Standing out in the interior design industry can be tough due to the high amount of competition you are facing each day. PR is a powerful tool to help you reach new potential customers and identify you as an expert in your industry.
Being published in your favorite interior design publications is a dream that can become true for you and your business if your PR campaign is planned correctly and strategically.
Here is how to start:
1. Have success stories ready to be shared & time it wisely
Create a portfolio of success stories worth sharing – projects that you are proud of, that are unique and creative and that people will be inspired by.
Work with your clients. Make sure to ask for their permission and approval before submitting their story. Pitch it to them as a great opportunity to get coverage and publicity for them as well. Having a story published will not only bring lights on your projects but also on their location and name.
Have a few success stories ready so you do not miss out on opportunities and time them wisely with the editorial calendars of the publications. Make sure to keep in mind that print magazines require a 3 to 4 months lead time.
2. Focus on quality versus quantity
Define your audience clearly and then select publications that speak directly to them. This isn’t about your dream publications nor the ones you read daily, it is about your potential customers’ favorite publications. What do they read? Where do they get their information? Which publications are they interested in?
Once you have your list of top publications, make sure you have the right contact information and this isn’t always the editor-in-chief. Maybe there is a specific column journalist that will be in charge of similar topics.
This information might take a little bit of time to collect but once you have a strong database it will really help you focus your efforts on publications with a high return that can bring you new clients instead of just shooting in the dark. Pitching to the right media will also make you much more relevant which will increase your chance to actually be published.
Ask yourself these questions: are you aligned with the audience of the publication you are pitching? Is your message bringing new creative information?
3. Give them the exclusivity
Make the publication you really want to work with feel special! Partner with them so that publication can be the first one to release pictures and information on your project. A magazine doesn’t want to have the same information that is already out in the public. Give them exclusive content and make sure to share with them how exclusive this is!
4. Go to the point
Keep it short in your pitch – keep in mind that journalists receive a LOT of emails each day and are very busy. You want to make their job easier and they will appreciate it!
Don’t write an overwhelming email about your projects and your brand. Stay concise and catch their attention right away! Your topic line should also be both informative and intriguing!
5. High quality visual
One picture says a thousand words and this is especially valid in interior design. Make sure to add a creative and unique picture that illustrates the project you are pitching to the press. This is about the aesthetic and you need high-quality pictures to share your projects’ story and essence. Make sure to partner with a photographer who gets your mission and purpose with this project and can really translate it into impactful pictures.
Negotiate all the terms of owning the rights of the pictures to avoid surprises that might be pricey: do you have the rights to share the pictures in the press or are there associated fees with it?
PR can be time consuming so you want to make sure that you are doing it the right way and you are being strategic about it!
Do you need help sharing your message in the most efficient way possible? We have built a strong connection with the press in the design industry through our years of experience. Let’s collaborate, so you can keep focusing on what you do best and we can help you achieve the results you are looking for!
Grow your interior design business with these digital marketing tactics. Click HERE to schedule a Complimentary Brand Consultation.
