Unlocking PR Opportunities: A Guide for Interior Designers

In a competitive interior design market, talent alone isn’t enough to grow a thriving business. Public relations (PR) can play a pivotal role in shaping your reputation, showcasing your work, attracting clients and positioning you as a thought leader in the industry. Whether you're an emerging designer or an established studio, understanding how to access and leverage PR opportunities can be a game-changer.

Why PR Matters for Interior Designers

PR is more than just press coverage, it's about visibility, credibility, and connection. When your work is featured in respected publications or shared across influential platforms, it builds trust with potential clients and collaborators. It also helps differentiate your brand in a crowded marketplace, showcasing your unique style, values, and expertise.

For interior designers, PR can lead to:

• Increased enquiries and client leads
• Invitations to speak at industry events
• Opportunities to collaborate with brands
• Enhanced SEO and website traffic
• Recognition through awards and accolades 

What Journalists Are Looking For

To secure editorial coverage, you need to understand what editors and journalists want. They’re constantly seeking fresh, engaging content that resonates with their readers. For interior design, this typically includes:

• Striking project photography: High-resolution, well-lit professional images that tell a visual story.
• Unique case studies: Projects with a compelling narrative, whether it’s a clever use of space, sustainable materials, or a bold design concept.
• Expert commentary: Insights on trends, design challenges, or industry developments.
• Human interest angles: Stories that highlight the people behind the design, the client journey, or community impact.

Before pitching, research the publication’s style and audience. A glossy luxury interiors magazine may favour aspirational, unique homes, while a trade journal might prefer technical detail or business insights.

The Power of Project Photography and Case Studies

Great photography is essential for PR. It’s often the first thing editors look at and the deciding factor in whether your work gets published. Invest in a professional photographer who understands interiors and can capture the mood, texture, and layout of your space.
Pair your images with a well-written case study. 

This should include:

• The client brief and your design response
• Key features, specification details and materials used
• Any challenges overcome
• The final outcome and client feedback including positive testimonials
• Make sure to get client permission for publication and clarify any confidentiality concerns upfront.

Who to Target and How to Approach Them

Start by identifying the right outlets for your work. These might include:

• National and regional newspapers
• Interior design magazines (print and digital)
• Trade publications
• Podcasts
• Lifestyle blogs and influencers
• Awards platforms

Once you’ve built a list, begin cultivating relationships. PR is as much about people as it is about content. Here’s how to get started:

• Network regularly: Attend industry events and design fairs. Introduce yourself to journalists and editors, many are open to meeting new talent.
• Engage on social media: Follow relevant journalists to see what they are writing about, comment on their posts, and share their articles. This builds familiarity and rapport.
• Pitch professionally: Send a concise email with a compelling subject line, a short introduction, and a link to your images or press kit. Tailor each pitch to the publication’s style and audience.
• Be responsive: If a journalist shows interest, reply promptly and provide everything they need; images, quotes, project details - without delay. 

Consider working with a PR agency or consultant if you’re new to media outreach or want to tap into professional expertise. They can help create content, craft your messaging, leverage their network of press relationships and secure coverage more efficiently.
 

How the BIID Can help

If you’re a BIID member, make the most of the regular Media Opportunities, these are sent out to Registered Interior Designers in response to regular journalist requests received for expert comment on interior design. 

Registered Interior Designers can be considered for speaker opportunities and stories pitched by the BIID. Send in your headshot and bio, including any special interest/experience that will help match you to the correct opportunity to stacey.warner@biid.org.uk. 

Building Long-Term PR Success

PR isn’t a one-off activity, it’s a long-term strategy. Keep your website and social channels updated with fresh content. Share behind-the-scenes glimpses, client testimonials, and thought leadership pieces. Enter design awards and contribute to industry conversations.

Most importantly, be authentic. Journalists and audiences alike respond to genuine stories and voices. Let your professional expertise and passion for design shine through in everything you share.

Building awareness through PR is one of the most effective ways to grow your interior design business. By understanding what the media wants, investing in quality content, and building meaningful relationships, you can elevate your profile and attract the recognition your work deserves. Whether you're pitching your latest project to an interiors magazine or offering expert insight, every story you tell is a chance to inspire, connect, and stand out.

Learn more about Wildwood Plus and how they're working with the design and build sector here.

Further marketing resources: How To Market Your Practice, Why Employ A PR Agency?, Make Email Marketing Work For Your Practice, Marketing Planning For Interior Designers