by Jessica Koth, NFDA Director of Public Relations

Every day, millions of Americans encounter stories about death, grief and funeral service. Those stories shape how families think about funeral planning, memorialization and the value of working with a funeral professional.

That’s why NFDA invests in consumer public relations.

Our goal isn’t simply to generate headlines. It’s to ensure that when consumers have questions about funeral service, they’re hearing from experienced funeral directors, not stereotypes, misinformation or people with little understanding of the profession.

During the first half of 2026, NFDA generated 2,476 media placements reaching more than 3.5 billion potential readers through national news outlets, podcasts and consumer publications.

Every Story Builds Trust

Whether discussing funeral planning, green burial, cremation, grief or meaningful memorialization, every interview gives NFDA an opportunity to tell the profession’s story.

This year, NFDA spokespersons were featured in outlets such as The Washington Post, the Associated Press, Boston Globe, Axios, Rolling Stone, Quartz and The Sacramento Bee, while also appearing on podcasts that reached consumers seeking thoughtful conversations about grief, end-of-life planning and funeral service.

Those interviews help people see funeral directors as trusted advisors, compassionate caregivers and experts who help families navigate one of life’s most difficult experiences.

Meeting Families Where They Are

Today’s consumers often begin learning about funeral service long before they call a funeral home. They search online, read articles, listen to podcasts and ask AI-powered tools questions about planning, grief and memorialization.

That’s why it is so important that accurate, trustworthy information about funeral service is available wherever consumers are looking for answers. NFDA’s consumer public relations efforts help ensure the profession has a voice in those conversations.

A Voice for the Profession

Behind every interview is an NFDA member sharing their knowledge and experience.Over the past six months, NFDA spokespersons discussed topics including:

• Advance funeral planning
• The value of meaningful funerals and memorialization
• Green burial and emerging funeral options
• Therapy dogs in funeral homes
• Supporting families through grief
• Funeral costs and consumer planning
• Cultural traditions surrounding death and remembrance

These conversations don’t promote a single funeral home. They promote the profession as a whole and help consumers better understand the care, compassion and expertise funeral directors provide every day.

Why It Matters

When consumers have a better understanding of funeral service, everyone benefits.

Families are better prepared to make informed decisions. They have greater appreciation for the value of meaningful memorialization. And they are more likely to recognize the expertise funeral professionals bring to one of the most important moments in life.

That’s why NFDA will continue investing in consumer public relations, because every story told well helps strengthen the profession we all serve.