Quick Summary
Struggling to get credit when your furniture appears in magazines? A strong furniture PR strategy can change that. This article explores two key approaches: collaborating with designers to ensure credit and running your own PR campaign to secure magazine features. From pitching to top design publications to controlling photography rights, these actionable steps help furniture makers gain the recognition they deserve.
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Imagine you’re flipping through a home magazine.
You spot a custom dining table that looks familiar—it’s one of yours! But there’s no mention of your company. The credit goes to the interior designer, and your work? Invisible.
Frustrating, right?
That brings us to this week’s question:
Question of the Week
“As furniture makers, we put incredible craftsmanship into every piece. But when designers get featured in magazines, our contributions often go uncredited. How can we ensure we get the recognition we deserve?”
— Kristen Weber, Chervin Furniture
Kristen, you’re not alone. Designers often take center stage, leaving the artisans behind the pieces unrecognized. But you have options: team up with designers to ensure credit or run your own PR campaign to showcase your work.
Option 1: Team Up with Designers
Instead of running a solo press campaign, leverage your existing partnerships with designers to get featured alongside them.
- Start early. When taking on a project, ask if the designer plans to submit it for publication and negotiate your inclusion.
- Co-invest in the photoshoot. Contributing to the cost gives you leverage to ensure your work is captured and credited.
- Put it in writing. Specify in contracts the number of images you’ll receive and that you must be credited in any press coverage.
- Keep the client informed. Homeowners should approve photo use before publication.
This partnership benefits both parties—splitting costs, sharing work, and securing recognition.
Option 2: Run Your Own PR Campaign
When teaming up isn’t an option, take the lead yourself. That means documenting your work and strategically pitching it to the right publications.
First, capture high-quality photos.
- Highlight craftsmanship details—wood grain, intricate joinery, unique finishes.
- Use soft, directional lighting to minimize harsh shadows and reflections.
- Showcase your furniture in real-world settings to help audiences envision it in their own space.
- Use natural light and high-resolution images (300 DPI) to meet magazine print standards.
- Vary your shots—wide angles, close-ups, and multiple perspectives.
Next, pitch strategically. Tailor submissions to fit a magazine’s aesthetic and audience:
- Domino Magazine: Playful, eclectic designs with layered textures and bold patterns
- Architectural Digest (AD): Luxury, timelessness, and high-end craftsmanship.
- Surface Magazine: Innovative, avant-garde design with behind-the-scenes process shots.
- Dwell Magazine: Minimalist, functional furniture integrated into daily life.
Lastly, tell a compelling story. Editors aren’t just looking for beautiful photos—they need a narrative that will resonate with their readers. Instead of simply saying, “Look at this incredible table we made,” craft a story around it:
- What inspired the design?
- What challenges did you overcome?
- What unique materials or techniques did you use?
Keep it brief—200 words is a good target. A strong story paired with standout imagery makes it much easier for a magazine to say “yes” to featuring your work.
The Bottom Line
You don’t have to stay in the shadows while designers take the spotlight. By collaborating or taking control of your own press efforts, you can start getting the recognition you deserve.
How have you approached press coverage for your work? Let me know.
Until next Thursday,
Daniela
CEO at Findable Digital Marketing
