Why publicity is important for architects

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.

When the media approaches you

DO 

— Provide high quality, professionally photographed images of your projects and ensure these images are correctly attributed
— Discover the ‘angle’ for the story so you can best prepare for the interview
— Ask if any additional interviewees have been approached for comment
— Respond to enquiries in a timely manner


DON’T

— Stray too far from the line of questioning
— Push your own agenda or overly promote your practice during the interview
— Share confidential or sensitive information
— Use negative, disparaging or potentially defamatory language
— Assume your story will be published quickly – some publications have lengthy turnaround times


Approaching the media to get publicity for your architectural practice

DO 

— Accompany your pitch with outstanding images produced by professional photographers
— Forge strong and enduring relationships with editors and journalists
— Research suitable publishers and broadcasters to target
— After your story is published or broadcast, send the editor or journalist a note of thanks

DON’T

— Expect your first pitch to be accepted
— 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
— Be afraid to show your personality and to voice your opinions
— Ignore agreements for exclusivity – these could preclude you from pitching too far and wide

 

These notes have been prepared by Lindy Johnson Creative Agent for the Australian Institute of Architects. Australian Institute of Architects eligible members can access the full “Publicity management” Acumen Practice Notes here.

 

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