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Test Your Knowledge: PR Pop Quiz

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There’s no better way to start the New Year off than perfecting your firm’s PR strategy. The first step to improving your firm’s communications plan is developing a clearer understanding of what PR is and what it can do for you. We’ve put together a mini pop quiz of several common misconceptions of PR. How well do you think you’ll score? Take our quiz below to find out.

True or False: Use as many social media platforms as possible to promote your projects.

FALSE. Social media may appear daunting at first, especially when it seems like new platforms are launching everyday. It may be tempting to set up as many profiles as possible in the hopes of reaching a wider audience. However, there’s a reason the phrase “less is more” can be applied to most situations and social media is no exception. It’s important to choose the platforms that will best reach your target audiences. Factors to consider include the amount of time you will spend updating your profiles and also which ones your target audience will be using most frequently. For example, Instagram would be ideal for showing your firm’s creativity through images or short videos as a way to engage with your audience. Remember that it’s the way you use your social media platforms that matter, not how many you use.

True or False: Designing a great building means your firm will get noticed immediately.

FALSE. Your latest project may be the best work your firm has ever done, but that doesn’t guarantee that you will get top press coverage overnight. Quality press coverage requires solid strategy. Developing an effective PR campaign for your firm and projects takes time and starts months before the actual completion date. Getting the word out about your work should start long before the project is finished, so it is helpful to establish a schedule for all press related activities. For instance, update your social media profiles regularly with photos of the project on its way to completion or alert the press to key milestones during the construction process. Sending out a media alert or press release about your project’s topping out or groundbreaking can be an effective way to getting media attention well in advance of the project’s completion.

True or False: If an editor doesn’t answer your follow up about a project, it’s helpful to reach out again.

TRUE. If an editor hasn’t answered your follow up about your latest project, it doesn’t automatically mean they’re not interested. Editors are extremely busy people, and many receive hundreds of emails a day. The key to grabbing an editor’s attention is to find new ways of pitching your project; don’t just repeat the content of your last email. Remember to keep your emails concise. Make the most important information easy to find by leading with it or putting it in the first few sentences.

True or False: Social media is impersonal and time consuming.

FALSE. Social media offers a great advantage in showcasing your firm’s personality by engaging your target audiences with a quick “behind the scenes” look at your firm. You can offer brief and personable updates—providing insight into your firm and work—that don’t need to follow the formalities of press releases or media alerts. For example, tweet about what stage your latest project is in or update your LinkedIn with a status on the latest conference at which you’ll be speaking. Updating your profiles just once a day or a few times a week takes only a couple minutes out of your day, but can help keep your firm’s name top-of-mind with clients and target audiences.

True or False: Developing relationships with the media is not as important as sending out lots of press releases.

FALSE. To create meaningful exposure for your projects, quality content is essential, not the number of press releases you send out. It’s important to keep in mind that while reporters might not cover a story the first time you pitch to them, maintaining regular contact with them can help lead to an exclusive story down the line. That’s why building a professional network of media contacts is so important if you want to get the right kind of press. By establishing a solid rapport with an editor, it will increase the odds that he or she will remember you the next time they’re looking for a story on a specific type of project.

 

 

 

Resolutions for Better Branding in 2015

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The New Year is only days away! While you’re making your list of personal resolutions, why not take this opportunity to think about what you can do to improve your business next year? Since our theme for December was branding, we’ve put together some resolutions that you can enact in 2015 to strengthen yours. To take your brand to the next level in the coming year, resolve to:

Analyze. Conduct a one-day workshop with your firm’s key leadership to analyze all available information about your company. Review everything from your mission statement and core values, to your list of services and marketing initiatives to date.

Use this workshop to help define/re-define your brand. For example, through discussion you may find that being a trusted advisor is an important value to you, your team and your clients, but your published list of core values doesn’t mention it. Try to find other areas where your messaging and branding do not accurately portray your firm’s values or identity.

