8 Essential Things to Avoid When Working With the Media
Avoid these common professional blunders when liaising with editors and writers to maximise positive press opportunities
Houzz AU
15 February 2022
The day has arrived; your goal has materialised. A writer or editor has reached out to you with the hope of covering your project in their publication. Firstly, congratulate yourself. But after that, what comes next? Making a blunder with the media is a move you want to avoid, so to help you act with the utmost professionalism, we’ve rounded up eight common mistakes to dodge. Read on for the inside scoop. And you can also read Part 1 of this series here: 8 Essential Things to Do When Working With the Media.
We’ve accompanied this story with photographs of beautiful projects uploaded by professionals on Houzz.
We’ve accompanied this story with photographs of beautiful projects uploaded by professionals on Houzz.
1. Don’t forget about styling
As all professional photographers and stylists understand, readying a home for a photo shoot involves making it distinctly unhome-like. Media uses aspirational images – which readers and audiences expect – so if you are undertaking your own styling, the home will need to reflect an edited rather than a realistic impression of how the home looks on a daily basis.
So banish that bath mat before the photographer arrives, declutter thoroughly and ensure the home has been deep-cleaned (this is often cheaper than spending costly hours paying for retouching later). Better yet, enlist the expertise of a professional stylist.
As all professional photographers and stylists understand, readying a home for a photo shoot involves making it distinctly unhome-like. Media uses aspirational images – which readers and audiences expect – so if you are undertaking your own styling, the home will need to reflect an edited rather than a realistic impression of how the home looks on a daily basis.
So banish that bath mat before the photographer arrives, declutter thoroughly and ensure the home has been deep-cleaned (this is often cheaper than spending costly hours paying for retouching later). Better yet, enlist the expertise of a professional stylist.
2. Don’t take photographs of your work yourself… ever
“From styling to retouching, so much invisible work goes on behind the scenes with professional photography that you’d be forgiven for thinking you could capture the image yourself,” says Julia Fairley, sub-editor at Houzz. “Though please, we implore you, don’t! Now is the time to hire an experienced stylist and photographer – the results will do your work justice and will be obvious in the media attention (and potential clients) they attract.”
As an architect, designer, builder or tradesperson, you’ll understand that not everyone can do your job. The same goes for photographers. So put your iPhone and fancy filters away – it’s best to leave this (tax-deductible) task to the professionals.
“From styling to retouching, so much invisible work goes on behind the scenes with professional photography that you’d be forgiven for thinking you could capture the image yourself,” says Julia Fairley, sub-editor at Houzz. “Though please, we implore you, don’t! Now is the time to hire an experienced stylist and photographer – the results will do your work justice and will be obvious in the media attention (and potential clients) they attract.”
As an architect, designer, builder or tradesperson, you’ll understand that not everyone can do your job. The same goes for photographers. So put your iPhone and fancy filters away – it’s best to leave this (tax-deductible) task to the professionals.
3. Don’t forget that natural is best
Resist the urge to switch on the light when you’re having a project professionally photographed, says Georgia Madden, senior writer at Houzz. “Homes always look better in natural light, which any good photographer knows. Lamps and ceiling lights tend to give rooms an unsightly yellow tint when they’re photographed – they never come up well. Natural light is always preferable.”
Find, follow and connect with other professionals on Houzz
Resist the urge to switch on the light when you’re having a project professionally photographed, says Georgia Madden, senior writer at Houzz. “Homes always look better in natural light, which any good photographer knows. Lamps and ceiling lights tend to give rooms an unsightly yellow tint when they’re photographed – they never come up well. Natural light is always preferable.”
Find, follow and connect with other professionals on Houzz
4. Don’t skimp on sending through a hearty number of photographs of your project
Editors need a range of wide and tight, vertical and horizontal images to publish. “As journalists, we also know to avoid leaving readers with lingering or unanswered questions about a project,” says Vanessa Walker, editor of Houzz Australia and New Zealand. “For instance, for our bigger features, such as Houzz Tours, we want to see every room in the house so readers aren’t left asking why we didn’t include a bedroom or bathroom.”
Readers also love ‘before’ images and floor plans. If your client agrees to share these, your story will really make the grade.
So send in enough images to give a whole account of a project, not just the main rooms, and leave the selection process to the writer or editor.
Editors need a range of wide and tight, vertical and horizontal images to publish. “As journalists, we also know to avoid leaving readers with lingering or unanswered questions about a project,” says Vanessa Walker, editor of Houzz Australia and New Zealand. “For instance, for our bigger features, such as Houzz Tours, we want to see every room in the house so readers aren’t left asking why we didn’t include a bedroom or bathroom.”
