At a lunch seminar at Americasmart, Recipe for Press author and communications consultant Amy Flurry and I discussed the ever-changing world of editorial press, expanding the notion of "getting published" beyond shelter magazines to include podcasts, social media, design events, market panels, and entrepreneur-focused magazines. We outlined pathways to getting press, and how to be professional but not pushy, and inventive while remaining authentic. We tapped several editor and arbiter cronies too, and asked them what works and doesn't work in a pitch.
Here are a handful of responses.
CATHERINE DASH, columnist, Real Simple and Sunset; freelance writer/producer
If you've got a home tour or story that hasn't been published before or news of a brand, collection launch or perhaps a spa, store, or hotel opening, you may want to reach out to Catherine, but "Don't abuse an editor's cell. You'll know when you're close enough with someone to text them. Keep it sacred."
Brittany Chevalier, Executive Editor, LUXE Magazine
If you've got a compelling story behind an interior design, architecture or landscape project and believe that 'home is your greatest luxury" then you may want to reach out to one of LUXE's appropriate 13 regional publications, but "Don't pitch the same story more than one time to the same editor. Don't be difficult and wait to return vital pieces of information that are important for pitch or story."
Nick May, Founder The Chaise Lounge Podcast
If you're an interior designer billing over a million a year, have a staff of 3 or more and work in multiple states, you may want to get onto this podcast about the Business of Design, but "Don't whine about not being invited on the show if you have never pitched us."
Linda Weinstein, Founder, One Room Challenge
If you are an avid design blogger who has documented at least one before/after story, understands the importance of great photography, and is getting ready to redo a room, you might want to throw your hat in the ring for the One Room Challenge, but "Failure to follow the rules, a lack of professionalism or disrespect for the industry, and you're out."
The Marketing Team at AmericasMart
If you're a social media whiz and entrepreneur with a lot to say about running a successful business, you may want to reach out to trade show marketing teams like Americasmart, but "Do not repeat the same email or submission over and over. If we're interested, you'll hear from us."
What the editors and talent scouts also concurred was:
- they scour Instagram for leads constantly.
- they get a slew of pitches and it is often hard to respond in a timely fashion
- pitching with a few high quality images is crucial; do not overwhelm an editor's inbox
- do not send the same pitch more than twice: the initial pitch and the follow up.
- research the outlet you are pitching and make sure your pitch fits
- respond promptly when an editor needs something
- attending markets and social/networking events is essential for building relationships