A review of your website and other visual marketing materials, such as your logo, may also be helpful. Are they effective? Do they express your firm’s identity? Pinpoint what could be improved upon or changed entirely. After this meeting, use the information you have gathered to tweak, adjust, and further define your brand, messaging, and marketing materials.

Discover. Perform some in-depth research and analysis to understand your firm’s respective markets and services, including interviews with your firm’s key leadership and clients, audits of your visual marketing materials and website, and a review of your competition’s brands.

Internal interviews help you better understand how your team is talking about your firm, and how they are presenting your brand to clients and prospects. Client interviews will help you understand how they perceive your firm and services in the marketplace.

Finally, take a look at what your competition’s brands are like and how they are perceived in the marketplace. What are successful elements of your competition’s brands? How can you present your firm in a different, more effective way than they do?

Communicate. Following your brand analysis, interviews and audits, reconvene your team to discuss what you’ve learned about your firm, your competition, target audiences, and internal/external perceptions of the company. Use this information to develop new internal and external messaging, including a new or revised mission statement for your firm, a tagline, and key messages for different audiences and regions. Decide what you’re going to do to strengthen your firm’s visual brand identity – including changes or updates to your website, logo, and marketing materials. (If you don’t have the services in-house, consulting a graphic designer can be very helpful at this stage.)

Strategize. Next, develop a new strategy for your new brand. Determine which clients and market sectors you are going to target with your new branding. Maybe you find that your target audiences have changed over time, and the majority of your work is coming from a different sector than you had originally targeted. Develop a strategy to adjust your marketing focus and reach your new target audiences through revised messaging, social media, visual marketing, and other business development initiatives.

Activate. Take action with your new brand! Make sure your new mission statement and core values are prominently displayed on your website. Launch a new digital marketing campaign to announce your new branding with an e-blast newsletter series. Start a blog and focus your posts on topics that are of interest to your target audiences. Display your tagline on all company e-mails and marketing. Reinforce your key messages in all your correspondence, social media, and marketing materials.

While defining your brand is not a simple task, it is essential to your long-term success. Just as with all New Year’s resolutions, if you’re consistent and take our suggestions step-by-step, you’ll be well on your way to a strong, effective brand and a prosperous 2015. Happy New Year from all of us at Hausman LLC!

 

 

 

Doctor in the Haus: Brand-Aid

PRESCRIPTION NOTEPAD 2Dear Doctor,

Recently, our partners told me that they want to refresh our brand. We’re a 53-year-old architecture firm. I’ve heard a lot about branding, but I’m not sure what that means. Do we have to design a new logo, create a new website, change our name? It sounds like a lot of work, and I don’t even know where to start. Please help!

Need Some Brand-Aid

 

Well, look Brand-Aid, it’s the holidays, so you have a little time to relax and think about your big moves for 2015. The Doctor is not such a Scrooge that she doesn’t think that you need a few days off to recharge, just like your smartphone.

But! It will be a new year very soon, and that’s the perfect time to refresh your brand. Ok, so let’s get down to some specifics, because different people define branding in different ways. For example, some consider your logo and graphics to be your brand – the things that we simply used to call your “corporate identity.” And that’s part of it. We’ve all seen outdated logos and graphics, and it’s not a pretty sight. Think about it: you wouldn’t wear a Santa suit on July 4th, so you don’t want to start 2015 with a logo that’s stuck in the 1980s! But there’s more to branding than just your visual identity.

Here at Hausman, we define “brand” as the core values that distinguish your firm. Let’s be clear about this: you’re a professional services firm, not Heinz ketchup! So while you want to promise and deliver great architecture, it’s not just the quality of your product (i.e. buildings) that help you build your brand, it’s also the quality of your services and the level of knowledge that you bring to clients. You need to know what your clients want and need, and then figure out a good way to give them what you want. Hotels here are a good analogy – are you the kind of firm that provides room service and has a spa, or do you have a breakfast buffet and Internet service? Your firm has to figure out what it wants to be. After that, you need to reinforce that brand in every way possible. This includes your “look” or corporate identity (including your website), how you describe yourself, and any proactive communications, such as articles and press releases.

