PR Services for Architects and Interior Designers: Boosting New Business Efforts
We often get architects or designers approaching us for PR when they see their new business pipeline looking lighter than expected.
When design or architecture practices rely only on word-of-mouth, it’s often a surprise when suddenly, opportunities aren’t coming through the door as frequently.
So how can PR help your new business efforts? Let’s start with the basics…
What is PR?
PR or public relations is the art of creating, managing and distributing a message about a product or brand through the appropriate communications channels (on and offline) and considered strategy. The aim is to encourage positive opinions about your product or service. At Sandford, the ability to tell your stories is something we are passionate about and it’s important for us to really get to know our clients and their businesses to be able to communicate that effectively.
Today, PR can also include relationships with creators and influencers who can help bring your brand to new audiences too. For architects or interior designers, this may not be your typical influencer but can be more nuanced. Putting the right strategies in place to connect with them is becoming increasingly important as social media platforms push the idea of communities. And importantly users are increasingly turning to their digital platforms to learn more about the brand and move from awareness to consideration and potentially purchase.
What PR can’t help with
As much as understanding what PR can do, understanding what it can’t do is equally important! Most fundamentally, PR is not the sole answer to your new business strategy. It is one part of your marketing strategy and although it can help new business, it’s important to understand that the other strands of your marketing plans also need to be considered.
Having a robust business development plan in place which can be supported by positive media coverage is essential, though we’d emphasise that PR is often about brand awareness, rather than sales. Landing coverage in a national media title doesn’t always mean that you will be inundated with new business enquiries.
How can PR help your business?
Broadly speaking, PR can help your business in a number of ways.
Brand awareness
Firstly, and probably most obviously, it generates brand awareness. From introducing a service to sharing a product or project, public relations activities can enhance your profile to the media, to your peers, your existing clients and most importantly, to your potential customers.
Bringing new audiences to your business
From generating awareness, good PR can help improve brand sentiment to a point that people don’t just know your name but consider using your services or product too.
This is particularly true if you have a compelling story and one that sets you apart from the competition. This is a vital element of your PR journey to understand. Having good images is only part of the puzzle. Ensuring you have a compelling story to tell is what is more likely to inspire and engage potential editors and get your brand featured.
Creating brand authority
Whether it’s through the articulation of your practice skills through beautiful designs or architecture services or providing commentary as industry or topic experts, good PR can elevate you and your brand and give you authority with peers, colleagues and potential clients. If you specialise in a service or product that very few others offer or know about, being able to speak about this authoritatively through the medium of press coverage can be very powerful.
Helps you establish your brand identity
Beyond showing your authority on particular topics, PR can help you define your brand identity too, allowing you to tell your brand story, show who you are and what you can offer and what your business values are. Specifically, ensuring you have a clear USP (Unique Selling Point) is essential for getting this part of the PR puzzle right. Making sure you have something that sets you apart from others is vital and allows your PR story to be told much more effectively.
SEO
A slightly undervalued benefit for PR is that it can improve the performance of your website and its technical ‘health’. Creating backlinks from domains with authority can add value to your own website and encourage Google to rank your website higher. Rather than relying on just your own website for reaching your audiences, digital PR activity can open you up to a wider audience and make you and your brand more discoverable.
Am I ready to begin with PR?
First and foremost, ensure you have high-quality assets - photography and/or videography - and a clear story to tell. Have your audiences front of mind too when planning this and create content that is going to appeal to them.
Making sure your digital footprint is in ship shape is also important and one we are keen to emphasise that must not be neglected. A robust, well-constructed website that is technically optimised for discovery, and social media channels that reflect your brand and its identity too are essential when starting your PR journey. It’s often the first place journalists and potential customers look when they are presented with a pitch or article.
If you are looking for a team that will look holistically at your communications strategy and start you on your PR, then get in touch. We’d love to help tell your story.
