Dear Alice | Interior Design Podcast Episode Summary

Episode Title: How To Get Published in Top Interior Design Magazines
Release Date: May 1, 2025
Hosts: Jessica Bennett (Jess) and Suzanne Hall (Alice)
Guest: Sarah Alba, Founder of Alba Works PR

I. Introduction

In this insightful episode of "Dear Alice," hosts Jessica Bennett and Suzanne Hall welcome Sarah Alba, the founder of Alba Works PR, to discuss the intricate process of getting interior design projects published in top-tier magazines. The conversation delves deep into the strategies, challenges, and best practices for designers aiming to showcase their work in prestigious publications.

II. Guest Introduction: Sarah Alba and Alba Works PR

Jessica Bennett (Jess):
"We are so excited to have Sarah on, and I want to tell you a little bit about Sarah just so you guys can prep yourself for the powerhouse that she is."

Sarah Alba brings a wealth of experience to the table, having started her career as a stylist for home magazines before transitioning into art direction. She identified a gap in the PR market for firms that genuinely understand the editorial landscape, leading her to establish Alba Works PR eight years ago. Known for her transparent and results-driven approach, Sarah collaborates closely with designers, architects, and photographers to secure meaningful press placements.

Sarah Alba:
"Thank you for having me."

III. Key Strategies for Getting Published

A. Freshness and Uniqueness in Projects

Sarah emphasizes that merely having beautiful projects isn't sufficient for publication. Editors seek projects that offer a fresh perspective and introduce something new to their readers.

Sarah Alba (04:05):
"Editors are looking for projects that feel fresh and a unique point of view and bring something new to the conversation."

B. Researching Magazine Aesthetics

Understanding the specific aesthetic and trends of a magazine is crucial. Designers should thoroughly research potential publications, primarily through platforms like Instagram, to ensure their work aligns with the magazine's style.

Sarah Alba (04:05):
"If you're sending something that isn't following their aesthetic or their trends, then it can damage your reputation because they want to know that you know their audience and you know their magazine as much as they do."

IV. Choosing the Right Stylist

Selecting the right stylist is pivotal in preparing a project for publication. Sarah advises designers to seek recommendations from editorial photographers and consider the stylist's ability to stay ahead of trends.

Jess (05:33):
"How does a designer find the right stylist as far as, like, in your opinion..."

Sarah Alba (05:43):
"Finding the right stylist is really about finding someone in your area... I recommend having a stylist come in once every so often just so that you can get a feel for what they're doing."

V. Selecting the Right Photographer

A. Evaluating Photographers' Work

Choosing an editorial photographer requires careful evaluation of their portfolio. Designers should assess the photographer's understanding of composition, lighting, and consistency.

Alice (06:34):
"How do you choose this editorial photographer? How do you know... who's going to be the right photographer for your project?"

Sarah Alba (07:09):
"Check out a photographer's website... look for someone who understands composition and the right lighting needed for editorial."

B. Consistency and Editorial Standards

Consistency in a photographer's work ensures that the images meet the high standards of editorial publications. Designers should prioritize photographers who can maintain uniformity across shots, especially regarding lighting and shot orientation.

Sarah Alba (08:00):
"Photographers that understand what is needed for editorial... providing the right vertical and horizontal shots."

VI. Managing the Publishing Process

A. Patience and Timing for Print vs. Digital

Understanding the difference in timelines between print and digital publications is essential. Print magazines often have longer lead times, while digital placements can be secured more quickly.

Sarah Alba (14:43):
"Print really depends on the magazine... national publications can take longer, anywhere from six to eight months to a year and a half."

Sarah Alba (15:53):
"Digital is anywhere from about one month to three or four months from the time they pick it up."

B. Handling Social Media Exposure

Designers must manage their online presence carefully to avoid pre-publication exposure, which can jeopardize magazine placements.

Alice (10:11):
"You have to hold the project until somebody wants to pick it up and not expose it on your Instagram."

Sarah Alba (10:11):
"Magazines want to be the first to showcase your project... keep projects off of social media."

VII. Preparing for Photo Shoot

A. Importance of Shot Lists

A well-prepared shot list streamlines the photo shoot process, ensuring that all essential angles and details are captured efficiently.

** Alice (17:13):**
"Shot lists going into it and that you think these shots is definitely something I would recommend having your photographer do."

Sarah Alba (18:35):
"The better the shot list, the quicker the photo shoot is going to go."

B. Effective Styling Practices

Sarah advises that designers should have a clear vision of the desired shots to facilitate effective styling and minimize on-set adjustments.

Alice (17:46):
"You think some of that falls on the photographer to know what is the best editorial shot."

Sarah Alba (18:35):
"Knowing these shots is a big component to getting through a shot list efficiently."

VIII. Avoiding Common Pitfalls in Shoots

Designers should be mindful of elements that can distract from the overall aesthetic or limit the publication's versatility.

• Seasonality:
  Avoid overt seasonal cues to maintain the project's timeless appeal.

  Sarah Alba (30:55):
  "Magazines want projects to feel seasonless, essentially, because that broadens the range of time of year that you can actually get a project placed."

• Clutter and Branding:
  Ensure clean shots without foreground clutter or visible brand logos that can detract from the design.

  Sarah Alba (30:53):
  "No props that look like advertising... avoid blatant brand names sticking out in front."

IX. Building a Strong Reputation and Presence

Consistency in quality and maintaining an active presence across platforms enhance a designer's reputation, making them more likely to be featured in elite publications.

Sarah Alba (32:31):
"Having consistent assistant press, having a brand identity, having a presence... editors are looking for the best of the best."

X. Conclusion: Final Advice and Contact Information

Sarah Alba concludes with actionable advice for designers aiming to get published:

• Define Luxury:
  Sarah Alba (35:05): "Luxury to me is a feeling. It's what you get when you walk in this space and it's relaxation."

• Reaching Out:
  Designers interested in collaborating with Alba Works PR can visit www.AlbaWorks.com or follow them on Instagram @AlbaWorksPR. For direct inquiries, contacting via email at sarah@albaworkspr.com is recommended.

Alice (35:59):
"Thank you so much, Sarah, for coming on today. We've loved having you."

Jess (34:10):
"And what's your email address, Sarah?"

Key Takeaways

1. Unique and Fresh Projects: Ensure your projects offer something new and align with the magazine's aesthetic.
2. Research and Alignment: Use platforms like Instagram to understand magazine trends and preferences.
3. Right Team: Collaborate with skilled stylists and photographers who understand editorial standards.
4. Patience in Publishing: Be prepared for varying timelines between digital and print publications.
5. Effective Preparation: Develop comprehensive shot lists and clear styling plans to maximize photo shoot efficiency.
6. Maintain Clean Aesthetics: Avoid overly seasonal elements and branding clutter to keep projects versatile for publication.
7. Consistent Branding: Build a strong, recognizable brand presence to enhance your reputation and attract editorial attention.

This episode serves as an invaluable guide for interior designers aiming to navigate the complex landscape of magazine publications, offering expert insights and practical strategies to elevate their work's visibility and prestige.