The Chairish Podcast: Episode Summary - "Has Social Media Replaced PR?"

Hosted by Michael Boudreau of Chairish Inc., the latest episode titled "Has Social Media Replaced PR?" delves into the evolving landscape of public relations within the interior design industry. Featuring industry experts Sarah Burningham, Roxanne Hannah, and Sarah Boyd, the discussion explores the interplay between traditional PR strategies and the burgeoning influence of social media platforms.

1. The Shifting Dynamics of PR and Social Media

Michael Boudreau opens the conversation by addressing the misconception that social media has rendered PR obsolete for designers. He emphasizes that while social media platforms like Instagram and TikTok allow designers to showcase their work instantly, the sheer volume of content makes it challenging to stand out.

Notable Quote:

Sarah Boyd (04:42): "You're constantly evolving and making sure that your job is valued and you're proving yourself to your client that you are helping grow their business."

2. The Integral Role of Photography and Branding

Both Sarah Burningham and Roxanne Hannah highlight the paramount importance of high-quality photography as the cornerstone of a designer's brand presence. Roxanne stresses the need for interconnected branding elements, stating that a website serves as "ground control for your entire brand" (05:15).

Notable Quote:

Roxanne Hannah (05:15): "Your website is basically ground control for your entire brand and everything goes around it."

3. The Enduring Value of Print Publications

Contrary to the belief that print media is declining, Sarah Burningham asserts that print still holds significant weight in the industry. She explains that appearing in reputable print magazines can enhance a designer's credibility and reach a wider audience.

Notable Quote:

Sarah Burningham (24:05): "Print is not dead. My clients all still want print because there's still power there."

4. Integrating PR with Digital Strategies

The discussion underscores that effective PR now necessitates a blend of traditional methods and digital strategies. Sarah Boyd emphasizes that PR professionals must be involved from the project's inception, managing the designer's image across multiple platforms.

Notable Quote:

Sarah Boyd (16:43): "The role of the PR person has really changed. Your jobs are much more complicated than they used to be."

5. Navigating Brand Collaborations and Expansions

Roxanne Hannah outlines her approach to working with brands, which includes brand discovery, messaging, and visual system updates. She highlights the importance of aligning brand strategies with evolving market trends and digital tools.

Notable Quote:

Roxanne Hannah (22:15): "We start with brand discovery and then move into brand messaging, adjusting the founder story or the brand's bio."

6. Strategic Advice for Emerging Designers

The experts offer actionable advice for young designers aiming to expand their clientele:

• Invest in Professional Photography: Essential for showcasing work effectively.

  Sarah Boyd (40:00):

  "Finish the project, have it professionally photographed, and own the rights to that photography."

• Develop a Cohesive Brand Identity: Every touchpoint, from business cards to online presence, should reflect the designer's unique style and professionalism.

  Sarah Burningham (40:41):

  "Ensure that every single thing you're putting out represents your work and maintains consistency."

• Leverage Regional Opportunities: Focusing on local markets and publications can significantly enhance visibility and client acquisition.

  Sarah Burningham (28:00):

  "Regional is so important... especially if you're wanting to work in a different market."

7. The Future of PR in the Digital Age

Conclusively, the panel agrees that PR has not been supplanted by social media but has instead evolved to become more multidimensional. Effective PR now integrates social media strategies, traditional media relations, and personalized branding to navigate the competitive landscape of interior design.

Notable Quote:

Michael Boudreau (43:23): "Social media, if anything, has certainly not replaced PR. It's actually made PR more crucial and it has really expanded your roles."

Key Takeaways:

• Synergy Between PR and Social Media: Both tools are essential and complementary rather than mutually exclusive.

• Photography as a Core Asset: High-quality, professional images are vital for both online and offline presence.

• Print Still Matters: Traditional media maintains its influence and should be part of a comprehensive PR strategy.

• Holistic Branding: Consistency across all brand elements reinforces a designer's identity and attracts the right clientele.

• Local Focus: Building a strong presence in regional markets can serve as a foundation for broader expansion.

Conclusion:

The episode reinforces the notion that in today's fast-paced digital environment, PR professionals play a pivotal role in guiding designers through the complexities of brand management and media relations. By blending traditional PR techniques with modern digital strategies, designers can effectively enhance their visibility, attract high-quality clients, and sustain long-term success in the interior design industry.