But do the Architects know that using some effective PR tactics they may earn an outstanding fame, image and credibility ?
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Discovery TV Team Shooting me interacting media
persons at my Kumbh Mela 2010 Office at Haridwar |
I was sitting at my huge Kumbh Mela Public Relations Office Camp
after midnight of an icy cold January winter of 2010, the crowd was still
coming to the Ganges city of Haridwar. It was a tent made up of a canvass cloth
incapable of stopping chilly winter air pouring through it and although the
sand below my feet was covered by one layer of some grass & husk and
another layer of a mattress yet oozing out cold radiation.
Suddenly lifting up the thick entrance curtain of my camp a
group of five people stepped inside my office, two of them having massive
cameras hanging from their shoulders. “I am Miguel, from Spain. He is Dimitri,
She Yelena both from Russia, this is Mark, Australia and he is Gustavo from the
US. They all sat and showed me their documents. Since none of them were having
a J-Visa or any clearance from the PIB, Government of India, hence it was clear
that they would not get any permission to stay at the Media Center
accommodations. As soon as I made it clear, the group started leaving my room,
expressing their feelings to unnecessarily disturbing me. Minutes after they
left my tent, someone again lifted up the door entrance. It was one of them,
Miguel from Spain. “Sorry to bother you again Sir, but may I see you little
later in the morning? He asked. “Why not. Pleasure!” I replied. He noted down
my mobile number and left again.
Next morning he called me and
visited me again around 11 am. Seemed he bathed recently, with water droplets
still around his forehead, “Hi, Miguel again, from Spain!” and burst into
laughter, “Wow, I made a rhyming introduction.” I was wondering why this man is
hanging around, when I am not going to support because of him not carrying the
authorization papers. But he was very clear. “Sir, you are a public relations
person, I wish I could ask you a few questions about the PR because in our
country hardly any professional attends anyone without charging him fees. I am
just starting my career as an Architect but I have a lot of interest in the PR.
So I wish to know, what do you think of a possibility of pursuing such a
combination like PR and the Architecture?
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Miguel didn't knew much about
Sir Edwin Lutyens |
If you don’t know much about the
Indians then it would definitely surprise you that invariably most of our
countrymen are highly sentimental. We value relations and try to reciprocate
the love we get. Hence, I almost instantly decided to talk to that young man.
But explaining about the role of PR in Architecture was not an easy topic. I
myself never heard much about it. So I adopted a standard trick we often use
delivering extempore & impromptu speeches. Step by step thinking and
delivering our points. I am sharing my
views on this great subject for the benefit of other such people who might be
wondering if they could make a career in the Public Relations elsewhere.
Just to gain some more time to think about his subject I asked Miguel, "Which famous Architect's name is synonym with India?" He took sometime and later replied sounding a little confused as if asking me, "Lutyens?" He was correct. Practically entire modern Delhi was designed by one of the greatest British Architects of his time Sir Edwin Lutyen, who synced the traditional architectural styles into an impressive form of buildings, New Delhi is famous for,during 1912-1930. I asked Miguel, if he knew anything about Sir Lutyen's seven Indian assistants. He was hardly aware if he had any assistants as well.
I had enough time to think about my topic and began explaining that basically, Architect is a very
costly and standard profession in which the experts combine various elements
like Engineering, Arts and Aesthetics. They use their designing capabilities to
evolve a great building. If you look at a great and unusually attractive building
or structural marvel you may even call a
lively and permanent advertisement. Isn’t it? You need not to spend much on
hoardings, bill boards and media advertising to make propaganda about
yourselves but is it sufficient? What if someone hasn’t seen your building? And
how you are going to be benefited if people just see a building and pass by
it? Will they stop and ask the neighbors, where is the house owner? I wish to
ask him about this design and the architect.
So, developing new buildings,
improving landscapes and re-designing community living may be of a huge
interest, but until publicized properly, they never ever return you any favors,
like in the case of a successful lawyer, who wins a sensational trial yet fail
to get the mileage, until he or she don’t manage a media coverage of his
success.
