While understanding how to tell a great story is important to any successful media campaign, the truth is that any publicist worth her weight in gold must also know who to tell that story to. In today’s ever-changing media landscape with outlets launching, folding and just so so many influencers and bloggers, this is sometimes easier said than done.
We all know the go-to shelter publications like Apartment Therapy, ELLE Décor, Architectural Digest, House Beautiful or HGTV. But when it comes to pitching and placing interior design products and designer experts, these lifestyle websites should also be on your radar. Their followings are dedicated, their content is inspiring, and your clients are sure to be grateful when they make their coverage.
Ashley Capp for MyDomaine
Self-described as a “completely shoppable lifestyle destination with beautiful inspiration for the home,” MyDomaine is the spot to find everything from chic product recommendations to great advice. They target a millennial female that is seeking a stylish yet accessible approach towards décor.
What to Pitch: Pitch your design client’s latest launches and collections for their trend-focused coverage, design tips from experts for their “How To” style features and be sure to emphasize things like whether the brand you’re working with might be eco-friendly (something they frequently highlight in round-ups like this).
Domino covers the latest in interior design, curating market and on-trend products that their readers can easily shop to bring a particular look to life. This outlet blends commerce and content, providing both design inspiration and a shopping section directly on their website. They describe themselves as “the ultimate guide for a stylish life and home.”
What to Pitch: Are your client’s designs already sold on Domino.com’s online shop? If so, pitch them for a Q&A to chat about their latest design collection or propose a home tour to bring their styles to life. Domino has plenty of market and trends coverage so highlighting specific products that are new when they launch and that tie-in with a trending style is great for this outlet.
Haris Kenjar for Rue Daily
Rue began as a bimonthly digital interior design magazine and has now transformed into a daily source for all things inspiring. They showcase entertaining tips, décor inspiration and a look at products that can help make your space look amazing.
What to Pitch: Pitch your client’s events, discounts and latest news for their weekly “Links We Love” section. Highlight new seasonal décor for their trend-roundups or pull together a concept pitch for a “How to” feature in their Decorating section. Rue is also full of dreamy home tours, so if your client has a fantastic space that showcases their designs, be sure to send in your best photos for this column! Keep in mind their aesthetic is contemporary, bright, airy and clean. Does your client have a stunning new dinnerware collection? Pitch it as a tablescape for their Entertaining coverage.
We all know the Coveteur as a cool-girl destination for the latest in luxury fashion and beauty. They provide a behind-the-scenes look into the lifestyles of global tastemakers and fashion elite, highlighting not just trends themselves but also the people creating them. The Coveteur started out as a website posting an inside look into tastemaker’s closets but has grown dramatically. What you might not know is that it’s a great spot to pitch your design clients.
What to Pitch: Working with a super cool founder of a home décor brand? It’s likely that their closet reflects their great taste in design so consider pitching them for a closet tour feature, which will highlight their personality and style while helping readers get to know their brand more. Did you know the Coveteur launched an Interiors section last year? Pitch a home tour with never-before-seen photos of your client’s design studio, office or house.
Anna Powell-Teeter for Lonny
Lonny focuses on providing inspirational but also approachable design advice for their readers. Their coverage ranges from design ideas to market trends. They also feature a vast photo collection of absolutely beautiful homes and gardens.
What to Pitch: Pitch your client’s latest trend-driven styles for their “Ideas” section, highlighting their design purpose and how they help a space achieve a certain look. Lonny dedicates a whole section of their website to “Home Tours,” so be sure to leverage this angle and pitch your client’s beautiful home space or design studio. Working with a design pro who is also the face of their brand? Pitch them as an expert and a source for “Tips” and “Advice” features.
Focused on shopping, neighborhood stores and the retail scene, Racked highlights cool shops, the designers behind them, designer collaborations, special events, must-have products and even round-ups of top online shopping destinations in different design categories.
What to Pitch: Is your design client in New York, San Francisco or Los Angeles? Better yet, do they have a freestanding shop or are they opening one? Then Racked is a perfect outlet to pitch.
Oh, and when you send that pitch, remember to embed your absolute best imagery! Not surprisingly, beautiful imagery is going to be critical to bringing your client’s designs to life for any of these outlets. Especially if you’re introducing a brand these editors aren’t already familiar with.