Is Hiring a PR Firm Worth It for an Interior Designer?

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.

If you want a true strategic partner: Full Service PR

This is for the designer who is ready to make visibility part of their long-term business strategy.

We're not just pitching projects. We're thinking about your brand as a whole: your positioning in the industry, your new launches, your thought leadership, awards, speaking opportunities, partnerships, podcasts, and the stories that will build your reputation over time.

BUT…there are things you need to have in place before full service PR makes sense.We recommend having multiple trend-forward projects completed that haven’t been shared (when we say trend-forward, meaning something an editor hasn’t seen a million times—they want to be wowed!, ideally you have a brand strategy in place and know what your 3-5 year goals are so that PR can help you reach those. It also really helps if you have something specific you are launching: a store, a book, a collection OR. you’ve built up a large following and need our help velvet-roping you. Essentially, we need for our full service clients to be marketable, and this will help you understand why something is newsworthy.

If you have one incredible project: A Design Well-Placed

Sometimes you don't need an ongoing retainer.

Sometimes you have the project.

The one with stunning photography, a compelling story, and the potential to earn meaningful editorial coverage.

That's exactly why we created A Design Well-Placed. We work exclusively on securing placement for a single project (with a wow factor), strategically pitching it to publications where it has the strongest chance of making an impact.

It's a focused investment for designers who want to maximize one exceptional opportunity without committing to an ongoing PR engagement.

If you're not ready for either of those: Library Card

This might be the service I'm most excited about right now.

The way people search for experts is changing. More and more, they're asking AI tools questions instead of typing keywords into Google. They're looking for quick answers, trusted sources, and people who consistently show up in conversations around their area of expertise.

That's where Library Card comes in.

Every month, our members receive media opportunities to contribute expert quotes, weigh in on design trends, and participate in editorial requests from journalists.

Here's why that matters: every thoughtful quote you contribute, every article you're featured in, and every place your expertise appears online creates another signal that you know what you're talking about. And here’s an insider secret, a lot of writers write for multiple outlets, so helping out these journalists will keep you top of mind for a lot of other opportunities.

In a world increasingly influenced by generative search and AI-driven recommendations, that digital footprint matters. When someone asks, "Who are the top experts in kitchen design?" or "Which interior designers are known for historic renovations?" the designers who have consistently shared their expertise publicly are better positioned to be part of the conversation.

Library Card isn't just about getting quoted. It's about steadily building authority.

So...is hiring a PR firm worth it?

If you're expecting PR to magically fill your pipeline overnight, probably not.

But if you're looking to build credibility, increase visibility, create opportunities, and establish yourself as your favorite designer’s favorite designer, it can be one of the smartest investments you make.

The key is choosing the right level of support.

Some designers need a dedicated public relations team managing every aspect of their visibility. Some have one standout project that's ready for the spotlight. Others simply want a practical, affordable way to build their authority over time.

There's no wrong answer. The goal is finding the strategy that matches where you are today.

If you need help figuring out which level is right for you, get in touch!