After a year defined by economic uncertainty, labor challenges, and policy pressure, communication has become one of the floral industry’s most critical business skills.
A professional organization within the Society of American Florists, Professional Floral Communicators – International (PFCI), is sharpening its focus on helping floral professionals communicate more clearly and confidently — whether through presentations, media interviews, internal leadership or industry advocacy.
That focus came into view this month during PFCI’s first annual virtual meeting, where the Board of Trustees marked a year of growth and momentum. Leaders celebrated the organization’s largest induction class to date — welcoming 24 new members in 2025 — and shared several initiatives aimed at expanding access to professional communication support across the industry.
“We are working diligently to ensure we meet — and exceed — the expectations our members have for PFCI,” says PFCI Chair Adam Havrilla, AAF, AIFD, ICPF, PFCI. “We’re excited for what lies ahead as we move forward together in 2026.”
The 4-1-1
One of those initiatives is The 4-1-1, a new communication resource debuting this month for PFCI members. Delivered by email, the format includes four insights, one challenge, and one practical tool — designed for busy professionals looking for immediately usable guidance.
“We’ll share tips on things like nonverbal communication, ethical messaging, storytelling, and persuasive communication,” says Havrilla. “It’s really valuable content that PFCI members can apply right away.”
Communications Committee
At the same time, the newly formed PFCI Communications Committee is focused on increasing visibility, inclusivity and engagement across the industry. Committee members are supporting social media efforts and representing PFCI at industry events. “We’re making sure the industry and even the public know what PFCI is and does, and its role in tackling the industry’s needs,” adds Havrilla.
Mentorship Program
To further expand access to professional growth, PFCI continues to offer a mentorship program for applicants pursuing the designation. Supported by four experienced PFCI professionals — including one bilingual in English and Spanish — the program provides personalized guidance on presentation structure, communication skills and application readiness.
All mentors are paired with applicants working toward designation this year. The deadline to apply for PFCI membership is March 1.
Looking Ahead
The PFCI Board of Trustees is also preparing for the 57th Annual Sylvia Cup, the U.S. floral industry’s longest-running national live design competition. The event will take place during SAF’s 141st annual convention, Aug. 18–20, in Amelia Island, Florida.
The convention will also host the induction ceremony for new PFCI members, continuing a tradition that has welcomed more than 220 inductees since 1967.
“With new programs launching, increased opportunities for engagement, and a clear focus on professional communication excellence, PFCI enters 2026 energized and united around a shared vision for the future of the floral industry,” Havrilla says.
Celeste O’Keefe is the events project specialist for the Society of American Florists and the staff liaison for the PFCI Board of Trustees.
