PR Tips from Elizabeth Blitzer, Part 2

In the second of this two-part article, Elizabeth Blitzer, owner of the New York PR firm Blitzer & Co. talk about promoting yourself in person. Read Part 1 of the article here. The web is a supremely useful tool, but in a design career where relationships are everything, there’s no substitute for the personal approach. With many famous New York designers like Alexa Hampton on her roster, as well as current rising stars like James "Ford" Huniford, Kevin Isbell, and colorist David Oliver, Elizabeth’s career advice has been a great resource for the New York designer elite.

1. Attend industry events and introduce yourself to everyone.

See and be seen. Every major city has designer events, and the more often you are found at industry events, the more high profile you become.

Research the scene, make the investment to attend, and have your cards and promotional material ready. And don’t forget to practice the most important thing: your elevator speech, a 30-second summary that quickly communicates your design specialty and point of view. But remember also that it’s not all about you. Listening to others is the other half of making great connections.

2. Find a design building in your area and ask if they recommend designers or do designer events.

Design buildings have the power to promote their events and bring in the most influential people in the area. Most design centers offer wonderful programs and events worth attending, like panel discussions and presentations. Even better if you can create relevant topics of interest on which you can speak or participate. Don’t be shy about volunteering your services either, since it’s often a step towards growth.

3. Build relations with your local design resources.

Loyalty goes a long way. Be good and repeat customers to your local vendors. Shop owners or showroom managers often rely on their clients for making recommendations both for events that they promote as well as inquires from customers looking for designers.

4. Read the mastheads of national magazines and know the content well enough to recognize where your style is a good fit.

Magazines publish homes that represent their readers. Each publication has a specific style and audience. Know the magazines well enough to know where your home fits. Not every project is a match for every magazine no matter how beautiful it may be.

By studying the masthead, you can find the appropriate editor to whom you can pitch your project. Usually, the magazine will print a mailing address—a simple but well-designed presentation folder is best. Print your images on standard 8 ½ x 11 paper and label the room, project name and location and the name and contact information of the design firm on each page in case they get separated.

5. Pitch to your local magazines.

Some of the most beautiful magazines are published locally. Even if your goal is to have a project run in a national magazine, don’t discount the power of local press. Having roots in a publication close to home that’s also your advocate can be an amazing confidence and career booster. Growth always happens organically, and it often starts locally.

6. Make yourself a resource to others.

Offer advice to friends. Donate your services for philanthropic events. Participate in showhouses. All of these opportunities can put you in front of editors, influencers, manufacturers of product which can be beneficial to the future of your business and elevate your profile in the industry.

Elizabeth joined us on our Facebook page for a live chat on March 30, 2011. The complete transcript is online.

Elizabeth Blitzer is founder and owner of Blitzer & Company, a firm specializing in public relations and brand strategy in the interior design and home furnishings industry. Blitzer & Company is located in New York City. For further information, email elizabeth@blitzerandcompany.com or call 212.229.6772.