Episode 31 - Inside Luxury Home PR: Jennifer McGraw on Getting Published, Growing Visibility & Giving Back

Transcript

Wendy :
Hello, powerhouse smart friends and colleagues. Wendy Cohen here. I’m so excited for our next episode of the Powerhouse Cool Collabs Podcast. As a reminder, this is a commutable podcast, so hopefully you’re on your way to an exciting new project. And if you’re in the luxury design-build industry like many of our listeners, I hope you have a day filled with nothing but beautiful things all around you.

Today, my guest is a dear colleague of mine whom I met—like I always tell you—by being open to meeting new people. This connection came through the Chicago Merchandise Mart, which is highly regarded. As soon as I met her, I fell in love and knew she would be incredible for my business life, for my Powerhouse Smart community, and of course for this podcast.

Our guest today embodies three pillars. First, she’s a cool leader who believes in collaboration. Second, she lives with an attitude of gratitude. And finally, she gives back and loves helping other people.

So without further ado, our guest today is Jennifer McGraw, principal and owner of Jennifer McGraw PR. She’s a truly amazing publicist. Jennifer, welcome to my family and welcome to my podcast.

Jennifer:
Thanks, Wendy. I’m really happy to be here. You are awesome, and I feel the same way about you. When I first met you and heard about Powerhouse Smart, it was just a natural fit for me. It’s such a wonderful, collaborative group of people. I’ve already gotten so much out of Powerhouse Smart from just the two conferences I’ve attended, and I plan to continue. I really appreciate you having me here.

Wendy:
You and I just fit together like two old girlfriends—although we’re not old. From the moment we started talking, I immediately knew I had found a new friend I’d be doing great things with. There’s been so much synergy already.

One thing I always like to start with is having you share your story. Everyone listening will want to reach out to you, and there will be links below so they can learn more. So please tell us about your career journey and your life.

Jennifer:
Sure, I’d love to. I went to school for PR, which led me down a path that started at Rolling Stone magazine. It was an incredible experience. I was lucky enough to be one of those interns who got hired by Wenner Media, the owner of Rolling Stone.

Imagine being 21 years old in New York City and working at Rolling Stone—it was incredibly fun and really got my creative juices flowing. I was initially in more of a sales and marketing role, but I quickly realized it was time to move fully into PR. I worked across a few different industries before eventually finding the interior design and luxury home industry.

A designer on Long Island hired me, and I absolutely fell in love with the space. I wanted to learn everything about the luxury home industry. At the time, my children were two and three years old, so my work hours were limited—which is a familiar story for many women. As my kids got older, I took on more work, and eventually it turned into multiple clients across the luxury home space. It’s been growing ever since.

What’s funny is that although I’m based in New York, I have a large number of Chicago clients—Chicago just speaks to me. I also work with clients in Aspen, Florida, Wisconsin, and beyond. Geography doesn’t really limit what I do. It’s more about how ready a firm is for PR and how I can empower them.

Wendy:
That’s fabulous—and you truly cover the entire U.S. I think PR can feel elusive to people. They wonder, “Do I need PR? How does it work? When can I afford it?” How would you explain what you do and when someone should hire someone like you?

Jennifer:
PR really comes down to two things: time and money. I like to think of PR as a pizza pie. Half of that pie is earned press—getting a designer, firm, or brand into the universe through magazine features, online articles, room roundups, and publications that reach homeowners.

The other half is industry recognition, which is just as important. That’s how you become known within the industry for opportunities like book deals, product collaborations, and speaking engagements.

Many people think PR is just submitting a project to a magazine, but that’s only a small part of it. PR is about relationships—relationships with editors, showroom managers, brand owners—and knowing how to properly present a designer or brand to the right people.

If you’re a busy designer with projects piling up, photos sitting on your website, and no time to package and pitch them, that’s usually a sign you’re ready for PR. Designers shouldn’t be doing PR themselves—it’s another full-time job.

Wendy:
That’s really helpful. With social media now, some people think that posting online is PR. How has PR changed over the years?

Jennifer:
Instagram is still incredibly important, but it’s constantly changing with algorithms. It’s important for designers to have a solid social media presence before working with PR.

Years ago, discovery happened through print magazines. Then digital magazines. Now Instagram ties everything together—print, online, and social all feed into one another. A client might say they found a designer on Instagram, but they may have first seen them in a magazine or showhouse and followed them afterward.

What’s changed most is the growth of online PR. Online features allow designers without full-home projects to get visibility through room roundups and evergreen content. Those articles live online forever, link back to your website, and drive traffic and growth.

Wendy:
That’s amazing. It really opens doors for emerging designers.

Jennifer:
Exactly. Online media gives emerging designers the chance to grow gradually—starting with individual rooms instead of full homes. I love that it supports that journey.

Wendy:
We talked earlier about living with an attitude of gratitude and giving back. You mentor emerging designers and work with brands as well. How do you support brands differently?

Jennifer:
I love helping both designers and brands. I’ll always take a call. Sometimes it’s just a 15-minute strategy conversation or reviewing a website. Many brands don’t realize where they’re missing opportunities.

I especially love smaller, bespoke brands—artisans and makers. I enjoy helping them figure out which shows to attend, how to refine their website, and how small changes can make a big impact.

Wendy:
That’s why you’re such a gift to entrepreneurs. Before we wrap up, let’s talk about giving back. What fulfills you the most?

Jennifer:
Anyone who knows me knows I’m a huge animal lover. I work with rescue groups, foster dogs, and help with fundraisers whenever I can. It’s not always easy, but it’s incredibly fulfilling.

In the design world, I love mentoring emerging designers. If I see gaps in someone’s photography, styling, or website, I’ll reach out and offer guidance. Trends change constantly—styling changes year to year—and keeping up is essential. I love helping designers refine those details.

Wendy:
That generosity really shows. I’m so grateful to have you in my life. We’ll include all your contact information below, and this podcast will be available on Apple, Spotify, YouTube, and our website.

My final question—how would you define a well-lived life?

Jennifer:
A well-lived life is the perfect balance between a job I’m passionate about, a family I love and who loves me back, and enough playtime to recharge and energize me for each new day.

Wendy:
That’s the perfect balance. Thank you so much, Jennifer. We’ll be connecting and building more synergies very soon.

Jennifer:
Thank you so much, Wendy. Thanks for having me.

Wendy:
Thank you, everyone. Bye!