Interior Design PR: How to Get Published in Design Magazines
At Sandford, we regularly get our clients published in top design titles, such as Wallpaper*, Livingetc, The Sunday Times Style, Dezeen and so much more. Our interior design PR process is proven to work, and this is how we do it.
Getting featured in the design press can be a game-changer for your business. It can launch your interior design brand to a broader audience, give you credibility and social proof, and attract new clients. Given these benefits, it’s no surprise that interior design PR is an essential aspect of any interior designer’s business and career.
With many designers clamouring for very few spots in magazines and publications, proper interior design PR can help your work get noticed by design editors and allow you to claim that highly coverted feature.
A common misconception is that you need to have connections to get published. It helps, but no journalist or editor will be interested if you don’t have a unique story or project, even if you have a relationship with them.
Our Interior Design PR Process
Using a real interior design PR example, we’ll show you our process of how we get our clients published in interior design magazines referencing a real-life example.
Craft a Compelling Narrative
To get your work noticed, you have to pitch a unique story that will pique the interest of publishers and editors. Do not just pick any project at random to pitch to design editors. Pick a project that has a unique story behind it. Ask yourself: does your story have an interesting backstory that can evoke emotions or create a human connection with readers?
For example, maybe the building or neighbourhood has an interesting history, the homeowners (your clients) have a unique backstory about the house, or perhaps the design process has an interesting arc worth sharing.
Having a unique story sets your project apart. Storytelling is a powerful tool, and you can use it to your advantage.
For example, having an unusual backstory about the founder can potentially set you apart with editors.
We wanted to focus on some profiling for one of our clients to build her profile as as a female founder and thought leader within the design industry. Pitching her experience in a competitive marketplace wasn’t getting us cut through. After digging into our client’s journey even further, we learned more about her unusual backstory and what led her to set up her business and voila! We found something special and unique about this which made her story stand out!
Think of how you can add a personal narrative to your design projects. Including the founder’s personal stories can be a great tool if they are willing to open up.
The Art of Pitching and Choosing Outlets and Magazines Correctly
The first step in creating a snappy pitch is to choose the media title correctly. Don’t just approach any and every design magazine out there. Choose an outlet that has a similar aesthetic to your project and has an audience that would appreciate your project.
An alignment such as this means the editors will be happy to publish your project photos as they fit with what they usually look for. Keep in mind that some magazines prefer exclusivity, especially if it will be published in a print edition. So if your project hasn’t been published yet, then mention that in your press release. It’s important to note that if you are pitching to print magazines, you have to pitch exclusive projects to get a shot at being published and there is always a long lead time to consider.
Writing a press release is one of the most critical aspects of interior design PR. By creating a press release, you can bring immediate exposure to your project. Journalists and editors receive cold pitches all the time, many of which they ignore. However, they are trained to look out for eye-catching press releases because it is a vital tool in their industry.
Another great advantage of a press release is that when you create a proper one, you make the journalist’s work easier. They can quickly formulate a piece from your press release or even, in most cases, publish parts of your press release.
A press release also gives you proper control of your narrative. As explained in the previous point, within the copy include a proper description of your project and your choice of keywords.
For many clients, we write monthly press releases to tie into seasonal trends and calendars. Our press release includes links to the product, a case study as well as high-resolution images.
Build Relationships with Editors for the pitch win-win
It’s not just about what they can do for you but what your project can do for them. When you send your pitch email and/or press release, make your pitch short and sweet to highlight a win for the magazine. Frame your pitch in a way that says, “This story is great for you and your readers”.
When pitching your projects to design magazines, you will hear “no” a lot. But receiving a “no” from an editor does not have to be the end. Interior design PR requires persistence and patience. Sometimes a no means “not right now” or “not this project.”
When you get turned down, thank them for taking the time to respond to you and leave an open line of communication. Try to maintain a relationship with the editors and be kind and genuine, and they’ll remember you. The next time you have to pitch a project to them, it will feel less like a cold pitch as they are more familiar with you.
Follow-up is also key. People are busy, and follow-up helps remind them about you and keeps you fresh in their memory and inbox. Often, you would not get a response the first time. A well-crafted follow-up email gives you another shot to pique their interest.
Summary and Key Takeaway Points from Sandford’s Interior Design PR Process:
Have an unusual story to tell. This is something we always look for when speaking to new clients. Pick an unusual angle to your project and use the power of storytelling to make you stand out and be memorable. Tell the story behind the pictures to provide adequate context and help people better understand your work. And make sure your images are professionally taken.
Be strategic about the choice of publication or magazine. Match your project to the magazine and make your aesthetics align.
Write your pitch and press release carefully. Make your pitch and press release concise and professionally written.
Temper exclusivity with caution. We mentioned that some print magazines prefer exclusive projects that haven’t been published anywhere. However, many publications do not care if it’s not exclusive to them, especially if it’s digital. While it’s great to be featured in a print publication, make sure this exclusivity is not preventing you from sharing your work with the world. It might be better to pitch to several publications or look at a digital exclusive.
Build relationships. Stay in touch even if they say no. Sometimes a no means “not right now” or “not this project.” Say thank you when you get turned down, and leave open a line of communication so you can pitch feature projects.
Not sure where to start? Then download our PR Guide for free here or get in touch to discuss how we can help do the hard work so you don’t have to!
