif-press.
Now is the time to prepare your Petal It Forward event’s media advisory, a straightforward document that includes the “who, what, where, when” for your event. The advisory should be sent to journalists a week before the event, which means members should send their Petal It Forward Media Advisory to local reporters on Wednesday, October 12. SAF provides a sample Petal It Forward Media Advisory to members.
Consider sending a small bouquet along with the media advisory, suggests SAF’s Vice President of Marketing Jennifer Sparks. Attach a note that reads, “Every day we make people smile. On October 19th, we’re going to make a bunch of people smile. Find out how by contacting (insert your contact information).”
Now is also the time to start following reporters on social media if you aren’t already doing so, according to Bridget Carlson, AAF, of Ashland Addison Addison Florist Company, and Joe Barnes, of Kennicott Brothers Wholesale Company, both in Chicago. The pair worked together last year to promote their giveaways to the media, and they said social media provided an ideal venue.
“In today’s media world it is not only acceptable to follow reporters, but it’s necessary,” Carlson said. “You can find out so much through social media – including sometimes where they are in the city and what stories they are working on.”
Barnes agreed. “I try to ramp up proactively engaging with local reporters’ social media feeds within the same 24 to36 hours that I submit a press release,” he said. “It’s a good habit, especially when your story is competing with so many others. Your like, share, tag or tweet might get noticed at just the right time to move your press release to the top of the pile.”
For Petal It Forward information and resources, including the customizable Petal It Forward media advisory, a suggested media outreach timeline and social media messages, visit safnow.org/petalitforward.
SAF is compiling a list of local Petal It Forward events. See where events are happening at safnow.org/pifevents. Get your event listed by completing the Petal It Forward Participation Form at safnow.org/PIFform.