From Press to Pipeline: How Strategic PR & Authentic Storytelling Drive Growth in Design Brands

In today’s design industry, visibility alone is no longer enough.

Brands are posting, attending trade shows, launching campaigns—and still wondering why growth feels inconsistent. The missing link? Turning visibility into meaningful positioning that drives specification, trust, and long-term pipeline.

In Season 9, Episode 4 of the Thrive In Design Podcast, Nicole Lashae (Ben) Hall sits down with Susan Fernandez, Senior Vice President of Marketing at UpSpring, to unpack how strategic PR and authentic storytelling are reshaping how design brands grow.

This conversation reveals a powerful shift: from simply being seen… to being remembered, trusted, and specified.

The Problem with “Visibility for Visibility’s Sake”

Many brands still operate under an outdated assumption:If people see you enough, growth will follow.

But in a crowded, fast-moving industry, attention is fragmented—and fleeting.

As Susan explains, brands often rely too heavily on product features and performance messaging, forgetting a fundamental truth:

“We all buy on emotion.”

Even in B2B.

Even in highly technical categories.

Even in architecture and design.

Without emotional resonance and strategic storytelling, brands risk becoming interchangeable—just another option in a sea of similar products.

Storytelling Isn’t Fluff—It’s Strategy

One of the most powerful takeaways from this episode is Susan’s reframing of storytelling:

“It’s all about seduction… creating something that someone wants to know more about.”

This doesn’t mean exaggeration or over-polishing. It means:

• Highlighting what makes your brand distinct
• Creating intrigue and curiosity
• Translating technical features into human meaning

For design brands, this can be as simple—and as impactful—as how you name, describe, and position your products.

Instead of defaulting to generic labels or spec-heavy language, storytelling invites designers into a narrative—one that aligns with how they think, feel, and specify.

From PR to Pipeline: What Strategic PR Really Does

A major misconception? That PR is just press releases.

In reality, strategic PR is about positioning your brand inside the right conversations—before you even have the experience.

Susan shares a compelling example: helping a firm break into the cruise ship industry by introducing a bold idea to the media. The idea itself never materialized—but the positioning did.

The result? New opportunities, visibility, and RFPs.

That’s the power of PR done right:

• It builds credibility before proof
• It positions brands as thought leaders
• It opens doors to new markets and opportunities

Or, as Susan puts it:

“We help clients shape their industry conversation rather than react to it.”

Why PR Matters More in the Age of AI

With the rise of AI and large language models (LLMs), the role of PR has become even more critical.

Today, decision-makers don’t just search—they evaluate using AI tools. And those tools prioritize:

• Credible third-party mentions
• Thought leadership
• Consistent, structured content

This means:

• Press coverage strengthens your digital authority
• External validation increases perceived trust
• Your brand becomes more “visible” to machines, not just humans

In other words, PR is no longer optional—it’s foundational.

Integration Is the New Advantage

One of the clearest themes from this episode is the need for alignment.

PR cannot live in a silo. Neither can marketing, sales, or digital strategy.

High-performing brands are integrating:

• PR and media visibility
• SEO and website content
• Spec sheets and live copy
• Social and thought leadership
• Sales enablement and storytelling

Because today, every touchpoint contributes to how your brand is evaluated—by both people and AI.

Trade Shows Aren’t Dead—But Your Strategy Might Be

Trade shows remain one of the most powerful opportunities for connection—but only when used strategically.

Too often, brands:

• Show up without a clear objective
• Fail to warm up their audience beforehand
• Miss opportunities to deepen relationships onsite

The most successful brands approach trade shows as part of a larger system:

Before the show:

• Build awareness through PR and campaigns
• Get on attendees’ “must-visit” list

During the show:

• Train teams to communicate clearly and confidently
• Focus on connection—not just transactions

After the show:

• Follow up with intention (not generic emails)

When done well, trade shows become less about exposure—and more about conversion and relationship-building.

Measuring What Matters (and What Doesn’t)

Not everything in marketing is immediately measurable—and that’s okay.

Yes, you should track:

• Website traffic and engagement
• Press placements and impressions
• Ad performance
• Sales growth by region or segment

But you also need to recognize the long game:

• Brand perception
• Thought leadership
• Market positioning

These don’t always show instant ROI—but they shape future pipeline and growth.

The Most Important Takeaway: Authenticity Wins

If there’s one idea that defines this episode, it’s this:

Authenticity isn’t optional—it’s the foundation of everything.

Susan puts it simply:

“You shouldn’t craft a story that you think is going to sell. You should craft a story that is so authentic… every experience feels in line.”

When your story is aligned across:

• Marketing
• Sales
• Product
• Customer experience

You don’t just attract attention—you build trust.

And trust is what drives specification.

Final Thought: From Visibility to Memorability

The brands that will win in today’s design industry are not the loudest.

They are the clearest.

The most aligned.

The most authentic.

They don’t just show up—they mean something.

Start Your Journey

1. For deeper insight into how brands move from visibility to memorability, listen to the Thrive In Design Podcast — where we explore positioning, storytelling, and real-world specification strategy.

2. If your brand is visible but not memorable, it’s time to take action.Book a discovery call to get a clear, actionable plan for positioning and specification growth.Schedule a discovery call with our CEO, Nicole Lashae (Ben) Hall.

3. Looking for clarity beyond visibility?Spec Ready™ helps brands identify gaps in positioning, sales alignment, and designer understanding.Take the assessment to get a clear, strategic snapshot of where your brand stands:👉 https://specready.co/

4. Join the Conversation

The AI in Design Summit brings together leaders across product development, creative strategy, storytelling, and design innovation to explore how artificial intelligence is shaping the future of the A&D industry.

If you’re part of the architecture and design ecosystem, this is a conversation worth joining.

Register here: https://tidsummit.com/