Episode 37: Get Published with Natalie Norcross

Today we’re welcoming our very first guest, Natalie Norcross! Natalie is a former interior designer who now specializes in public relations for interior designers. She recently launched “Interior Design PR,” a DIY public relations platform, and she’s sharing some juicy PR tips and ideas that are sure to help you pitch editors with the right content at the right time – and get your work the media attention it deserves.

Episode 37 Show Notes

Key Takeaways:

  • [4:39] Not only did Natalie grow her past interior design firm on the backs of PR but she believes that it is the best resource to grow your audience, email lists, and sales. Leveraging the media is a great place to grow an interior design business
  • [7:05] Natalie finds that most of their clients focus on quality over quantity in terms of projects. PR is great for this because it elevates your brand, gives you third-party recognition 
  • [7:36] Regional press is extremely helpful because it will attract new clients when they see you featured in a magazine or newspaper. 
  • [8:42] Fine-tune your messaging strategy and looking at how you’re going to expand and expose your brand is a great exercise to run through as a design business
  • [9:27] In terms of regional vs. national publications, neither is better than the other but it depends on your company and their goals 
    • If you’re looking for more clients – 80% regional, 20% national
    • If you want to uplevel quality – 50% regional, 50% national 
    • If you want to grow the brand because you eventually want to do something beyond interior design services – 80% national, 20% regional
  • [10:55] A Design Partnership is Natalie’s full-service public relations agency focusing on interior designers. Full service means they are the ones pitching you directly to magazines to get you publications both regionally and nationally on a regular basis
  • [11:14] This service is perfect for interior designers who have grossed over $2 million revenue in their business since the price point is a bit higher
  • [12:09] Interior Design PR is more of a DIY PR service membership version of the full-service program. They give you all the tools you need to get published such as pitches and editor emails
  • [13:31] The hardest thing with getting published is not knowing how to approach it in the beginning. When you join the membership platform, you receive a Getting Published Guide details all the things you need to know and steps you need to take 
  • [14:27] We recommend designers send out 4-6 pitches every month in order to get press regularly
  • [15:48] If you have a signature full home project that you want an exclusive story on, we recommend you don’t put any pictures anywhere on your website/social media and pitch it directly to editors
  • [16:25] If it does get picked up as an exclusive story, you can still share it with other outlets after
  • [17:03] If you have a project that you already shared on your website/social media, you can pitch it as a non-exclusive story. Typically, these will run online and not on print
  • [18:25] You can also take around 6 of your projects and do a round-up, for example showcasing all of your favorite kitchens in a kitchen round-up
  • [19:30] As part of the membership, they also include 15 editorial calendars of various design publications. You can pick your favorite publications and really understand what they are looking for each month so you can tailor your pitches accordingly
  • [20:09] Timing is a big key factor in PR. Becoming familiar with those editorial calendars is extremely helpful as well as building a relationship with those editors
  • [21:02] There are two timelines. Short lead is something that will be published in the next 0-3 months, typically online and will run fairly quickly. While long lead is something that will be published in 6-9 months, typically in print and worked on extensively months prior running
  • [22:36] Editors are in need of content. Any content that aligns with the publication is worthy of press. That’s why you have to get familiar with what kind of content they are publishing 
  • [23:35] With the right content, angle, and timing, there’s room for everyone to get press and opportunities to be seen 
  • [23:57] You can even go beyond design publications and look into lifestyle and business. There’s a lot of different ways that you can look at how to angle your business and pitch it in unique ways
  • [26:17] When you’re thinking outside the box, think of who is your ideal client, what are they reading, and how do they get in front of them?
  • [28:00] A lot of it is in the subject line. You have to create captivating and interesting subject lines that will capture the editors’ eye
  • [28:26] PR is a marathon not a race. The more that you can be published on a monthly basis the better it is for your brand because you’re continually getting exposure and you can add it into your website and all social media platforms
  • [30:27] The subject line has to be clear, concise, and informative. As you build a relationship with editors, you might find that some prefer more quirky and playful while others do not. It’s all about knowing your audience
  • [31:59] To build a relationship with editors, start with introduction via email and connecting and engaging in their socials. If they have an event, try to get some one-on-one to get to know them
  • [33:43] Though public relations can be overwhelming, it can also be really easy as long as you have the right tools and strategies

Resources Shared



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