This month, we are leaping landmarks here at Design on the Haus—giving you strategies to promote your work on an iconic project. Hausman LLC has represented firms that worked on several iconic projects, including Carnegie Hall (pictured above.) In our most recent post, we suggested that you organize a media tour to generate attention for your work. Today, we are going to address the next step, and a crucial one: finding your firm’s story within the larger story of the landmark.
Of course, you know your own story: it’s the work that you contributed to the project. What’s the larger story? It’s the narrative of the landmark site itself, which may play into public interest in a more captivating way or have a broader appeal than your involvement does on its own.
Don’t allow this overarching narrative to drown out your story, though. You want to make sure that your firm gets the recognition it deserves. Do this by leveraging the larger story to direct attention toward your firm’s work. In other words, ride the wave of the landmark story: write a press release to tell the world about your work.
To do this, find the connection between your story and the larger story. Asking yourself these questions may help you pinpoint it: Why was your firm chosen to work on this project? What innovative techniques did you use? If there were historical elements of the site that needed to be preserved, how did you work around them? Did you use advanced technology like REVIT or BIM to do so? How did you preserve the integrity of the landmark, while also updating it or improving it to make the visitor’s experience better or more comfortable?
Once you’ve found the connection, strengthen your press release by obtaining a quote from an individual associated with the landmark, be it a government official or a member of a preservation committee. The quote should emphasize your contribution to the overall renovation. Keep in mind that it may take longer to get approval than it does to get approval for other quotes, as this one may have to pass through many levels of the agency or government department to be approved. Also keep in mind that due to policies or regulations, you may not be able to get a quote at all.
Finally, think ahead as you are completing your work. Is there a grand opening planned for the landmark? When will it be announced to the media? Find out and keep your calendar up to date so you can participate in these attention-generating events and reinforce your firm’s role in the project. Coordinate the distribution of your press release with the agency to make sure you don’t send it out late.
Following the above steps will help you to keep your messages and public relations activities in sync with those of the landmark and get your story told.
Posted by Beth Connolly