Lately, I’ve had a few clients ask how to get their work published—and what editors are actually looking for when reviewing pitches.
I’ve picked up a lot over the years just by following the design media world, but I wanted to dig a little deeper. So I reached out to Alexandria Abramian, founder of The PR Collaborative, who has a background in both editorial and PR, to get her take on how designers can pitch more effectively—and what’s changed in the world of publication.
Here are a few takeaways from our conversation:
Your Project Needs a Story
Great photos are a must, but they’re not enough on their own. Publications are looking for a story—something that makes your project stand out or feel relevant.
What challenge did it solve? Is it tied to a larger trend or a seasonal idea? Did it push the design in an unexpected direction?
Editors are constantly asking: why this, and why now?
A Good Pitch Is More Than Just a Pretty Project
A lot of designers assume that if a space looks great, that’s all it takes. But editors need context. The more clearly you can articulate why your project fits their audience, the better chance you have of landing a feature.
Photography and Styling Really Matter
This one comes up a lot: even a beautifully designed space can fall flat in photos if it’s not styled properly. Most designers aren’t stylists (and that’s totally normal), but adding a layer of thoughtful styling—books, textiles, objects, greenery—can make a huge difference in how the project reads on camera.
It’s what helps a space feel real, finished, and editorial.
Don’t Ignore Local Press
National features are great for visibility, but Alexandria pointed out that local publications tend to have more impact when it comes to growing your business.
That’s because they’re connecting you with the people who are actually in your area—potential clients, collaborators, and media who are already part of your community.
Exclusivity Still Matters
If you’ve already posted the full project on Instagram, or it’s been published elsewhere (even in a smaller outlet), that can disqualify it from being picked up by bigger publications.
Editors want first access. So if you have a project you’re hoping to pitch, it’s worth holding back on sharing every room or detail online until you’ve made your pitch and heard back.
Plan for Press Early
If getting your work published is part of your marketing strategy, it’s worth thinking about it early—before install day.
That means planning the shoot with a publication in mind, thinking about the story angle, and styling the space with a little extra intention.
If you’re doing your own pitching (which is becoming more common), Alexandria offers a course specifically for designers who want to handle PR in-house.
Want to Pitch a Project?
If you have something coming up that you think could be a strong candidate for press, let’s talk about how to shoot it in a way that editors will respond to.
