Ever wish you could be a judge on a show like “American Idol” or “The Voice”? Well, while it’s not a singing competition, you can be a judge for the Society of American Florists’ (SAF) Professional Floral Communicators – International (PFCI) membership auditions. Requirements? You have to love flowers and floral design.
Your chance to evaluate your peers happens on July 7 when PFCI presents “You Be the Judge” in conjunction with the American Institute of Floral Designers (AIFD) 2019 National Symposium “Awaken” in Las Vegas.
Participants will watch floral professionals audition for PFCI membership— and evaluate their presentations by analyzing different parts of the audition such as the opening, closing, background and audience engagement. In the process, they can pick up valuable presentation tips for themselves.
Linda Finkelstein, CFD, AZMF, a floral designer from Mesa, Arizona, who is new to the industry, said she wants to attend to learn more about the industry and hone her presentation skills.
“I am very interested in learning everything about everything,” said Finkelstein. “If there is a topic that I have an interest in, I really like to have a very high level of understanding of it and then to be able to communicate it well. Attending will help me know what to include in what I say and that, in turn, will give my audience a better experience. It will help me as a future contestant and will help reinforce what it is that the judges look for.”
She also looks forward to judging. “I appreciate what it takes to make something nice and the key to judging is to recognize and appreciate all of the quality that contestants are going to put into their effort. You never want to overlook something or underestimate the value of something,” she said.
“Anyone who attends will learn a lot,” said Jenny Behlings, AAF, AIFD, PFCI, SDCF, of Jenny’s Floral in Custer, South Dakota, who is one of the program’s moderators. “It’s good to see what’s important for when they submit their applications to PFCI, so they can understand what we are looking for. It’s really for anyone who speaks in front of an audience. Even seasoned pros will get something out of it.”
Seasoned pros such as Janet Black, AIFD, CFD, PFCI, AAF, of Designs by Janet Black in Bethel, Maine, and Derek Woodruff, AIFD, CFD, CF, PFCI, owner of Floral Underground, in Traverse City, Michigan, said that they always learn something valuable.
“I always bring back exceptional tips that I can use in preparing my next presentation,” said Black.
Woodruff agreed. “If you are considering becoming a member of PFCI this information … is invaluable. But also, as a PFCI member, I find the reinstatement of information into my own brain is invaluable as a presenter.”
Space is limited at PFCI’s “You Be the Judge.” For details and to register, visit safnow.org/pfciataifd or contact the PFCI staff liaison Jenny Scala at SAF headquarters: (703) 838-5216; email@example.com.
Renee Houston Zemanski is a contributing writer for the Society of American Florists.