Public Relations for Interior Designers
In our quest to help interior designers grow their businesses, we are asking marketing professionals to share their expertise in specific marketing niches.
For this article, we contacted Natalie Norcross, CEO and founder of A Design Partnership and asked her about public relations and how interior designers could & should be using PR to grow their business.
Here’s what Natalie had to say…
Why do interior design business owners need to market their business via PR?
Public Relations campaigns and strategies can be extremely beneficial to any and all markets, industries, and businesses. The ultimate end-goal of gaining exposure and getting the word out for a product, service, etc. is something that can create growth and a positive impact on many levels. Interior designers, specifically, are constantly pumping out amazing and new content and editors are always looking for imagery, design ideas, expert insight, and beyond. By utilizing PR, designers can establish their credibility to consumers, other industry insiders, and more.
Can you explain what public relations is and what a campaign entails?
Essentially, public relations is the deliberate management of the spread of information between an individual or an organization and the public. A typical PR campaign contains a communications strategy, brand positioning, pitch angles, media targets, press release development and distribution, and media tracking.
How doe the effectiveness of a good PR campaign compare to other forms of marketing?
As opposed to paid advertisements or marketing, organic public relations creates word of mouth and buzz about a brand that is more neutral and therefore, credible.
What could an interior design business owner expect if they worked with you? What is the process?
An interior design business owner should expect to see growth in their business and exposure. Additionally, he/she should expect greater and more meaningful leads and better credible content to capitalize on. I haven’t found a better tool to grow your audience, email lists and sales. PR is exceptional for visual brands and interior designers.
What kind of cost could a small business interior design co expect to pay?
PREMIER PR | $219/MO
Everything in the Basic, plus…
Designed & written expert long and short lead pitch templates
Designed & written influencer long and short lead pitch templates
Media & editor email list
BONUSES
Getting Published Guide
Content Planner
Project Pitch Samples
Profile Pitch Samples
Trend Pitch Samples
Editorial Calendars for 15+ Design Publications
1:1 Unlimited Public Relations Help
BASIC PR | $199/MO
Complete PR plan
Dedicated PR consultant
Pitch plan calendar
Designed & written product long and short lead
Pitch templates
BONUSES
Getting published Guide
Content Planner
Project Pitch Samples
Trend Pitch Samples
Editorial Calendars for 15+ Design Publications
1:1 Unlimited PR help
What kind of return on investment could/should they expect?
It depends on the client. We have an architect client whose average client spend is $3-5million. They received 5 new projects in one year as a result from being published in national and regional publications. In other words clients were reading the LA times and saw an article on our client and called them.
Most interior design firms are hyper local. How does public relations help a business that does business in one geographical area?
When you create and establish your communications strategy, it is important to consider where your business is the most focused, where you are trying to grow, do you only have the capacity to stay regional? If that is the case, a company that only does business in one geographical area should focus 80% on outreach and press coverage on publications that target that specific area and then 20% on national exposure to help garner credibility!
Most small business people (interior designers included) have a strong DIY ethic. How would working with a PR firm who works with & for interior designers differ from the business owner using the HARO website on their own?
PR in itself can be a full-time job. We understand that designers and business owners have extremely busy schedules and need to focus primarily on their projects and business. When working with interiordesignpr.com we are able to give a designer all the tools they need to get published. I recommend our members dedicate one to two 4-8 hour day a month to get their content out to media in order to get published. The more you pitch to media the more press you will receive Batching time is a great way to achieve high-level results in any business!
The relationship between an interior designer & their clients is based on a high level of trust. Most interior designers get new clients leads from referrals. People trust those referrals from friends & family. On the other hand, HGTV et al have created a group of celebrity designers who are known because of tv appearances. After watching a season of a design show, tv viewers feel they "know" these designers.
Am I correct to assume that a good PR campaign is similar in that it builds familiarity & respect around that client designer who starts appearing in various media outlets thanks to your work?
Yes, absolutely! The growth in positive buzz and credibility should not be underestimated. The more people become familiar with a brand or designer and their work, the more willing they will be to hire them for their own projects.
About Natalie Norcross
Natalie Norcross is a highly creative, innovative, entrepreneurial and the accomplished Founder & CEO of A Design Partnership with extensive experience in public relations. Having over 20 years of work experience for Interior Design, Architecture, Builder, Developer, Hotel and Home Brands she has a demonstrated track record of driving exposure and placements.
Natalie started her career as an Interior Designer. After building and selling a highly successful Residential and Hospitality Design Firm in 2008, she was repeatedly approached by Interior Design and Architecture Firms to help them with marketing and business development... and A Design Partnership was born. Since then, the agency has grown to a dynamic group of communication experts who are passionate about helping clients transform their brands and evolve their businesses. From content curators to data-obsessed experts, she leads a dynamic team of design-savvy experts who know the industry, love their craft, and are fanatical about helping brands grow.
Natalie is an Official Member of Forbes Agency Council as well as a regular speaker and panelist in both the communications and design industries. Most recently, Natalie founded Interior Design PR, the DIY public relations platform for interior designers.
