A double-page spread in House Beautiful—that's the dream right!?
Landing a feature in a celebrated interior design publication has long been seen as the hallmark of a successful interior design career—and is still an amazing achievement. However it is not the only form of press that is beneficial to your growing interior design business.
In fact, there are several reasons why other types of interior design publications are a better place to focus your PR attentions, depending on your career stage, ideal clientele, and long-term goals.
In this article, we cover:
- The different types of press available to interior designers
- The benefits and drawbacks of being published in each type of interior design publication
- How to craft a tailored pitch for your interior design work
Excited to secure your first interior design feature? There's no time to waste...
Where can I get my interior design work published?
In the words of Alex Abramian, founder of The PR Collaborative, "Print is not the objective, getting published is the objective." No interior designer should turn up their nose at any form of press, no matter what career stage they're at.
If you want to succeed as an interior designer, you'll need a a diverse portfolio with all the different flavours of press available to interior design businesses—national, local, digital, quick comments, full-length features, etc—all of which hold a unique value for interior designers.
Broadly speaking, your interior design project can either be published digitally, or in print. Print publications can be national or local. Here's what they all mean...
Digital interior design publications
When it comes to speed and reach, digital publications take centre stage. Unlike interior design magazines which can take up to two years to publish, online publications are refreshed daily—meaning you can get your work out there in a matter of weeks. Naturally, digital articles are far more accessible than print and so have a much larger readership—meaning your work can be seen by even more admirers and prospective clients.
Online publications also support more engaging and creative formats to showcase your designs such as video—a virtual home tour can really show off your work in a way that a printed image can't. Also, they're paperless—something to think about when it comes to your interior design business's commitment to sustainability.
The lifespan of a digital feature is also much longer, so more people have a chance to see and share your work in the future. That is, if they manage to find it in the overcrowded realm of digital content. To make the most of a digital feature, you need to create designs that really stand out!
Print interior design publications
The classic print interior design magazines are the traditional aspiration of many interior designers—and we get why. Having work printed in high-res on the glossy pages of an industry-renowned magazine is not only an amazing feeling, but also an amazing opportunity for exposure.
There are two types of print magazine national and local:
National publications
National publications have prestigious reputations and large audiences—including potential clients. A feature is sure to expose you to a wide audience seeking inspiration from design professionals just like you. Being published nationally can also lead to exciting opportunities like brand collaborations, speaking engagements, and even exclusive international design events.
Local publications
In many cases, the real value is closer to home. Local publications target your immediate community—the place where your future clients live. By getting featured locally, you can establish yourself as a trusted expert amongst those who are most likely to hire you—your neighbours. This focused approach allows you to build relationships and grow your business right in your own backyard.
One down side to print publicity: print takes a long time to publish. If you're an early stage design looking to get your name out there fast, the delayed publication of print press could be an issue. Not to mention print features are highly competitive for interior designers. That being said, print features should always be on an interior designer's bucket list!
How to pitch to interior design publications
There are three things to consider when choosing the type of publication to pitch to: your career stage, your ideal clientele, and your short and long-term goals.
Based on your answers to the above, one type of press might be more suitable at this stage of your interior design career. However, usually a combination of all three is the best marketing strategy for your interior design business. they are incredibly important in your PR Portfolio. Firstly because you want to have a diverse portfolio of PR—national, local, digital, features—all the different flavours of PR.
We've outlined the unique benefits of local and national features for interior designers alongside practical tips for getting published in each type of interior design publications to help you get started...
Local publications
Don't underestimate local publications—local is where your future clients live.
Local press opportunities include the city magazine, neighbourhood newspapers, and neighbourhood blogs. Local publications allow you to connect with prospective clients in your area and also raise your profile to local vendors.
Press features in local publications help to build brand awareness in your local community. Picture this: A local resident wants to redesign their kitchen. They sit down at the counter with their morning coffee and the local paper and open it to find a feature of your interior design business. Who do you think they're going to call to inquire about a kitchen redesign?
Remember: national publications might impress, but local publications attract.
How to pitch to local publications:
- Do your research. Identify local publications that align with your target audience's interests. Get a feel for their content by picking up a copy around town and pay attention to the types of stories they typically feature and the formats in which they do so.
- Tailor to your community. Stay informed about current happenings in your local area and see if your pitch can tie in to that. For instance, if you live in a busy city and have heard local discourse about wanting to slow down and escape the chaos, a minimalist interior design project might resonate. It is a good idea to demonstrate your understanding of the local market and the community's needs.
- Share authentic testimonials. Incorporate heartwarming stories and testimonials from satisfied local clients in your pitch. Local success stories demonstrate your experience working with the specific needs of the community, making your services even more relevant and appealing to your target audience.
- Keep it simple. Craft a well-written and concise pitch that clearly articulates your story and why it is relevant to the publication's audience. Simple does not mean boring.
National publications
National publications, such as Architectural Digest and Lonny, seek luxurious, innovative, and trend-setting interior designs from around the world.
This means you'll be competing with hundreds of skilled interior designers for a spot. Thus, building a strong local presence first can enhance your chances of being noticed by larger publications.
It's much like jumping into a 10-foot-deep pool when you've just learned how to swim!
How to pitch to national publications:
- Plan ahead. National print publications plan editorial content months in advance. If you're looking to place a seasonal winter design, you'll want to submit your pitch as early as September to ensure it is eligible to feature in the December issue. Proactive planning helps you to avoid missing out on publication opportunities.
- Stay on trend. Highlight your projects that align with current interior design trends. For example, there is currently a huge trend for sustainable interiors—does any of your work speak to this movement? Explain to an editor why your work is relevant right now.
- Be exclusive. Among ten people who wrote a pitch on inclusive living spaces, what makes yours better? Don't be like any other designer—stand out! Emphasise the impactful elements, such as sustainable practices, positive client experiences, or community-driven initiatives.
- Make it personal. Editors receive hundred of pitches every day—you need yours to stand out. Avoid mass sending emails and instead research the publication's masthead to decide the appropriate person to contact. Personalise your message and make sure to demonstrate a genuine understanding of the magazine's ethos and the editor's work.
TLDR: How to get published as an interior designer
Getting your interior design project published in trade publications is a huge marketing win, showcasing your skills and boosting your business exposure. Whilst national publications like Architectural Digest seem like the ultimate goal, it's important to explore other types of publications that can be more beneficial to you and your business.
A strategic and targeted approach is important to successfully land a spot in your dream interior design publication. Tap into local publications to build brand awareness and connect with potential clients in your community. Use national publications to build a name for yourself in the interior design industry and wow prospective clients.
Before pitching to an interior design publication, conduct thorough research. When writing your pitch be targeted to the specific publication and editor, and always focus on your USP.
Happy pitching!
