PR has become an essential part of running a successful architectural practice, with the media profile of an architect becoming an important factor in the awarding of high-profile jobs. Internationally renowned institutions purposefully seek out the 'star architect' for prize commissions. The printed media, however, remain a minefield for the uninitiated. Architecture has to compete directly with film, theatre, literature, art and music for space on the arts pages of the broadsheets and consumer magazines. How should architects submit material about their work to the national and specialist design press? This book, one of the first of two titles in the distinctive Architecture in Practice series, provides a specially tailored approach for architects who want to know how to engage with public relations and appeal to the media. It discusses how they should position themselves at large, demonstrating what works for whom and why. Key insights are provided by case studies of the media frenzy surrounding projects such as the Millennium Bridge in London and the World Trade Centre in New York. It also features interviews with publicists who have worked on campaigns with the likes of Santiago Calitrava, Frank Gehry and Norman Foster, and with leading editors, correspondents and journalists of the architectural world.
