For architects and designers, credibility isn’t just reputation; it’s revenue. It wins RFPs, attracts top talent, and positions your firm to compete at the highest level. The more credibility you have, the greater your ability to stand out in a crowded marketplace, win an RFP, or position your firm for long-term growth.
Architects and designers face unique challenges when it comes to brand building and visibility. Projects often span multiple years, involve various stakeholders and project partners, and don’t always translate neatly into a quick headline or soundbite. That’s why PR is so valuable. With the right media strategy, a public relations specialist can take complex project narratives and thought leadership concepts to create compelling stories, ultimately leading to placements that get you in front of potential clients, collaborators, and even prospective employees.
Media coverage offers powerful third-party validation. A feature in Interior Design, Metropolis, or Architectural Record (to name a few) signals to current or potential clients that your work is recognized among some of the most respected publications in the industry. These features often involve editors interviewing your project team to learn more about design decisions, challenges, and inspirations behind the concept. This process tells a story that is independent of the firm’s own messaging, providing the publication’s readers with a credible, nuanced narrative that highlights the firm’s expertise, process, and problem-solving in ways that a portfolio or standard press release can’t. And that authenticity matters: 84% of senior decision-makers, including CMOs and directors, agree that consistent media coverage strengthens a brand’s perceived credibility.1
Once published, placements can be leveraged for marketing and business development initiatives. Coverage can live on a firm’s website, be published on social media, used in email marketing campaigns, or referenced in discussions with potential clients. Even future hires notice when firms are consistently in the spotlight, and might gravitate toward the type of work you are doing and the culture you are creating. In many cases, a single feature can spark conversations that extend months or even years beyond its publication date.
Not every story has to center on a project. A strong PR campaign weaves thought leadership campaigns alongside project pitching to shape industry conversations and demonstrate expertise. Thought leadership allows your firm to join and often lead the conversations shaping the industry.
It could include contributing an op-ed on the role of adaptive reuse in sustainable development, joining a roundtable discussion on workplace design, or offering insights to a top-tier national publication on how urban infrastructure is evolving to meet climate goals. These opportunities allow your firm’s thought leaders to demonstrate their deep understanding of the social, cultural, and economic forces shaping the built environment.
Thought leadership placements also extend your influence beyond clients. Developers, collaborators, and even policymakers take note when architects and designers share perspectives in respected outlets like Fast Company, The New York Times, or the Wall Street Journal. Over time, this visibility builds trust and positions your firm as a partner who brings strategic insight to the table, not just technical expertise.
Arcadis (formerly CRTKL), an UpSpring client, debuted its Microgrants Journal, an internal whitepaper documenting an innovation competition where designers submitted ideas to improve environmental impact. One standout concept included repurposing decommissioned cruise ships into affordable housing units, and it aligned closely with the firm’s growth priorities in Miami and its cruise ship division. Recognizing the potential, UpSpring identified this idea as a strong media story, packaged it for editors, and executed a targeted PR campaign that resulted in placements in Insider, Bisnow, and Yahoo, as well as follow-up coverage from local outlets after reporters saw the story in national publications. By transforming an internal innovation initiative into an externally visible narrative, UpSpring amplified thought leadership, showcased expertise, and positioned the firm as a creative problem solver addressing pressing social and environmental challenges. The results were 15 placements and over 100 million impressions for the firm.
A public relations specialist can help uncover the angles where your expertise is most relevant and secure opportunities in outlets ranging from trade publications to business media. The result? Your firm becomes a go-to resource for commentary, shaping the narrative around design while reinforcing your brand as a thought leader.
A specialized public relations agency that understands architecture and design knows how to translate drawings, renderings, and multi-year project timelines into stories that resonate with editors. Securing a feature in The Architect’s Newspaper, such as this one by Jared Bradley of The Bradley Projects, isn’t just about sending images or a quick pitch, it’s about shaping a narrative around the design process, project context, and client vision.
With an insider perspective on the design industry, a specialized PR partner connects every piece, media placements, awards, thought leadership, and digital presence, into a cohesive strategy that builds reputation and drives growth.
When choosing a PR partner, look for an agency with deep expertise in architecture and design. Ask about their past placements, relationships with editors at A&D publications, trade journals, and national outlets, and how they approach positioning your firm. Understand how they collaborate with clients and whether they prioritize transparency.
Inquire about their approach to creativity and curiosity, how they monitor the news cycle to insert clients into timely conversations, and how they adapt as the PR landscape evolves. Explore the types of opportunities they pursue, from podcasts and broadcast features to content beyond traditional print and digital media.
A specialized public relations agency that understands architecture and design knows how to translate drawings, renderings, and multi-year project timelines into stories that resonate with editors. Securing a feature in The Architect’s Newspaper, such as this one by Jared Bradley of The Bradley Projects, isn’t just about sending images or a quick pitch, it’s about shaping a narrative around the design process, project context, and client vision.
With an insider perspective on the design industry, a specialized PR partner connects every piece, media placements, awards, thought leadership, and digital presence, into a cohesive strategy that builds reputation and drives growth.
When choosing a PR partner, look for an agency with deep expertise in architecture and design. Ask about their past placements, relationships with editors at A&D publications, trade journals, and national outlets, and how they approach positioning your firm. Understand how they collaborate with clients and whether they prioritize transparency.
Inquire about their approach to creativity and curiosity, how they monitor the news cycle to insert clients into timely conversations, and how they adapt as the PR landscape evolves. Explore the types of opportunities they pursue, from podcasts and broadcast features to content beyond traditional print and digital media.
The right public relations firm doesn’t just secure coverage or hit KPIs. They ensure every PR effort is aligned with your business development strategy, driving measurable growth for both your firm and your brand visibility.
At its core, PR for architects and designers is about positioning. It’s about making sure your projects, perspectives, and people are seen and heard by the audiences that matter most to you as a business. A strong PR partner can develop a strategy that amplifies your voice in a way that creates more business opportunities for your firm to continue growing.
[1] Baden Bower, How Publicity Builds Credibility, 2023
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