Getting publicity for your interior design studio is crucial. The importance of PR exposure is no secret to interior designers—many designers pay good money to hire a publicist to bag them precious press opportunities.
But what if I told you that is not necessary... the only thing between you and being published in the interior design publication of your dreams is a killer PR pitch!
Easy enough right? Unfortunately, pitching doesn't come naturally to everyone. So we've prepared a bank of practical pitching tips to help you sell your brand, get the attention of journalists and present your best work.
It's easy—all you have to remember is PITCH!
(P): Position yourself as THE expert
People want to read the stories and advice of experts, and so you must reassure the journalist that you are in fact an expert in your field.
Use real examples to illustrate your expertise and don't be shy in sharing what makes you stand out from the crowd. That being said, remember this is not a sales pitch (they are not a client!)
One foolproof way to position yourself as an expert is to share your recent and relevant awards or achievements. A fresh perspective also makes you seem well-informed and trustworthy, try offering a teaser of your original research about different interior trends and their effect on the current market.
(I): Intrigue them with your subject line
Journalists and editors receive hundreds, or even thousands, of pitches every day. The key to standing out from the crowd: your subject line.
First, clearly state that this is a pitch. Don't assume editors will automatically know why you're getting in touch.
The rest of the subject line should both inform and intrigue—what can the journalist expect when opening the email and why should they bother—in other words, you need a hook. Here's a great example, "Pitch: Why Anna Wintour Hired This Freelance Interior Designer."
Quick tip: avoid your subject line being cut off by keeping it to approx 50 characters.
(T): Tailor your pitch to the medium and editor
Let's get straight to the point—your pitch will end up in the trash if it sounds generic and bland. Don't even think about sending a copy-paste template to every journalist in your mailing list!
Take your time and personalise each pitch to fit each editor. Get to know them a little bit by browsing through their previous work and socials. For extra bonus points, reference something about them or their previous work and what inspired you to reach out to them in your pitch.
And remember to consider their medium! Be clear as to whether this journalist works in television, radio, newspaper, magazine, blog site etc. You don't want to tell a radio journalist to "write about your brand," right?
Psst! If you're struggling to find people to pitch to, Mailchimp has some great tips.
(C): Cut to the chase
This Tweet says it best, "it's called an elevator pitch for a reason!"
If it helps, you can even pretend you're writing a Tweet and have to stick to the character limit!
You'll get that concise and punchy pitch by writing something your recipient can read in less than a minute. One to two paragraphs are enough to present your idea as it is easier to digest and understand.
Providing a brief synopsis highlighting the relevant points can make the journalist invested and inclined to learn more. Remember, you want to provide a teaser, not the whole story!
(H): Hawk your portfolio
Great! You've got the journalist's attention. Now seal the deal by sharing your stunning portfolio!
The best way to get your portfolio up to scratch is to invest in a good photographer—this will be beneficial to your website and social media feed too!
You'll likely have many pictures to choose from, but there is no need to share them all. Select a few images that align with the tone of the publication you are pitching and are relevant to the topic. If you're looking to be featured as an expert on kitchen renovation, time to showcase that beautiful kitchen you just completed!