Get Your Floristry Business In The Local Newspaper Part 2

In Business Skills by Seamus2 Comments

Now you know which newspaper you want coverage in and you have found out who you will need to approach, it’s time to take a step back and start thinking about what it is you want them to print about you and your floristry business.

Continued from Part One

Step 2 – Tell a Story (worth publishing)

Realise that if you submit some kind of thinly veiled advertisement for your business, the newspaper staff may simply reject your application for editorial coverage and simply refer you on to their advertising department.

Floristry business

It’s All About People

Editors don’t want a bunch of waffle about how awesome your florist shop is; they want a story that will interest local readers. At the need of the day your story needs to be about people – because that’s really all people like to read about – other people. So think “human interest” as in “interesting to humans”. (To be clear: “Local Florist Has Great Deals on Roses” is NOT interesting to many, if any, humans.)

Having said that – I still see some pretty lame-o stories getting published about businesses all the time so don’t feel that you have to come up with the most amazing yarn every spun. Just attempt to find something unique and interesting about you and your business:

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  • Has your business survived some sort of hardship?
  • Do you manage to thrive despite some kind of personal challenge?
  • Are you opening multiple locations?
  • Did you win some kind of floristry or business prize?
  • Do you have a special event coming up?
  • Is your business sponsoring some good works for the community?

If you are not a writer, why not ask a friend who is or hire a writer (cough, hint) to put it together for you? It’s probably not as expensive as you think and you can repurpose this information for things like your website, marketing flyers and subsequent press releases.

Step 3 – How to Construct a Press Release (Hint: It’s Easy)

This is the easy bit because all you have to do is follow some basic instructions.

1) Enquire of the paper what they want in a press release, and exactly who you should send it to.
2) Read up and learn the basics – Google “how to write a press release”.

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Another good idea is to have a Media Kit page set up, so that any journo who wants to run a story on you or your business can just go this page and download whatever he or she feels is right for their needs (i.e. photos, short bio, long bio, etc).

Here’s an example of a really sweet media page.

P.S. I should have called this “4 steps to getting your business in the paper” because there is one more all-important thing to do…

…Persist! Send something away and then target another paper and send them something and repeat and repeat until you have success. Unless they have asked you not to, politely follow up after a few days to see if they are interested. Don’t expect your first press release to strike gold – and it is ok to send new (different) press releases to the same paper on a regular basis. Play it cool, persist and eventually you’ll get the coverage you deserve. Good luck!

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Seamus is Tesselaar Flowers' digital marketing manager. He's a creative marketing geek, writer, musician & accidental flower lover. He helps small businesses with websites and web marketing. If you need any help regarding the Tesselaars website you can contact him on


  1. Thanks Seamus for the constructive advice you offer in this series of blog articles. I have taken inspiration from you and drafted my first press release to coincide with a wedding expo I will be exhibiting at next month. Fingers crossed it raises some

  2. Author

    hey that’s awesome Sarah! Feel free to take some piccies on the day and send them in to us, and report back if you have any success? Good luck!

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