6 Hallmarks of a Great PR Agency

We recently published our annual ‘The PR Net 100’ list and while I didn’t personally judge it, I read through all the applications, which led me to write this short piece.

What separates a good PR agency from a great one? From the intel I gleaned from ‘the 100’, there are 6 key tenets that the most highly judged agencies shared:

  • INVEST – The top agencies are making big investments in their people and culture
  • REDEFINE – To stay relevant in the ever-evolving comms landscape and to meet client's needs where they are now, agencies are redefining the traditional scope of PR. Media relations may still be there, but the breadth of consultancy being offered is greater than ever
  • INNOVATE – the way things have been done shouldn’t necessarily guide the way you do them moving forward. Track and evaluate processes – don’t practice the same tactics just because they’ve been done before. Pioneer find new verticals (NFTs/crypto, for example) and create a service offering
  • DEI – a successful DEI approach isn’t an afterthought, it forms part of all facets of the agency’s operations, from the team to the work and all in between
  • IMPACT – corporate purpose is an emerging trend in the PR industry, as brands look for ways to shape and communicate their values and impact. A few agencies have long been operating in this space and are reaping benefits as its importance grows
  • MEASURE – agencies are demonstrating their value via tech tools (some proprietary) platforms that track and measure their outputs and impact on their client's success


Home Media Outlets You Might Not Know About

If you’re into home and design, you probably have a handful of go-to publications for getting interior inspo, trend updates and the like. But what about the lesser-known names delivering big on all things design? We asked industry insiders to share some of their personal favorite home media outlets outside of the usual suspects. Bookmark, save and subscribe accordingly.

Molly Schoneveld, Founder & CEO, The Storied Group

Effect Magazine is the in-house publication of The Bruno Effect, a new online luxury interior design marketplace, bringing together the world's best high-end designers, furniture and collectibles dealers. They are based in London, but work with interior designers across Europe and the US, too. I love its global perspective that caters to both the industry and to design enthusiasts. Frederic Magazine is a lifestyle magazine published by Schumacher (named after the visionary Frederic Schumacher) and prints three times per year (a big beautiful glossy!). The EIC Dara Caponigro spoke on a panel in LA at LEGENDS week this year, so I got the inside scoop. I love that they reshoot all their design projects and do various tastemaker profiles and entertaining features that can be few and far in between in print these days.

A residential suite in Kisawa Sanctuary, Benguerra Island, Mozambique | Effect Magazine

Andrew Joseph, Founder, Andrew Joseph PR

Andrew Joseph PR has remained remote, and since working in my home office, I listen to podcasts throughout the day in the background. My favorite podcast is Convo By Design by Josh Cooperman. He has a very laid back upbeat interview style and I always feel like I have learned something about the architects, designers, makers and artists he interviews. You can find it on any podcast service.

Lauren Urband, Founder & President, The Consultancy PR

Although Nowness is widely followed on Instagram, its website is often overlooked; however, it provides endless inspiration within the worlds of art, design, fashion, beauty, music, food, and travel. The publication has a unique strategy, focusing on video content as a means to share stories about individuals and brands who are on the cutting edge of their respective fields. Two of my favorite series are “In Residence,” which features the homes of noted designers and architects, as well as “Private View,” which highlights the process behind some of the most widely regarded artists and designers today.

Rebecca Goldberg Brodsky, Co-Founder, DADA Goldberg

We're following the launch of Amazon's new design outlet. We've followed Anne Quito for many years so we have high hopes for this title. We're also tracking the launch of Architectural Digest's TikTok channel. This is quickly growing and they're aggressively building out content that fits the medium.

Tiffany Farney, Founder, Digital Thread Consulting

Run, don't walk to your headphones and listen to Design Perspectives, a podcast by interior designer Gail M Davis. She's authentic, honest and digs deep with her guests to have candid and sincere conversations about design, business, life, and what she calls 'hot topics.' The conversations are enlightening and informative, it's a great listen whether or not you are in the design industry.

Courtney Lukitsch, Founder, Gotham PR

"Publications to explore a high level of innovation by designers include Architectural Digest, ADPro, Dezeen, Cultured, Florida Design Magazine, Interior Design and World Interiors.”

Erik Perez, Founder, Hello PR Group

Lately I have been spending time reading a few niche design magazines. Est Living out of Australia publishes incredible spaces and is a great resource. A few other Scandinavian publications that should be on any design aficionado's list are RUM, Oak Nordic Journal and Ark Journal. Homes and Gardens out of the UK has been doing a fantastic job on publishing and promoting the work of US designers, architects and brands, and their online content has been very timely and on-trend. It’s been wonderful to see this iconic UK brand adapt to the US market. Of course my all-time favorite publication is Monocle. I’m an avid reader of the print edition, and subscribe to their podcasts – particularly Section D and The Monocle Weekly.

Est Living

Katharina Plath, Founder, Head & Hand PR

One publication we admire is Luxe Interiors + Design. Their regional issues are an excellent source because they give a voice to local designers, makers, and design shops throughout the United States. We are also expanding our design knowledge following The Grand Tourist podcast by Dan Rubinstein. We love that Dan interviews not only giants in the A&D world but has engaging conversations with creatives from other fields that are truly inspiring!

Laura Bindloss, Founder, Nylon Consulting & Designer Home Tours

Three years ago I was at The Business of Home Conference listening to a speaker from YouTube talk about the platform and it dawned on me that the interior design industry was barely present in that space. A further search confirmed my suspicions - all of the content I could see on YouTube was either around celebrities or DIY content; neither of which was applicable to the majority of content that fit the luxury design space. Video was on the rise, and there were fewer places for us to showcase our client's work unless it had a famous homeowner, so I saw an opportunity to create a media brand that I wanted to exist: Designer Home Tours. Designers can submit projects to us to have their work considered for a feature on the channel, and they can also get in touch with us to create private label video content for their own channels. 

Designer Home Tours: Light and Airy Modern Coastal Beach House 

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