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
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