What is a PR Strategy & Why Your Interior Design Business Needs One
We developed a multi-faceted PR strategy for Hearth Homes Interiors, with the biggest goal being to secure local press for the design firm so they would gain visibility with high net worth residents of Santa Barbara and Montecito. We used the opening of The Craft House Inn to establish Hearth Homes as a design firm disrupting the bed and breakfast model by modernizing historic properties, designing them for how people want to travel today. We succeeded in landing them a partnership with Lulu & Georgia, plus multiple print features including Sunset, Santa Barbara, Santa Barbara Life & Style, Luxe and they were just included in Goop's Guide to Santa Barbara (right next to the Belmond!). Talk about a winning strategy!
Understanding PR Strategy
Think of a PR strategy as your business's game plan for winning over the public and the media. It's like the secret sauce that shapes how your brand is seen by the world. PR is all about crafting and protecting your business’s image—whether that’s getting your work featured in Architectural Digest or having a cool brand ask to form a partnership.
At its core, a PR strategy is like your brand’s GPS, guiding every move to make sure you’re heading in the right direction. It works hand-in-hand with your branding (another spoke on the marketing wheel) to nail down your message, zero in on your target audience, and chart the course of action you’ll take to achieve your goals. Just like Beyoncé has a team carefully crafting how she’s presented to the world, your PR strategy does the same for your business, making sure everything from your quotes in the media to how you post on social media aligns with the image you want to project.
Strategy vs. Tactics
When it comes to marketing your design business, or well, anything, people tend to mix up strategy with tactics.
A strategy is the overarching plan or approach designed to achieve a long-term goal or objective. It sets the direction and defines the "what" and "why" of your actions. For example, an interior designer’s strategy might be to establish themselves as a luxury brand in the market. It could be positioning your store as a design destination like we did for this client in the downtown L.A. Arts District. Once we achieved that, their strategy then changed to being taken seriously in the high-end design scene. The tactic was to first land their first major project published in AD—a goal we accomplished, and a dream for a new firm.
Tactics are the specific actions or steps taken to implement the strategy. They are the "how" of the plan. Tactics could include hosting exclusive events, collaborating with high-end brands, or hiring top tier photographers that work with the publications you hope to be in.
Seth Godin, one of my favorite markers, has a wonderful analogy on his blog that will further explain the difference. “Here’s the obligatory January skiing analogy: Carving your turns better is a tactic. Choosing the right ski area in the first place is a strategy. Everyone skis better in Utah, it turns out.”
At it’s core, the strategy asks, “what are we trying to achieve?”while tactics answer, “how will we achieve it?”
Why Your Interior Design Business Needs a PR Strategy
1. Get Your Name Out There and Boost Your Cred
In the highly competitive world of interior design, blending in is not an option. You’ve got to make a splash, and a killer PR strategy is your ticket to doing just that. It’s all about getting your name in front of the right people—think potential clients, industry insiders, and the media elite. By popping up in the right places, like AD or Vogue Living, you’ll quickly start building a reputation as an authority in the field. And let’s be real, when clients are picking between you and the next designer, that credibility can be the game-changer. Just remember, it’s equally important to avoid the wrong spots—no one wants to see their luxury brand on a bargain blog!
2. THE Reputation TOUR
Your reputation is gold in this business. Whether you’re sharing expert advice in a thought leadership piece, showcasing glowing client testimonials, or highlighting a jaw-dropping project in a top tier publication, PR helps you shine. This not only boosts your image, but also builds trust and loyalty with your clients. And trust me, a designer with a stellar reputation is always in demand.
3. Attract the Clients of Your Dreams
Let’s face it—high-end clients aren’t just looking for any designer. They want the best, someone with serious skills and a top-notch reputation. That’s where your PR strategy comes in. By positioning your business as the ultimate choice for luxury design, you’ll start catching the eye of those dream clients who appreciate—and are willing to pay for—what you bring to the table. Whether it’s through features in prestigious publications or collabs with top-tier brands, your PR game will have those high-profile clients knocking on your door. Similarly, if you are great at affordable design, you don’t want to intimidate your best possible clients with messaging that feels too snobby or high brow.
4. Build for the Long Haul
PR isn’t just about the here and now—it’s about setting the stage for long-term success. A consistent PR strategy keeps you in the spotlight, even when you’re not actively promoting a new project. Over time, this visibility opens doors to new opportunities, from exciting partnerships and brand collabs to speaking gigs and industry awards. All of these add up to sustained growth and a bright future for your business.
Getting Started with Your PR Strategy
Creating a PR strategy for your interior design business doesn't have to be daunting. Start by defining your goals—what do you want to achieve with your PR efforts? Next, identify your target audience and tailor your messaging to resonate with them. Choose the right channels to reach this audience, whether it's through traditional media, social media, podcasts or industry events. Finally, measure your results and be prepared to adjust your strategy as needed to ensure it continues to meet your business objectives.
In the interior design industry, where your reputation is everything, a PR strategy is not just a nice-to-have—it's a must. By investing in PR, you're not only building a positive image for your business but also setting the stage for long-term success.
