AIA Components Working with the Media

by Russell Boniface
Associate Editor

How do you . . . get attention for your component by working with the local media?

Summary: AIA components are continuing to implement local public relations programs to reach out to local media. Some components take advantage of the AIA Component Media Center on the AIA web site for methods on maintaining a local public relations program. Some components go beyond the conventional media approach. AIA Michigan, for example, plans to generate exposure by developing YouTube videos marketing a recent AIA Michigan roundtable discussion, while California’s annual wildfires have allowed AIA California Council to garner media attention about its disaster assistance program.

AIA Component Media Center
To assist components in their media relations efforts, the AIA Component Media Center on AIA.org offers ways chapters can get started or continue media efforts. The AIA Component Media Center offers a "how-to" guide to media relations, a sample press release, media lists, and recent AIA press releases, which will also come in handy for firms wanting some insight on getting their name out to the public through the press.

A Component Communications Resource Kit is also available and contains information on AIA branding, the AIA style guide, customizable advertisements, stock photos, and logos. There is also the AIA Media Relations Support Center that provides a how-to guide for you to begin and/or maintain a public relations program; a database of downloadable press releases/pitch letters, ready to be customized; and downloadable press kits that can be replicated. Personalized support is available, including media interview preparation and assistance with public relations strategy planning.

AIA Michigan goes YouTube
AIA Michigan is currently working with Farmington Hills, Mich.-based Marx Layne & Company for its media relations. The company is developing YouTube videos for AIA Michigan of a roundtable the chapter recently held on creative downsizing. “We hope to do this for AIA Michigan once per quarter with a different panel,” says Michael L. Ingberg, account executive at Marx Layne & Company.“ We want to get their members out there and put them forth as experts. We hope the YouTube videos would attract the interest of media. The videos will also go on the AIA Michigan Web site to generate conversation among AIA Michigan members.”

Ingberg explains that the two major Detroit papers, Detroit Free Press and The Detroit News, now only deliver three days per week, thus reducing public relations opportunities. “What we used to be able to depend on is not available anymore,” he says. “Those papers are also cutting down the number of pages. The Detroit News also reduced from five times per week a local spotlight that ran small business profiles. So that is one less area we have for pitching our clients. We have to start thinking of new ways to reach out to people, and YouTube is a way to do it. It can also attract younger architects to the business. These are the people on YouTube. If we can make it look clean and nice, it can become a marketing tool for the industry. I hope it will take off and become a model for others.”

Ingberg says he has had success getting coverage for AIA Michigan, such as coverage of recent programs like AIA150 and last year’s design conference in Detroit. “We are starting to get the board members involved as experts, which has been our big push this year,” he says. “We make sure to say that someone is AIA. When a new building goes up, we put the AIA Michigan or AIA Detroit president front and center for a quotation.” He says it’s important for media persons working at or for components to follow up e-mail releases with phone calls. “People are getting laid off, so we have to make sure we are sending press releases to the right people. Make sure contacts are still there.” He says members and components can also consider business publications for publication, in addition to newspapers. Ingberg also stresses the importance of establishing media relationships.

AIA California Council communicates about its programs
The AIA California Council (AIACC) consistently distributes press releases to the media regarding many of its programs, including coverage of the component’s disaster assistance program, which is very strong with the media due to the many wildfires California has annually. Important to the public health, safety, and welfare, AIACC has experienced success in getting the word out to the media on what to do in the event of a disaster and distributing the message that architects serve a key role in the building and rebuilding of communities.

“We created radio public service announcements that reinforce this message,” says Lori Reed, AIACC’s director of marketing and communications. “We run print ads that include a toll-free hotline phone number for disaster victims to call to speak directly to an architect regarding questions about the rebuilding process.” Its message also warns victims to stay alert and be aware of fraudulent activity from individuals who may contact them regarding the rebuilding process, financing opportunities, and demolition or debris removal. “This also gives us an opportunity to inform the public that architects are very concerned about sustainability and the environment,” she adds.