Why Smart Interior Designers Double Down on PR During Tough Times

In uncertain times, instinct tells most businesses to pull back. Budgets tighten, marketing efforts pause, and everyone waits for stability to return. But in the world of architecture and interior design, that strategy can be a costly mistake.

History — and the most resilient design professionals — show us that a recession is not the time to go quiet. It’s the time to double down on public relations and get loud in the right way.

Public Relations Is a Growth Tool, Not a Luxury

For interior designers and creative studios, public relations is about more than visibility. It’s about brand positioning, credibility, and staying relevant. And during an economic slowdown, brand perception becomes everything.

Clients may pause new projects, but they are still paying attention. They’re watching to see:

• Who is showing leadership

• Who is staying visible

• Who is engaging with industry trends and conversation
  

A Lesson From the 2008 Recession

Dennis Scully, host of The Business of Home podcast, once shared a story from the 2008 financial crisis that’s just as relevant today.

As many designers scaled back, one took a bold approach. With no active clients and no choice but to give up their office lease, they redirected their energy toward media outreach. They pitched to design editors, participated in panels, and offered expert commentary on the state of the industry.

Even though they weren’t currently working on client projects, they stayed top of mind. When the economy rebounded, they were perceived as booked, busy, and thriving. That visibility turned into real momentum — and new business.

Why PR Works — Especially in a Downturn

Here’s why public relations for designers is especially effective during uncertain economic times:

Momentum Attracts Attention

Even during slower seasons, consistent activity gives the impression of demand. Staying in motion signals strength and resilience.

Press Coverage Builds Authority

Even without active installations or new builds, you can grow your reputation as a thought leader by being part of the industry conversation.

Clients Don’t Disappear — They Delay

Your ideal client may not be ready to sign a contract, but they’re still reading the trades, scrolling social, and bookmarking who to call when the time is right.

PR Is a Long-Term Investment

Strategic PR for interior designers ensures that when the market picks back up, your name is already in the mix. Designers who maintain a steady PR presence don’t have to start from scratch — they pick up stronger than before.

The Biggest Mistake Designers Make

Too often, design firms view public relations as something to revisit once business is booming. But in reality, PR is most valuable during times of instability.

Designers who show up, share their expertise, and contribute to the narrative during downturns emerge ahead of the curve. They are the ones the media call. They are the ones clients remember.

The Takeaway

Recessions are temporary. Your brand visibility doesn’t have to be.

• Visibility creates opportunity.

• Presence builds trust.

• Leadership isn’t just doing the work — it’s being seen doing it.
  

That’s how smart designers thrive through any economy — by using public relations as a tool for long-term brand growth, client trust, and industry relevance.