Design on the Haus
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!
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!
Editor’s Note: Introducing a brand new column by our very own Dr. Tami Hausman, where she offers practical integrated communications advice to AEC professionals. If you have questions for the Doctor, don’t hesitate to send them to email@example.com. The Doctor is in!
I am an architect with ten years of experience who recently opened my own architecture firm with three colleagues. Each of us comes from large, well-known firms with very high profiles, so getting press for our projects was relatively easy.
Now that we have our own firm – although we have strong connections – we are relatively unknown. Going forward, how can we best approach the media to get noticed and get more work? While we have set some funds aside for marketing and publicity, as a small firm we do not have unlimited resources for these activities at the moment. Where should we start?
Building from Scratch
Dear Building from Scratch,
Well, the first thing I have to say to you is: Congratulations! Starting your own firm is a big leap, and it’s not always easy. It’s important that you recognize the need for outreach to make a name for yourself. Building your reputation, and your influence, is key to building a healthy practice.
So what is the prescription for success? There are a number of things that you can do immediately. First, make sure that you and your partners are speaking with one voice. That’s critical, because you need to communicate clearly about what kind of projects you want to do and where you want to practice (regionally, nationally, globally). Get that elevator speech down pat so you can explain to a potential client why they should hire you, not your competition. And don’t forget to throw a small party to celebrate your new office and make sure everyone knows about it!
Young start-ups don’t always have a portfolio of built work, but there’s no need to worry: editors are always on the lookout for news stories, so send out those renderings even before a project is complete (make sure you have client approval, of course!). If you have some really good projects in the works, set up a meeting with a design editor and show them what you’ve got. You can also take advantage of social media to build a following for your ideas and projects – it’s free and doesn’t need to monopolize all your time. And, finally, make sure you get out and about by attending events where you may meet potential clients. Even in this digital age, nothing beats the opportunity to connect with people face to face.
The scary truth about using social media is that it’s not as hard as you think. It’s up to you to decide how you want to use it and which platforms suit your firm best. Social media is an essential tool for successful marketing efforts. Design professionals can share their work and ideas in real time, while simultaneously making connections with one another. Once you start to integrate social media, an inactive social media platform will be about the most frightening sight you’ll see. Here are some tips for how to scare away those communications ghosts that may be lurking in your closets.
Don’t be scared, it’s easier than you think. Twitter and basic LinkedIn accounts are free. They are fast and inexpensive ways to open up communication channels with professional peers and potential clients you don’t know and those you already do. It doesn’t cost anything to maintain, so there’s no need for those hairs on the back of your neck to stand up! If you’re nervous about handling multiple social media accounts at once, consider using dashboard applications such as TweetDeck and Hootsuite to help organize your social networks and make posting a little easier.
You can network quickly. A popular social media platform like Twitter allows you to share information about your work and firm in real time to your followers. Use #hashtags to share your tweet information with an entire Twitter network of like-minded people looking to engage on a similar topic. LinkedIn is an interactive way to make those same connections in a more professional online setting. Do you feel like a petrified mummy about sharing information because you fear it could be misinterpreted? Don’t worry. What’s valuable about social media is that it’s more personable and there are fewer formalities than traditional forms of communication, so leave the dark side and come see the light!
There are design-specific platforms. If it feels like you’re stepping into a house of mirrors and you don’t which way to turn, don’t be afraid! There’s no reason to fear that social media is not geared to the AEC industry because online platforms exist specifically FOR the industry. Useful AEC-centric social media sites include Architizer, Houzz, and Honest Buildings. Each of these web platforms is user-friendly and many have guides to walk you step-by-step through the sites. Their large online communities allow firms and professionals to showcase their projects, and many offer easy-to-navigate forums for exchanging ideas and making connections.
What frightens you most? Creepy crawlers in the night, werewolves howling at full moons, haunted houses, or skeletons in the closet? Well, we’re scared of all those things, too, but what really frightens us is how some people communicate.
