Let’s be honest – you’ve probably spent more than a few moments wondering why that other interior design studio keeps popping up in your favourite magazines while your stunning projects remain hidden gems.

The truth? Getting media attention isn’t about having the biggest budget or the flashiest portfolio. It’s about knowing how to tell your story in a way that makes editors, journalists, and potential clients sit up and take notice.

Now we’re firmly into 2025, the PR landscape for interior designers has shifted dramatically. Yes, beautiful before-and-after shots still matter, but what really cuts through the noise is something deeper: authentic storytelling that connects with both media gatekeepers and dream clients.

Take EcoChic Interiors, a small California-based studio that transformed from local secret to sought-after name in just six months. “We were doing beautiful work but feeling invisible,” says their founder. “Then we completely shifted how we presented our story to the media.” The result? Features in major magazines, a 48% increase in website traffic, and a flood of qualified leads – all without a massive PR budget.

In this guide, we’ll walk you through exactly how to create that kind of visibility for your interior design business, using proven StoryBrand PR principles that work for firms of any size. Whether you’re dreaming of national magazine features or looking to dominate your local market, you’ll find actionable strategies you can start implementing today.

Every successful PR campaign starts with a compelling story. But here’s where many interior designers get stuck – they focus solely on the aesthetics when there’s a much richer narrative to tell. Let’s break this down into a framework that journalists (and clients) can’t resist:

1. The Hero (Your Client)

Instead of positioning yourself as the star, make your client the hero of your story. Their journey, challenges, and transformation are what make your projects newsworthy. EcoChic Interiors mastered this by highlighting how their designs helped busy families create calm, sustainable sanctuaries amidst urban chaos.

2. The Problem (Beyond the Surface)

Look deeper than ‘outdated kitchen’ or ‘awkward layout’. Think about the emotional and practical challenges your clients were facing. Perhaps they were struggling to work from home effectively, or wanted to age in place without sacrificing style? These human elements make your story relatable and compelling.

Before you pitch to a single journalist, you need these essentials in place:

Your Signature Angle

Every successful interior designer has a unique perspective. Maybe you’re brilliant at maximising small spaces, or perhaps you specialise in blending period features with modern living. Whatever it is, this becomes your media hook.

Visual Story Bank

Create a carefully curated selection of:

• Professional project photography (before and after)
• Behind-the-scenes glimpses of your process
• Short video tours (even smartphone footage works, if well-shot)
• Client testimonials that focus on transformation

Pro tip: EcoChic Interiors saw their pitch success rate triple when they started including 15-second video previews with their media pitches.

You don’t need a massive PR budget to get noticed. Here’s what works in 2025:

Local-First Strategy

Build relationships with local media before targeting national outlets. Local journalists are often more accessible and can help you refine your story before you pitch to bigger publications.

A Digital-Smart Approach

• Optimise your website with journalist-friendly press materials
• Create a simple online press kit
• Speak to PR companies to see if they offer a cheaper, reactive service to journalist requests
• Build relationships with journalists through social media

When you’re a small interior design studio, every PR opportunity needs to work hard for you. These tried-and-tested tactics have helped small firms gain significant media attention without spending a fortune on PR support.

1. Project Launches

Don’t just complete projects – launch them strategically. Create mini-events around reveals, even if they’re virtual. EcoChic turned a home office renovation into a story about the evolution of post-pandemic workspaces, landing coverage in three business publications.

2. Collaborate Strategically

Partner with complementary businesses for newsworthy initiatives. Think sustainable furniture makers, local artists, or smart home technology providers.

3. Share Your Expertise

• Write guest posts for design blogs
• Create helpful content for your local property pages
• Offer expert commentary on design trends
• Host small workshops or open houses

Focus on these metrics:

• Quality of media coverage (not just quantity)
• Website traffic from media mentions
• Enquiry quality (not just volume)
• Social proof (shares, saves, engagement)
• Contact form submissions citing media coverage

Remember EcoChic Interiors? Their 48% traffic increase didn’t happen overnight. They spent the first month just perfecting their story and building their media kit. But by month three, they’d secured their first major feature, and the momentum built from there.

Your Next Steps

1. Audit your current story using the StoryBrand framework
2. Build your basic press kit
3. Identify three local media outlets to target
4. Create one newsworthy angle for your next project
5. Set up simple tracking for your key metrics

Remember, the most successful PR strategies in 2025 aren’t about shouting the loudest – they’re about telling the most compelling story. Start with these foundations, be consistent, and watch your visibility grow.

Need help crafting your interior design story? Book a free 30-minute consultation to discuss how we can help you break through the noise.

✓ Document your business goals with clear, measurable targets (for instance ‘Increase qualified leads by 25% in Q2’)

✓ Develop your key messages for each business goal, with specific proof points and customer stories

✓ Create and categorise your target media list (industry press, local news, trade publications, etc.)

✓ Map your business milestones to PR opportunities in a quarterly content calendar

✓ Set up a monthly metrics tracking system (including media coverage, website traffic from PR, speaking opportunities secured)

✓ Document your crisis communication protocols and identify key spokespersons

✓ Allocate budget for professional PR support (whether that’s monthly strategy sessions or full implementation)

✓ Schedule quarterly review dates to assess progress and adjust your strategy

Ready to unlock the power of PR for your business? Let’s get started today. Book your FREE 30-minute consultation with Jo to discuss a tailored PR plan for your 2025 goals here.