The media is looking for Mother’s Day stories, and many news outlets seem to be focusing on supply chain issues and inflation — and how that will affect availability and pricing of flowers.

That was the line of questioning that Society of American Florists CEO Kate Penn fielded when the Today Show called last week for its Mother’s Day segment. In that segment, Penn offered consumers advice for buying flowers on a budget.

“Reporters always want a new angle on a recurring story such as Mother’s Day, and this year that angle is inflation,” says SAF’s manager of marketing and communications, Elizabeth Daly. “It is a good opportunity for the industry to convey the message that while prices on just about everything have gone up, flowers are still an affordable choice for Mother’s Day. In any interview, we want the consumer to feel good about having their florist deliver flowers and plants for mom on Mother’s Day, and year-round.”

Key to ensuring that an interview stays positive, says Daly, is to keep your answers positive. And that takes some practice, especially for the tough questions. Here are answers to some of the most asked questions SAF has fielded from reporters as Mother’s Day draws near, as well as the responses SAF uses. Floral professionals can also use these responses if the media comes calling.

Is there a shortage of flowers?

There are plenty of beautiful, high-quality flowers. While COVID-19 shutdowns forced many farms to pull plants and cut production very early in the pandemic, farms have had a long time to plant new crops and recover.

How have supply disruptions impacted the floral industry?

Demand has skyrocketed during the pandemic. Consumers turned to flowers in a big way during the pandemic to say, “wish we were there” and “congratulations.” Product is moving through the chain of distribution very quickly and the quality is excellent. Florists have quickly adapted to the higher demand and supply issues by planning and booking their product further ahead of time and by creating different flowers and color palettes to showcase new looks for clients based on what is available.

How can customers get mom flowers without breaking the bank?

The great thing about flowers and plants is that there is an option for every budget. Consumers shopping on a budget should tell their florist what they want to spend and be open to options. So, if your florist is offering “designer’s choice,” you can trust that you’re getting the best flowers in the cooler at a great price. Local florists are the experts in creating one-of-a-kind custom gifts — using their skills to pull different flowers and color palettes that showcase new looks for clients perfectly matched to personality and occasion.

Why are arrangements priced differently from one store to the next?

What you pay ultimately depends on what went into getting the flowers from cultivation to the consumer — which is why you see different prices from different types of outlets. Fortunately, there are options for every customer at a wide range of price points, depending on what you want that end experience to be like. There are countless flowers and arrangement sizes for any budget that say, “I love you.” Florists are masters in the art of expression.

Why do flowers cost more than last year?

Like all businesses around the world, flower growers, importers, wholesalers and florists are facing rising costs of inputs and materials and supply chain disruptions. The investment in floral gifts is worth it when you get the call from your flower recipient gushing about the stunning floral design that just showed up at their doorstep or their office.

What can customers do to ensure they get the flowers they want?

Tell your florist the look, color palette, mood or reaction you’re trying to create, and leave it up to them to select the most gorgeous blooms and foliage that will get that message across. The savvy consumer trusts the florist to create a one-of-a-kind custom gift that’s perfectly matched to personality and occasion.

Interviewing Do’s and Dont’s

Don’t repeat a negative question, phrase or word. Many reporters will use buzzwords to get you to repeat them in your response. Decide what’s at the root of the question and answer it as positively as you can.

Do keep your answers brief. Especially for radio and television interviews, talk in “sound bites” — short, memorable sentences of 10 seconds or less. This will give reporters less need to edit your comments. 

Do be positive. Use questions, even negative ones, as an opportunity to make your key points. Answer the question and then bridge to one of your messages.

Do show your expertise. The media loves trends. Provide the media with key insights for Mother’s Day. Are consumers embracing non-traditional flowers this year? Have you received more pre-orders than usual this year?

Don’t specify how much flower prices have increased. Although costs are up, prices may vary widely across the country. It’s best not to speculate or guess.

Don’t fingerpoint. Don’t disparage other industry segments. There are many news stories, especially during floral holidays, citing one member of the industry blaming the high cost of roses on another. A media interview is not the forum to air your grievances. It only casts a negative light on the industry as a whole and may encourage consumers to turn to alternative gifts — which are sold by your true competition.

Don’t make comments “off the record.” Don’t say anything that you wouldn’t want to hear on the evening news or read online.

The thread through all this advice, says Daly, is to provide information that will instill confidence in buying flowers. “When you’re talking to the media, you’re speaking not just on behalf of your business but the entire industry,” says Daly. “Use these interviews as an opportunity to show how resourceful and talented we are, and everyone will win — the consumer and the entire floral industry.”

Click here for more tips on handling media interviews.

Amanda Jedlinsky is the managing editor of SAF NOW.