For many designers and small studios, media visibility still feels reserved for firms with award portfolios, glossy projects, or PR retainers. Yet publications aren’t only looking for finished spaces – they’re looking for informed voices who can explain shifts in materials, aesthetics, consumer behavior, or design culture. Becoming a quoted expert has become one of the most accessible pathways into meaningful media exposure.
Publicity is no longer about chasing attention. It’s about shaping a clear perspective that editors can rely on.
Why Editors Need Design Experts
Design journalism depends on credible commentary. Publications need practitioners to contextualise trends, clarify technical decisions, and articulate what clients are asking for. A strong quote helps an editor frame a narrative more precisely than a press release ever could.
Being quoted offers designers more than visibility – it builds authority, expands networks, and signals to clients that their work is grounded in strategic thinking, not just styling.
One mid-sized Canadian interiors studio, for example, saw its inbound inquiries grow significantly after being quoted in a sustainability-focused article. The mention didn’t highlight a project – it highlighted their point of view. That single quote positioned the studio as a knowledgeable voice within a larger conversation.
What Makes a Designer Media-Ready
Visibility begins before the first pitch. Editors look for clarity, coherence, and evidence that a designer understands the industry beyond their own portfolio.
Depth of Knowledge
Designers who track shifts in materials, consumer behavior, cultural references, or manufacturing practices tend to offer the kind of insight journalists value. Expertise is demonstrated through perspective, not résumé length.
Strong Digital Presence
Editors routinely search for experts online. A current website and active social channels signal credibility and give journalists confidence that your voice aligns with their editorial standards.
A Distinct Point of View
Editors often choose the expert who can articulate a topic succinctly and confidently. Designers who express a clear stance – even a niche one – tend to be quoted more often.
How Designers Build Real Relationships With Media
Journalists favour experts who help them do their jobs more easily. Relationship-building today is less about formal introductions and more about consistent, thoughtful engagement.
Follow and Engage
Commenting on articles, sharing journalists’ work, and responding to their posts helps build familiarity. It shows that you understand their beat and respect their reporting.
Respond Quickly
Editorial timelines are famously tight. Experts who reply promptly are far more likely to be included. Being accessible often matters as much as being knowledgeable.
Offer Clear, Timely Insights
A concise, well-phrased quote helps journalists anchor a story. Thoughtful language – not rehearsed soundbites – tends to get used.
Crafting Pitches Editors Actually Read
Editors receive more pitches than they can open. The ones that stand out are those that make their work easier.
Relevance
A pitch aligned with the publication’s current themes or coverage areas has a higher likelihood of landing.
Personalisation
Referencing a recent article demonstrates that you understand their editorial voice.
Strong Media Kit
A simple media kit – short bio, headshot, areas of expertise, contact details – removes friction.
Where Opportunities Really Come From
Places like HARO and journalist call-out platforms have become a consistent source of media opportunities. Many publications use these channels to find quick expert quotes for trend pieces or product-led stories.
Responding regularly – even briefly – builds recognition. Journalists often return to experts who were helpful the first time.
Why Even Beginners Can Be Quoted
Media outlets care more about perspective than tenure. A new designer with specialised knowledge in a certain material, consumer segment, or micro-trend can be just as useful to an editor as a large established studio.
Being quoted is less about career length and more about the clarity and relevance of your insights.
What This Strategy Ultimately Builds
Guest expert visibility compounds over time. The more your name appears in credible outlets, the more likely journalists are to return. And the more clients associate your expertise with larger industry conversations, the more your brand grows in strategic value.
Looking for the full system, templates, or step-by-step guidance? See the PRO Guide: Get Quoted In The Media As A Design Expert – Guide For Free Publicity.