It’s critical to have unified messages about your firm when you talk about how your design process operates and how you pitch the firm to targeted client groups. Just as you are all using the same logo and the same font, make sure you are all making the same promise to clients – and meeting that promise. Most important, branding is about building a strong, solid reputation, and there’s no better selling point than that.

Why Santa Claus is the best brand ever – and what you can learn from him

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As Andy Williams’ iconic holiday song goes, it’s “the most wonderful time of the year” once again! This month, our topic is branding, so we thought we’d discuss one of the strongest brands ever – Santa Claus. We can all learn a lot about branding from Ol’ St. Nick and we’re going tell you why.

What makes Santa so special? Certainly, his enchanted sleigh pulled by eight flying reindeer– make that nine, including Rudolph – is one sweet ride. He’s obviously got his logistics and technology in sync, with throngs of magic elves to staff his manufacturing and deliveries. UK ad agency, Quietroom, has produced a fantastic spoof brand book, outlining the formula and guidelines the jolly old elf might have developed to solidify his magnanimous brand power. But there’s more to Santa than all those jingle bells and whistles, and all joking aside, there are several reasons why Santa Claus really is a strong brand.

First off, let’s define what a brand is. In a recent article, Forbes contributor, Jerry McLaughlin writes that a brand is “the perception someone holds in their head about you, a product, a service, an organization, a cause, or an idea.” To build a solid brand, he explains, you need three key components:  what, how and feeling.

With Santa, the “what,” or in his case “who,” isn’t hard to define. In the most basic, perfunctory of definitions, he brings gifts to good children on Christmas Eve; he’s a service provider. But beyond that, it’s very clear who he is, what his mission is and the values he stands for.

Santa is the embodiment of generosity, goodwill, and the spirit of giving.   He’s tirelessly dedicated to his mission, and he consistently exercises fairness in judgment. These qualities clearly express who he is and what he stands for and they define his identity. As a result, his brand resonates with people from all over the world.

And how does he accomplish this solid brand identity? Well, one way he does it is by being consistent. With Santa, you always know what you’re going to get: a jolly, happy, loving, giving, magical old guy. He’s friendly to everyone and everyone wants to be his friend; not just because he brings gifts, but because he’s, well, authentically himself. He’s eternally both child-like and fatherly at once, a character whose warmth and charm are gifts in themselves. And no matter what the temperature outside, he wears the same signature uniform that’s instantly recognizable from Sydney to San Francisco, Bombay to Buenos Aires, or Milwaukee to Moscow. Even celebrities understand the benefit of mimicking his brand. When was the last time you saw Mariah Carey – the undisputed Queen of Christmas – dressed as the Ghost of Christmas Future? Even in fishnet stockings and a short skirt, a Santa hat can make any dicey diva seem wholesome.

Lastly, his brand is palpable and it creates a positive feeling in his target audiences – parents, little kids, teens, old folks, everyone. His image is the ultimate warm-fuzzy-inducer to kids of every age, for a range of reasons from naïveté to nostalgia. It’s no surprise that commercial companies and charitable organizations from Coca-Cola to The Salvation Army use his image to sell their products and raise billions in charitable funds. And even though you rarely see him in person – and even then, only once a year – you know you can count on him. He’s dependable and that creates a sense of security and a feeling of familiarity and deep satisfaction.

So the next time you see him at the mall, or lit up by a million lights on someone’s front yard, contemplate the notion that Santa may very well be the world’s most effective brand. Then, think about how you can become more like him: Define who you are and what you stand for. Differentiate yourself from your competition. Be dependably consistent with your messages. Build emotional connections with your target audiences that will, in turn, create a positive feeling that they will associate with you and what you do. We always knew Santa was a great role model.   Who knew he was a great brand model too! Happy Holidays and happy brand building in 2015!

 

Raise Your Professional Profile from the Dead

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It’s October once again; when bumps in the night and creepy creatures can rattle even the bravest folks. But the scariest thing that can happen to you this season is when you realize you’ve let your professional profile slip into the darkness! Here are a few tips to help you change from an industry ghost into a highly visible professional and raise your profile from the dead.

