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Full Description
You are a great designer, but no one knows you. Now what?
By directly confronting the burning question 'How do you win work?', this new edition of Jan Knikker's bestselling book addresses the key purpose of architects investing time and effort in public relations and marketing.
Updated with key additions on AI, managing cultural and ideological differences and four brand new case studies, this narrative simultaneously informs and excites, making marketing accessible and compelling for all architects regardless of sector and practice size.
Written by one of the most influential and perceptive voices in business development, Jan Knikker, Partner for Strategy and Development at MVRDV draws on over 20 years' experience at the forefront of global practice at MVRDV and OMA, shaping their public images and business strategies. Bridging the distance between architects and marketing, he provides practical tips and best practice guidance, ranging from strategic business plans to the nuts and bolts of writing press releases and fee proposals.
Successful PR has to be more than skin deep. It needs to rest on strong and stable foundations. Knikker emphasises the importance of nurturing a creative and innovative practice culture, which also invests in core values, such as being a good employer and professional ethics. The result of extensive research, Knikker draws on fresh insights and approaches from a wide range of architects in the UK and internationally.
Contents
Foreword: dispatch from the 'dark side'
About the author
How we are supposed to work for free
We can do better
To specialise or not to specialise?
Marketing: a dirty word in architectural circles
Mission and vision
Branding and company culture
**PUBLIC RELATIONS **
'If I was down to my last dollar, I would spend it on PR'
7.1 Writing a marketing strategy
The office is your business card
Your website: your online shop window
Your work amid a changing media landscape
10.1 Print media
10.2 Online media
10.3 Social media
10.4 Television
10.5 Vlogs and podcasts
10.6 Crisis communication and the outreach that might prevent it
10.7 Other media
10.8 Using written AI
Lectures
Awards
Your product in the picture
13.1 The drawing
13.2 The render
13.2.1 AI in images
13.3 Collages and hand drawings
13.4 Talking to clients: the project text and the press release
13.5 The model
The built project
The project book
Exhibitions
Prioritising
**BUSINESS DEVELOPMENT **
Business development, the direct way to win new work
Client relationships: a personal 'click' or a financial agreement?
19.1 Managing cultural and ideological differences
Who is your client and how do you approach them?
Just do it
Going abroad
Fairs
How to calculate a fee
Contracts: managing risks and keeping promises
It's not easy being green
The pitch
Broadening your portfolio
Planning workflow
Collaborations
Learning from others
Styles
Ethics for architects
Suing your client
Spam and fraud
Crisis
**CASE STUDIES **
Studio Bark
MgMaStudio
Coldefy
Intervention Architecture
Feilden Fowles
Turner Works
Powerhouse Company
Barcode Architects
Acknowledgements
Image credits
Index
