PR Tips for Florists with a Light Event Season

David Kurio DesignsJenny DeMarco Photography & SMS Photography — David Kurio Designs
Jenny DeMarco Photography & SMS Photography

In a normal year, florists rely on a busy event season to keep their brand relevant and earn quality press that elevates their business toward its goals.

A great real wedding feature that showcases your stunning floral design goes a long way toward attracting new clients, but what is a florist to do in a year marked by a global pandemic?

With many events put on hold last year, florists and other creatives have lost more than just business—they’ve also lost the driving force behind their public relations.

Instead of churning out design after design and seeing them shine in the media, florists must get creative in their PR strategy to continue the momentum with new press.

Fortunately, data shows that people are still planning events for the future. However, in addition to photo inspiration, they’re seeking advice and support when navigating the planning process during uncertain times. While you may not have a portfolio full of large events, you can still show up for your ideal client in the absence of special events.

Here are a few ways to branch out from event submissions and carve out your role as an expert in your target market.

Connect with Writers and Journalists Directly

If you’re looking for a more hands-on PR approach, don’t hesitate to reach out to writers, bloggers, and journalists directly to offer yourself up as an expert source.

Offering your insight and being featured for your expertise provides the dual benefit of adding third-party validation to your brand and earning backlinks to your website, which are invaluable for SEO credibility.

Take some time to research the best media outlets to reach your target market and find the writers who best fit your specialty (i.e., weddings, DIY tutorials, home décor, etc.).

Reach out and explain your background, share a specific story pitch (if you have one), or offer yourself as a general expert. If you can provide photos, be sure to let them know that as well.

Revisit your Portfolio Work

Have great events from previous seasons that deserve a second act?

Submission site Two Bright Lights offers the opportunity to do just that with their Open Gallery.

Simply upload events (making sure you have permission from your photographer!), tag accordingly, and let the editors find your great work.

You’ll receive a message if someone is interested in publishing, and you have the option of saying yes or passing on the opportunity.

Sign up for Query Services

Help a Reporter Out, also known as HARO, is the low-hanging fruit of the PR world. It sends you daily digests filled with queries from various media outlets broken down by industry when you sign up.

It’s a low-stress way to review open press opportunities without the pressure of cold emailing, and HARO makes it as easy as clicking on the query’s email address and sending along your insight.

Pro tip: Writers often operate on a “first-come, first-serve” basis when it comes to HARO, so a same-day submission will increase your chances of being picked up.

Lean Into Podcasts

Podcasts are a medium that still has a lot of growth potential, with many B2C and B2B options accepting guest submissions.

Before diving into your pitches, consider your target audience and start listening to some industry podcasts that grab your interest (like the Team Flower Podcast!).

The beauty of podcasts is their ability to demonstrate your expertise while also showcasing your personality—the two key factors that influence a booking decision.

Most podcasts will require your bio, headshot, and relevant links, so it’s best to gather that information at once to keep on hand throughout your pitch process.

The hope is that the floral and event industry will surge to catch up from the lost business of 2020. Creative professionals will need to be positioned to take advantage of this robust growth, so keep moving forward and commit to embracing PR as a way to increase brand awareness and solidify your role in the market!