Petal It Forward isn’t just about making people smile with surprise flowers — it’s also a golden opportunity to shine a spotlight on your business. With a little planning, you can grab local media attention and boost your visibility in the community. Here’s how to make it happen:
Build your media list — and your story.
Start by gathering contact information for reporters, editors, producers and freelancers who cover local events. Then think through the message you want to share about your Petal It Forward event. A clear, compelling story is what makes journalists pay attention.
Use social media as a megaphone.
Don’t wait for coverage — create buzz yourself. Post photos, videos and teasers before, during and after your event. Tag local media accounts and use SAF’s ready-made graphics. Stay tuned: SAF will share even more story ideas and posts you can use.
Send a press release and advisory.
Press releases help the media frame your story; advisories give them the quick “who, what, where, when, why.” Both should go out at least a week before your event. SAF has customizable templates to make the process easy.
Pick up the phone.
After you send your release, follow up with a quick call the same day. A short, enthusiastic pitch can be the difference between getting covered and getting overlooked. SAF offers talking points to guide the conversation.
Think outside the inbox.
If an email doesn’t grab attention, try a more creative approach. One florist favorite? Send reporters two bouquets — one to keep and one to share — so they can experience Petal It Forward firsthand.
Tap into SAF’s resources.
Browse SAF’s Petal It Forward media guide for more pro tips, and don’t forget to register your shop. Registered participants get added support and visibility from SAF.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
