When I was the incoming president for the American Society of Interior Designers’ California Central/Nevada Chapter, I began debating about hiring a publicist or PR firm. I was also working on a showhouse and had just finished a beautiful residential project that had been photographed by the legendary David Duncan Livingston. These opportunities seemed like the trifecta of perfect timing to highlight my work and find a professional to gain the most media attention.
Making the Decision
My recommendation for other designers weighing the investment/ROI around working with a PR professional is to be honest with yourself about how marketable you are. How much photographed work do you have and what are your publicity goals? I found the best way to set expectations is to ask what you want to gain out of the investment. Talk with various firms or publicists and share some of your pain points and goals. Design a customized publicity plan with clear objectives that set obtainable goals.
Another great way to weigh your options when making this decision is to ask yourself if this is the right time in your career to achieve new business goals. I started by looking at each company’s website and testimonials and got reviews from fellow designers. No matter how much the agency or publicist charges, you want to make sure they are not only the right fit for you but that they have a good reputation in the industry.
Dipping in a Toe
When I started looking, I interviewed three firms. I weighed their services and how it felt to meet each of the company’s representatives. I was a bit surprised by the overall expense of hiring a firm and the range of costs. I own and operate a small, luxury design firm in central California, and we do more than 45 projects a year. Looking at the cost to hire an agency/publicist at $3,500 or more a month was more than I was expecting.
Start small and test the waters with the publicist or agency. Set attainable goals with a smaller budget or package. Then review the arrangement after three to six months – tracking your investment – and ask yourself how you feel about working together. Plus, if they are doing the work they promised they would do, you know you are in good hands.
Reaching Your Objectives
In looking at my publicity goals, I always wanted to be a brand ambassador, but the collaboration needed to be authentic and align with the brand’s values and my luxury projects. When my publicist and I began crafting KBIS tours for the Interior Design Society in 2021, we got to know ZipWater and forged a relationship with their marketing director. During two years of bringing more than 100 IDS designer members to their booth, this led to my love of their products and to my including them in five luxury projects. This relationship also led to me being their very first North America brand ambassador. Through my publicist initiatives, I have also received overwhelming trade and shelter media coverage, national podcast interviews and won a nod for “Praiseworthy Pick” in KBB’s 2023 Person of the Year competition.
A Beneficial Collaboration
Working with a good publicist is a partnership, and you need a partner who keeps you accountable to achieve your goals. When I first started working with my current publicist, I knew I needed to approach things differently, since I felt like the time requirement was difficult for me. It has helped immensely that she is flexible and works with me on weekends and early in the mornings, as she is based in North Carolina, and I am in California.
She keeps me on track and accountable for those deadlines we need to meet and is great at following up. She is always prepared for our meetings with set agendas and Google documents full of notes and creates presentations that deliver impactful and original programming for industry events. I would not be able to handle the design award submissions and the press requests without her, and she is always professional, fast and thorough when fielding these requests.
By Wendy Glaister of Wendy Glaister Interiors
