AI will never replace human touch in architectural PR, according to architecture PR experts. 

Even if AI is used to underpin architectural communications and project drafts, it will not be a threat to architectural communications and public relations, according to architecture PR experts.

The World Architecture Community spoke to 7 world-renowned architecture PR agencies in the industry to understand the scope, goals and purpose of architecture PR, and asked how AI will impact architectural communication and the business in the near future. 

With this long-form interview, we're introducing WAC Innovative Minds: Communication In Architecture, a series that will feature meaningful and provocative insights from the biggest names in the architectural communication and PR industry. In this endeavor, we will reflect on new perspectives behind the scenes of creative communication, to understand the changing dynamics of the communication landscape and to give an in-depth focus on communication leaders' creative processes. 

Kicking off today, our first series feature exclusive interviews from 7 leading architecture PR firms, including Detroit-based agency ABOVE THE FOLD, Clerkenwell-based agency Caro Communications, New York-based agency KUBANY, Czech agency Linka News, Rome-based agency MINT LIST PR, London and New York-based based agency Pelham Communications, and Beijing-based creative studio SIDEVIEW. 

WAC posed four main questions to the industry's leading figures: Why does an architect need PR? Could you tell us about the differences between corporate style marketing and architectural marketing? What role does architectural PR play in communicating an architect's identity and ideas and selling their services? How do you think A.I. will impact the creative business in architectural PR?.

Read on for the edited version of the interview transcript of the 7 leading names with different experiences and client profiles in Architecture PR:

John Patrick. Image © Preppyman

"The best architectural PR helps architects establish or advance their voice"

John Patrick, ABOVE THE FOLD

Founder of Detroit-based agency ABOVE THE FOLD John Patrick believes that the role of architecture PR is huge and "what an architect says and how PR permeates through the practice is equally important."

According to Patrick, there are differences between corporate style marketing and architectural marketing. 

He said that "corporate style marketing is for products that people purchase," adding that "architecture is unique because it is a service first and a “product” second." 

He added that "how architects market themselves is a balance between profile, practice, and portfolio as well as (most exciting) potential." 

"Every new pursuit, every pitch, every presentation, it all must be tailored to the individuals whom the architect is marketing so there’s no one size fits all in architectural marketing," Patrick continued. "The process has become more layered and complex than ever before," he explained. 

Patrick finds the role of architecture PR in communicating an architect's identity and ideas tremendous for business development and describes the mission of the best architectural PR on an architect. 

"The best architectural PR helps architects establish or advance their voice based on where they’re at in their career while reaching more screens, inboxes, mailboxes, and speakers of people with similar interests," he said. 

"To use it effectively, start PR campaigns backwards by identifying the target media, a magazine, an award, a conference." 

According to Patrick, AI can help improve the field of public relations and enhance the potential of research for editors who do not specialize in this field. He said "with the goal of making architecture-related news more accessible and understandable, writers who do not specialize in the field could potentially use AI to accelerate their understanding of groundbreaking research." 

He also added that "increasing architecture’s ability to get coverage in mainstream media would be a great thing for the professional, especially for groundbreaking research that is not tied to a particular project. A Post Rock research, developed, and patented by a team at Taubman College of Architecture and Urban Planning at the University of Michigan is one great example of a story that AI could help tell."

Founded by John Patrick in 2012, Detroit-based agency ABOVE THE FOLD represents a diverse group of international talents, firms, and projects. Specialized in public relations, the agency is currently working with the faculty at Taubman College of Architecture and Urban Planning at the University of Michigan for a variety of groundbreaking, forward-looking research and projects across disciplines and scales.

Carolyn Larkin. Image © Alex Sarginson

"Without external communications support, architects can languish in an echo chamber, talking to other architects"

Carolyn Larkin, Caro Communications

According to Carolyn Larkin, Founding Director of Caro Communications, it is the power of architectural PR that sets architects apart from the crowd. She argued that working with an architecture PR can help to establish new clients, new recruits, collaborators and influencers instead of remaining within the same professional discipline.

"Without external communications support, architects can languish in an echo chamber, talking to other architects," Larkin told WAC. 

Unlike John Patrick's argument, she doesn't think that there is a huge difference between corporate-style marketing and architectural marketing. "Marketing is the process for identifying, anticipating, and satisfying customer requirements profitably," said Larkin.

However, she emphasizes that the language of architectural marketing is "highly creative."

