A handy guide why it’s worth getting your work in front of a journalist.
Pinterest is fun. Instagram is full of swoon-worthy interiors. Facebook is ablaze with people reposting interesting products. But until you are mentioned in and recognised by the mainstream press, your work is not legitimised. You might have 1 million likes on a pin, but that is just people liking an image. They aren’t necessarily going to buy your product. They might like the products, but not how you have arranged them. You might have included an image of the kitchen, which you repainted and changed the lighting in, but didn’t design. You might have pinned something you don’t actually have any rights to. It’s just not trustworthy.
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Having your work featured in a traditional news source is key to promoting your business. A well respected journalist who validates your work by saying you produce a desirable product and reliable service is worth more than 500,000 followers on Twitter. Whilst your client avatar, say a wealthy business CEO, probably won’t read World of Interiors, it will help build your profile amongst industry insiders. Links from popular sites will send your website soaring up the google ranking, where your ideal client is searching. And backlinks pay dividends over time. Having a press section on your website allows clients to see that you work is interesting enough to write about and has been independently endorsed, and it assures other journalists that you are a professional and worth writing about.
How to do it is a trickier beast. Traditionally the journalist would be searching out content. Now it floods into them. According to Bloomberg News, the average editor on a national supplement receives 800 emails offering content a day. There is an art to writing a press release, it has to be snappy and a little dry (journalists are well trained at spotting cliches and hyperbole – writing grabbing copy is their job) they simply need to know whether or not it is a)worth writing about and b)if it is for them. Stay tuned for our guide to writing and distributing a press release.
You’ve done the hard part in creating something stunning. But it doesn’t count if no one sees it