Jump-start your presence on social media. We know that social media can be a scary prospect for those of you who have yet to become actively engaged in using it to promote your business. In fact, in our next post, we’ll lay out a detailed plan for how you can conquer your social media fears and get with the rest of the cyber-verse. But for those of you already on social media – and who may have let their activity fall into oblivion – a focused approach is the best way to get back into the land of the living.

If you haven’t already, you can create a blog that’s connected to your website. Write about topics that demonstrate your expertise, current projects, or design trends.  Try to post to your blog at least three times per month.

Next, use Twitter and LinkedIn – probably the two most important social media tools you can use to raise your profile – to further augment your exposure to current and past clients, potential clients, and the media as well as to other architects, engineers, and designers. Use Twitter to lead audiences to your website, blog, and vice versa. A LinkedIn profile will help you maximize your professional connections. Additionally, A/E/C industry networks like Architizer, Honest Buildings, Houzz, Porch, and others are excellent ways to network with other industry professionals, build relationships, and get more work. Set a goal to post at least three times per week.

Get involved with professional organizations. Participation in key professional organizations can help you build and maintain valuable relationships, be more accessible to potential clients, and get in front of the right types of clients. For example, if you want to reach developers and other real estate industry leaders to get more commercial work, then participating in pro organizations where they are involved is an effective way to reach these decision makers. For greatest impact, you need to attend events on a regular basis, and participate in committees or join boards, in order to gain access to the most valuable networking opportunities.

Share your expertise and thought leadership at conferences. Another thing you can do to pull your low profile out of zombie land is to begin participating in panels and speaking opportunities. These can be excellent ways to share your experience, expertise and personality with your target audiences. If public speaking scares you to death, start off small and practice with colleagues in your firm. For your presentations, focus on topics that demonstrate your expertise in particular building typologies or industry sectors such as healthcare. Once you get more comfortable speaking, participate in a panel discussion at your local AIA chapter. If you find you’re good at it and you enjoy it, you can start submitting yourself to speak at bigger meetings and conferences for greater exposure.

Just because the daily grind has caused you to let your exposure slip into an early grave, doesn’t mean it’s dead. All it takes is a strategic, steady approach to social media, networking, and speaking opportunities to revive yourself and get the professional exposure you deserve. Your audiences will be screaming “it’s alive!”

Use SEO Strategically to Raise Your Firm’s Online Visibility

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This month we’ve heard from guest bloggers Brad Feinknopf on investing in good photography and Jessica Wyman on tips for designing an effective website. Now that you’ve got a great website with gorgeous photography, how do you actually get visitors? The answer is SEO.

Search engine optimization (SEO) improves a website’s visibility in online search results in order to increase the number of visitors to that website. Search engines like Google match users with the businesses and services they are looking for. In order to do this, they employ “crawlers,” special algorithms that read through the Internet, index each website, and rank it for different search terms. These search terms are known as key words (a single word, like “architecture,”) and key phrases (a group of keywords, like “architecture design firm”).

The goal of your SEO plan should be to make your expertise more evident to Google and other search engines, in order to increase its exposure and number of visitors. Once you place focused keywords strategically within the website’s text, the website’s ranking in search results will improve. The higher the website’s ranking, the more visitors will find it. In fact, a 2013 study found that 83.6% of searchers visit one of the top seven Google results in a given search.

In order to achieve this goal, you will want to select keywords that closely align with your firm’s signature services. Then, integrate these focused keywords throughout the text of your website in order to maximize your SEO. An effective SEO strategy encompasses several steps:

First, identify the terms that best represent your firm’s identity and services. Identify three or four key words and phrases that concisely convey your firm’s identity and services. These should be general search terms that someone might use to search for you such as “landscape architect” or “interior designer” or “project management.” It may seem like you’re stating the obvious, but for search purposes that’s exactly what you want to do. Once the user visits your website, you can demonstrate how you are different from all of the other landscape architects, interior designers, or project managers out there.