You may laugh, but it’s true! We have so many ways to communicate these days (some may say that we have a lot of ways to communicate badly) that it can seem like you’re always walking the plank over the treacherous and deep waters of messages and meanings.
Let’s take just the easiest example – and we’ve all done it. Did you hit “reply all” when you wrote a message that was just intended for one person? Did you send the right e-mail to the wrong contact? Or, just after you tossed off that angry e-mail to your (fill in the blank) boss/ex-boyfriend/brother, did dread and fear of the future consequences start to invade your body like a quick poison? For more on that topic, see this recent Wall Street Journal article here.
There are many frightening examples of the scary ways that people communicate. And, in many instances, you can’t blame it on e-mail or digital technologies. In fact, the following examples are downright terrifying.
Take these examples from The Toronto News of July 26, 1977. Keep in mind that they are actual statements from insurance claim forms where drivers attempted to summarize the details of their accidents:
“I thought my window was down, but I found out it was up when I put my head through it.”
“I pulled away from the side of the road, glanced at my mother-in-law, and headed over the embankment.”
“I saw a slow-moving, sad-faced old gentleman as he bounced off the hood of my car.”
If these sentences make your blood turn to ice, check out these examples and figure out what the author is trying to say:
“I urge you to waste no time making this candidate an offer of employment.” (Are you urging the person to hire the candidate or are you saying the candidate is not worth further consideration?)
“You will be fortunate to get this person to work for you.” (Is this person a great job candidate, or is this person extremely lazy?)
So, now that we’ve discussed the perils of communication, here are some ways to get the spook out of your spin:
- Chase away the miscommunication. It’s great that you can send an e-mail from a smart phone, but you need to remember that that e-mail is still a professional document. Make sure that you are being very clear and concise. If you’re not sure if you’re getting your message across, ask someone to take a look at your e-mail before you send it. By all means, don’t put a tagline on your e-mails that says “please excuse typos” – that’s for goblins and ghosts. Read over your e-mails thoroughly before you send them. There’s no excuse.
- Don’t be scared to pick up the phone. E-mail can be a terrific communications tool – it’s easy, it’s fast, and you can send an e-mail almost anywhere. At the same time, it’s not always the perfect way to get your point across, and your tone in an e-mail can be easily misconstrued. Don’t send an e-mail to someone sitting three feet away from you. And don’t send a four-paragraph e-mail to your printer to clarify how many business cards you need. Before you send a dozen e-mails back and forth in the same e-mail chain, do yourself a favor and pick up the phone. It will be a treat, not a trick!
- Bury the jargon. When you’re in a profession like architecture, you’re going to use a lot of words and phrases that help you communicate with your colleagues. Unfortunately, when you use this jargon around other people, they’re going to think you’re Frankenstein. If you really want to talk to potential clients and other audiences – and get them to understand you – then go to the cemetery at 2 a.m. and bury that jargon in a deep grave (full moon optional). Going forward, make sure you use plain language to convey your ideas and messages. You’ll be amazed at how clearly you’ll be able to communicate.
Image courtesy Platt College
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!”
Photographed by Sabrina Ahern
Jessica Wyman is principal and creative director of Wyman Projects, a graphic design and web development consultancy based in New York City. As a graphic designer with a degree in architecture, she has ten years of experience collaborating with architects, interior designers, engineers, and A/E/C consultants, to create meaningful print and web experiences that communicate professionalism and integrity. Jessica is currently art director for Oculus, AIA New York’s quarterly publication; and she regularly presents at the Chapter’s annual Fellows Workshop for FAIA candidates.
By Jessica Wyman, Wyman Projects
Have you ever visited a website where the copyright or blog posts date back to 2006? I have, and it saddens me to think that those companies spent a small fortune designing a website that quickly became stale and forgotten.
Thankfully, website development has come a long way since then. With out-of-the-box Content Management Systems (CMS) such as WordPress and Drupal, building dynamic online experiences that are easy-to-use and easy-to-manage is within every design professional’s budget.
