New Media New 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

PR takes…

time and resources

intention and planning

a sustained effort

Successful "publicity hounds" Philip Johnson Robert A.M. Stern I.M. Pei Quotable, provide "a good interview" Make time for PR, make it a priority

Philip Johnson

Robert A.M. Stern

I.M. Pei

Quotable, provide "a good interview"

Make time for PR, make it a priority

PR: Who’s Your Target? Current and potential clients Business partners Professional colleagues Current and potential employees Regulatory agencies

Current and potential clients

Business partners

Professional colleagues

Current and potential employees

Regulatory 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

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 Newspapers Local, regional, national (WSJ) Magazines Professional (Arch. Record) Trade (RE Forum, Calif. Builder) Popular (Sunset, Business Week)

Newspapers

Local, regional, national (WSJ)

Magazines

Professional (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

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 publications Bylined articles, get quoted…not just project profiles

Look to the trades & B2B pubs

If you do education facilities, pitch education publications

Bylined 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 practices Otherwise…don’t hold your breath!

Broadcast (radio/TV/cable)

Openings of high-profile public buildings (but politicians will get the press)

HGTV for residential practices

Otherwise…don’t hold your breath!

Getting quoted Identify your areas of expertise Get the word out… Use new media?

Identify your areas of expertise

Get the word out…

Use new media?

New & Emerging Media Blogs Wikis Podcasts Online video Second Life

Blogs

Wikis

Podcasts

Online video

Second 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

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 2.0 The Machine is Using Us

Web 2.0

The 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!

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

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

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

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?

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

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! iTunes PodOMatic Podshow.com Podtech.net

Garageband makes it easy!

iTunes

PodOMatic

Podshow.com

Podtech.net

New Media - Podcasts Architecture podcasts ? AIA Podnet Building Minnesota

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

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

History of architecture in 2:15 minutes

New Media - Second Life Virtual world…far out stuff! Virtual architecture First Life, Second Life Architecture on the Double

Virtual world…far out stuff!

Virtual architecture

First Life, Second Life

Architecture on the Double

New Media… New opportunities! Old media…hard to get in, so… bypass it! Create your own channel Establish your own brand Start your own conversation!

New opportunities!

Old media…hard to get in, so… bypass it!

Create your own channel

Establish your own brand

Start your own conversation!