The way people are searching is changing. A prospective client no longer types "interior designer near me" into Google and scrolls. She opens ChatGPT and asks, "Find me a designer in Atlanta who does warm, collected minimalism and has been published." Three names come back. A short, confident paragraph about each.

The only question that matters for your business is whether you're one of the three.

That shift—from a page of blue links you could climb your way up (SEO), to a single synthesized answer you're either in or absent from—is the whole story of search right now. This new way of searching has a name: GEO, or Generative Engine Optimization. You'll also see it called AI search visibility, answer engine optimization, or simply "getting cited by AI." The industry hasn't settled on the term. It has very much settled on the stakes.

Short answer? Sometimes.

I know that may sound like an odd thing to hear from someone who owns a PR agency, but one thing to know about me is that I’m going to give it to you straight.

I've been doing this for nearly two decades, and I've seen designers invest in PR too early, too late, or for the wrong reasons. I've also seen the right strategy completely change the trajectory of a business.

The biggest misconception I see is that hiring a publicist is a one-size-fits-all decision. It's not. The best approach depends on where you are in your business, what your goals are, and how hands-on you want to be.

At The Storied Group, we actually offer three different ways to work with us because not every designer needs the same thing.

Every month, we review interior design projects at The Storied Group.

And every month, we have to deliver the same difficult news to some of them: We can't move forward with this project.

Not because the design isn't good.

Because the photography isn't there.

It's the most common reason projects don't get placed—and the most preventable one. So let's talk about what editors actually want to see, and what's quietly killing your chances before I even get to send a pitch.

If you’re looking for some inspiration to kick off your new year, here are five business books that have truly shaped my thinking, along with a bit more about why each one is worth your time. These are the ones that I refer back to over and over again.

Media outlets love holiday stories because they resonate with readers and provide a sense of nostalgia and inspiration. And while these stories publish in November or December, editors usually plan them a year or more in advance for print. It can also be more challenging for editors to find great spaces decorated for Christmas, so the competition is much less for these types of stories.

Expert opinion quotes matter more than you think. Let’s break down why generic quotes get cut, and what actually makes editors come back for more.

Wondering if now is the right time to hire PR?
If you’ve just wrapped a dream project, launched something new, or landed a book deal, the answer might be obvious. But what if things are a little quieter? How do you know if the timing—and the investment—makes sense?