Architecture has a PR problem. Here's how we can fix it.
'There's no way I could afford an architect.'
'Don't architects only work on really big projects?'
'Oh, I've seen Grand Designs, architects' projects always run over budget!'
This is just a fraction of the reasons I've heard people list for not using an architect. And what does that say to you?
Architecture and Architects have a MASSIVE PR problem.
The public misunderstand and underestimate an architects' role and value.
If architecture were a brand (and in many ways, it is), it would have a very poor reputation and sales would be plummeting like a skydiver without a paracute.
Maybe that's why you can never seem to make enough money.
So, how do we solve this problem?
Well, a PR agency would tell you that you need a strategic communications process to build mutually beneficial relationships with your public.
Which, ironically, is gibberish to anyone not trained in comms and PR.
But essentially, it's this: you need to spend time telling potential clients what you could do to help them.
And then finding ways to help them.
And then helping them.
Thanks to the internet, that's no longer difficult. Or expensive. It's easy to build a following of people who are interested in what you do. You just have to give them a reason.
Give the public an insight into what goes on behind the drawing board. Teach them something they didn't know. Give them a glimpse behind the scenes. Show them how hard you work to make your projects great. Because at the moment? They're as baffled as you are about what a PR agent actually does.