Handling the PR for architects is a sort of unexplored area.
It’s an ocean of fathomed opportunities. Just imagine how much money this
field might be having, having you knowing already how much money today the
world of infrastructure development has. On the other hand, it’s a bitter fact
that the architects rarely get the credit they deserve for their outstanding
contribution which fetch hundreds of crores of rupees. Have you have read any headlines
that another great township designed by the great architect Mr or Ms XYZ is
coming up with these specifications? Almost every new building gets some media
attention as news and hence it should be used as an opportunity for the
architect to attain specific recognition and positive profile. Yet, what
happens? Everyone, even if they hardly contributed in the project, get the
exposure except the architect, they get the newspaper mentions and and a strong
share of their voice in the media. Considering this scenario, the public
relations for the architect becomes more important.
I saw him clapping and having a glitter in his eyes. In between
he was taking notes also. Noticing it I asked him to answer a simple question :
tell me Miguel, how many PR and Publicity Opportunities, the Architect might
create for themselves? Almost instantly he replied innocently, “Well, I don’t
know so far.” Even I didn’t have the
idea. I actually wanted to gain some more time to think about. Yes, these
opportunities are many like: breaking news about an upcoming project that will
change the landscape of the area forever. The media people are always hungry
for such items which no one has. Since all the projects that come up, already
have the authorizations and clearances so there is no harm in publicizing them.
The developer also gets happy when something positive comes in media. After
such breaking news, the other media person may be approached exclusively that
this project will affect their viewers in these many ways. They might be
interested to know about the various stages of the development. Even the
occasion of getting the approval of the project is a media opportunity.
Starting the construction is also news.
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| Next Time You Plan such a Landscape Don't Forget Yourself |
Due to technological advances all the developers are taking some
or the other specific measures to remain exclusive or to ensure quality, which
may also be transformed into news again. When your site approaches completion
and when it’s finally launched, you must ensure that you harvest your own share
of publicity, reputation and image. Alternatively an architect may get other
opportunities as well like obtaining a space in the sector specific publications
and news media. He or she may send request letters with a brief resume to the
print, broadcast and internet media houses, volunteering availability, if ever
they require any expert on any project related discussion or quote. On the
other hand you may try approaching various other organizations, who recognize
innovations and experts, provided you have introduced some unique feature such
as earthquake resistance, lonely senior citizens’ protection, burglar alarms,
protection for the toddlers & kids, energy and environmental efficiency.
Like all other professions you must also exploit the potential social media
platforms have. You should never fail to participate in the community meetings
organized by your area authorities, because such meetings easily get published
in the media and they mention the names of the participating experts. It’s like
hammering the society and blowing your own trumpet that you are there. Such PR
gimmicks maintain you in demands and get you good flow of clients. The
architects should also make use of their own websites to showcase their
talents. You may express your views on various social issues on your Facebook
and Twitter.
And why not write a blog about some of your projects? There are
plenty of free blog sites. Remember your blog must add value, rather than merely
being blowing your own trumpet. It should provide the potential clients and
fraternity some fresh and authoritative ideas, separating you from the ordinary
practitioners. Do log-in something on a regular basis, which will significantly
boost your own search engine rankings as well as demonstrating thought
leadership in the field, acting as a powerful tool for real-time discussions
and can be influential in building long-term relationships with customers.
No architect should forget that his routine behavior also gets
him ample opportunities of publicity and public relations. Even if you reject
some client due to fee related constraints or because of any other reason, you
must give them some free advice on who they should approach, what they should
do, how they may cut their expenses and lastly you may refer them to some of
your colleagues who charge less fee. Please never ever mention that they are
more competent or even equally competent, compared to you. Just say that these
architects are also good and charge less. And please never forget to mention
that you are not endorsing their ethics, style and other traits; still better
if some of your assistant may handover a list of other fellow architects
without endorsing anything. The architects must not forget that their staff and
dependents also are their image, reputation & brand value careers. So apart
from planning and delivering great projects, do find some quality time for them
as well. (Copyright Dr AshokKSharma, Jan, 2010)
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