Counteracting Harmful Floral Publicity
Negative or misleading references about flowers and florists can be found in advertising from gift competitors or stories in the media. A company may say: "Don't buy flowers that wilt and die, buy (product)." Or, a news story may encourage consumers to purchase a product rather than flowers. SAF is the voice of the industry, and we respond to bring the industry's concerns to the offender's attention.
 Report harmful publicity to SAF
Contact Jenny Stromann
e-mail: jstromann@safnow.org
Fax (703) 836-8705
Call (800) 336-4743
Take a Stand
As much as SAF can provide support on a national level, you can make a difference. If you respond, remember two things that enhance your credibility. Your affiliation with the Society of American Florists (SAF), the national association representing the floral industry. Your identity as a local business.
Be objective, diplomatic and reasonable. Describe why you find the story/advertisement offensive or unfair. Explain that you believe in the effectiveness of stories/advertisements that promote products based on their own merits.
Don't sound defensive. That will only make it seem as though the "attack" on flowers was justified.
Don't make unreasonable demands. Unless a story actually contains a factual error, don't demand that it be retracted.
Suggest a middle ground approach that the story/advertisement could take in the future. You might point out that instead of the phrase, "Don't buy flowers," the message could be, "Flowers are one of many gift choices during..."
Sample Letters & Advice
Click the links below for sample letters and advice for handling different types of harmful publicity.
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