Public Relations is a vital part of the marketing mix. Used effectively, it can influence consumers, change perceptions and ultimately impact sales. Home and interiors PR is particularly impactful. Product endorsements in lifestyle media raise a company’s profile, build brand image, promote specific product lines and ultimately, drive sales.

Compared to the relatively high costs of advertising, interiors public relations can be a cost-effective method of promoting specific products to the consumer. For example, Lighting Web, one of The White Room’s clients, has stopped advertising as the PR campaign is so effective at driving sales. Instead, the company selects key trends and showcases new products via product placement in high end lifestyle media. This is the only external communication the company is currently undertaking and sales continue to rise, along with the company’s profile.

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Gallery wall decor has had a good 2009. Each year, The White Room design and photograph a new 250 page catalogue which showcases their complete product range of mirrors, wall art, lamps and photo frames. The 2010 collection introduces the development of Gallery’s Pink Camouflage interior accessory range with the addition of four new, on trend categories that appeal and inspire to the modern consumer. Each range reflects a home interiors style and encourages retailers to purchase a larger range of stock. Gallery have also added some statement pieces this year with a new collection of large wall mirrors, creating a focal point in any home interior.