VIDEO: Getting Published in the Social/Digital Age by Kelly Peterson

Atlanta, GA — Designed to keep you at the forefront of your client’s mind, Kelly Peterson’s live presentation, “Getting Published in the Social/Digital Age” was hosted for attendees of the Elevate Outdoor – Designer Experience at Jensen Outdoor’s premier AmericasMart Atlanta showroom on Thursday, January 16 at 2PM ET.

From 2 to 3 p.m., the International Casual Furnishings Association (ICFA) hosts “Getting Published in the Social/Digital Age,” an hour-long talk about marketing and promotion for designers. Kelly Peterson, Principal of Highpoint Marketing and former Group Advertising Director with Hearst Corporation, will share ways to approach editors, influencers and content providers to have greater success in getting projects published.

This talk will help you better understand: affiliate programs, when to use an influencer vs. a content provider, how to get the best response for publication on any medium, pros and cons of media types, and what not to do when submitting a project. 

KELLY PETERSON:
Getting Published in the Social/Digital Age
FOOD AND BEVERAGE PROVIDED

JENSEN OUTDOOR
AMERICASMART BUILDING 1
SHOWROOM 4-A-4 
24 JOHN PORTMAN BLVD NW
ATLANTA, GA 30303

TRANSCRIPT

Introduction: Kelly’s Background

Kelly’s background is in advertising. She works as a group advertising director with the Hearst Corporation and also consults for national and global brands. This experience enables her to identify and implement marketing programs that maximize client investments. Because she has cross-platform expertise in print, digital, social, and broadcast media, Kelly offers a unique, holistic perspective on the needs of marketing and sales organizations.

Current Roles and Achievements

Kelly currently collaborates with two artificial intelligence startups and recently launches her own voiceover practice. She serves as a past president and board chair of WithIt (Women in the Home Furnishings Industry) and mentors students in the College of Charleston Business Program. A graduate of Iowa State University—where she studies advertising and mass communications—she also holds an executive MBA from the University of California at Berkeley. Attendees welcome Kelly warmly as she begins her presentation.

Engaging with a Small, Intimate Group

Noting the smaller group setting, Kelly encourages everyone to ask questions and engage directly with the content. She explains that she plans to ask the audience questions as well, and she invites participants to share experiences or voice disagreements. This atmosphere sets the stage for collaborative learning and open discussion.

Getting Published: A Show of Hands

Kelly begins by asking whether anyone in the room has experience getting published—whether in print, digital, or on social platforms—and whether those placements are regional or national. One participant mentions a regional print feature and describes the experience. Kelly points out that it’s wise to keep such features in one’s portfolio and recognizes that many people in the room have years of experience to draw from.

Understanding Editorial Needs

Drawing on her years at Hearst—where she oversees large corporate buys and coordinates frequent editorial meetings—Kelly underscores the importance of understanding what editors actually look for. She explains that success comes from “flipping” the traditional pitch: instead of simply stating why you want coverage, show that you understand the publication’s business and editorial requirements. By focusing on what the publication or platform needs, you greatly increase your chances of being featured.

Research: Target Only Three to Five Brands at a Time

Kelly recommends identifying three to five brands or platforms at a time, rather than trying to reach everyone. She advises deep research into each target’s demographic data, editorial calendars, and deadlines. Studying the publication’s media kit—whether print, digital, or both—reveals readership profiles, average age, household income, and more. This data clarifies whether a given platform aligns with one’s business objectives. She emphasizes that this is a component of running a design or creative business; it should not consume all your time.

Clarifying Your Own Goals

Before pitching editors, Kelly urges participants to clarify their own business goals. Are you seeking brand awareness, or are you more focused on converting readers to active clients? You must also keep all your digital channels up to date—from websites to social media accounts—and know your own engagement metrics. Because editors increasingly factor social follower counts and engagement rates into their decisions, understanding your own numbers is critical.

The Evolving Media Landscape

Kelly reflects on the days when advertising options primarily revolve around TV (three major networks plus PBS), radio (AM/FM), and newspapers. Today, the explosion of cable, streaming platforms, and social media fragments audiences, while ad budgets remain relatively flat. She observes that companies and creatives must pinpoint where their target consumer actually spends time. Instagram skews visually and trends toward ages 25 to 40; TikTok is more video-driven and skews slightly younger; Facebook and LinkedIn often reach professionals; Snapchat appeals to a younger demographic; while Pinterest and Houzz lean into aspirational, idea-based content. Kelly recommends focusing on the specific platforms that best fit your consumer and your skill set.