Next, research your chosen key words and phrases. Using a suite of SEO tools like Google Analytics, explore how often your chosen keys words and phrases are searched for. You should also determine if other, similar terms are more popular search terms – such as “corporate interior designer” or “workplace interior designer”. Further, you need to find out the level of competition for your chosen terms, i.e. how often a phrase appears on other websites. Google Analytics can help you find all of this data.

Then, evaluate your research and develop a plan. Once you’ve done your research using Google Analytics, take a look at the resulting data for each word and phrase you’ve chosen and prioritize a targeted number of final SEO keywords or phrases. Determining the most effective SEO keywords and phrases is a qualitative, not a quantitative process. In evaluating each key word and key phrase, you should take into account the following:

  • Value to your firm: All of the keywords and phrases you choose should reflect your firm’s principal services
  • Search volume: A higher number of monthly searches for a term brings more exposure to your website
  • Specificity: Being specific when choosing key phrases ensures that visitors who discover your site through a search will find what they are looking for
  • Competition: The fewer competitors there are for a key phrase, the higher your website will rank

Finally, optimize your website. Place your SEO keywords and phrases frequently and prominently within your website’s text. The “crawler” algorithms that Google uses to scan websites during searches take not only the keywords into account, but how often the keywords appear and even their proximity to one another. Be sure to work these keywords into your text as much as possible without overdoing it or ruining the overall narrative.

A top priority for every business is to direct the right kind of traffic to its website. A well-defined, effective SEO strategy will augment your online presence and ensure that more potential clients find your firm online.

Creating Videos to Showcase Your Portfolio and Your Firm

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In our previous posts this month, we’ve covered using drawings and diagrams to communicate the design complexities of your projects and we’ve given you a strategic plan for writing your first book. In this post, we want to take you step-by-step through creating your own videos and using them to showcase your portfolio and your firm to the world.

Video can be an excellent vehicle for promoting your projects, people and ideas. Not only can you shoot a virtual tour of your latest building, you can also film any lectures or speaking engagements that you do. It can be a great way to share your expertise with students, colleagues, fans, and journalists. Video is also an effective medium to demonstrate your style and personality – important aspects of your overall brand – to potential clients or media outlets that may be interested in interviewing you. Best of all, with today’s technology, you can make your own video with a smart phone and peripheral microphone. Here’s how:

Develop your vision. Plan out your video scene by scene. For example, if you want to create a virtual tour of your newest building, map out in your mind what this virtual tour will look like when it’s finished. Identify the key elements of your design and what your audience – students? target media contacts? – will find interesting, innovative and unique.

Write it down. Based on your vision, write up a basic script for your video. Writing down a simple script will help you organize your thoughts and ensure you end up with a focused, effective video. Obviously, if you’re highlighting specific design features along your virtual tour, you’ll want to point those out and briefly mention any challenges or issues involved.

Plan your shoot. Make sure you schedule your shoot ahead of time and plan for the site to be camera ready and staged the way you want it to look on filming day. Put together your own crew for the shoot: someone to film you and someone to help keep interruptions or distractions away from “the set” during filming.

Lights, Camera…Action! The day of the shoot, make sure you have plenty of time to film your video, and don’t rush. Make sure to test the video for sound quality and light for best results. Try to film two or three takes so you’ll have more options when editing.

Edit your video. Upload your footage to desktop editing software – such as Apple’s iMovie or Microsoft’s Windows Movie Maker – and edit your final video. Use transitions (fade in, fade out, etc.) and titles to make your video look more professional. Try to keep your final product to under 5 minutes. If you need more time, split your virtual tour into parts (Virtual Tour Part 1, Part 2, and so on).

Distribute your video via social media and your website. Once your video is complete, upload it to a YouTube or Vimeo channel. You can make the video private until you’re ready to show it to the masses. When you’re ready to share it, make the video public and e-mail a link to your channel to everyone you want to view it. This is much easier than trying to send out the actual video file – which will likely be too large to e-mail anyway.