Still, building an effective website that will showcase your portfolio, communicate your expertise and get you new projects requires a thoughtful, strategic approach. Before you begin designing your new site, here are some things to think about:
Design Smart. One of the first things you should determine before designing your new website is its purpose. Who are you trying to reach with this new site? Potential clients? The media? Fans? All of the above? For most AEC professionals, a website is a tool to communicate your expertise and to convince prospective clients to take action and connect with you.
While your new site should reflect your firm’s personality and culture, its format, content, and design will need to appeal to prospective users. Unfortunately, design professionals often make the mistake of designing a site that they like rather than designing one that will be effective in reaching their target audiences.
So how do you do this? Understanding your company’s mission – and which clients you want to serve – is key to pinpointing the needs and habits of your target audiences.
Will your visitors be using a computer or mobile device to view the site? Is there anything you can learn from your current website’s analytics, such as pages with the highest bounce rate? What information does your target audience need most and how will you shape the user’s journey to satisfy those needs?
Think Big. Gone are the days of table-based layouts and small browser sizes, which resulted in small-scale images on the user’s screen. You are a design professional with beautiful project photography; so don’t be afraid to go full bleed. Consider using a full browser slideshow on your home page or project pages to make an impact and to define a mood.
Less is More. The impulse to feature or list every single project on your website is a mistake many design professionals make. A website should have enough curated content to communicate expertise and personality, while leaving the visitor curious enough to contact your firm for more information.
Cross-Pollinate. Create relationships between content and pages on the website to engage visitors. Curiosity keeps users clicking and strategies such as suggesting links to “Related Content” or crosslinking press items or bios will retain visitors and improve site analytics.
Don’t hide your contact information. This may seem like a no-brainer, but it is surprising how many company websites hide contact information under submenus. Include a phone number and email address on the home page; and consider designing a special splash page with contact information and a map for mobile visitors.
Launch Strategy. Once you’ve designed and launched your website successfully…now what? Don’t let all your hard work go to waste. Create a content strategy that includes a schedule for updating your new website with new projects, news items, blog posts, and links to your social media platforms.
Clients and prospective employees want to work with design professionals who are active and innovative thought leaders; providing these visitors with fresh content monthly, if not weekly, is key to engaging, and ultimately working with, your ideal clients.
This month, we’re giving AEC industry professionals tips on the best ways to improve their websites. In our first installment, nationally recognized architectural photographer Brad Feinknopf offers insight on investing in good photography. The Columbus-based photographer has been shooting architecture and commercial related images for over 25 years. His images have been published worldwide and over his career has done a wide variety of work for many of the world’s well-known architects and designers. Brad was recently selected by ArchDaily as one of the Top 13 Architectural Photographers in the World to Follow.
By Brad Feinknopf
We live in a visual society. People gravitate to the image. In Eric Bricker’s 2008 documentary film, Visual Acoustics: The Modernism of Julius Shulman, narrator Dustin Hoffman quotes the renowned architectural photographer saying,
“Architects live and die by the images taken of their work; as these images alone are what people see. For every one person who visits a private house, there may be ten thousand who only view it as a photo.”
This quote – which I’ve proudly attached to my e-mail signature – was made before the advent of the Internet and those “ten thousand” people to which Shulman refers could now easily number in the hundreds of thousands or even millions when one considers the multitude of Design and Architectural blogs that publish imagery.
Digital newsletters and alerts from top architectural blogs like ArchDaily or Architizer show up in your inbox, largely as a series of images, and only when you click on them do you get the words. Instagram, Flickr, Tumblr, Stumbledupon and other image-driven social media platforms are growing exponentially. Even Twitter, which is a text-based platform, has become a popular vehicle for disseminating links to videos and images.
Would you maintain a subscription to Architect, Architectural Record, Interior Design or Contract if there were no photography? How many periodicals do you read that contain mere pontifications on design and present no images? Obviously, imagery is important and it’s not just important, it’s paramount.
