Interior Design PR: How to prepare your business for success
In the competitive world of interior design, having exceptional skills and a stunning portfolio is just the beginning. However, if you are looking to grow your business and reach, interior design PR (public relations) is an obvious next step to building on your existing success and broadening your brand profile.
Effective PR can help you do just that - it can support you in building a strong brand, attracting high-profile clients, and standing out in a crowded market. In this article, we'll explore how to prepare your interior design business for success through strategic PR efforts.
Define your brand identity
Before you embark on any interior design PR campaign, it's crucial to have a clear understanding of your brand identity. What sets your interior design business apart from the rest? Define your unique selling points, your design philosophy, and your target audience. Your brand identity should be reflected in everything you do, from your portfolio to your social media presence.
At Sandford, we always emphasise the importance of good communication foundations. One of the first things any good journalist would do is to research the company. If they find an outdated website or worse, can’t find you at all because your site isn’t optimised for search engines, then they won’t be able to understand your brand and what makes you tick. The same goes for social media. If you are appealing to UHNW or HNW clients but your social media doesn’t reflect this and doesn’t engage with that community, then it is not representative of you and your brand story.
We would always recommend making sure you have a clear identity, direction and tone of voice that is consistent across all touchpoints. What makes you different from your competitors other than your choice of fabric or paints?
Create a Compelling Portfolio
Your portfolio is your visual resume in the world of interior design. It's essential to curate a collection of your best work that showcases your skills and design aesthetic. High-quality photographs, before-and-after shots, and detailed descriptions of each interior design project can make your case studies a powerful PR tool. A well-presented portfolio not only impresses potential clients but can also catch the eye of the media.
And nowadays, video is becoming more prevalent too. Ensuring you have high-quality moving images to promote your interior design projects and any coverage on your social media channels, website, and potentially newsletters, will help tell your story and give your target audience a much better sense of you, your approach, and your broader portfolio.
Develop a strong online presence
We’ve called this out as a separate tip as it’s such an important one. In the digital age, having a robust online presence is non-negotiable. Create a professional website that showcases your portfolio, highlights your brand, and provides contact information. Engage in social media platforms like Instagram, Pinterest, and even Houzz to share your design inspiration, connect with potential clients, and interact with your audience. Regularly update your content to stay relevant and on-trend.
Community is now a big focus for all social media channels and getting your audience engaged is essential. Beyond your portfolio, having a clear narrative across your social media channels through Reels, Stories, posts and more is really important and brings your followers along with you. They feel like they know you better, they want to come to you for tips and advice and value your opinion. It all helps towards a more positive brand sentiment.
Cultivate Media Relationships
Building relationships with the media can significantly boost your PR efforts. Research design magazines, blogs, and local newspapers that cover interior design. Reach out to editors and journalists with targeted press releases on interior design projects, story ideas, or even the offer of a guest article if you have a compelling point to make. By providing valuable content and insights, you can position yourself as an expert in your field and secure media coverage that highlights your work.
Fairly obviously, the ideal scenario would be to engage an interior design PR agency such as Sandford! Companies such as ours have long-standing relationships with relevant press, and can immediately pinpoint which design publications could be suitable for your work and where to find the editors that might be interested, all the while ensuring your story is compelling enough to grab their attention. If you’re not ready to engage an interior design PR yet, however, take a look at our free PR guide which you can download from our website here. You can also read more about why employing a PR agency can greatly improve your chances of getting in the right publications in our recent article here.
Leverage Social Proof
Testimonials, reviews, and referrals are powerful tools in the world of interior design PR. Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, or Houzz. Display client testimonials on your website and in your marketing materials. When potential clients see that others have had a positive experience working with you, it builds trust and credibility.
Attend Industry Events
Participating in industry events, such as trade shows, design exhibitions, and networking events, can help you establish a presence within the interior design community. These events provide opportunities to connect with potential clients, collaborate with other professionals, and gain exposure. Be sure to have your business cards and portfolio ready to share.
Offer Value Through Content
Create valuable content that showcases your expertise and serves your target audience. This could include blog posts on design trends, how-to guides, or videos showcasing your design process. Sharing your knowledge not only positions you as an authority in your field but also attracts organic traffic to your website and social media platforms.
Monitor Your Online Reputation
Maintaining a positive online reputation is crucial for interior design PR success. Regularly monitor online mentions of your business, respond to customer reviews, and address any negative feedback professionally and proactively. Your reputation can impact your ability to attract new clients and secure media coverage.
Final thoughts…
In the world of interior design, PR plays a pivotal role in preparing your business for success. By defining your brand identity, creating a compelling portfolio, developing a strong online presence, building media relationships, leveraging social proof, attending industry events, offering value through content, and monitoring your online reputation, you can elevate your interior design business to new heights. With a strategic PR approach, you'll not only attract high-profile clients but also position yourself as a respected expert in the industry.
Get in touch with us if you need an interior design PR agency to help you with your needs.