Readers also love ‘before’ images and floor plans. If your client agrees to share these, your story will really make the grade.
So send in enough images to give a whole account of a project, not just the main rooms, and leave the selection process to the writer or editor.
5. Don’t respond badly
Most stories published online enable reader comments. When reading and answering them, it’s never worth reacting badly to comments that query your design. Instead, take the opportunity to explain the circumstances and design thinking behind your project. This grows the conversation as well as readers’ realism about what is and isn’t possible within a design.
On a platform such as Houzz, we moderate story comments, which means we only publish comments that are constructive, whether negative or positive. If a reader has a negative question or comment about a project, so be it. Take the time to engage and explain – some goodwill always comes of it.
Most stories published online enable reader comments. When reading and answering them, it’s never worth reacting badly to comments that query your design. Instead, take the opportunity to explain the circumstances and design thinking behind your project. This grows the conversation as well as readers’ realism about what is and isn’t possible within a design.
On a platform such as Houzz, we moderate story comments, which means we only publish comments that are constructive, whether negative or positive. If a reader has a negative question or comment about a project, so be it. Take the time to engage and explain – some goodwill always comes of it.
6. Don’t forget the homeowners
Readers love getting to know the people who live in the beautiful homes they see online or in print, so don’t be surprised if the journalist asks for your client’s contact details, says Madden.
“It’s a good idea to mention to the homeowner that a journalist might be in touch to request commentary before you send a project out. And reassure them there’s nothing to be nervous about. The questions will generally be pretty straightforward and will likely cover topics such as: what you were hoping to achieve with this project, what your favourite feature is, and how the homeowners or family like living in and using the home.
“The purpose is just to give some colour and life to the story – the client might even find they enjoy answering them,” says Madden. And when the article is published, be sure to send your clients the URL or let them know the title and issue so they can grab themselves a copy.
Readers love getting to know the people who live in the beautiful homes they see online or in print, so don’t be surprised if the journalist asks for your client’s contact details, says Madden.
“It’s a good idea to mention to the homeowner that a journalist might be in touch to request commentary before you send a project out. And reassure them there’s nothing to be nervous about. The questions will generally be pretty straightforward and will likely cover topics such as: what you were hoping to achieve with this project, what your favourite feature is, and how the homeowners or family like living in and using the home.
“The purpose is just to give some colour and life to the story – the client might even find they enjoy answering them,” says Madden. And when the article is published, be sure to send your clients the URL or let them know the title and issue so they can grab themselves a copy.
7. Don’t forget to share the good news with your mailing list
You probably already have a mailing list of previous, current and potential clients as well as interested parties, and now’s the time to spread the good news to them in your company newsletter. Include a clickable link to the story if it appeared online, or an image of where your work appeared if it was published in print.
You probably already have a mailing list of previous, current and potential clients as well as interested parties, and now’s the time to spread the good news to them in your company newsletter. Include a clickable link to the story if it appeared online, or an image of where your work appeared if it was published in print.
8. Don’t ignore your paying clients
It’s natural to love the lift to our business and spirits that good press can deliver, but don’t neglect your current or potential clients while courting the media. After all, it’s their business that directly pays the bills.
If you’re struggling to juggle multiple tasks at once, look into business-management software that can help streamline the admin side of your business and free up your valuable time. Houzz Pro is one such solution, which helps designers, architects and other renovating professionals communicate with clients, track projects, handle orders and invoicing, and manage projects from anywhere, at any time.
Find out more about how Houzz Pro can help you run your business better
It’s natural to love the lift to our business and spirits that good press can deliver, but don’t neglect your current or potential clients while courting the media. After all, it’s their business that directly pays the bills.
If you’re struggling to juggle multiple tasks at once, look into business-management software that can help streamline the admin side of your business and free up your valuable time. Houzz Pro is one such solution, which helps designers, architects and other renovating professionals communicate with clients, track projects, handle orders and invoicing, and manage projects from anywhere, at any time.
Find out more about how Houzz Pro can help you run your business better
Your turn
How do you ensure you and your team enjoy a great working relationship with writers and editors? Tell us in the Comments below, like this story, share it with your staff, and join the conversation.
More
Do you know the homes, design styles and professionals’ work that readers currently love the most? Find out here with A Visual Feast: The Best of Houzz Australia 2022 Winners Revealed
How do you ensure you and your team enjoy a great working relationship with writers and editors? Tell us in the Comments below, like this story, share it with your staff, and join the conversation.
More
Do you know the homes, design styles and professionals’ work that readers currently love the most? Find out here with A Visual Feast: The Best of Houzz Australia 2022 Winners Revealed
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I agree that in most cases it's always best to have a professional take the photos and write up the comments for the post