business matters
that the flowers feature heavily in the article, but not at the expense of quality content that keeps the reader engaged. Loads of great photographs will
make the article pop, so make sure you ask the bride for her images.
6: Position yourself as an
expert Get to be the person a magazine, newspaper, radio or TV station calls on when they need expert opinion on flowers. Offer reports and articles that give the media audience great tips and ideas on flowers for say weddings, interior design, party or seasonal events. If you are keen to promote, for
example, a weekly home delivery service of flowers and seasonal plants, then being an expert in interior decoration will help bring credibility to that aspect of your business. So to position yourself as an ‘Interior Style Guru’ you need to start writing articles that don’t just talk about flowers and plants but talk about interiors too. Kirsty Allsop is a master at
being an expert in all sorts of loosely related areas. I sat in on one of her presentations this year at the Spring Fair and it struck
With a bit of practice at writing and presenting, and the determination to spread your message as wide as possible, you can become that go-to guru
me how she had embraced lots of diverse areas and has now positioned herself in the media as an expert in everything from buying homes, to crafts and interior design. Her presentation at the Spring Fair was entitled ‘How to design
eye catching window displays’. Now Kirsty is no window dresser, but she is recognizable and can comfortably talk for a period of time on design related subjects, making her a Godsend to someone needing material for a show or publication. This ‘go-to guru’ status does
not happen overnight, but with a bit of practice at writing and presenting, and the determination to spread your message as wide as possible through the many means available, you can become that guru.
7: Media variety Don’t just think of the standard media – newspapers, magazines, TV and radio. You would be mad to ignore online PR, because the benefits this form of media can bring are huge. Firstly online PR is free.
Secondly, the more articles you write and get published, the more people
F&wb Summer 2013
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