Press releases aren't just for tech startups and celebrities—they're a direct line to local gardeners, landscapers, and homeowners who need what you're selling. A well-timed announcement about new inventory, seasonal specials, or expanded services can drive foot traffic and online inquiries that wouldn't happen through social media alone.
Why Press Releases Work for Plant Nurseries
Local journalists and bloggers constantly search for story angles. When you send a compelling press release about acquiring rare specimen trees, launching a native plant initiative, or hosting a landscape design workshop, you're handing them ready-made content. Newspapers, garden blogs, and community calendars pick up these stories and amplify your reach—sometimes reaching thousands of potential customers in your coverage area.
The key difference between effective and ignored releases: specificity. "We're opening a new section" won't land anywhere. "We're introducing a 200-plant native pollinator collection in response to local Monarch butterfly decline, with free identification workshops every Saturday in June" gives journalists a real story to tell.
What to Include in Your Release
Start with a compelling headline that tells the news in one sentence. Avoid jargon—write for homeowners and landscapers, not industry insiders. Include:
- The news itself – New product line, seasonal event, partnership, service launch, or conservation initiative
- Why it matters locally – Connect to your community's climate, native species, pest pressures, or growing season
- Practical details – Dates, times, pricing, availability, or registration info
- A quote from ownership – Shows personality and conviction; keep it brief (1-2 sentences)
- Your location and contact info – Make it effortless for journalists to verify and follow up
For a plant nursery, specifics move stories. Instead of "quality trees," say "20-foot Oak and Hickory specimens suitable for mature landscape installations." Instead of "affordable perennials," say "native coneflowers and bee balm, $8–$15 per gallon, bulk discounts available for landscape contractors."
Timing and Distribution Strategy
Press releases perform best when tied to actual events or seasons. Spring plant sales, winter hardy introductions, seasonal workshops, or holiday specials align naturally with what journalists and readers are already thinking about. Avoid random announcements; tie them to something that matters to your market.
Distribute locally first:
- Local newspapers and community weeklies – Still read and trusted; editors actively seek local business news
- Regional garden magazines and blogs – Smaller outlets often cover nurseries more eagerly than major media
- Gardening and landscape trade publications – Reach contractors and serious gardeners directly
- City/county economic development offices – They often promote local businesses in newsletters
Send your release 1–2 weeks before your event or launch date. Journalists need lead time; same-day announcements rarely make print.
Real Examples That Work
"Historic downtown plant nursery introduces 40-year-old specimen Japanese Maples from estate sale—available for immediate landscaping consultation and installation." This gives context, scarcity, and a hook.
"Family-owned nursery launches free soil testing and native plant recommendation service for residential and commercial clients as part of drought-resilience initiative." This speaks to current concerns and shows you're solving a real problem.
"Third-generation nursery celebrates 50-year anniversary with expanded retail greenhouse and new online ordering for local delivery." Heritage + growth + convenience—three reasons to pay attention.
Measuring Impact
Track which press mentions drive traffic. Include a unique discount code or specific mention ("mention this article for 10% off") in your follow-up emails so you can attribute leads back to coverage. Monitor local news mentions using Google Alerts for your business name—you'll see what sticks.
Listing your nursery on Mercoly also helps you get found by local customers searching for specific plants and services, win qualified leads, and showcase your full inventory and offerings in one professional space.
Frequently Asked Questions
Q: How often should I send press releases? Aim for one every 4–8 weeks if you have genuine news; monthly during peak seasons (spring, fall). Oversending dilutes impact and wastes journalist goodwill.
Q: Do I need to hire a PR firm? Not necessarily. Write and distribute releases yourself to start—you know your nursery better than anyone. Consider PR support only after you're consistently getting local media mentions and need broader regional reach.
Q: What if no one picks up my release? Strengthen the "why it matters" angle, add more specific details, and target smaller local outlets first (hyperlocal blogs, neighborhood newsletters, community radio). Success builds momentum; your first pickup makes the second easier.
Start writing your next release today—pick one genuine announcement and make it newsworthy for your community.