Architecture and PR
How to communicate your design vision
In an industry full of creatives jostling for their 15 minutes in the spotlight, architecture practitioners have to work hard to make their mark and garner greater awareness. A strategic architecture PR campaign is a great place to start, to stand out against the competition and increase awareness of the business and its successes.
A PR and communications agency like Sandford can help by providing a combination of traditional design PR, digital media work, content creation, and wider networking and event ideas to help bolster your industry position and the reputation of your practice.
Communicating your design vision to the media is just the start.
Crafting a compelling narrative
Architecture is a crowded space, with hundreds of practices located in the same cities or county borders competing for potential projects and media attention. One of the first things we do with new architecture clients, and regularly with existing clients, is work together to nail exactly what it is that makes that practice or individual stand out from the crowd. It could be a newsworthy project, a speciality within the sector, innovative material use, a figurehead within the practice or something unexpected about the founder.
Crafting a narrative around this that feeds into all aspects of the marketing campaign and architecture PR strategy will set you apart - a thread that runs throughout your comms both on and offline, and piques interest with your target audience.
Increasingly audiences want to know more about the faces behind a business, so consider weaving this into the wider narrative by introducing the founder or creative lead. Empathy is a huge driving force so incorporating a personal touch can work in your favour.
High-quality imagery and video content are key for a combined PR, marketing and social media strategy
It’s hard to get across your vision and ethos without high-quality imagery and video content which showcases previous projects and the design process. In a traditional architecture public relations campaign, imagery of the project while in progress as well as when complete is fundamental to securing coverage, both in print and on digital platforms.
Within the wider marketing strategy, a mix of stills and video can be used to capture the attention of both existing and potential new audiences. People love to see before and after shots, or videos which show the progress and work involved in an interior or architecture project.
Last month we discussed video marketing, the growth in this sector, and the importance of content creation for businesses across the interiors and design sector. One of the benefits of an agency like Sandford is our combined approach, taking into consideration a client’s traditional PR campaign, digital marketing strategy, and social media activity not as separate entities but as crucial elements which work together to bolster the success of the business. For example, within the same week, if your email newsletter, blog post, social media content, and the publication of an online news feature within a target publication all speak on the same subject matter, recognition of your practice name is more likely to increase.
Ensuring high-quality content is produced for each platform is key - still photos for the press and on LinkedIn, a Reel on Instagram and for your blog, and quotes from relevant internal spokespersons that can be used to add depth to both media liaison and thought leadership on digital platforms.
Engaging the media
High-quality imagery is the first step; building relationships with the media requires more thought and strategy to achieve results. Being able to offer exclusives, face-to-face interviews with architects and key spokespersons, sharing relevant and timely insight into industry-wide issues and trends, and inviting the press to events to celebrate recent project completions or business milestones are all ways to bolster the success of a pitching campaign.
Working with a PR agency that has established connections in the industry is a benefit. Some publications will have different criteria to hit, and some journalists have personal preferences when reviewing projects and case studies they’d like to feature. Having worked alongside many of the industry’s top editors for a long time, we know who we can lean on for input or constructive feedback if needed.
Bolster your awareness with the general public
Architecture, like many others, is an industry that still relies somewhat on word of mouth, particularly in the residential sector. Clients often recommend a practice to neighbours, friends, or family who they know to be considering refurbing or renovation. Engaging the general public in your locality is, therefore, crucial to building these fruitful relationships.
Consider hosting events specifically for the public. Aligning with occasions such as the London Festival of Architecture, Clerkenwell Design Week, or London Design Festival and capitalising on the footfall and buzz surrounding an existing industry event will encourage an invested audience and forge new connections which are more relevant to your sector.
Image credit: Bolon UK in partnership with Jestico + Whiles via Clerkenwell Design Week
Targeted advertising online and on social media can be very specific to whoever makes up your architecture firm’s target audience. Boosted posts on Instagram can be geo-specific, and target distinct age and social demographics, positioning your business in front of potential customers.
Advertising online with target publications can be increasingly precise as well, narrowing down the potential viewers by age, gender, household income, and location. Consider a strategic paid campaign alongside your editorial media relations to increase resonance with the public.
Conclusion
In conclusion, successfully communicating your ethos, vision, and business successes through strategic architecture PR is vital to the longevity of your practice. It is worth remembering that PR goes far beyond media liaison, particularly when collaborating with an agency that takes a 360-degree approach to the communications strategy of the business as a whole.
Creating a compelling narrative is the first step, highlighting business messaging which can be used across various platforms. To engage the media, audiences on social media, and visitors to your website, high-quality image and video content is crucial to showcase finished projects and the design process.
It can also be used to introduce key faces in the practice. To further engage potential audiences, an architecture PR strategy that goes above and beyond media liaison to encompass events, networking, partnerships, and paid campaigns will help broaden awareness and brand recognition and help communicate the design vision of an architecture practice.
