Those celebrity designers seem to be everywhere. You come across them on the TV, in magazines and newspapers, on industry websites and blogs, and at conferences and expos. Perhaps you’ve had aspirations to be one yourself. Whether you’re looking to make a big splash or just cast your client net a bit wider, you’ll want a boost from public relations. It’s another useful activity to add to your branding and marketing toolset.
Validate your brand
One of the essential differences between marketing, advertising and other forms of self-promotion versus public relations (commonly referred to as PR) is that PR involves getting others to promote you and your business for you. As the term “public relations” implies, the purpose is to raise awareness among the public. And you want to enhance your reputation and credibility. You are in a sense getting the seal of approval from others whom the public considers reliable sources and arbiters of taste.
Create a PR plan
Since you will be reaching out to third parties to present yourself and try to convince them that you are someone they and their audiences will be interested in, you’ll want to do some homework and planning first. Define who is the end-user you want to reach with your public relations, preferably your ideal client. You may also want to consider intermediaries such as influencers and podcasters. Then do some research to find what media your ideal clients follow. Those could be mainly local or regional media, or they could include some national media as well. Bear in mind that the greater the exposure, the more competition there is for acceptance.
Make a list of the media you want to reach out to. This includes names and contact information for editors, columnists, bloggers, social media personalities, etc. Be familiar with the type of information they regularly prefer, including such things as high-quality professional photos of projects and products. They may also want a list of references or colleagues to contact to get additional perspectives about your work.
Sending the press release
Prepare a press release highlighting whatever information you want them and the public to know about you. You can readily find sample press releases online if you’re not sure how to format it. Be sure the information is current and topical. Do not send photos unless the recipient later asks you to. It’s usually best to start by sending your press release via email unless otherwise instructed by the editor. Introduce yourself with a cover letter and briefly explain why you think they will be interested in your content.
Show them you understand what their needs and standards are. Start with two or three of those on your list you think will be most likely interested in you and what you have to offer. Be prepared to wait for a response. Your submission may not even be acknowledged. Don’t take it personally. Just keep working your way through your list until you find the right fit.
Build relationships with the media
Spend some time trying to develop relationships with some of the editors, columnists, freelancers, bloggers and others you feel are the best fit for your PR objectives. A good way to start is to offer to be a resource for them on topics their audiences care the most about. For example, you could offer to provide content about trends, color advice, design tips, new products, and such. Let them know if you will be present at local design events. Try to see if you can set up some time for a brief introductory and exploratory meeting. Take part in presentations and panel discussions where the media are going to be present. Make yourself available for questions afterward.
A shortcut is to work with a public relations specialist or agency. They already have well-established relationships and know what the editors and others are looking for. They can help you tailor your content or prepare content for you. Of course, that requires a special budget. If you’re just starting out, and time is a more plentiful resource than money, you may want to try going it alone in the beginning.
Leverage the contacts you already have
Who do you already have good relations with that can and will be willing to help promote you and your business? Perhaps it’s a peer or colleague in another part of the country or a business associate who writes or blogs about design or lifestyle topics. Are you enrolled in a design directory or a member of a professional association that might be interested in featuring you in an article or interview? Do you have followers on your social media that would be happy to spread the word? The more validation and admiration you can accrue from third parties, the more you strengthen your public relations profile. As momentum builds, media sources may take notice and will begin to accept your applications. If you have a design team, they can do the same with their contacts as well. Anything helps.
Keep tabs on your progress
As with marketing, you want to be sure to track and measure your public relations efforts. You can use tools like Google Analytics to see how many viewers are looking at stories about you. You can also search Google News to see if articles and mentions about you are drawing viewers. Also continue to monitor your website and social media accounts to see if the number of visitors, viewers or followers increases after stories or mentions of you run in print or online. If the PR outlet allows it, use tracking links in your press release so you can attribute traffic directly and see which outlets are most effective.
If you are new to PR, start out slowly. Establish relationships with the local media. Get a feel for what you’re comfortable with. Do you enjoy creating content to share? Would you prefer to be interviewed or to respond to consumer questions? Do you want to promote a particular design style or approach, or do you want to foreground your expertise and taste? As you develop your PR persona, you’ll get a clearer picture of who you want to reach and who you want to work with.
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