Why hiring a professional PR can help grow your kitchen retail business

Sometimes hiring a professional is exactly what a business needs to take it to the next level – we talk to kitchen PR specialist Alex Crabtree to hear how a co-ordinated strategy can make all the difference.

Q: Why is input from a PR professional important for kitchen retail?
A: In today’s competitive kitchen market, great design and craftsmanship alone are not always enough to attract attention. A PR professional helps retailers communicate what makes their business unique and ensures that the right audiences – from potential clients to journalists and industry professionals – actually see that message.

PR is about far more than simply sending out press releases. It’s about creating a strong brand story, positioning a retailer as an expert within the industry, and generating consistent visibility through editorial features, case studies, social media, awards, events and collaborations. A good PR strategy helps build credibility and trust, which is especially important in the premium kitchen sector where clients are making significant investments.

Professional PR input can also maximise the value of every completed project. One beautifully designed kitchen can become a magazine feature, a social media campaign, website content, award entries and sales material – all helping to drive future enquiries and reinforce a retailer’s reputation.

Q: What are the main elements that often get overlooked by retailers that a PR can help with?
A: One of the biggest things retailers overlook is the importance of professional photography and styling. Even the most beautifully designed kitchen can fail to gain press coverage or perform well online if the imagery does not feel aspirational, polished and editorial.

Retailers also sometimes underestimate the power of storytelling. Journalists and consumers are rarely interested in cabinetry alone – they want to understand how a space works for the homeowner, how the brief was solved and what makes the project special. PR professionals help shape these narratives into engaging case studies that magazines actually want to feature.

Consistency is another area that can often be missed. Many retailers post sporadically on social media or only seek press coverage occasionally. PR works best when visibility is consistent across editorial, digital platforms, events and collaborations, helping to build long-term brand recognition.

Finally, retailers can overlook relationship-building with editors, journalists and influencers. PR professionals already have these trusted relationships and understand exactly what different publications are looking for.

Q: Is social media a tool that professional PRs can help with?
A: Absolutely. Social media and PR now work hand-in-hand. A professional PR understands how to create content that not only looks visually appealing but also strengthens a brand’s overall positioning and reputation.

For kitchen retailers, social media is an incredibly powerful way to showcase completed projects, behind the scenes moments, showroom styling, launches, events and expertise. PR professionals can help ensure that the content feels cohesive, polished and aligned with the brand’s identity.

Importantly, PR led social media should not simply focus on selling. The strongest performing content often tells a story, shares inspiration or offers insight into the design process. Professional PRs can also help retailers understand how to maximise the lifespan of content by linking social posts with magazine coverage, photography shoots, collaborations and showroom events.

In addition, PR professionals can advise on everything from captions and content planning to reels, partnerships, influencer collaborations and how to create content that is more likely to gain engagement and visibility.

Q: How relevant are showroom events to gaining exposure and building up clientele?
A: Showroom events can be extremely valuable when done well. They allow retailers to create a memorable experience around their brand while building genuine relationships with both existing and potential clients.

In an increasingly digital world, people still value in-person experiences – especially within the luxury interiors sector where clients want to feel inspired and emotionally connected to a brand. Events can position a showroom as a creative destination rather than simply a retail space.

Whether it is a design talk, tablescaping workshop, product launch, cookery demonstration or collaborative event with another brand, these experiences can generate excellent social media content, encourage word-of-mouth marketing and create opportunities for press coverage.

Events also work particularly well when they feel authentic and visually engaging. Guests are far more likely to share content online when the styling, atmosphere and details feel considered and aspirational. From a PR perspective, showroom events can provide ongoing content opportunities long after the event itself has finished.

Q: What are the ‘do’s and don’ts’ when styling showrooms and projects for magazine photo shoots?

Do:

• ● Style with realism and warmth in mind – the space should feel aspirational but still lived-in.
• ● Use layers and texture to add depth, such as linens, ceramics, flowers, books and natural produce.
• ● Keep styling relevant to the property and target audience.
• ● Think carefully about lighting and how natural light moves through the room.
• ● Create moments that help tell a story rather than styling every surface heavily.
• ● Invest in professional photography wherever possible.
• ● Ensure the space is immaculate before shooting, paying attention to details such as fingerprints, cables and clutter.
• ● Consider how the images will work across magazines, websites and social media platforms.
  
  

Don’t:

• ● Overstyle the space to the point where the kitchen becomes impractical or cluttered.
• ● Use props that distract from the design itself.
• ● Fill every shelf or worktop unnecessarily – restraint is often key in editorial photography.
• ● Forget functionality; magazines and readers want spaces to feel believable.
• ● Ignore the importance of colour balance and cohesion.
• ● Rely solely on phone photography for professional PR purposes.
• ● Leave styling until the last minute – thoughtful preparation makes an enormous difference to the final result.
  
  

Ultimately, the best editorial kitchen photography strikes a balance between aspiration and authenticity. The styling should enhance the design, not overpower it.