Architecture (Un)covered? Caro at Negroni Talks

Here at Caro, we love a good debate – and we frequently recommend that our clients throw their hats in the ring (respectfully, of course), their caution to the wind (after thorough research, naturally) and speak their minds.

The most recent Negroni Talk, turned the tables on us – as the organisers decided to unpick the very nature of communications and how the media, and architecture PR agencies can help shape the narrative around architecture and the built environment.

No discussion of architecture, media and comms would be complete without acknowledging the changing context. Gone are the days when the BBC would commission a young(ish) Zaha Hadid to walk around a Norman Foster office building, when every broadsheet had an expert architecture critic or when advertisers flocked to support glossy, colourful magazines.

The internet changed everything: today, everyone’s a critic, and to a certain extent, architecture has more, diverse array of voices than ever before. But the landscape is also meaner and leaner: attention spans are shorter, news cycles faster and public opinions less and less nuanced. Structural inequalities, like race and class also continue to limit access and opportunities for writers.

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But there are reasons for optimism – with more diverse voices comes a diversity of new initiatives, including podcasts, zines, online newsletters and multimedia content creators. Taken together, these have the potential to reach new audiences. Furthermore, the diminishing interest of mainstream and institutional outlets underscores the need for architects to burst out of the industry bubble and speak to a broader audience.

A good publicist will help their clients navigate the shifting media landscape and act as a link to journalists across the board, from legacy media to emerging outlets. Furthermore, a good communications consultant will help their client hone their narrative and advise on a suitable media strategy.

And sometimes, we may even advise a client to manage their expectations. Not every building is a photogenic masterpiece worthy of the front cover of a glossy magazine, but it might have a story to tell about the engagement with the local community, providing amenities and a safe space for the vulnerable. It might use innovative, recycled materials or enhance local ecology – all stories that should be shared as widely as possible.

Lastly, as an audience member pointed out, we all have the power to support independent and legacy media and help them thrive. A subscription and a polite letter to the editor go a long way in creating a healthier, richer and more inclusive media ecosystem.

Are you look for an architecture PR agency or are you interested in how we can help create a PR or digital media strategy for your architecture or design firm? Get in touch

Architecture (Un)covered? was hosted by Fourth_Space at Forno on Tuesday 6 August 2024

The debate featured Nyima Murry, Oliver Wainwright, Patrick Lynch, and Carolyn Larkin, and was moderated by Rob Fiehn.

You can listen to the conversation on Soundcloud

Architecture (Un)covered? Caro at Negroni Talks

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