How to create a standout PR strategy for your home interior brand in 2026

Now that the year is well underway, many are taking a moment to refresh their homes and set the tone for the months ahead.

This moment isn’t just ideal for rethinking your interior styling, but it’s also the perfect time for home and interior brands to start developing a strong PR strategy or refine an existing one to ensure it reflects current trends, consumer behaviour, and industry insight.

With this in mind, our PR team has analysed the tactics proving most effective in the home space right now – essential for every home brand looking to craft a winning PR strategy.

Don’t underestimate the basics

An effective PR strategy needs to start with a strong foundation, so make sure you’re equipped with the basics. Curating a bank of industry experts is essential for developing a strategy that builds authority and trust, providing easy access to spokespeople who can offer credible insight to media outlets. In the home space, genuine and knowledgeable experts are an invaluable asset – offering advice rooted in experience rather than generic commentary.

Make sure to have a solid source of internal data and case studies that can be used to support your press content. Journalists are consistently seeking credible sources of industry data, alongside real-life stories, to create content that is factual, engaging, and relatable.

Especially for home and interior brands with aesthetic products to showcase, always supplement press content with high-quality imagery. This is a great way to stand out from the crowd and showcase products, and including captions and prices where relevant ensures journalists have the full details in one place. Creating naturally flowing press content with helpful advice, data and case studies, and stunning aesthetics is the goal.

Maximise results with evergreen content

When planning PR campaigns, focus on creating content that can work hard for you throughout the news cycle. Building campaigns around evergreen topics gives you the flexibility to re-angle stories for key dates, seasonal moments, and timely news hooks all year long, maximising the lifespan of your ideas and driving stronger, more consistent results. Not every campaign needs to be evergreen, but having a few in your mix can significantly strengthen overall performance.

When outreaching or looking for reactive opportunities, take a moment to revisit any evergreen content you already have in the bank. You might uncover a piece that’s suddenly relevant again, and even secure new coverage for a campaign that’s been dormant for years. Money-saving advice, cleaning and decorating hacks, and long-term trend predictions are all examples of topics in the home and interior space that perform well time and time again.

Refine your reactive PR

Reactive PR is a vital tactic for delivering authentic and relevant results, but knowing when and how to react can be the difference between a strategy that excels and one that falls short.

For brands in the home space, knowing your industry is essential – whether that’s bedrooms, kitchens, flooring, or even DIY. Ensure you conduct thorough research into your niche and monitor news outlets and social channels daily to quickly identify emerging trends, allowing you to provide unique, relevant insights into the topic.

Create a comprehensive marketing calendar that outlines key dates, awareness days, pop culture moments, and anything else that could create a PR-worthy moment for your brand. Having this information to hand will enable you to create quick, reactive comments that resonate with your audience. With a bank of industry experts, data, and imagery at the ready, speed will be on your side so you can be the first to jump on trending topics, such as cottage core, maximalism, or dopamine décor.

Build genuine journalist relationships

Journalists’ inboxes are more crowded than ever with press releases, invites, and product samples, making it increasingly challenging to cut through the noise. Your pitch might get you through the door, but building meaningful relationships with journalists will determine whether you stand out from the crowd. In an oversaturated home and interiors landscape, strong journalist relationships often determine whether a campaign lacks impact or secures high-quality results.

Once you’ve built relationships with the right journalists, you’ll often find they reach out to you first for commentary on emerging trends and current topics, opening fresh opportunities for your brand while easing the workload of sourcing reactive moments.

Don’t shy away from being creative

While journalists often favour quick content, creative campaigns still have their place when crafting an effective PR strategy. Before jumping into a creative campaign, you need to determine whether this type of content resonates with your audience, what story you’re trying to tell, and who you’re going to pitch it to, to decide whether it’s going to land the desired results.

For home brands, weaving visual formats into a campaign is an effective way to elevate brand image, especially when you spotlight real home renovation or design case studies that bring your offering to life. Pair those visuals with expert insights and credible supporting data, and you’re well on track to build a compelling, impactful creative campaign.

Creative campaigns succeed because they give you so many ways to tell a story – from static and video assets to in-person activations and product launches. Blending formats transforms a campaign into a powerful storytelling tool that strengthens brand awareness, boosts engagement, and builds trust.

Make your content work cross-channel

PR is a powerful driver of brand awareness and credibility, but your campaigns don’t have to exist in a vacuum. For home-focused content, especially, social media is a key marketing channel for building awareness and a highly relevant audience. Its visual nature gives brands the space to spotlight products, styling, and design that attract the right audiences.

Amplify your campaigns by sharing key moments, insights, and takeaways across your social channels, ensuring every asset works harder and making full use of engaging imagery and video. Maximise video-led content on TikTok, elevate creative assets on Instagram, and spotlight product imagery on Pinterest – a still underrated social platform for home brands looking to grow their presence.

Revise and re-strategise when it’s needed

One of the most valuable calls you can make when building a PR strategy is recognising when something isn’t landing and having the confidence to revise your tactics. Not every campaign will deliver instant results, but the insights you gather along the way will shape long-term success. Instead of continuing to push out underperforming content or abandoning the idea altogether, take a step back and review what’s worked and what hasn’t, to realign your approach.

If reactive commentary is proving to be a huge results driver, consider prioritising this tactic over creative-led campaigns. Equally, if data-led campaigns aren’t landing coverage, don’t feel obliged to keep pushing it. Just because a tactic is available doesn’t mean it’s right for your brand. Those adjustments are often what turn a struggling strategy into a successful one.

Summary 

Crafting a standout PR strategy is an ongoing process that needs to be adaptable with internal brand shifts, an ever-evolving media landscape, and wider cultural trends.

Ideally, no two strategies should ever be the same. Your brand’s specific goals, aspirations, and priorities should shape your strategy, and working closely with your SEO team will keep you closely aligned with organic performance. Once your strategy is in place, make sure to craft ideas and content that are relevant to the brand and strategic goals.

Our PR team love a newsjacking opportunity, and to keep on top of the upcoming national holidays, we’ve created C3 Newsroom – sharing all the latest opportunities across a range of sectors with our ‘always on’ approach.