"Architectural marketing in contrast can be highly creative"

"The notion of corporate style marketing in which communications revolves around corporate messaging and business can be rather antiquated. Architectural marketing in contrast can be highly creative," she added.

"By reaching out through a practice’s own channels and direct marketing as well as media outreach, a multifaceted approach can be developed in which the creative thinking and outputs of the practice play a leading role across all outputs."

Larkin stressed that understanding an architect's business goals is crucial in communicating an architect's identity and ideas and selling their services. "Whenever we commence work with an architectural client our first action is to develop a deep understanding of their business objectives, branding review, core messages and ethos," Larkin told WAC.  

"It is essential to clarify these elements at the outset to genuinely set the practice apart in terms of its services, approach and most of all its ideas and outputs."

"We pride ourselves on our in-house editorial and content development skills"

She said that "being able to judge what ideas and technical innovations are of genuine interest and packaging them in an engaging way for a specific range of outputs is core to our work with a range of creatives."

Touching on how artificial intelligence will impact architecture PR in the near future, Larkin argued that the human touch will prevail, especially for editorial skills. She said that "some of the shine has already come off the many hyperreal visualizations that have proliferated."

"There will always be a place for the hero image to communicate architecture and we believe this will always be a "real" representation i.e. not computer-generated." Larkin also added that "we pride ourselves on our in-house editorial and content development skills." 

"We have experimented with AI to bounce off ideas or use as a starting point, to date this has had mixed results," she added. "No doubt AI will challenge us, but while we work with journalists, authors, and opinion formers, we believe the human touch will prevail for the time being, as do many designers and architects," Larkin concluded.

Caro Communications was established by Carolyn Larkin in 1991 in Clerkenwell. With more than 30 years of experience in communications, the agency is working with local and globally renowned architects, designers, developers, alongside showrooms, museums, schools, and industry professionals.

Elizabeth Kubany. Image © Sean Pressley

"Architectural marketing is a more specialized and focussed form of marketing"

Elizabeth Kubany, KUBANY LLC

KUBANY LLC founder Elizabeth Kubany believes that there should be a distinction between communications and architecture PR, and emphasizes that every business has to have a robust communications strategy to drive their business effectively. 

Kubany said that "communications, when done well, is a strategic tool for architects to communicate their vision, showcase their work, build relationships, and navigate the complex landscape of public perception and industry dynamics." 

"It is also the best way to share the essential ideas and ethos that sets every firm apart from its competitors," Kubany told WAC. 

"Marketing and communications are not synonymous"

According to Kubany, "corporate marketing is quite broad term, while architectural marketing is often used to mean proposal writing." 

She argues that communications and marketing should always work together. 

"Corporate marketing generally refers to proactively building a market for the entire corporate entity, and targeting a diverse audience, including customers, investors, employees and the general public through building a positive and consistent brand," she added.

"Architectural marketing is a more specialized and focussed form of marketing that emphasizes promoting architectural services and expertise, and trying to win a specific project."

Key message should be clear and effective

Kubany underlines that establishing an architect's identity and selling his/her services in architecture PR are generally intertwined. However, she thinks that the message delivered on behalf of the company should be clear and effective.

"Communications is the opportunity for any architect to share their essential identity, ideas, and ethos. When we begin our work with a client, we look at the entire ecosystem of our client’s brand," Elizabeth Kubany told WAC. 

"We are interested in the ways in which firms communicate about themselves on all platforms – from owned to earned – including social media, the website, press, speaking engagements, marketing materials, and more." 

"In this day and age, where there is so much information out there, it is critical that a firm’s messaging be clear and efficient - even if those messages are complex - and that we are rigorous about disseminating those messages," she said. "I mean that communications cannot and should never be isolated from the big-picture," she added.

Moreover, contrary to the arguments above, Kubany points out that artificial intelligence can be used for the first drafts of press releases, but she said that "the real work is going to come in communicating the value AI can bring to projects and the people who use them."

Founded in 2002 by Elizabeth Kubany, KUBANY represents a diverse and international group of clients in the fields of architecture, design, real estate, and the visual arts. The agency delivers services across traditional public relations, communications, content creation, creative strategy and social media and digital strategy,

Rea Vidović and Vendula Tůmová. Image © Bet Orten 

"It’s still our narrative that AI rephrases"

Vendula Tůmová and Rea Vidović, Linka News 

Linka News Media Communications Specialist Vendula Tůmová and Architecture Publicist Rea Vidović believe that architecture PR plays a crucial role in the profession since "it offers the advantage of recognition among other professionals and the public, building a studio identity and expanding the reach to potential clients."

