Petal It Forward is known as the Society of American Florists’ annual feel-good initiative that spreads the power of flowers, but the event is also an important marketing tool that can help increase your business’s visibility in the community through local media coverage. Follow these tips to get the media’s attention.

• Create a media list and know your story. To build a media contact list, research phone numbers and email addresses for reporters, assignment editors, producers and freelance reporters who cover local events and news stories. Then start thinking about the story you want to tell with your Petal It Forward event.
• Send a customized 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 and should be sent to the media no later than a week before the event. SAF has a customizable press release and media advisory for you to use.
• Pick up the phone. Once you have submitted your press release or media advisory, it is important to follow up with a phone call the same day. This is a great chance to briefly pitch your event as a newsworthy story. SAF has talking points to help your conversation go smoothly.
• Get creative. There is always a chance that a reporter might not see or read your press release. One way to get reporters interested is to send them something unexpected that supports your message and makes them curious about the event. For example, send them two bouquets – one to keep and one to share – so they experience the concept of Petal It Forward.
• Get social. Social media is also an effective way to capture the media’s attention. Check out SAF’s Petal It Forward social media graphics and check back next week for more information on creating Petal It Forward stories and posts in which you can tag local media.

For even more media tips browse our Petal It Forward 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 manager for the Society of American Florists.