April is Landscape Architecture Month, and the profession is in the spotlight. What can landscape architects do this Spring and throughout the year to get the attention of the media?
Landscapes take a long time to design and a long time to grow. Unless you’re Michael Van Valkenburgh, you probably don’t have a ribbon cutting every month. What can you do in between major milestones to stay in the news?
You don’t have to start a project campaign from scratch. If you’re working with an architect or engineer, then piggyback on their PR efforts. Engage with all members of your project’s design team to collaborate on press releases, award submissions, and project updates on participating firms’ websites and social media.
If your client is the owner or owner’s rep, suggest the same sort of collaboration to promote your project. This can be a sensitive area, so it may be helpful to set down the PR terms in the contract. If your side of the project is getting surprise media coverage, give your collaborators a chance to share the glory. Your generosity will strengthen your professional relationships with other team members.
But what if you’re on your own? Here are some specific ways to raise your visibility in the landscape design press and beyond:
Watch for trends and jump on the bandwagon. Three instances constitute a trend. For instance, a survey conducted by the ASLA revealed that sustainable, low maintenance designs are rated the most desirable. If you have any such projects in your portfolio, use the survey as the news hook to spread the word.
Grow your presence on social media. It’s not going away, and it’s not that hard. You may not land a project through a Tweet, but Twitter is where news breaks today. It’s where the journalists are. Pinterest is a great showcase for your residential work.
Connect your project with current events. Hillary Clinton’s announcement to run for president may not, on the surface, have much to do with placemaking – until you read this elegant commentary in ARCHITECT.
Become an expert for local news sources. Is there a flood or a drought in your town? Journalists will be looking for quotes from an expert on stormwater management or xeric landscapes. Make sure you’re their contacts list.
Create your own newsworthy event. Curate an exhibition on landscapes or design at the local library or gallery. Organize a fundraiser for an earth-friendly charity. Do a pro-bono project for a school, center of worship, or charitable organization.
Don’t forget to use the resources of the ASLA and its amazing team of public relations professionals who, like you, are out to promote the profession. If you’re not a member, join. Call and introduce yourself. Ask for advice. Ask if they have a media list they could share with you. Are they working on a pitch that your firm could contribute to?
Above all, if you’re getting coverage, don’t sit back and bask: mine it! News begets news. Email links to other journalists, clients, would-be clients, colleagues. Send newsletters. Update your website. Post to social media. Shine your light!