'Health' brings flowers into focus

Who is your client and what are its media goals?

Who is your client and what are its media goals?
Danielle Mackey: Our client is the trade organization the Society of American Florists, and its media goal [is] to reach women 25 to 54 years old - the primary floral gift givers - with the message that there are benefits beyond just the beauty of flowers

What made Health such a good target for your client? How did you pitch reporter Susan Hall?
Women tend to be the gatekeepers for their family's health information, and Health is a highly credible source in this space, which made it a great target. We had commissioned research at Harvard, Texas A&M, and Rutgers universities on behalf of the floral industry that showed there really is such a thing as flower power, and that receiving flowers has a huge positive impact on a person's well-being and creativity.

We sent Hall a press kit highlighting those studies and then followed up with a phone call.

Did you do media training for the society's representatives or the re-searchers prior to their interview? What other support material did you provide to clinch this placement?
Mackey: We don't have to train the representatives from the floral industry because they already know the benefits of flowers better than anyone. But we did set up an interview between Hall and Rutgers psychology professor Jeannette Haviland-Jones, who's also director of the university's human emotions lab. She provided some great insights on how a gift of flowers resulted in instant happiness for women that stayed with them for days.

What was the impact of the hit?
Mackey: The full-page story citing all three studies appeared in the April issue of Health, as spring is the time when coverage of flowers tends to peak. Since the story not only drove home the power of flowers, but also positioned the Society of American Florists as the leading voice of the floral industry, the client was thrilled.

Name: Danielle Mackey, SVP of Ogilvy Public Relations Worldwide (Washington, DC)

Placement: Health, April

Timeline: Six months

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