Taxiing Before Takeoff

Well hello there, Taxiing! The Doctor is absolutely thrilled that you’re finally ready to tell the world about your amazing work. I’m super excited for you. But before you start firing off project photos to every publication like fireworks on the Fourth of July, we need to talk about the thing that’s nearest and dearest to the Doctor’s heart, and that’s making a plan.

I know, I know, TBT, you want to take a giant leap forward for mankind, and planning sounds so, well, you can say it—boring. I know that you’re ready to see your projects popping up all over the world wide interweb or the pages of Architectural Record. But here’s the thing, Taxiing: jumping into PR without a strategy is like trying to design a house without a site, program, size, or vision for it. As I always say, it’s like hitting the gas with the emergency brake on! And guess what—it’s not going to get you very far.

So, let’s start with the solid foundation here, and that’s strategy. Before you even think about pretty pictures and press releases, you need to sit down and figure out your game plan. That means defining who you are, what you want to say, who you’re trying to reach, and how you’re going to reach them. 

Numero uno, you need to know your firm’s special sauce, just like McDonald’s. You can’t just say “we do good projects and deserve to get published.” Well, you can, and of course you do great work! The Doctor knows that. Unfortunately, though, you know who else says the same thing? All your competitors! So, I implore you to figure out first, before you get those itchy fingers ready to blast out your project descriptions and beautiful images, you gotta know and be able to explain what makes you unique. 

I know I sound preachy, TBT, but I really want you to succeed. You also have to think about how getting published aligns with your business goals (there I go telling you what to do again!). You may want more clients (always), better clients (certainly) or more industry recognition (bingo!). 

Now here’s where most firms make a huge mistake: they think PR is just about getting their projects published. Wrong! (Ugh, the Doctor can be so blunt). Project stories are good—don’t get the Doctor wrong—but they’re just one piece of a much bigger puzzle. What you also want to build is your partners’ and directors’ reputations as thought leaders in their respective fields. Do you have a sustainability superhero in your firm? An affordable housing champion on your team? An emerging healthcare design wizard? Name your expertise and own it. These are the kind of people who editors call when they need a quote. And guess what? When your firm and your people become known for their knowledge, not just your portfolio, that’s when all the goodies will start flowing your way, almost like cracking open a pinata.

So yeah, it’s good to ask editors to “look at our pretty building” but the Doctor wants you to shift into a different mode, as in “here’s how we think about the future of design.” Are you seeing trends? Write about them! Are there big challenges that you’ve solved? Talk about them on a podcast! Other ideas up the Doctor’s sleeve: host webinars about big ideas that are shaping your industry, speak at conferences, participate on panels, and go to industry events. Speaking can lead to media coverage, which leads to more speaking opportunities, which leads to more clients. It’s a veritable wheel of fortune, you just got to spin it (and land on $1,000 not “lose your turn”).

Lookie here, TBT, when you approach PR strategically, everything becomes easier, just like driving with the brake off! You know exactly what story you’re telling, why it matters, and who wants to hear it. Think about it as if you’re designing a supertall reputation that reaches high into the sky and builds your influence.

So, take a deep breath, TBT, and spend some QT with your team figuring out your strategy. Those few weeks of thoughtful planning will save you months of frustration, scattered efforts, and unreturned emails.

Now go forth and plan, TBT and take off boldly into the PR skies! The Doctor is tracking you!