PR + Pitching - Only a Piece of The Puzzle
Why Interior Designers Need a Solid Marketing Strategy
When it comes to building a thriving interior design business, landing a glossy magazine feature or getting quoted in a design roundup can feel like the pinnacle of success. And it is a win—no question. Public Relations (PR) and media pitching can elevate your brand, build credibility, and put your work in front of new audiences. But relying on PR alone is like designing a living room with only a sofa. Sure, it’s a great start, but it doesn’t make a complete space—or in this case, a complete marketing strategy.
For interior designers, a truly impactful marketing approach is multi-dimensional. Here’s why PR is just one part of the puzzle—and what else you need to be doing to build a sustainable, high-visibility brand.
PR Builds Awareness—But Not Always Leads
Let’s be honest: getting featured in CA Home + Design or any print publication is amazing. It validates your talent and gives you serious bragging rights. But those features don’t always translate into client inquiries—or the right kind of clients.
Where are you being featured? If you are based in San Francisco and you land a feature in Elle Decoration Brazil - is it really helping your business? Sure, it makes for great IG content, but do you really want clients in Brazil? Before you start pitching out a project, on your own or preferably with the help of a Publicist, think about your target audience. Who is your dream client? Where do you want to work? If you're ready to pack up and take your show on the road to Rio, then go for the international placement. If not, be more selective and target publications that are read by your target audience and potential clients.
PR builds awareness and credibility, but it’s not typically the first touchpoint in the client journey. Most potential clients aren’t flipping through a magazine when they start looking for a design and immediately call you. They’re Googling, browsing social media, checking your website, and reading your reviews before they even reach out.
That means your brand needs to show up in all the right places—and look polished when it does.
Your Website Is Your Calling Card
If PR is your brand’s introduction, your website is your first date. It should make a strong, cohesive impression—one that reinforces the look and feel you want to communicate for your brand.
A beautiful, SEO-optimized website with strong messaging, a clear service offerings, and high-quality imagery is essential. It’s where curious prospects become confident leads. If your site is outdated, unclear, or off-brand, all that PR exposure might lead to... crickets.
Social Media Is Where Relationships Happen
Your social channels are where you can really engage with your audience, show your process, and let your personality shine. It’s also where you build trust and engagement over time.
Posting consistently, sharing behind-the-scenes moments, and educating your audience on your design approach helps reinforce the credibility that PR provides—and keeps you top of mind long after a feature runs.
Bonus: journalists also look at your social media presence. A well-curated feed and an active community make you more appealing for future stories.
Email Marketing Keeps You in the Conversation
Even in the age of social, email marketing is still one of the most effective tools for nurturing leads and staying in touch with past clients, collaborators, and getting potential referrals.
Creating content rich newsletters with project updates, trend insights, or design tips help you stay visible and relevant. Plus email marketing is incredibly cost effective and flexible. If you segment your contacts by audience type, you can customize your email content to a specific audience. Share recent projects with vendors and collaborators and encourage them to share. This will let them know you are a team player and potentially get your work in front of a whole new audience of potential customers.
Extra credit, you can easily repurpose a lot of content from your newsletters on your blog. This content is also excellent for SEO.
When a potential client is finally ready to hire, you’ll already be on their radar - and in their inbox.
A Cohesive Strategy Ties It All Together
Without a solid foundation—your brand positioning, values, and visual identity—it’s hard to make any of your marketing efforts cohesive or effective.
Good PR can open doors, but your brand is what keeps them open. It’s what turns a media mention into a client inquiry, and a client inquiry into a long-term relationship.
PR is an invitation, but not the main event
Don’t get me wrong, I love PR. It’s exciting, validating, and powerful. But it works best as part of a larger, integrated marketing strategy that includes website optimization, social media, email, branding, and more.
For interior designers looking to grow their visibility, attract dream clients, and build a resilient business, PR is a piece of the whole puzzle.
Need help connecting the dots between PR and the rest of your marketing plan? Let’s chat.