In an interview with an ABC affiliate in Chicago, SAF CEO Kate Penn emphasized the emotional benefits of floral gifts.
Days after leading a Society of American Florists webinar on generating media buzz, Jackie Levine found herself giving interview after interview with print, TV and radio reporters, ultimately appearing in six different news stories before Mother’s Day weekend — most notably a two-page spread in The Boston Herald that featured a full-page, front-page photo of her wearing a mask and holding a bouquet with the headline, “It’s On For Mom.”
Jackie Levine of Central Square Florist in Cambridge, Massachusetts, fielded a flurry of media inquiries ahead of Mother’s Day that led to positive press—and even front page coverage.
“It was nuts,” said Levine, the fourth-generation manager of Central Square Florist in Cambridge, Massachusetts. “Reporters just kept calling or showing up in the shop.”
Although she didn’t solicit any of these stories, pre-existing relationships with local media figures and a robust social media following helped mark her as a go-to source for Mother’s Day coverage. During every interview, she made a point to say how grateful she was to be operating again and to deliver smiles through floral arrangements.
“It feels amazing to be around flowers and to service customers, helping them connect with loved ones,” she told Zeninjor Enwemeka of WBUR. “I feel a lot of joy today!”
That message — that flowers help bridge distances when you can’t tell Mom you love her in person — really resonated with the national media this year.
“We can’t take them out to eat, can’t go to church with them…this is the best way to say, ‘I love you, Mom,’” Marek Fortineaux, the owner of Lee’s Metropolitan Florist, told Samantha Chatman of ABC-7 in Chicago. The same story also featured SAF CEO Kate Penn, who described some of the extra safety precautions florists have taken in recent months and reinforced the point that floral gifts bring loved ones together emotionally even when they can’t be close physically.
“People are looking for a way to connect with people they haven’t been able to see for weeks,” she said. “This is a really nice way to bring people together.” (Penn’s comments appeared in a variety of stories, including The Los Angeles Daily News and The Washington Times.)
In Oakland, California, Valerie Lee-Ow of J. Miller Flowers & Gifts told KCBS Radio’s Carrie Hodousek “flowers spread so much happiness, which is really needed right now.” Hodousek concluded the 59-second spot by admonishing listeners that, “Mom deserves more than a wave and a smile on FaceTime.”
Ninety miles northeast in Sacramento, Jim Relles of Relles Florist had a media experience similar to Levine’s. His 73-year-old shop appeared on ABC10, Fox40, CBS Sacramento, KCRA Sacramento, Capital Public Radio News and in the Sacramento Bee. He discussed additional safety precautions and challenges brought on by COVID-19 but stressed that he anticipated “a real good holiday,” one that was “more important than ever.” At least one of the broadcasts featured comments from customers. “I’m getting my mother a plant for Mother’s Day to go with her chicken and waffles,” one said. “She’s elderly and has been inside for a couple of months, so we’re just going to brighten up her day.”
Like Levine, Relles credits past experiences for directing so many reporters his way last week. “Forty years ago, we learned from SAF and the California State Floral Association how to talk to the media, and ever since, we’ve been the media’s go-to florist in Sacramento,” he said.
To prepare, he studied SAF’s Media Kit — a practice he does regularly. This year, of course, was a bit more unusual, such as talking to reporters through their cell phones attached to microphone poles. “I think in the future we’re going to see more of these remote interviews,” he said. “The world keeps changing.”
Across the country, the Connecticut Post interviewed SAF Next-Gen Task Force Member Nicole Palazzo of City Line Florist, who shared her optimism for a strong holiday based on a 350 percent increase in online visits and the shop’s “busiest Easter ever.”
“Flower delivery is just a great way to stay connected,” she said. As a subtle nod to “buy local,” the online version of the article included a photo gallery of dreamy-looking designs from 29 area florists.
Katie Hendrick Vincent is the senior contributing writer and editor for the Society of American Florists.