You’ll also want to tweet the link of the video on Twitter and post it to your other social media profiles such as LinkedIn and Facebook. Don’t forget to use creative hashtags and key words to get your videos trending.

Finally, post the video on your website. Since your video actually “lives” on YouTube/Vimeo, you can easily have your web developer create a page on your website where the video will play directly.

When posted to your website and shared via social media, videos are an effective, dynamic – not to mention fun! – way to showcase your work and your brand to the world.

 

Writing a Book to Help Build Influence

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In this month’s series of posts, we’re exploring the effectiveness of materials outside of photography. We’ll give you tips on how to increase your outreach using materials from different mediums ranging from visual to printed. Take a look in the following post to see how investing the time to write a book can improve your integrated communications program and help you to build influence.

By Dr. Tami Hausman

So you’re an architect, and you design buildings, but you want to…write a book? Well, you’re in good company. Throughout history, architects have a rich tradition of writing and publishing. Think of The Ten Books of Architecture by Vitruvius or The Four Books of Architecture by Andrea Palladio. In more recent times, some of the busiest architects have been the most prolific – such as Le Corbusier or even Rem Koolhaas.

Writing a book is, admittedly, a big undertaking. In a world of texts and tweets, it can seem a bit anachronistic (you might be asking: does anyone actually buy books anymore, much less read them?). Well, they do, and the time that you put into writing a book can be well worth the payoff.

Books make a great part of your integrated communications program and help you to build influence by establishing your firm’s position in the marketplace. They can also increase your brand awareness, be a strong sales and marketing tool that generates new prospects, and set you apart from your competition – through your design, ideas, approach, people, etc.

We at Hausman LLC are big advocates for the printed page. We also believe that – for greatest effect – you must be strategic. So, before you get started, here are some of the things that you’ll want to have in place:

Your reason for writing the book. A book is a big investment in time, money and resources. So you need to be clear about why you’re doing it: do you want to celebrate a milestone, such as an anniversary, highlight an area of specialty, or talk about a proprietary approach or process? These are all good reasons, but you need to pick one, and then stick to that decision.

Your topic and format. Many books by or about architects are monographs. Monographs are extremely useful, as they can put you on the proverbial map. They are good ways to demonstrate that you have a strong portfolio of work, or that you have been in business for a specific length of time. But consider this: you also write a book about a particular project type in which you excel; one standalone, great project; or even an industry trend. You’ll also want to think about the size of the book and its format.

Your timeframe. Books can take a long time to write, design, edit, print and publish. So be sure that you plan ahead. Even if you assign one person to the project, you will invariably need a good, concentrated team of people to get the job done. You’ll also need to factor in a lot of principals’ time. Before you start, make sure you clear the decks.

Your authors. A book can be written by one person or many people. You may already have some content on hand but, in most cases, you’ll need to generate a lot of new text. Someone will have to fill in the gaps. You can enlist a team of people on your staff, write it yourself, or hire a ghostwriter.

Visual material, including – but not limited to – photography. Whatever kind of book you write, you’ll need visual material. It is best to have this on hand before you start. So, if you need to dig through your archives and scan old images, then don’t delay. If you need to create new presentation materials or new renderings, get them started before you set the wheels in motion. You don’t want the images to hold up production.

Your publisher. There are a number of different publishers from which you can choose. Some of the most common include: Images Publishing Group, Oro Editions, Princeton Architectural Press, The Monacelli Press, and Wiley. They all have different fee structures and conditions, so take the time and do your research to find which one is the best fit.

 

Using Drawings to Promote Your Projects

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Last month’s theme explored the importance of incorporating a broad range of strategic tools to communicate about your firm. Another effective approach to promoting your projects is to use drawings, renderings, diagrams, and other visual representations.

You probably have lots of drawings, elevations, site plans, and diagrams you’ve created for projects to show to clients during the design process. These materials can also be effective tools to use when promoting your projects.

