If you think PR is only for the big leagues, think again. Whether you’re a solo interior designer or part of a small studio, PR might be the next best step for your growth.
In this episode, Allyson Conklin, founder of PR firm ACPR discusses how PR is helping even the novice solo designer build credibility, gain media attention, and experience true growth.
PR initiatives for interior designers
Media relations is an important component of interior designer PR. Generating placements for designers, whether it be digital, print, or social media, creates opportunities to share your stories, insights, and projects to increase awareness. It also allows you to gain additional exposure you wouldn’t be able to achieve through your brand owned marketing initiatives.
How PR helps reach new audiences
PR provides a connection to new audiences whether you want to expand to different markets, reach a specific kind of client, or take on larger, higher end projects. When someone else says you’re a leader in the industry, it carries a lot more weight than your own marketing.
The importance of press
The attention you receive in the industry or through the press is the most valuable content you can share. Having a press section on your website speaks volumes about your success and what you can achieve. Press mentions can also be shared on social media.
Anyone can gain from PR
You don’t have to be a large company to include PR in your marketing strategy. In fact, many designers use PR as their sole mode of marketing. It also doesn’t require a massive budget as like any marketing strategy, your PR needs to suit your goals and budget as there’s no one size fits all PR solution.
What PR can and can’t do
PR success isn’t measured in leads or revenue, but instead by the number of placements generated. It is an awareness driver, creating exposure for your studio by generating press placements and reaching new audiences that might be out of reach for you. It isn’t a sales driver, but instead drives qualified leads using the right publications. Once those leads are captured, it’s up to you to convert them.
The “intangibles” of PR
PR intangibles might include gaining a greater or more relevant following on social media or press placements in industry magazines to help with brand positioning. PR agencies can also help you find your voice and strengthen your brand image while ensuring you are communicating your brand properly. PR maximizes media interest which in turn can maximize interest from potential new clients or existing clients.
When to include PR
When to include PR will vary from designer to designer, but some common turning points might include:
- Reaching financial milestones that allow you to invest in PR to enhance your marketing
- Growth that includes more designers that provides time for interviews
- Taking on a critical project that might interest the media
- Having a few projects that have been photographed professionally that makes it easier to pitch to media
- Having a unique viewpoint or story
Increasing your chances of media attention
Knowing what to shoot and using the right photographer will increase your chances of getting press. In the last couple of years, editors have gotten a lot pickier about the types of projects they feature due to budget cuts. They favour stories that can bring high quality, ready to publish images to the table. Looking at magazine style guides will tell you what types of images are acceptable.
The right photographer
Finding a photographer who can provide images you can use across all your marketing and media pitches will provide more value to your investment. Local home magazines are the perfect resource to find photographers to take your photos who are recognized in the industry.
The importance of styling
Your images should also be styled to appeal to magazine editors and their readers. They want layered images that are richer and filled with character, showing off your design style and unique personality.
Being prepared for new traffic
Before you invest in PR, you want to be prepared to meet the expectations of any new traffic driven your way. That includes:
- Polishing your website images and copy
- Having a very clear brand position
- Maintaining an active social media presence that reflects your brand with intentionally curated content
Finding a PR agency
The Business of Home website has a great list of PR and marketing companies to start your search. The key is to find a good fit that suits your personality and shares a similar energy to yours that will contribute to your success. You should also consider:
- Who are they working with?
- Client testimonials
- Costs
- Services
- Strategy and approach
- Experience
The holistic approach
PR agencies shouldn’t go after one type of press coverage but instead holistic awareness to reinforce your opinion leader status or position you as a leader. They seek opportunities to:
- Get your projects published
- Share your story
- Comment on insight stories
- Maximize their growth opportunities
- Build your brand
Episode highlights
Here are some of the highlights in this episode:
- 7:09: PR initiatives for interior designers
- 8:06: How PR helps reach new audiences
- 10:23: The importance of press
- 11:10: Anyone can gain from PR
- 16:03: What PR can and can’t do
- 19:27: The “intangibles” of PR
- 22:11: When to include PR
- 24:08: Increasing your chances of media attention
- 26:09: The right photographer
- 27:45: The importance of styling
- 29:42: Being prepared for new traffic
- 32:55: Finding a PR agency
- 36:27: The holistic approach
Get ready for that additional PR generated web traffic! Book a consultation to discuss revamping your website copy today.
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