Here’s how the industry has evolved.

The rise of digital media

Whilst digital media isn’t a new phenomenon, its stratospheric growth over the past decade has significantly impacted PR. Ten years ago, PR success was largely measured in column inches and AVE was a key KPI. Today, while furniture and homeware brands still value print coverage, they also expect PR strategies to drive search visibility, online engagement, and measurable digital growth.

PR activity doesn’t just aim to secure coverage; it also builds authoritative backlinks and boosts brand visibility across search engines. PR professionals pitch expert comment on trending topics to lead the conversation and build brand authority.

Digital newsrooms publish around the clock, which means PR professionals must be faster, more responsive, and more strategic in how they share news and storytelling content.

The role of influencers  

Alongside the rise of digital publications and newsletters, the influence of social media has grown exponentially. PR has had to adapt accordingly to target brand audiences and to tell stories through social media channels.

Although PR and influencer marketing are separate disciplines, the lines between them have blurred in recent years. PR has evolved to incorporate influencer collaborations as part of broader campaigns, leveraging their reach and authenticity to amplify key messages and engage target audiences beyond the limits of traditional channels.

For example, as part of a seasonal product launch, a PR agency may pitch lifestyle imagery to print and online publications to secure coverage, while gifting furniture to influencers to reach their audiences and show how the products can be styled authentically at home. 

This shift reflects how PR continues to adapt to digital platforms and changing audience behaviours, combining strategic storytelling with new tools to maximise impact.

Events in a work from home world

Events were once a key part of any PR campaign and for many brands they still are, but with many journalists now remote or hybrid working, attendance is harder to secure. People no longer commute daily, meaning “popping out” to a launch or breakfast meeting is no longer effortless.

As a result, the role of events has changed. They must now be more purposeful, more experiential, and more valuable. A simple croissant and a goody bag no longer cuts it. People want immersive brand moments, workshops, hands-on experiences, or exclusive access that they can’t get online. The recent intimate press dinner we organised with our client French Bedroom was a great example of an event that offered journalists an immersive experience.

Events are still a crucial part of PR, but the landscape now looks different.

Goodbye printed assets

Not so long ago, PR teams mailed printed lookbooks and presented printed press releases at journalist briefings as a matter of routine. Today, almost all of that has gone digital. Not only is it more sustainable to share assets digitally, but it’s also faster, more accessible, and easier for journalists to work with.

Digital asset hubs and downloadable lookbooks have replaced stacks of printed materials. Brands can update content instantly, and journalists can access high-res images, product details, and prices whenever they need them, without waiting for a package to arrive.

AI

AI has become one of the biggest disruptors for many industries, PR included. While it can never entirely replace the craft of PR (and journalists can often spot AI-generated pitches), it has fundamentally changed how information is discovered.

AI-powered search tools often pull commentary, insights and signals of authority from across the internet which has influenced how brands are represented online. As AI overviews are often the first result when typing a brand name into Google, the advent of AI has made consistent, high-quality, human-crafted storytelling more important than ever.

The future of PR

PR has never been more vital for helping brands stand out. While the tools, channels, and technologies continue to evolve, the fundamentals remain the same: thoughtful storytelling, strong press relationships, and a clear, consistent brand voice. Great PR adapts with the times, ensuring brands are seen, understood, and remembered. If you need to get your interiors brand noticed, please get in touch. We’d love to hear from you.