Elizabeth Blitzer, New York PR Executive, joined us on March 30, 2011, on our Facebook page for a live chat session. Missed the chat? Below is a transcript of of all the great questions from the participants and thoughtful answers from Elizabeth. Thank you all for a great and informative session!
WSI Designer Marketplace: We're live! New York PR Executive Elizabeth Blitzer is here with us for a live chat. Ask your questions in the comments below and she will answer back between 2-3pm ET today. Please welcome Elizabeth!
Elizabeth Blitzer: Hi Everyone! Thanks WSI Designer Marketplace! I’m here...fire away!
I would love to know about how specific a pitch should be for specific issues, articles, etc? Or more general of just showing the images and letting the editor suggest where it might fit in.
It is really important that you are familiar with the publication that you are pitching to. If you are trying to get a project published, make sure you are aware of the design aesthetic of other projects that have been shown. When you make a pitch for a profile or for particular story feature, make sure that publication covers what you are trying to promote.
How do you think we balance being respectful of potential clients' privacy while also trying to connect on the various social networks?
These days, many interior designers discuss in advance of the job with their clients about opportunities to promote the finished project. You can assure them that they do not have to be part of the story (and you would be surprised at how many homeowners prepare for their close-up when the time comes to be photographed!!). Usually, clients are okay with having their new homes published in the end!
What would be the first three things you would do to publicize a brand new design practice?
First, get your website up! Make sure you have a place on the web for people to see examples of your work. Second, make sure you have a bio written that gives people a sense of your expertise: where did you go to school, who have you worked for, what is your design style. Third, tell everyone you know that you have started a business. So much design business comes from word of mouth and referrals, and people are more helpful than you think! And of course, set up your social media outlets! Also, start mingling! Go to events, talk to your design reps in your favorite showrooms. Find out what is happening in the design world!
What's the best method of PR to use when attempting to enter a new market (more upscale)?
Social media is great because you can do it yourself! This is a great way to fill in the gaps between traditional print and online media, especially if you don't have a completed project ready to send to an editor. When you have finished projects, you should immediately go to your local publications (find the right editors in the mastheads and online) and begin getting in contact and getting to know them and what they are working on. They are always eager to find the next great designer!
Can you tell if you hear of national publications being reluctant to cover a story if it has appeared on a designer’s website or anywhere online? Is that an issue?
Yes, national publications will not want any photos anywhere in advance of a potential story. You should ALWAYS give them the first shot even before you put them online.
How long should someone wait while a publication 'considers' a project? We've had one in consideration for six months now and I'm just wondering when is the right time to move on to another publication?
This is a tough question because sometimes your project can be on hold for quite a while. For my clients, I try not to pester the editors. Know you will have to wait, but a gentle nudge after a few weeks should give you an idea if they are even considering. Sometimes they are slow because they have so many entries to consider. Other times it is simply because they have to find the right month that fits the project.
What is THE best way to target clients that are high-end when I have a website, have a business Facebook presence, Twitter, but no store-front (as one high-end competitor has)? I've tried direct-mail and advertisements in high-end magazines, as well as being a participant in showcase homes. Any fool-proof recommendations?
A few tips for recruiting new high-end clients - go to fancy parties! Contact local realtors who are selling high-end homes. Offer to give free advice to their potential homeowners and clients when they are showing a house. It’s a win-win for both the realtor and for you to have access to these buyers. Donate a consultation to a philanthropic auction in your area. Get involved in your community!
We have recently started a new product line of blown glass accessories and lighting. How would we go about having articles or features done on our products in the online magazines such as HighGloss, Hospitality Design, Lonny, Design*Sponge, Rue, etc?
Take beautiful photos of the new pieces in the collection, both individual shots on a white background and styled shots in-situation. Choose your favorite magazine and offer the new line to them as an exclusive. That’s the best way to get a bigger story. Once you have your exclusive, send images of the whole collection to as many editors as you can find addresses for!
In using Facebook to promote a business, do you recommend have a professional page separate from a personal page for friends and family? Or to use both?
Get a professional page. That way people are clear about the information that they are getting, and you can be more upfront about self promotion, loading photos of projects, great designs that you see, "behind the scene" shots, etc.
What are your thoughts on using Twitter? We have not started that, but hear people say it can be a good way to promote your company. What is the best way to use Twitter if you decided to use it?
I like Twitter because it is frequent and short, but it has to be interesting. I would use Twitter as a means of promoting your expertise in a niche area of design. For example, if your work is traditional and you always spec antiques vs. new furniture, Tweet about great stores you've found, vintage pieces, beautifully designed restaurants, travels, etc. I believe that it’s more about curating a following rather than collecting people. Like-minds sticking together, more relevant, and less of a time suck!