Photographs are essential tools for promoting projects, but sometimes they don’t completely capture a project’s design. To communicate a building’s function or to magnify the less obvious design features of a project, try using drawings and diagrams.

Cross-sections. A drawing that shows a cross section of your project is an effective way to show detail. Showing a cutaway view of the interior helps magnify specific design elements that might otherwise be hard to express with photography or in a press release. For example, if a journalist wants to describe the challenges of a staircase reconfiguration, a cross-section drawing can help illustrate the stair’s design.

Diagrams. Using an architectural diagram is beneficial for illustrating how your design works. If you pair a diagram to a description in a press release that uses more technical language, the language can become more digestible for a journalist. Visual clarification of the more complicated features of a project helps the press better follow along with what design challenges took place, and in turn convey the subtle aspects of your project more accurately. Just remember to keep your diagrams simple and easy to follow.

Renderings. As you know, renderings give a clearer picture of what your building will eventually look like and illustrate the complexities of your design. Use renderings as supplementary press materials to actively engage the media about your project even while your project is still under construction.

Site plans. As you are aware, sharing a bird’s-eye view of a building with the press can offer a glimpse into your design process by providing a more comprehensive view of a project. In contrast, a photograph captures only a specific part, so it is helpful to include a clear site plan that provides an additional perspective. Enhancing a site plan with colors to differentiate areas can help a journalist more easily understand a building’s layout and design.

Keep in mind that while drawings tend to sometimes be overshadowed by the conventional appeal of photography, they also serve as highly effective communications tools for your projects. Drawings are essential for your design process, but they are equally important to share with the press to highlight your project’s exceptional design features!

 

 

 

 

Effective Strategies for Communicating Your Firm: Successful Outreach

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This past spring, Dr. Tami Hausman participated in a panel at SMPS Northeast Regional Conference (NERC) that discussed the rapidly changing landscape for marketing in the A/E/C industry. The other panelists included this month’s featured guest bloggers, Kirsten Sibilia, Principal of Dattner Architects and Brien McDaniel, Director of Communications at FXFOWLE.

In this next post, Tami shares proven communications strategies that help firms effectively build influence in the A/E/C industry and attract new clients.

By Dr. Tami Hausman

Now that you have created your mission and vision, you’re ready to align your outreach program with your strategic goals. You want to give people information about your firm that highlights your expertise. Above all, you need to know your audiences so you can focus on where you want to get published and what you tell people about your firm, your projects, and your experience. The most successful outreach is proactive, compelling, and targeted to client groups.

Here are a few tips that can help get you moving in the right direction: 

  1. Drop the jargon: it’s really important to create messages that differentiate your firm. At the same time, you must be able to clearly explain what you do to potential clients who may not understand your field. Business expert Stanley Bing defines jargon as “a business-specific term that implies knowledge of the subject and also injects unnecessary complexity into the utterance for the purpose of 1) obfuscation and 2) showing off.” So, if you want to engage potential clients, don’t use it.
  1. Write a story: people remember stories much more easily than straight facts (let’s face it: did your parents read you the newspaper every night when they tucked you into bed, or a fairy tale?). Every firm has its own story that relates to its particular DNA. At the same time, every project that you work on has multiple stories as well. It’s easy to think of the design or technical story – that’s the most obvious, but there are many more! Get creative.
  1. Grab attention: Look, we’re all bombarded by media these days, from e-mails to voice mails to social media. Before you send out a press release – or any other news – ask yourself: what would grab the attention of the media? What is the one key idea behind your project? If you can’t come up with a good headline, then maybe you need to go back to the drawing board.
  1. Teach, don’t preach: Your goal is to engage your clients and audiences – not talk AT them. Good communication is a conversation between people. And the best way to do this is to provide information that your audience doesn’t already know. They will walk away with more knowledge and you will walk away with a captive audience interested in hearing more.

Finally, we at Hausman LLC feel that the way to gauge whether or not a public relations plan is working is if you’re no longer having to reach OUT to other people. You can tell that you’re getting your name in the right places when people hear about your firm and come to YOU.

 

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