Reporters conduct research in January for Valentine’s Day “test order” news stories, when they pose as consumers ordering flowers.
Published in early February, “test order” stories detail every aspect about the floral arrangements received, along with the cost and how the order was handled — from the courteousness of sales staff to the timeliness of delivery.
For some florists, such stories have resulted in positive coverage; for others, not so good.
The lesson? Treat every order as if it will end up on the morning TV news broadcasts — because, this time of year, it just might.