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Extra, extra! Read all about you!
Reach out to reporters to spread the word |
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Written by Amanda Ryder
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 Nov. 12, 2010 - Around big holidays like Valentine’s Day, it’s
important that florists reach out to the local media to generate
excitement about the occasion and to get people thinking about flowers.
A few minutes on the evening news or a paragraph in the community paper
is great, free exposure that consumers trust. For most businesses, getting a foot in a reporter’s door will take some time and effort, but you’ve got an advantage – if you come armed with flowers, you might find that door wide open.
As you look ahead at 2011’s upcoming floral occasions, a media strategy should be part of your marketing plan. Here’s how you can get your name in writing:
Step 1: Find your story
Reporters are busy people bombarded with story ideas and article requests on a daily basis. It’s up to you to make contact with a writer or television reporter and pitch your idea. Journalists are on the hunt for a great story that appeals to emotion, one that’s timely and relevant, and an idea that’s original and interesting. They can see through sales pitches and likely won’t do a story on your shop simply because you exist – you need to have a hook that really sells your shop. When you’re preparing to pitch a story, here are some ideas to try:
- Offer to provide a behind-the-scenes look at your shop on floral occasions like Valentine’s Day or Mother’s Day. Similarly, in the weeks leading up the event, put together a press release that outlines which flowers and arrangement styles are on trend this year.
- Let the media know about special events like the shop’s major anniversaries, your new fundraising initiative, a website launch, the retirement of a longtime employee or an industry award.
- Offer to write a free, monthly column that touches on the various floral markets; for example, floral trends, home decorating ideas, wedding planning, sympathy advice, or floral care and handling. This will help establish you as an expert in the community.
Step 2: Blast off
The first step to developing a relationship with the media is to make a connection. Flip through the newspaper and watch the news – is there a reporter who typically covers a business beat? Call up the office and ask the receptionist to forward your call – it’s usually best to make contact on the phone first to let the journalist know you’ve got a great new story, and then follow up via e-mail or fax with a press release. Here’s what your release should have:
- Put all the important information at the beginning. Start with a catchy headline and make your first paragraph interesting and exciting to entice the journalist to read on.
- Keep it simple – make the press release only as long as it has to be. Include quotations from you, as the shop owner, or other staff, if they apply to your story. Be clear as to why reporters should be interested in this story: Why would it make for a great article? How does it relate to the community and why would they care?
- Type the release and check for any errors. Include the date and full contact information, as well as a small paragraph about your shop. You can find more tips on writing a winning press release here.
- Create a media database. Send your press releases out to local radio stations, television stations, newspapers and community magazines. Make sure that you’re sending the releases out to the proper contact person at each outlet.
Step 3: Prepare for the interview
If you’ve made a connection with a reporter, it’s time for the interview. It can be intimidating to have questions fired at you, and there’s always a danger of being misunderstood or misquoted. If you go into the process with confidence in yourself – after all, you are the flower expert – then the whole experience won’t be so scary.
- Ask the journalist if they can send you questions beforehand or give you a sense of what type of questions they will be asking.
- Know the points you want to make in the interview. What do you want to get out of it? Make notes ahead of time on topics, statistics or information you want to discuss. Remember to keep your talking points positive and focused on flowers.
- If you’re going on camera, offer up your shop as a filming location – either outside or inside – so that viewers can see what it looks like. Wear a shirt with your logo to help reinforce your brand.
- When the reporter asks you a question, take a second to think about it before you answer.
Step 4: Follow up
Once you’ve wrapped up the interview, don’t be afraid to follow up with the journalist afterwards, by e-mail or by phone, to ensure that they have all the required information. You can also request that they read back any of your quotes they plan to use to ensure they are correct. Once the article goes to print, or the interview is aired, save a copy and promote it on your website. Update your customers on your media appearances through social networks or post the article in your store. They’ll be excited that their favourite florist was on TV!
Working with the media can be intimidating – in a sense you’re putting your shop’s reputation in the hands of someone else. But you can’t underestimate the power of the media and its reach. It’s in your best interests to develop a great relationship with local journalists to spread the word about what’s happening at your shop. After all, you can’t beat free publicity.
Dealing with the bad news
Unfortunately, not all media requests will help promote your shop.
Here’s some advice to deal with riled up reporters and negative press
that often pops up around big floral holidays.
- As the owner, you should be responsible for taking care of any
media requests. Make it clear to your staff that they should not answer
any questions on behalf of the store.
- Keep in mind that you don’t have to comment on a particular story or topic if you don’t feel your shop will benefit.
- If you do decide to talk with a reporter to clear up an issue,
set up an interview time so that you can prepare for questions. You
don’t want to tackle controversial topics on the go and risk saying
something you regret.
- To address negative questions regarding price gouging on
Valentine’s Day, explain how the occasion works and how supply and
demand during a tough growing time can create a higher price tag.
- If the reporter is calling to address a customer complaint, try
to solve the problem by going directly to the customer to avoid airing
the issue to the public.
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