Pitching Projects in Smaller Segments

Rather than pitching a full-house renovation, Kelly advises presenting a single room or a cohesive section of a larger project. Editors increasingly seek smaller-scale stories (e.g., a bedroom makeover, a redesigned bathroom) because they align with how consumers actually research and shop. Smaller-scale pitches also allow you to segment one large project into multiple pitching opportunities across different publications.

Building Relationships with Editors

Kelly emphasizes the importance of first establishing some level of personal connection with an editor. Attend events hosted by the publication, comment meaningfully on social media, or send succinct “I found this interesting” emails to open the door. When it’s time to pitch, keep the email short and scannable—three or four sentences at most—plus bullet points highlighting key project details. She also stresses the importance of consistent, before-and-after angles for photographs. Editors may choose to re-shoot your project, so be prepared to accommodate editorial needs.

Persistence in Outreach

Most people email an editor once or twice and give up if they don’t receive a reply. Kelly insists that until you hear an explicit “no,” you should continue to follow up at reasonable intervals. She schedules reminders on her calendar so that outreach becomes systematic rather than overwhelming. Polite persistence stands out, given that over 90% of people quit after one or two attempts.

The Rise of Affiliate Marketing

Kelly explains that affiliate marketing quickly evolves during the pandemic era. Publications now earn revenue when a reader clicks a “buy” link in an online editorial and purchases a product. Consequently, editors are often evaluated on how well their stories rank on Google search and how much revenue they generate through affiliate links. If your project features well-known or high-end brands with existing affiliate programs, you become more attractive to an editor looking to boost these metrics. By highlighting such brand details in your pitch, you signal that your project may help the editor drive sales.

Retail Media Networks

Kelly outlines how large retailers like Macy’s, Walmart, Home Depot, Lowe’s, and others have launched their own “retail media networks.” Originally created during COVID as a pivot from in-store co-op advertising, these networks allow retailers to sell advertising on their websites. This new profit center means brands now funnel what used to be traditional ad dollars into digital storefront placements. The takeaway for designers: be aware of retail media networks and how they shape both editorial coverage and consumer spending trends.

Artificial Intelligence in the Design World

Kelly highlights that AI is more than just ChatGPT. AI already appears in everyday tools like Alexa, Google Maps, and product recommendation engines. One of the AI startups Kelly advises uses image processing to speed up photography and staging; another matches store inventory to consumer design choices, reducing “choice overload.” Designers should keep an open mind about how AI tools might simplify their workflows or enhance client experiences.

Influencers vs. Content Providers

When working with social media creators, Kelly distinguishes between influencers and content providers. Influencers grant you access to their established audience and share your brand or project with their community—but typically at a higher cost. Content providers, by contrast, specialize in crafting publishable, on-brand content that you can reuse across multiple platforms. Which route you choose depends on your goal: brand awareness or professional-grade content creation. She also advises investing in more than just a “one-and-done” collaboration; multi-month engagements yield far better results.

Key Takeaways and Next Steps

1. Know Your Audience: Understand exactly who you want to reach and confirm that any publication or platform truly aligns with your core consumers.
2. Set a Timeline: Create a schedule that works for you, noting editorial deadlines and your own capacity.
3. Use Professional Photography: Editors rarely consider amateur imagery suitable for publication.
4. Research Affiliate Opportunities: Mention any brand partners who maintain affiliate programs, since that appeals to editors’ performance metrics.
5. Stay Persistent: Keep following up unless you receive a firm “no.”

Q&A and Networking

Kelly concludes by inviting final questions. She confirms that slides and additional resources will be shared after transcription. Participants express enthusiasm for diving deeper into editorial research and forging connections with the right publications. She encourages everyone to do small, consistent steps—like picking up a few relevant magazines, studying editorial calendars, or exploring an influencer’s true engagement rates—rather than trying to tackle everything at once. The group then transitions into a wine and cheese reception, giving attendees a chance to discuss takeaways in a relaxed, informal setting.

About Jensen Outdoor

Jensen Outdoor is a leading manufacturer of luxury outdoor wood furniture for the North American market. The company is committed to sustainability, using 100% FSC-certified Ipe timber harvested from the tropical forests of Bolivia to craft heirloom-quality pieces. Jensen Outdoor’s furniture is “Made to Inspire,” bringing comfort, beauty, and longevity to outdoor living. www.jensenoutdoor.com

About the ICFA

The International Casual Furniture Association (ICFA) was established in 2008 as an inclusive industry trade association with the goal of creating a community of professionals dedicated to the success of all members in an ever-changing global market. Member categories include manufacturers/importers, retailers, designers, sales representatives, and Solution Partners who share the ICFA’s objectives for the sales of quality products and sustained growth of the category. www.icfanet.org

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