A Guide To Hiring A Publicist
Hiring a publicist is an exciting step toward landing the glossy press of your dreams and amplifying your brand. But how do you know if you’re ready to make that investment, how it will help your business, and when you will start seeing results? To get the full scoop, we spoke with five revered PR professionals in the field—Sarah Boyd, Jenny Bradley-Pfeffer, Chesie Breen, Melissa Mittag, and Nan Philip, whose collective client list includes AD100 and ELLE Decor A-List, to House Beautiful Next Wave, to up-and-coming talent as well as legendary and startup brands. Let’s dive in.
Sarah Boyd, Sarah Boyd Co.
1. Why Hire A Publicist?
A publicist will raise your profile within the industry. “We build relationships with the media, bloggers, and influencers,” says Breen. “We position you to be on design panels, attend the right design fairs, and be seen as somebody on the rise whom people should pay attention to and respect.”
According to Philip, working with a publicist can also pave a path toward commanding higher fees: “When you can put on your website that you were published in Architectural Digest or the Wall Street Journal, that elevates your brand ethos and gives you this cachet that can enable you to raise your rates.”
Not to mention, with a higher profile, you’ll naturally start drawing in bigger and more lucrative projects. “Once you reach big-name architects, they’ll be more likely to put your name in for a project they’re working on,” notes Bradley-Pfeffer.
2. How Much Will It Cost?
When it comes to budget, a monthly retainer with a prominent PR firm will likely start at around $5,000 a month.
Jenny Bradley-Pfeffer, Domicile Creative
3. When’s The Best Time To Invest?
Boyd advises investing in your brand first. “Focus on building a brand identity, website, photography, and staff, and once you’ve done that, it’s time to bring on a PR professional.”
All the publicists agree great photography is essential, preferably for at least one complete project, though closer to five complete projects is preferable. And a professional photographer and stylist are non-negotiables.
However, Mittag says interior designers should not hesitate to reach out to potential publicists before they do a photo shoot. Most will be happy to guide you through the process, recommending photographers and stylists who would best suit your style and goals. Bradley-Pfeffer adds: “The advantage of reaching out early is if you have a dream publication, we can strategically steer you toward the right photographers and stylists to attract the attention of that publication.”
Chesie Breen, NivenBreen Consulting
Lastly, Boyd encourages designers to be clear and specific about their goals: “Do you want to get more clients in the Hamptons? Do you want to get your name out there to attract Rizzoli to your work and eventually write a book? You have to understand your goals and be ready to communicate them.”
4. What Should I Expect?
Melissa Mittag, Collyer and Company
Prepare to be patient. The path to publication can be long, taking months, sometimes even years. “A lot of people think if you hire a publicist, all of a sudden your business is going to take off, and the clients are going to be beating a path to your door,” says Mittag. “But it doesn’t happen that way. It takes time, and you need to be ready to put in the work along the way.”
“Work” can include completing questionnaires, attending events, responding to editors and your publicist promptly, and meeting requests’ deadlines.
Melissa Mittag, Collyer and Company
Philip also encourages interior designers to enter the PR process with an open mind: “Sometimes someone will say they don’t want to be quoted in a certain outlet, and I say just do it, get your name out there. It will help your Google search rankings, and you never know, the freelance writer of that story might come back to us for another story at a publication you love.”
5. How Do I Find A Publicist?
Nan Phillip, Nan Phillip Consulting
Breen recommends looking at the websites of PR firms that focus on interior design and asking around. Set up a few Zoom calls, or meet in person, if possible. “There’s a handful of us that specialize in the home and design arena, and we’re all friendly,” she says. “It’s ultimately about personality and who you feel you fit with the best.”
Follow our featured publicists on Instagram @sarahmcboyd @jennybradleypfeffer @chesiebreen @melissa_mittag @nan.phillip.consulting
Nan Phillip, Nan Phillip Consulting
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Written by Kamala Nair for The Brand Journal. Kamala is a Copywriter and Brand Voice Expert for Interior Designers and Architects.