A press release is a written announcement sent to media outlets to share newsworthy updates about your flower shop. It helps generate publicity, build credibility, and increase community awareness. Today, press releases are typically distributed via email to editors, journalists, bloggers, and digital media contacts, and are rarely mailed or faxed.
When Should Florists Send a Press Release?
Send a press release when you have something truly newsworthy, such as:
- Grand openings or remodels
- Major anniversaries (25 years in business, etc.)
- Awards or recognitions
- Community partnerships or charity involvement
- Hosting workshops or large public events
- Unique promotions or large-scale holiday initiatives
If it wouldn’t interest someone outside your shop, it may not be press-release worthy.
Press Release Essentials
Your press release should be clear, professional, and formatted properly.
- Shop logo
- Include “FOR IMMEDIATE RELEASE” in the beginning
- Create a headline & center it bold
- Create a dateline (City, State – Month Day, Year)
- A brief but informative body (who, what, when, where, why)
- Include “for additional information” and include contact information
- Shop name
- Shop phone number
- Shop website
- Shop email
- Use “###” to mark the end of your press release
Action Plan
Before an Event or Announcement:
- Send a press release announcing workshops, grand openings, charity events, or major seasonal initiatives.
- Include event details and how the public can participate.
After an Event:
- Send a follow-up press release sharing attendance numbers, money raised for charity, or event highlights.
- Include photos if possible (high-resolution images increase pickup rates).
Pitch to Local Media:
- Local newspapers
- Community magazines
- TV stations
- Radio stations
- Local bloggers and influencers
- Chamber of Commerce newsletters
Tips for Success
- Write in third person
- Keep it factual, not overly promotional
- Include high-quality images when possible
- Post the press release on your website’s blog for added SEO value
- Always personalize your email when submitting a press release
- Keep your press release to one page whenever possible
Press coverage builds credibility and positions your flower shop as a trusted, active member of the community. When used strategically, press releases can strengthen your brand reputation and increase local visibility!