I am an architectural photographer and I should know. When someone visits my website, I have one chance to grab their attention. I have tirelessly gone through my galleries to make certain that each one shows depth. I constantly update my online portfolios so they maintain their freshness, and I try to make sure my descriptions are strong, cohesive and grammatically correct. But in the end, it is the first handful of images – and these images alone – that will either compel the viewer to delve deeper into my website or move on.
As you market your projects, your challenge is exactly the same as mine. When a visitor lands on your website, you need the right photography to draw the viewer in or they will click away to someone else’s homepage.
The same is true for competitions and the press. I’ve spoken about the importance of imagery to numerous editors for prominent architecture and design publications, as well as jurors for AIA and other major competitions at every level. They all say the same thing: “The first cut is made entirely based upon photography. If the photography isn’t good, we move on. If the photography is good and the project looks interesting, we look deeper.”
Regardless, whether the material is your website, an awards submittal or a package for a print or online publication, it is the photography you are using that will ultimately move you beyond the first pass.
In light of this, try viewing photography not as an expense but as an investment. Like any investment, good photography should provide a return: it should garner you new work, help you win awards, and, hopefully, even get your firm and your projects published.
The way I see it, if my clients get new commissions, win awards, or get published, I have, in some small capacity, helped them to succeed through my photography. I’m not so arrogant as to believe that their success is solely due to my work and my images, but I will say that a good project with great photography will often go much farther than a great project with poor photography. Likewise, if you have a great project with equally great photography, the possibilities may be endless.
So, when you’re looking at your website and thinking, “How can we do things better? How can we win that next commission, or that next award? How can we get ourselves published?” You will almost always find the answer by looking to your imagery. Is it up to snuff? Could it be better? Investing in the right photography could very likely be one of the most critical factors in determining the level of success your firm may enjoy in the years ahead.
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.
The day of your media event has arrived! It’s time to play cruise director, tour guide, and publicist. Don’t worry: in this post, we’re going to walk you through the event so that you’ll come out looking like you’ve got your own team of professionals who planned the event for you.
Here’s what you need to do to make the most of your media tour:
Arrange transportation. If your project is out of town, you’ll want to make arrangements for transportation to the project. A mini-charter can be a good choice because you’ll be able to control the departure and return of your group. If an editor or writer is coming from another location to meet the rest of the group at the project, offer to reimburse them for their travel. Coordinate one pick-up and drop-off location, with a specific time for everyone to meet. Have a list of everyone joining you for the tour, so you can check off their names as they arrive.
Feed the crowd. If you’re asking folks to give an entire day – or even a half-day – to see your project, you should make catering arrangements. Make sure to have water and other beverages and snacks available for your guests if the bus or train trip to your project will be an hour or more. A box lunch to be enjoyed on the bus, or a post-event reservation at a nearby restaurant is always a good idea. Sharing a meal with the journalists is a great way for you to get to know what they like to write about and for them to learn more about your work.
Guide the tour. Once you arrive at the project, it’s show time! Prepare to be tour guide extraordinaire and show off your work. Plan ahead of time what you will be saying and plan stopping points along the way. For example, if you’ve designed a new office building, think about the most interesting features and design aspects of the project. Mark the location of each of these on your project map and plan to stop and talk about these features. Remember, however, to be brief. Don’t turn the tour into a lecture!
Don’t forget social media. Find the right moments to Tweet and Instagram during the event, or post the event to LinkedIn. This is a great way to document your event and to show the folks that couldn’t make the event what they missed!
After the event, follow up. Following your event, send a quick thank-you to your guests. Even if they don’t write about your project, it’s good to show your appreciation for taking the time to see it.
A media event can help you promote a new project but, more importantly, it can be an effective way to strengthen your relationships with the media and the people you want to talk about your projects. The more they know you, the more likely they will be to write about your projects in the future.