Elizabeth Blitzer is the founder of Blitzer & Company, a boutique Public Relations firm that specializes in the interior design industry. A veteran PR professional, Blitzer believes in the value of PR in a changing industry. She graciously answers our questions below.

How has PR changed in the past 10 years?

In most ways, it hasn’t changed much at all. PR still requires knowledge of the industry, the media, and a strong dose of “know-your-audience-ness.” No doubt, our outlets of potential publication have expanded a million times over with online publications, social media, blogs, and applications, but the business of PR remains very much the same. Magazines and newspapers are as important as ever. Projects and press that run in magazines stay on the shelves for a month or more. The online world provides real-time opportunities to be recognized and publicized. I believe the most interesting thing about social and new media is the influence of every-day editors, regular people who use Facebook and other social media sites on a daily basis. THAT is where new opportunities lie.

What do clients hire you to do for them?

Growing a business and building a brand requires many layers of contribution, whether it is through employees or outside consultation. As a designer or a manufacturer, one’s clients hire them for their expertise in that field. Public relations and brand strategy is a whole different beast as well as another full-time job. My clients are looking for someone who specializes in those areas and can devote the necessary time needed to strategize and position themselves or their companies both to the press and within the industry in order to build business and visibility.

Why is PR important to a company?

Visibility, visibility, visibility. The more awareness that a brand receives, the more opportunity the business and brand has to grow. There is a ton of competition out there, and PR allows a company to tell a story, to give background information on a product or service they are providing, and to connect with potential customers and clients. PR also raises visibility within the industry which can in turn be profitable for the growth of a brand—a designer who is looking for licensing deals or for a manufacturer who is interested in creating new lines with high profile designers.

What should a designer look for when selecting a PR firm?

Find someone you like. In some cases, PR can be too aggressive or it can be too passive. A good PR firm is about the people who work there. Relationships are everything when it comes to working with a consultant. The relationships that a firm has with editors and media are the most valuable quality that they can offer to you. Look for someone who is smart, both creatively and strategically, and who has an understanding of the business and where you fit in.

Elizabeth Blitzer is founder and owner of Blitzer & Company, a firm specializing in public relations and brand strategy in the interior design and home furnishings industry. Blitzer & Company is located in New York City. For further information, email .(JavaScript must be enabled to view this email address) or call 212.229.6772.