Is it all About Image?: How PR works in Architecture

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.

Foreword by Edwin Heathcote, Financial Times Architecture Critic.

Introduction.

Paranoia, Pride, Perspective, Personalitym, Passion, Pop.

Part 1: Is it All About Image? 

Part 2: Praxis: Where do PRs fit in?

Publicist Case Studies.

PR ladies, Pegs, Push, Promotion, Prudence, Parlance. 

Harriet Hindmarsh, Arup (Laura Iioniemi).

Katy Harris, Foster and Partners (Laura Iioniemi).

Peter Carzasty/Cohn Davis Bigar Communications (Laura Iioniemi).

SHoP Architecture (Laura Iioniemi).

Ocean North (Laura Iioniemi).

Alsop Architects (Laura Iioniemi & David Littlefield).

Project Case Studies.

Prima donnas, Parties, Profile, Practice, Poetics, Patronage.

Grafton New Hall Country House (Laura Iioniemi).

Millennium Bridge (David Littlefield).

World Trade Center (Will Jones with Laura Iioniemi).

Federation Square (Melanie Crick).

Birds Portchmouth Russum Dorma Door Handles (Will Jones).

The Dutch Scene in Architecture (David Littlefield).

What the Media Say.

Press, Picture Editors, Publishing, Print, Politics, Purpose. 

Jonathan Glancey, The Guardian (David Littlefield & Laura Iioniemi).

Edwin Heathcote, Financial Times (David Littlefield & Laura Iioniemi).

Robert Ivy, Architectural Record (David Littlefield & Laura Iioniemi).

Paul McGillick, Indesign (David Littlefield & Laura Iioniemi).

Daniela Mecozzi, Abitare (David Littlefield & Laura Iioniemi).

Kenneth Powell, Architectural Writer (David Littlefield & Laura Iioniemi).

Robert Thiemann and Billy Nolan, Frame (David Littlefield & Laura Iioniemi).

Fleur Watson, Monument (David Littlefield & Laura Iioniemi).

Photography (Laura Iioniemi).

Presentation (Laura Iioniemi).

Conclusion (Laura Iioniemi).

Profile, Pretence, Predominance, Preeminence, Pomposity, Power.

Concluding Tips.

Bibliography, General Information and PR Resources.

Photographic Agencies and Photographers.

Contributors, Photo Credits and Acknowledgements.

Index.

Laura Iloniemi is a specialist in architectural PR. Born in Finland, she founded her own agency in London in 1996. She has worked with clients such as Arup Associates and Ushida Findlay Architects, who are featured in the book. Iloniemi has studied architectural philosophy at Cambridge University and arts promotion at L École du Louvre in Paris.

"...a behind–the–scenes quest for all the strategies that allow many architects to build a reputation..." (Label, Autumn 2005)