Pitching Best Practices: How to Grab an Editor’s Attention
Securing press coverage for your interior design work is a powerful way to build brand visibility, gain credibility, and attract dream clients. But in a world where editors receive hundreds of emails a day, your pitch needs to stand out. First off I recommend working with a pro. Publicists have relationships with Editors and know how to present your project in the very best light. They can also serve as a buffer between you and the Editorial Team. It can be awkward for Editors to turn down designers directly. They often prefer to deal with a Publicist who can relay the message to their client and soften the blow. This keeps everything professional and avoids awkward moments.
The Hook: Lead with a Thoughtful, Compelling Message
Editors are busy. You have 15–30 seconds to hook them—and 90 seconds total to communicate the full story. Make sure your pitch is:
Tight: Lead with a bold, relevant headline or statement.
Clear: What’s the project? What’s the backstory? What makes it unique?
Clickable: Include easy-to-access links to visuals and details.
The intro should make them want to scroll, click, and request more.
Timing Is Everything
We recommend pitching Tuesday through Thursday—these are the days editors are most receptive to unsolicited emails. Mondays and Fridays are often too chaotic or checked out.
Only Pitch What’s Truly Newsworthy. An editor’s trust is hard-won and easily lost. Only share stories that are:
Fresh, professionally shot and presented and visually engaging
Unpublished - Most Magazine’s want exclusive content. They don’t want to fall in loe with something that has already been “out there”. So be transparent about where a project has been placed.
A strong fit for the outlet’s editorial voice
If you’re not sure it’s a fit—don’t force it. A missed opportunity is better than a damaged relationship.
Make It Easy to Say “Yes”
Editors shouldn’t have to dig to find what they need. Include:
Your full contact information
Easy access to hi-res images
Project credits (designer, architect, builder, photographer, stylist, etc.)
Offer of quotes or interviews, if applicable
Share Story Details and Project Highlights
Beyond beautiful photos, editors want to know what makes this project worth covering. Include:
A brief backstory about the client or design challenge
Key features (bullet points work well):
Sustainable materials or techniques
Custom furniture or art
Historic preservation elements
Space-saving solutions
Indoor-outdoor flow
Unusual design constraints or creative problem-solving
Final Tips:
Avoid mass-emailing editors—build a tailored pitch for each outlet
Always credit collaborators (editors appreciate transparency)
Keep track of where and when you pitch—don’t double-submit to multiple publications unless allowed
Be patient and professional in your follow-ups
Ready to Pitch?
Need help crafting the perfect pitch, selecting the right images, or building a media list? That’s where we come in. We help interior designers turn standout projects into standout press.