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Publicity tells the world you are newsworthy. Being deemed worthy of coverage in traditional media outlets (like newspapers, magazines, TV and radio) or digital media outlets (like popular YouTube channels or podcasts) sends a strong message that your message needs to be heard.
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Why is publicity important for architectural practices?
Hitting the headlines – or even securing a minor mention in the press – instantly raises your practice profile and its value.
Clients, prospects and peers, with the power to refer, all subconsciously elevate well-publicised practices. Never underestimate the impact of the media spotlight. It illuminates your good work, long after the story’s been published or broadcast.
Minimising negative publicity
Take time to consider issues you can control and issues beyond your control.
Issues you can control are the red flags you identify before, during or after a project’s completion. Be proactive. Consider any potential for negative publicity. How might you circumvent bad press from taking hold? Be proactive by establishing a communication plan that clearly articulates your practice’s position and the media channels through which you could illuminate that position.
Issues beyond your control are any unexpected events that could reflect poorly on your practice. Undertake some scenario testing or what-ifs to uncover how best to respond to a crisis. Then, draft a communication plan that highlights speedy response times and transparent messaging. In the face of a media storm, it’s best to provide the press with timely, honest and concise information. That way, you control your message – not the media.
Securing publicity for your practice
Remember to cast the net wide. There’s a plethora of traditional media outlets and new media to target. Consider some, or all, of the following:
- Mainstream media outlets (eg major newspapers and commercial broadcasters)
- Business publications
- Sector-specific publications (eg health or education magazines)
- Architecture and design media
When the media approach you
You’ve won a major international award and a journalist from your state’s leading newspaper wants to interview you. What now? Take a moment to catch your breath. Don’t let excitement or nerves (or both) cloud your thinking.
Familiarise yourself with the publication. Tone, style and structure will all help you imagine what to expect from an interview. Respond to the journalist in a timely manner. Most media outlets are working within very tight turnarounds.
Everything is on the record. Make that assumption from the get-go. In other words, don’t share any information that you, or your clients would not want in the public domain.
Everything is enduring. In the age of digital media, a story can follow you long after publication or broadcast. Be mindful that anything you say, or any image you share, may be referenced weeks, months or years after you release it to the media .
DO |
DON'T |
Provide high quality, professionally photographed images of your projects and ensure these images are correctly attributed |
Stray too far from the line of questioning |
Discover the ‘angle’ for the story so you can best prepare for the interview |
Push your own agenda or overly promote your practice during the interview |
Ask if any additional interviewees have been approached for comment |
Share confidential or sensitive information. Use negative, disparaging or potentially defamatory language |
Respond to enquires in a timely manner |
Assume your story will be published quickly – some publications have lengthy turnaround times |
Approaching the media to get publicity for your architectural practice
Before you approach the media, engage experienced and reputable architectural photographers to best capture your projects. Choose a photographer whose style will best suit your project. Refer Acumen note Copyright and architectural photography for a guide to publishing photographs of architectural works.
If you’re pitching a personal profile, be sure to include professionally photographed portrait images of yourself. Powerful pitches are what you’ll need to secure stories in the media.
Media outlets are inundated with ideas, so your pitch must be spot-on to cut through the competition. In recent years, publishers and broadcasters have slashed their staff in the wake of increasing competition and rising costs. The result? Small teams of journalists and editors are carrying large workloads. You’ll be looked at favourably if you ‘cut to the chase’ and provide well-written media releases and high-quality images.
Begin by identifying suitable publications or broadcasts to target. Closely monitor the types of stories they feature. For example, if a popular inner-city publication has never profiled a new regional development, it’s likely your pitch for a boutique regional hotel will not be successful.
When considering architectural journals, be mindful that some require exclusivity for a project, so be sure to research the best publication before agreeing to one. Even agreeing to a publication that does not require exclusivity might exclude you from consideration by another highly reputable publication later on.
Generally, there are two types of architecture and design journals. Some online journals allow you to upload text and images yourself, then publication is determined at the editor’s discretion. Meanwhile, other journals will require you to submit your pitch and, if successful, the editorial team will likely prepare text and artwork based on your source materials.
Patience and persistence. You’ll need both. Journalists’ inboxes are overflowing so a gentle reminder (a few days after your initial contact) can help prioritise your pitch.
Remember, projects aren’t your only source of stories. The media love human-interest stories and tales from behind-the-scenes too .
DO |
DON'T |
Accompany your pitch with a well-written media release and outstanding images |
Expect your first pitch to be accepted |
Forge strong and enduring relationships with editors and journalists |
Ignore journalists’ deadlines – if they’re due to go to print or live-to-air, you should postpone your verbal pitch for a more convenient time |
Research suitable publishers and broadcasters to target |
Be afraid to show your personality and to voice your opinions |
After your story is published or broadcast, send the editor or journalist a note of thanks |
Ignore agreements for exclusivity – these could preclude you from pitching too far and wide |
Lindy Johnson, marketing specialist for architects and designers, kindly prepared the content of this note.
Disclaimer
This content is provided by the Australian Institute of Architects for reference purposes and as general guidance. It does not take into account specific circumstances and should not be relied on in that way. It is not legal, financial, insurance, or other advice and you should seek independent verification or advice before relying on this content in circumstances where loss or damage may result. The Institute endeavours to publish content that is accurate at the time it is published, but does not accept responsibility for content that may or has become inaccurate over time. Using this website and content is subject to the Acumen User Licence.