new media, new pr opportunites

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

What is Web 2.0?

Web 2.0The Machine is Using Us

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!