NFDA Board Candidate Steven Johnson on Earned Media, Growth, and Advocacy

In this episode of On the Clock, Tony Russo sits down with Steven Johnson, CFSP, a first-generation funeral director from Western New York who has overseen massive business growth, expanding from four to eight locations in just five years. Steven pulls back the curtain on his “secret weapon” for organic growth: Earned Media. He shares how funeral directors can stop “begging” for coverage and start becoming a primary source for local news, while also discussing his current run for the NFDA Board of Directors. Love deep dives into business growth? Subscribe for weekly insights that help you master your craft and stay ahead of trends.Key Takeaways* The Power of the Press Release: Steven explains how simple PR efforts for awards or events like the Pursuit of Excellence award or the NFDA Advocacy Summit provide opportunities to build community trust.* Growing through Acquisition & Intent: Learn how Steven tripled his call volume in five years through a mix of strategic acquisitions and organic community presence.* The Value of the NFDA: From world-class continuing education to networking with vendors (like mycelium/mushroom casket makers), Steven discusses why national involvement is vital for the modern director.* A New Generation of Leadership: Steven discusses his decision to run for an “At Large” seat on the NFDA Board and the importance of bringing a younger voice to the industry’s highest levels.Timestamped Chapters* [00:00] Introduction to Steven Johnson and H.E. Turner & Co.* [01:25] Scaling from 4 to 8 locations: The growth story.* [02:27] Why you must be your own biggest advocate in the media.* [03:26] Turning “boring” industry events into local news headlines.* [06:22] Dealing with “bad actors” and controlling the narrative.* [10:31] Why the NFDA matters (and yes, mushroom caskets).* [14:20] Running for the NFDA Board: The need for younger voices. Get full access to On Deathcare at ondeathcare.substack.com/subscribe