Amy Flurry

Amy Flurry
Founder, Recipe for Press

Amy Flurry specializes in helping interior designers pitch for press publicity. She follows a proven method of evaluating your press potential, current marketing materials, identification of story lines, and designing a strategic method for your media outreach plus specific recommendations for implementing such method.  She also helps designers in personalized pitch development for your current and future pitching on print and online.


She is an editor and contributor to some of the biggest magazines on the news stand (Lucky, Country Living, Condé Nast Traveler, InStyle, Better Homes & Gardens). Amy authored the book Recipe for Press (Pitch Your Story and Create a Buzz) and then took to the road, sharing her editorial insights with creative entrepreneurs.  Her book  has been called “the small business blueprint for DIY publicity,” packed with good, no-nonsense advice on how to get your story or product onto the pages of influential publications. Amy conducts lectures and workshops to further educate entrepreneurs on how to refine their message, engage media, and create relationships with editors and bloggers.

Amy co-founded Paper-Cut-Project, a company whose clients include Kate Spade, Christies, Hermès, Cartier, and the Victoria & Albert museum. Paper-Cut-Project’s work has been featured in the New York Times, Italian Vogue, Nylon and Marie Claire Taiwan. Amy is also the creative director of Parlore, helping to develop and position a product management app and trade resource for interior designers.

Show Notes

  • Techniques to create buzz for your business using the press
  • How press helps your marketing
  • Amy’s role in your press marketing
  • The advantage of choosing Amy over other PR firms
  • Are you ready for a publicist?
  • What makes a good pitch and when to pitch
  • Why Amy wrote the book Recipe for Press
  • Standard method of pitching
  • A pitch is short, concise but the homework takes a lot of time
  • Amy’s publicist strategy
  • The best things to do and the worst things to avoid in pitching
  • The importance of research
  • The different approaches for online and printed magazines
  • Understanding the editorial calendar
  • What are the blogs to write in
  • Quick way to find who writes about who
  • Creating content for interior designers
  • Creating long-standing relationship with a publicist


Her Book- Recipe for Press:

Her personal site:

The Paper Cut Project site:



Curated Kravet

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