Pitching the news media might not be part of your daily job, but it’s a key element to generating local news coverage for your shop’s October 11 Petal It Forward event. Liza Atwood, CEO of Fifty Flowers, did not invite media to her giveaway last year, her company’s first time at Petal It Forward.

“That was a mistake — we should have gotten the media involved early on with this initiative,” Atwood said. “This year, we have a plan and contacts in line.”

Now is the time to start thinking about your Petal It Forward publicity push and build a press list, said the Society of American Florists Vice President of Marketing Jennifer Sparks.

“Get to know your local media outlets and the reporters,” Sparks recommended. “Read the newspapers, watch the TV news shows, and listen to the radio stations to get a sense of the reporters’ interests and themes. Start thinking about how your Petal It Forward event will help extend the reporters’ subject matter further.”

Rakini Chinery, AAF, AzMF, owner of Allan’s Flowers and More in Prescott, Arizona, recognizes the value of building a relationship with someone in the media. “We’ve become well connected with a local morning TV show host and plan to request a spot on the program,” Chinery said. “We also will reach out to our local Chamber and ask for an email blast from them.”

Sparks said once your research is complete, you’ll be ready to build a press list. “Find phone numbers and email addresses for reporters covering events, local news stories and similar events,” Sparks said. “Be sure to include assignment editors, producers and freelance reporters to your list. If you can’t find the specific contact information online, call the ‘news desk’ to get the answers you need.”

Compile this information to create your media list. A well-organized spreadsheet will go a long way in keeping everything straight and make outreach easier for your event, Sparks said.

SAF provides members with Petal It Forward advice for Contacting the Media, including how to create a press list, a suggested media outreach timeline, a customizable Media Advisory and Press Release, talking points, and more.

SAF is compiling a list of local Petal It Forward events to show national media that this event is happening all over the country. Get your event listed by completing the Petal It Forward Participation Form at safnow.org/PIFform , so that SAF can include your event on the list it provides to national media.

Petal It Forward is a “random acts of kindness” type of flower giveaway, where consumers on the street receive two flower bouquets (or flowers) — one to keep and one to share — to demonstrate the Rutgers University research that shows flowers make people happy. SAF first led the industry to Petal It Forward in 2015. The 2016 campaign included 262 events in 234 cities in all 50 states plus the District of Columbia, generating more 328 million consumer impressions showcasing the positive impact flowers have on emotional well-being.