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Listen "Getting Published in Today’s Media-Rich Market (Kelly Peterson)"
Episode Synopsis
Not that long ago, interior designers who wanted to get their projects or profiles published had just a few options—mainly newspapers and magazines. Today, the digital revolution has created a plethora of new media hungry for content. How to decide where and what to publish with whom?
In this episode, Gail talks with publishing and public relations expert Kelly Peterson. Kelly has over 40 years of experience in advertising sales and marketing initiatives. Among other publications, she worked at Meredith Publishing on Better Homes and Gardens. Having retired from the Hearst Corporation after 22 years, she now serves as a consultant and public speaker.
Gail asked Kelly which is better for interior designers, to get published in print or in digital media. Kelly said it depended on what goals the designer had for their business and for getting published. Digital media are very effective for building brand awareness and engaging with prospective clients. Print media is where you want to be to show off your design talents and expertise, as well as to gain prestige as a top designer.
Kelly provided a step-by-step approach to getting published, in whatever medium.
Decide the audience you want to target and what your business goals are in targeting them.
Do your research to find out which are the publications or media outlets that serve that audience. Which are likely to be the best fit for your purposes and your designs?
Determine what you want to include in your pitch, such as a project, a story, advice, product review, images, etc.
Choose 3 to 5 outlets to pursue. Review their media kit, if they have one. Find out who to contact regarding submitting materials. Start following them to see what kind of content they are looking for.
Decide how you are going to engage with them. Develop a relationship over a period of time. Contact them multiple times, at least five or more, periodically. Don’t be discouraged if you get no response right away or have your pitches rejected at first. Persistence pays off.
Kelly also shared her insights into what editors want from a pitch, how to submit, and when it is worthwhile for a designer or design firm to hire a publicist. For all the details, listen to the entire podcast.
If you're listening on your favorite podcast platform, view the full shownotes here: https://thepearlcollective.com/s12e10-shownotes
Mentioned in This Podcast
If you would like to connect with Kelly, you will find her on LinkedIn, or you can send her an email at [email protected].
https://www.youtube.com/watch?v=9ZTsHa-d7Lg
Episode Transcript
Note: Transcript is created automatically and may contain errors.
Click to show transcript
Welcome to the Creative Genius Podcast, Kelly. So great to have you.
Thank you, Gail. It's delightful to be here. I really appreciate it.
Well, I'm looking forward to our conversation. Everybody talks to me about PR all the time. And before we do that, let's talk about how you got into the industry and how long you've been doing all of this.
You know, I got into the industry actually kind of out of a habit stance in that as a child, I'm severely dyslexic and was actually back in the sixties when you were dyslexic, you were put with mentally retarded children and then had to work my way out of that back into mainstream school. And when I was in high school, I started selling ad space for the choir directory.
And I happened to live next door to a gentleman who ran an ad agency. And he said to me, after two years of me walking up to his door and selling him ads in this choir directory, he was like, you know, Kelly, you would be very good at advertising sales. And I said, well, what is that? And he goes, exactly what you're doing, only for magazines, newspapers, television or radio at the time. And I said, well, you know, that's something I could pass in college. Cause I knew where my strengths and weaknesses were.
In this episode, Gail talks with publishing and public relations expert Kelly Peterson. Kelly has over 40 years of experience in advertising sales and marketing initiatives. Among other publications, she worked at Meredith Publishing on Better Homes and Gardens. Having retired from the Hearst Corporation after 22 years, she now serves as a consultant and public speaker.
Gail asked Kelly which is better for interior designers, to get published in print or in digital media. Kelly said it depended on what goals the designer had for their business and for getting published. Digital media are very effective for building brand awareness and engaging with prospective clients. Print media is where you want to be to show off your design talents and expertise, as well as to gain prestige as a top designer.
Kelly provided a step-by-step approach to getting published, in whatever medium.
Decide the audience you want to target and what your business goals are in targeting them.
Do your research to find out which are the publications or media outlets that serve that audience. Which are likely to be the best fit for your purposes and your designs?
Determine what you want to include in your pitch, such as a project, a story, advice, product review, images, etc.
Choose 3 to 5 outlets to pursue. Review their media kit, if they have one. Find out who to contact regarding submitting materials. Start following them to see what kind of content they are looking for.
Decide how you are going to engage with them. Develop a relationship over a period of time. Contact them multiple times, at least five or more, periodically. Don’t be discouraged if you get no response right away or have your pitches rejected at first. Persistence pays off.
Kelly also shared her insights into what editors want from a pitch, how to submit, and when it is worthwhile for a designer or design firm to hire a publicist. For all the details, listen to the entire podcast.
If you're listening on your favorite podcast platform, view the full shownotes here: https://thepearlcollective.com/s12e10-shownotes
Mentioned in This Podcast
If you would like to connect with Kelly, you will find her on LinkedIn, or you can send her an email at [email protected].
https://www.youtube.com/watch?v=9ZTsHa-d7Lg
Episode Transcript
Note: Transcript is created automatically and may contain errors.
Click to show transcript
Welcome to the Creative Genius Podcast, Kelly. So great to have you.
Thank you, Gail. It's delightful to be here. I really appreciate it.
Well, I'm looking forward to our conversation. Everybody talks to me about PR all the time. And before we do that, let's talk about how you got into the industry and how long you've been doing all of this.
You know, I got into the industry actually kind of out of a habit stance in that as a child, I'm severely dyslexic and was actually back in the sixties when you were dyslexic, you were put with mentally retarded children and then had to work my way out of that back into mainstream school. And when I was in high school, I started selling ad space for the choir directory.
And I happened to live next door to a gentleman who ran an ad agency. And he said to me, after two years of me walking up to his door and selling him ads in this choir directory, he was like, you know, Kelly, you would be very good at advertising sales. And I said, well, what is that? And he goes, exactly what you're doing, only for magazines, newspapers, television or radio at the time. And I said, well, you know, that's something I could pass in college. Cause I knew where my strengths and weaknesses were.
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