We all know Petal It Forward as the Society of American Florist’s annual feel-good initiative that spreads the power of flowers. But, more than that, Petal It Forward can help increase your visibility in your community through local media coverage. To capitalize on Petal It Forward to promote your shop, follow these tips.
- Create a media list and know who you’re pitching. Find phone numbers and email addresses for reporters, assignment editors, producers and freelance reporters covering events, local news stories and similar events to create your media list. From there, start thinking about how your Petal It Forward event will help extend the reporters’ subject matter further. When you make your pitch, let the writer know how and where your idea might fit.
- Customize a press release and media advisory. A press release is an excellent way to get media attention before, during and after your event and contains important information to help reporters tell your story. A media advisory is the “who, what, where, when” for your event, which should be sent to journalists a week before the event. SAF has created a customizable press release and media advisory for you to use.
- Get creative. There is always a chance that a reporter might not get to your press release. One way to get reporters interested is to mail them something unexpected that supports your message and make them curious about the event. For example, send them two bouquets – one to keep and one to share – so they have the opportunity to experience the concept of Petal It Forward.
Once you have submitted your press release or media advisory, it is important to follow up with a phone call on the same day. This is a great chance to briefly pitch your event as a newsworthy story. To help with your conversations with reporters, SAF has put together specific talking points. For even more media tips visit our PIF media guide. And don’t forget to register your business, if you haven’t already, so that SAF can provide even more support to your team!
Stephanie Brady is the Project Coordinator for the Society of American Florists.
