How to Get Press as an Interior Designer
Updated March 2023
If you have a goal of getting press as an interior designer but aren’t sure how to do it, this blog post is for you. I recently had a conversation with Madison, a PR professional in New York City, who works with big-name fashion, beauty, and lifestyle brands like Kendra Scott, Olay, and Betsey Johnson.
While the agency specializes in lifestyle and beauty, they share a lot of overlapping principles with the wedding and design industries. If you’ve ever pitched your work before, you know it can sometimes feel like a fruitless task. In this post, we’re sharing insider tips for getting your interior design work in front of editors and getting published (as well as what NOT to do), plus we’ve created complimentary pitch email templates for interior designers if you want to try pitching on your own.
THE FIRST STEPS IN PITCHING YOUR COMPANY
Have your work professionally photographed. Read all about that here.
Get as many full room shots and detail shots as possible of every project. Magazines typically want whole homes.
If you’re an expert in your field, keep sending editors ideas. Become a trusted partner. Be consistent with projects and ask if they want expert commentary. You could do 1-2/month if you have good story ideas.
HOW TO EMAIL EDITORS TO GET PRESS FOR YOUR INTERIOR DESIGN BUSINESS
Use Google to find editors’ email addresses. (Everyone does this so you won’t come off as creepy or desperate.)
Send high res images in a folder with a google drive link, with no restrictions.
If it’s a digital publication, rather than print, you can send low res images and let the editor know you have high res available.
The subject line should be very catchy and comprehensive for what the pitch is about. The editor will search keywords later in their inbox if they want to use your topic.
You can give magazines the exclusive (meaning, no one else will print this project). Write EXCLUSIVE in the subject line and give a deadline for when you’ll follow up.
The body of the email should put the story together for them. Keep these questions in mind:
What is your story? What is the angle? What is the inspiration?
Why are you pitching this now? Does this tie into the holidays?
Why are you the best person to speak to this? Why are you an expert in this area?
WHEN TO EMAIL EDITORS TO GET PRESS FOR YOUR INTERIOR DESIGN BUSINESS
Aim to submit two seasons ahead. Minimum 3-4 months.
Pro Tip: Google “[Publication Name] editorial calendar” or “[Publication Name] media kit” to see what topics they are looking for and what their deadlines are for each issue.
I’ve included some for you here: Better Homes and Gardens, Veranda, House Beautiful, Bridal Guide, Elle Decor
Local publications will have shorter lead times than national publications.
Days to pitch: TWTh.
Editors like to be pitched in the mornings.
Don’t pitch on Mondays because their inboxes are flooded.
OR, pitch Friday, and follow up Monday.
MISTAKES THAT DRIVE EDITORS CRAZY
Long pitches. Keep your pitch condensed. They’ll close out of your email if there are lots of words. Put images in the body in a linked folder and do a bulleted list.
Don’t follow up too soon. Give 48 hours minimum. For long leads, give them a week or so.
Forgetting to follow up. Editors are slammed and they expect you to follow up. Madison recommends two follow-ups and a third in some scenarios.
HOW TO MAXIMIZE THE PRESS WHEN YOU GET PUBLISHED
Share it on your website. Create a Press page on your website and a Press highlight in your Instagram as editors may check there to see where else you’ve been published.
Write a blog post about the project and link the article.
Send it to your newsletter.
Promote it on social media.
Share it with as many people as you can. The publication will look at how well your article is doing and how many clicks you’re bringing them. They like when you get them visibility which will increase your chances of being published by them again.
Measure success by creating specific urls just for publications (for example “www.yourwebsite.com/real-simple-summer”) then use your web analytics to review how much traffic you received from that outlet.
PRO TIP: Local publications are great for getting clients. Regional publications are great for brand exposure and recognition
If you one of your goals this year is to get your interior design business published but you’re not quite ready to swing hiring an agency or publicist, download our complimentary done-for-you fill-in-the-blank pitch templates for interior designers (plus follow-up emails) and start pitching your interior design projects in minutes.
And just for fun, here are a few recognizable places my clients have been featured:
