How to get your garden centre in the papers
PR work made easy from poinsettia pros Stars for Europe
Last Christmas Wyevale made the news by promoting the hell out of their aim to sell six poinsettias a minute, and Squires are alwaystelling the press what’s on, be it their new style plant displays or a list of their child-friendly activities to keep the little ones occupied during the garden centre visit.
Whether you’re a small independent business or a huge chain, you still have time to see yourself in the papers and the Stars for Europe poinsettia campaign can help with a collection of PR tips and templates.
Keeping it local is often best. Unless you have some whopper news, the national papers aren’t your main target. Instead address your nearest and dearest newspapers and radio stations with an exciting update or diary date for the Christmas event you’re putting on.
Download the guide of Do’s and Don’ts when dealing with journalists: crucial advice for anyone contacting the press.
Download instructions for building a press distribution list, which includes tips like free or paid-for sites which distribute your releases for you: www.free-press-release.com, www.sourcewire.com, www.prnewswire.com, or www.prlog.org.
Make sure you fill up on info from the dedicated poinsettia press site: www.stars-for-europe.com.
There you’ll find pre-written press releases and an image library full of shots for you to download and use as you like. You’re also welcome to download images from our dedicated press photos folder, packed with festive pictures in a wide range of styles from gift ideas and step-by-step designs to extravagant event work and Christmas dining settings.
Take time over your subject line... an email subject is the first thing journalists will see, and they get hundreds of emails a day, so make sure they don’t hit delete on yours before even reading it.
Invite them to you. There’s a bunch of reasons for inviting your local press (and don’t forget bloggers) to visit your humble abode. Try these for starters:
- International Poinsettia Day on December 12th
- An open day
- An Advent display
- A Christmas event for children
- A charity fundraiser
- A Summer festival
- Professionally managed workshops with seasonal hooks (e.g. bouquets on Valentine’s Day, table arrangements at Easter, Advent wreaths at Christmas)
- The opening of new retail areas
- The start of the poinsettia season
Download the guide for creating a press invitation and getting the most out of your event.
Whatever happens, don’t get disheartened or be disappointed if your efforts aren’t picked up. Journalists are bombarded with information and it’s normal for releases to go unnoticed, so make sure you’re clued up on all the best practises with the Stars for Europe guides before you wade in.