How PR Builds Trust, Visibility, and Growth for Interior Designers
Learn how PR helps interior designers move beyond referrals, build trust through brand signals, improve SEO, and attract higher-paying clients.
Why PR Matters for Creative Businesses
At the heart of every successful business is brand awareness — the ability for potential clients to recognize, trust, and desire your services. (See my article on brand awareness for a deeper dive.) For interior designers, much of this awareness currently comes through referrals: a past client, a contractor, or a partner in the industry introduces your name.
But here’s the truth: referrals alone aren’t enough. A referred client will almost always do their research before reaching out. They’ll look at your portfolio, your website, and your social media. And if your brand image isn’t prepared or you’re missing credibility markers, those leads may hesitate or move on.
That’s where PR has the potential to change everything.
Referrals Are the Foundation, PR Is the Accelerator
Most interior design businesses thrive on referrals. They’re proof that your work resonates and that people trust you enough to recommend you. But referrals are only the beginning of the client decision process.
Think about it:
A client hears your name from a friend.
They Google you, land on your website, and browse your Instagram.Then they see a familiar logo — House Beautiful, Architectural Digest, Domino — featured on your site.
At that moment, the referral is validated. You’re no longer just “someone my friend used.” You’re an authority in the industry.
Trust Signals Interior Designers Need
In interior design, clients aren’t just buying a service — they’re investing in a vision. To confidently hire you, they need to trust both your artistry and your professionalism. Trust signals make that possible. Examples include:
Press Coverage: Logos like “As Seen In House Beautiful” or “Featured in Elle Decor” carry immediate weight.
Portfolio Quality: Professional photography, full project reveals, and before-and-after visuals.
Testimonials & Reviews: Client quotes paired with images of the finished project.
Awards & Recognition: Local or national design awards featured prominently.
Consistent Branding: A polished website, aligned social media, and a clear design philosophy.
PR and brand strategy deliver and amplify many of these signals, which can be showcased across every client touchpoint.
The Funnel: How PR Works for Interior Design
PR impacts every stage of the client journey — from brand-new leads to referred clients who are still on the fence.
1. Top of Funnel: Awareness & Discovery
Press coverage introduces you to people who may never have found you otherwise. For example:
A feature in Architectural Digest could expose your work to a national audience.
A profile in a regional lifestyle magazine might connect you with local homeowners actively planning renovations.
This “cold audience” suddenly becomes familiar with your work, setting the stage for future engagement.
2. Middle of Funnel: Research & Consideration
Here’s where referrals meet PR. When someone is considering working with you, press coverage validates their decision. Seeing your work published in a trusted outlet is a powerful credibility boost.
Example: A referred client compares two designers. One has a portfolio and Instagram. The other has those plus a recent spread in Elle Decor. Guess who feels like the more established premium, and exciting option?
3. Bottom of Funnel: Conversion
At this stage, clients are close to hiring. Press coverage gives them the confidence to sign faster and at higher rates. It shifts you from “a good choice” to “the clear choice.”
Designers who include press clippings in proposals consistently report faster closes.
PR also helps position you for higher-value projects — think whole-home renovations instead of single rooms — because it signals authority and professionalism.
What’s press coverage worth in dollars? Read more.
PR Is Especially Powerful for Designers without Coverage (Yet)
If you’re thinking, “But I don’t have press coverage yet,” you’re exactly who PR can help the most. Many small and mid-sized interior design firms already have stunning portfolios, but no one outside their referral network has seen them.
That’s where PR opens doors:
Local Media: Get featured in your city’s lifestyle magazine or newspaper for a project reveal.
Design Blogs: Many are hungry for fresh projects to showcase.
Trend Commentary: Share your expertise on colors, materials, or layout hacks with online publications.
Accolades: Find awards and honors to further validate your talent.
You don’t need a Manhattan penthouse project to earn coverage. The media loves great design stories, whether they’re local transformations or innovative approaches.
See how Denver-based interior designer Laura Medicus landed featured press coverage, including quotes, photos, and high-value links to her website in The Washington Post, Real Simple, Martha Stewart Living, House Beautiful, and more — leading to new leads and clients!
The SEO Advantage of PR
Press coverage isn’t just about visibility; it’s about long-term discoverability. When media outlets link back to your website:
Your SEO improves. Backlinks from authoritative sites (like Elle Decor or Domino) boost your Google ranking.
Your brand authority grows. Over time, this helps you rank higher for competitive searches like “interior designer in [your city].”
You gain referral traffic. Readers click through to your site.
Think of PR as an investment that compounds: every feature strengthens your website’s authority and builds a trail of credibility that supports your business for years.
Building the Vision: Designers Deserve Visibility
Your work deserves to be seen. PR ensures your work is celebrated beyond your immediate circle. With more visibility comes:
A fuller pipeline of potential clients who already know and admire your work.
The opportunity to attract higher-paying projects.
The chance to build your portfolio strategically and expand your creative vision.
The potential to grow your business, build a team, and take on more ambitious projects.
PR is not just a luxury — it’s a growth tool. It validates referrals, drives new client discovery, strengthens SEO, and accelerates the path from inquiry to signed contract.
Whether you’re a solo designer with a strong portfolio or a growing studio looking to expand, PR and brand awareness are powerful levers.
Looking for support in building your brand awareness through PR? Reach out through the form below!