Building Your 2025 Media List
If you’re relying on word of mouth to grow your design business, you’re not alone—and you're likely hitting a ceiling when it comes to visibility and awareness. The key to breaking through: a curated media list.
Whether you’re launching a new showroom, rebranding from your personal name to a full-service studio, or ready to elevate your project pipeline with strategic visibility, a media list isn’t just a spreadsheet—it’s your launchpad to securing press that matters. In 2025, with leaner editorial teams and steeper competition for column inches, getting in front of the right editors takes more than hoping Architectural Digest finds you or hears about your work through word of mouth.
Here’s a step-by-step list of how to build a smart, targeted media list for your design firm this year.
Step 1: Define Your PR Goal
Before you compile a single name, clarify what press should do for your business:
Drive qualified leads from luxury homeowners?
Elevate the brand ahead of an e-commerce launch?
Attract licensing or collaboration partners?
💡 For example: a Scottsdale-based designer whose firm has designed more than 400 restaurants and 12,000 hotel rooms, is using PR to position her upcoming showrooms as legacy-defining moments—not just retail spaces.
Action Steps
Write your 2025 visibility goal in one sentence.
Identify your top 3 client profiles (by income, design preferences, and media habits).
Match press outlets to those habits.
Step 2: Segment Your Target Media
| Category | Examples | Purpose |
|---|---|---|
| Shelter | AD, Veranda, Luxe | Project features, portfolio authority |
| Trade | Hospitality Design, Business of Home | Industry credibility, B2B leads |
| Regional | Palm Beach Illustrated, Modern Luxury Scottsdale | Local leads, showroom visibility |
| Digital | Apartment Therapy | SEO + millennial reach |
| Podcasts | Well-Designed Business, The Business of Design | Thought leadership |
| Print Lifestyle | WSJ Magazine, Robb Report | Affluent consumer brand lift |
Tool Tips
Use Muck Rack to find recent articles by relevant editors.
Cision offers deep databases, filters by beat and region.
Google Alerts + Instagram tags still work for discovering niche platforms.
Step 3: Research the Right Editors
Don’t pitch an outlet. Pitch a person.
Editors change beats often. It’s essential to pitch the right editor for the right type of story—project, trend, founder feature, etc.
Here’s what to track in your list:
| Column | What to Record |
|---|---|
| Name | First and last |
| Role | E.g., Homes Editor, Contributing Writer |
| Outlet | Include multiple if they freelance |
| Beats Covered | Trends, renovations, profiles |
| Verified contact only | |
| Recent Articles | Link to 1-2 relevant clips |
| Notes | Style preferences, tone, past features |
How to Research
Check bylines on your favorite features.
Use LinkedIn to confirm roles.
Search “[editor name] + ‘writes for’” to uncover more placements.
Step 4: Organize and Qualify Your Media List
You don’t need 500 editors. You need 50 that are perfectly aligned.
Use color coding or columns to sort by:
Tier (A-list, regional, niche)
Relationship status (cold, warm, known)
Priority (must-pitch this quarter vs. evergreen)
Step 5: Tailor Your Pitch Strategy by Segment
Different stories belong in different places.
| Story Type | Ideal Outlet Type |
|---|---|
| Full project | Shelter, regional magazines |
| Expert quote on trend | Digital lifestyle, trades |
| Founder profile | Business publications, podcasts |
| Product launch | Trade + consumer lifestyle |
| Brand milestone | Local business media, e-newsletters |
Pitching Advice
Avoid “Dear Editor.” Personalize by referencing their recent article.
Link out to high-res assets, don't attach them.
Include location, square footage, style tags (e.g., modern Spanish, biophilic).
Step 6: Maintain and Grow Relationships
The best media lists aren’t static. They’re ecosystems.
Keep a monthly routine to update editors and remove bounces.
Follow editors on Instagram and LinkedIn—comment strategically.
When you land a placement, always follow up with a thank-you and tagging.
Real-World Example
A Pennsylvania-based architect, used a layered media list to secure features in Traditional Home and Veranda. With just three hero projects shot professionally, she prioritized 12 editors who cover East Coast regional modernism. Within six months, she had six placements and multiple inbound speaking offers.
Ready to Get Started?
Your 2025 visibility depends on smart targeting, strategic pitching, and a PR partner who knows the interior design space inside out. At A Design Partnership, we’ve helped firms like yours go from under-the-radar to household names among the ultra-affluent.