How often should one be posting content online - Facebook, blogs, etc.? Daily, weekly?
I’m reluctant to say a number because deep down, I think it should be organic and relevant. However, you do need to put some parameters around your schedule as posting can be time consuming and can sometimes fall to the bottom of the list (I’m the worst about this!). So, maybe say at least once a week, but don’t beat yourself up about it. There are many components to a successful biz and you want to participate in all AND still have a life!
At what point in my career should I seek the help of a publicist/PR professional?
The best time to start working with a publicist is when you have completed projects (or right as they are finishing). Editors will always want to see examples of your work, and if you don't have anything to show, it is tougher. However, don’t underestimate the value of relationships with editors. If you are working with a good publicist and they know the editors well, there is SOOOOO much value in getting to know them directly. That way, you always have something to show for your time and money spent on PR. Those relationships will be the backbone to your publishing future!
Can you tell about pitching to editors for non-finished spaces articles? Like '30 designers under 30' or 'up-and-coming designers', etc. Does that require a different approach? If so, how do you go about it?
Yes, pitching for lists is different. First of all, you need to know who does the design list and what are their requirements for being included. For example, some magazines require that you have had no national exposure AT ALL. Some are okay with profiles, but no projects. Some are happy either way. However, you have to have something to show to the editors so they have a sense of your style and whether it works for their magazine. The good thing about editors is that they totally have vision. You can take scouting shots of an incomplete project and add tear sheets and an explanation of what is to come. Often they will need to know when it will be completed and will also have to reconsider once it is finished, but at least this starts you in the running!
I have just started a website-blog. What is the best way to promote my site? I am on Facebook and Twitter.
Reach out to other bloggers who share your point of view or who are in your area. Ask them to do a Q&A and promote their website. Because they want promotion too, they will link to your site to show their own story and now you have access to their readers too! You can do the same thing with interviews of local retailers, designers, architects, etc. It’s a give-give world online these days!
You know it seems harder to get published these days with so many design magazines folding. It seems that there are more designers and fewer and fewer magazines. What do you recommend as other ways to get our work out there?
It does seem like there are fewer magazines out there, but I have to say, there is another one launching almost all of the time. Many of these are online, but they are beautiful and read like a print magazine. Think Lonny, Traditional Home (coming soon!), Also, regional magazines are holding strong and this is the BEST place to get new clients! One always seems more accessible in his own city!
We are a small firm and our work is primarily residential. We are craving more work from commercial clients. The problem is that these jobs are getting outsourced by larger firms. Any tips on how to keep our name in the running?
Commercial design is great to get into! There is always a community of designers, contractors, and developers who specialize in this field. Read up on your local industries catering to contract work and go to their design presentations, trade shows, and speaking engagements. Get to know the main players. I would also recommend making appointments to speak with architects/developers who are hiring designers. Take them lunch and make a one-on-one presentation of your work, your potential work, and your basic contract pitch!
What are your thoughts on a PR pro in your local area vs. one in NY? Are the NY pro’s probably best connected to national pubs whereas local are better for local pubs? Or is that not necessarily true?
Your work will speak for itself. A good project is a good project, and it doesn't matter where the pitch comes from. In fact, editors like a regional pitch because so many of their projects come from PR people that they know in NY. However, much of PR is based on relationships with editors and sometimes the results come more quickly when you have someone whose relationships are stronger. That said, it doesn't necessarily mean they are better at what they do. You just have to find the person who is right for you!
What are some of the best on-line publications out there, both residential and commercial?
I have to say that I am partial to Lonny, Traditional Home, all of the online sites that are part of the national magazines. Interior Design magazine is great online, as is Contract magazine and Hospitality Design. Many great blogs publish original content too!
What are some of your favorite blogs?
Favorite blogs include: Design Therapy, All the Best, So Haute, Mrs. Blandings, Habitually Chic, Design*Sponge, Apartment Therapy, Curbed. Hmmm...so many more!
We are a hospitality design firm. Is there a good way to reach out to developers and hotel owners? Or even a way to know what projects have something possibly starting that we can summit something to?
The best way to know what projects are in the works is to read the publications (trade mags) that are direct to the right audience. There is a trade magazine for EVERY industry. Find out what the best ones are in the hospitality/developing arena and read them rigorously. They will also tell you about events/engagements for the community in advance. Go to those places and introduce yourself to EVERYONE! Follow up with materials and information about your firm.
Elizabeth Blitzer: THANKS EVERYONE AND WSI DM!! what a fun hour!
WSI Designer Marketplace: Thank you everyone for joining us today! Special thanks to Elizabeth for taking the time to share her insights/answer all of your great questions! Stay tuned for future exclusive content from WSI Designer Marketplace.
