A good excuse for a press release is never too far way — in fact, a press release about, well, your company's press coverage may just be worthy of even more press coverage.

After headlining the April issue of SAF's Floral Management magazine in the article, "Mining for Gold," Manny Gonzales of Tiger Lily Florist in Charleston, S.C., worked with a local PR firm to develop a press release promoting Tiger Lily's coverage in a national publication as well as highlighting a new line of high-end designs, which start at $150. The press release, "Tiger Lily Owners Grace Cover of National Magazine Featuring Their Innovative New Line," was picked up by Carolina Newswire.

The Charleston Regional Business Journal also picked up Tiger Lily's press release. The article, published in the April 28 issue, focuses on Tiger Lily's marketing strategy with Black Market Designs. It also makes reference to the "Mining for Gold" article and describes "how the owners faced the current decline in consumer spending not by reducing prices but by creating a line to appeal to upscale clients."

While press releases are an easy and inexpensive way to get media coverage, Gonzales says it's important to make sure you are sending the right message. "It would be easy for our 'Digging for Gold' article to be misrepresented as 'Gouging the Customer,'" he says. "Unlike a paid ad, you're not in control of the message in an article."

The release includes a quote from Gonzales that shows the shop's intent with the new line: "We hope this article about our new line and business philosophy will be an inspiration for our peers to think outside of the box and continue to set the bar higher for floral service."

Keeping press releases flowing to the media also keeps your shop top of mind when editors are seeking sources in the business community. Gonzales, who calls himself "100 percent mutt" but is, in fact, 50 percent Mexican and 50 percent Russian, got some face time on TV recently for his position as a minority small business owner. The Lowcountry florist appeared on Charleston's local news channel 4 last Thursday talking about the immigration reform bill being stalled in the South Carolina state house. He says that the media outlet read the press release about Gonzales' participation at SAF's Congressional Action Days and asked him to be part of the station's immigration reform coverage.

--Cassandra P. Foster
cfoster@safnow.org

 

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