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Want to stand out in the creative industry and attract more attention? This insightful session for members of The Studio explored the idea that social media is no longer the place to head.
In an era where chasing likes and followers can feel like running on a treadmill, Creative Boom’s private network, The Studio, offers a refreshing alternative: a place for real conversations and actionable insights from the people shaping the creative industries.
One of the standout talks for Studio members in recent months has been “Beyond the Social Bubble: How to Build Your Reputation in the Creative Industries”. This was led by Claire Blyth, founder of design PR agency Red Setter and tackled the question on every creative’s mind: ‘How do you get noticed for what really matters, beyond the noise of social media?’
A career built on creative advocacy
Claire’s credentials are formidable. With nearly three decades in brand design and 16 years at the helm of Red Setter, she’s helped creative agencies and professionals across the globe get their work in front of the right eyes. Her agency’s unique blend of design expertise and business journalism (co-run with her husband, Alex) has made them a go-to for those seeking more than fleeting online attention.
Meanwhile, her podcast My Life in Design, which has featured industry titans like Paula Scher, Brian Collins, and Stefan Sagmeister, aims to demystify creative careers for newcomers and parents alike. As she put it, “It’s not ‘penniless artist’ territory; you can earn money doing this, and it’s a really good thing to do.”
Why social media isn’t enough
The discussion opened with a hard truth: social media alone rarely delivers the recognition or business growth creatives crave. While platforms like Instagram are great for showcasing work and connecting with peers, Claire stressed that “tens of thousands of followers won’t necessarily support your business or bring in new clients.”
The audience may be large, but it’s often made up of students, fellow creatives, or casual fans—not decision-makers. Even LinkedIn, with its professional focus, is still governed by algorithms and can’t guarantee your message reaches the right people.
So, what’s the alternative? Media relations—specifically, getting coverage in the creative, marketing, and business press. As Claire put it: “You need the credibility of the media to get people’s attention.”
For many, the idea of pitching to publications like Creative Boom, Marketing Week or Forbes feels daunting. But as Claire explained, “If you know how to pitch yourself to journalists, you’ve got a much better chance of getting coverage. And the more coverage you get, the more likely you are to get even more.”
What journalists want: 5 key ingredients
Drawing on years of experience, Claire shared the five qualities every successful media pitch or article should have:
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Freshness: Move the conversation forward. Don’t just repeat what’s already out there.
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Relevance: Speak directly to your target audience’s concerns and interests.
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Evidence: Back up your claims with research, case studies or authoritative quotes.
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Timeliness: Explain why your story matters now; tie it to current events or trends.
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Usefulness: Offer actionable insights or takeaways for readers.
Creative Boom editor Katy Cowan, chairing the session, couldn’t agree more. “If a press release lands and it’s got all or most of those things, it stands out,” she enthused. “If it’s vague and lacks a hook, it goes to the back of the queue.”
Crafting a winning pitch
For those who’ve struggled to get a response from publications, Claire and Katy offered a peek behind the curtain. Creative Boom, to take a typical example, receives hundreds of pitches every day. Editors have to be ruthless, prioritising stories that are timely, relevant and genuinely new. There’s also a strong commitment to supporting underrepresented voices and giving emerging creatives a platform—especially if they can offer something distinctive. So, what does a winning pitch look like? Claire recommended:
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Targeting each publication individually. Blanket emails are easy to spot and usually ignored.
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Referencing previous articles to show you understand the publication’s audience and style.
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Providing everything a journalist needs upfront: a clear idea, a concise press release, high-quality images, and any supporting quotes or case studies.
To this, Katy added that the ideal pitch “makes our life as easy as possible. If you come to us with a great idea, people lined up for quotes, and all the images, you’re someone we’ll come back to again and again.”
Why go to all this effort? Because media coverage offers a credibility boost that self-promotion can’t match. As Claire put it, “It’s a third-party endorsement. Instead of you saying you’re brilliant, someone else is saying it, and people are much more likely to believe it.”
This can be transformative. Claire shared stories of agencies who, after being featured in the press, found that clients suddenly understood their full range of services or that other journalists started seeking them out for further coverage. It’s a virtuous circle: one feature leads to another, and before long, you’re being invited to speak at conferences or become a brand ambassador.
Building relationships with journalists
A recurring theme of Claire’s talk was the importance of building genuine relationships with journalists. Editors are inundated with pitches, so they naturally gravitate towards people who consistently provide quality, relevant content.
Claire emphasised the importance of keeping emails concise and free of jargon, advising, “Editors are busy, so get straight to the point and avoid industry speak.” She also stressed the value of targeting your outreach: “Always find the right journalist for your story, rather than sending it to a generic inbox. Persistence matters too, but as Claire noted, “Not every pitch will land, but if you’re consistently reliable and courteous, you’ll build a reputation that pays off in the long run.”
Katy concurred with that. “It’s nice to see a familiar name pop up in your inbox,” she said. “That relationship can be built over years, and it makes a real difference.”
For those new to PR, Claire emphasised the importance of factual, concise press releases. Strip out the superlatives (“fantastic rebrand,” “awesome project”) and stick to the facts. Journalists need clear, copyable information they can quickly adapt for their audience.
Another practical tip was to avoid PDFs—they’re hard to extract quotes from. A Word document or plain email is much easier for editors to work with.
Final thoughts
Ultimately, Claire’s message was that social media and traditional media should work together. LinkedIn and Instagram are still valuable, but that nothing beats the authority of being featured in respected publications. As search and discovery shift with AI, those third-party endorsements and backlinks will only become more important for building your reputation and ranking online.
Overall, this session was a masterclass in moving beyond the social bubble to build a reputation that lasts. For creatives feeling stuck or overlooked, her advice was both practical and empowering: focus on what makes your story unique, target your outreach, and build relationships that go beyond the algorithm.
Meanwhile, if you’re interested in attending such sessions in person and getting the opportunity to ask questions, why not sign up for The Studio today? It’s totally free!
