Last Mother’s Day SAF reached out to several businesses and one news outlet that disparaged flowers and was successful in getting two businesses to reconsider their approach.
The last thing florists gearing up for Mother’s Day need is other businesses or news outlets disparaging the gift of flowers. And yet, year after year, media outlets and companies take aim at flowers.
As the voice of the floral industry, the Society of American Florists responds to advertisements and news stories that cast flowers in a negative light during one of the industry’s busiest seasons. SAF sets the facts straight when misrepresented by news outlets and asks offending businesses to reconsider their marketing approach and promote their gift offerings based on their own merits.
If you spot a negative ad, article, or social media post, forward to Elizabeth Daly, SAF’s marketing and communications manager at edaly@safnow.org. Industry professionals can also get involved to change the narrative and keep flowers in a positive light in the eyes of consumers.
To write an effective response to the company in question, remember to:
- Be objective, diplomatic, and reasonable. Describe why you find the article/advertisement offensive or unfair. For example, if a company says its product is superior to flowers, you could highlight the positive health benefits of flowers. Explain that you believe articles/advertisements should promote products based on their own merits.
- Don’t sound defensive by being argumentative about the other company’s products or services. That will only make it seem as though the “attack” on flowers was justified.
- Don’t make unreasonable demands. Unless a story contains a factual error, don’t demand that it be retracted.
- Suggest a middle ground approach that the story/advertisement could take in the future. You might point out that instead of the phrase, “Don’t buy flowers,” the message could be, “Along with flowers, how about…”
For more tips, check out SAF’s advice for responding to harmful publicity.
Elizabeth Daly is the marketing and communications manager for the Society of American Florists.
