New MediaNew PR Opportunities
By Cynthia A. McCune, May 2007
for the AIA -Santa Clara Valley Chapter
No miracle cures
PR takes… time and resources intention and planning a sustained effort
Successful "publicity hounds"
Philip JohnsonRobert A.M. SternI.M. Pei
Quotable, provide "a good interview"
Make time for PR, make it a priority
PR: Who’s Your Target?
Current and potential clientsBusiness partnersProfessional colleagues Current and potential employeesRegulatory agencies
PR: targeting your audience
Where do your target audiences go for information?
Is that changing? Do you need to change?
Different methods/channels work for different audiences
The trick is figuring out which ones
Old Media
NewspapersLocal, regional, national (WSJ)
MagazinesProfessional (Arch. Record)Trade (RE Forum, Calif. Builder)Popular (Sunset, Business Week)
Spread it around!
Don’t just focus on getting into the “Big 2”Lots of competition Many target your peers, not
potential clients
Spread the wealth…
Look to the trades & B2B pubs If you do education facilities, pitch
education publicationsBylined articles, get quoted…not just
project profiles
Old Media, con’t
Broadcast (radio/TV/cable)Openings of high-profile public
buildings (but politicians will get the press)
HGTV for residential practicesOtherwise…don’t hold your breath!
Getting quoted
Identify your areas of expertiseGet the word out…Use new media?
New & Emerging Media
BlogsWikisPodcastsOnline videoSecond Life
The Web…vs. Web 2.0
Web pages Webmaster Hyperlinks Photos, audio,
video Navigate/click No interaction
(except email)
Ex.: Blogs Anyone can do it Hyperlinks Photos, audio,
video Navigate/click Can interact,
comment, start conversations
New Media - Blogs
What are blogs? On the web…but as easy as email “Posts” are chronological Can include photos, podcasts, video Can “tag” content to make it searchable RSS feeds -- people can subscribe, google it Blogs are free!
New Media - Blogs
Why Blog? Establish your expertise & credibility Establish a web presence Start a two-way conversation
New Media - Blogs
The most popular blog services Blogger Wordpress
New Media - Wikis
Wikis Online, easier than web pages Multiple authors, open source “Collective intelligence” Wikipedia! Comparing wiki services
New Media - Wikis
Architypes.net An architecture
wiki Contribute
information on your area of expertise?
New Media - Podcasts
What are podcasts? Portable audio files You can subscribe,
download, listen on your own schedule (like tivo)
Not tethered to a stereo or computer to listen
New Media - Podcasts
Garageband makes it easy! iTunesPodOMaticPodshow.comPodtech.net
New Media - Podcasts
Architecture podcasts? AIA Podnet Building Minnesota
New Media - Video
Online video Video podcasts, vlogs (video blogs) YouTube, blip.tv, google video iMovie makes it easy! History of architecture in 2:15 minutes
New Media - Video
History of architecture in 2:15 minutes
New Media - Second Life
Virtual world…far out stuff!Virtual architecture
First Life, Second LifeArchitecture on the Double
New Media…
New opportunities!Old media…hard to get in, so…
bypass it!Create your own channelEstablish your own brandStart your own conversation!