Moreover, Tůmová and Vidović emphasize that it is essential for an architect to have a strong digital presence in this digital age.

"We believe that these ideas and solutions need to be shared with the world, and that is where PR plays a crucial role," Tůmová and Vidović told WAC. "It offers the advantage of recognition among other professionals and the public, building a studio identity and expanding the reach to potential clients."

According to Tůmová and Vidović, there is no major difference between corporate and architectural marketing, as they start from the same level of understanding. 

"We start building from the same foundations – understanding the project's core idea, strengths, and its significance within local and global contexts," said Tůmová and Vidović. 

"The language we use may vary based on the specific needs of the corporate client, yet our central focus and message consistently revolve around the architectural, urbanistic, social, or environmental aspects of the project."

Tůmová and Vidović emphasized that architects are facing difficulties in dedicating themselves to a specific issues due to the low-profit margins and not getting project commissions very often.

"The physical space remains inherently human"

In this stage, they said that "for such firms, leveraging PR and establishing a media presence becomes instrumental in crafting their identity, focusing on specialized fields of interest. The founders think that AI will not replace architecture PR in the future or not destroy this personal knowledge and skill.

"The physical space remains inherently human, shaped for individuals who experience it through various senses, eliciting diverse emotions and reactions. The description of this individual or collective experience of space can not be AI generated," Tůmová and Vidović told WAC.

"We sharing these narratives are still the ones who collect these emotions and ideas and communicate them on a relatable, “human” level." 

"Undoubtedly, AI can aid in articulating these narratives more eloquently and presenting them in a more sophisticated manner, but it’s still our narrative that it rephrases," Vendula Tůmová and Rea Vidović said. 

Based in Rožnov pod Radhoštěm, Linka News was founded by Czech architecture photographers Martin Tůma and Jakub Skokan - who are also founders of BoysPlayNice, a photography studio in Prague. The agency focuses on "an idea, a know-how of specialized professions, art, craft and place" in its services. The agency is working with architects, designers, investors and contractors.

Giulia Milza and Maria Azzurra Rossi. Image © Andrea Di Lorenzo

"Architectural marketing has a strong social and cultural intent"

Giulia Milza and Maria Azzurra Rossi, MINT LIST

During the 20th century with the increasing role of the architect, technology, digitalization and the emerge of new media, the opportunities for all architects to interact with their audiences have sharply increased, and architecture PR has become an indispensable tool, Rome-based agency MINT LIST PR founders Giulia Milza and Maria Azzurra Rossi told WAC. 

Giulia Milza and Maria Azzurra Rossi founded MINT LIST PR in 2013, and later relocated to Rome in 2016, since then the Italian duo has delivered services in architecture, design, and events. 

"Architecture and communication have not always been complementary disciplines," said Milza and Rossi. "The rise of the role of the architect as a more public figure during the 20th century, combined with the exponential growth of technology and rapid digitalization, as well as the advent of new media, have multiplied the possibilities for all architects to engage with their audience," they added.

Milza and Rossi agreed with others, saying "corporate marketing highlights companies’ values, goals, and vision from a merely commercial perspective."

"On the other hand, architectural marketing is focused on companies working in the field of architecture or interior design and the construction industry," they added. 

"Unlike other companies, they do not just sell products or services but they communicate and enhance the value of a construction environment, meaning that there is a strong social and cultural intent in their marketing purposes."

According to the founders, the role of architecture PR requires different technical and narrative skills for the different audiences they need to communicate with - even if in defining identity. "How an architect communicates his ideas to a client might be completely different from how he communicates with contractors or with any media outlets," they said. 

"Securing media coverage, employing social media and content marketing, engaging with the community, promoting internal, stakeholders’ and clients’ communication, require different techniques and narrative skills."

"AI will never replace human touch in strategy and creativity"

Milza and Rossi think that AI can be effective in accelerating communications campaigns, but it won't replace the human touch in strategy and creativity.

"We believe that AI can be crucial at each stage of a communication campaign to fasten and improve processes through automation," they told WAC. 

"It helps in terms of efficiency, effectiveness and accuracy, but it should not be perceived as more than a “tool” for improving PR’s work. Indeed, it is a game-changer in the PR skillset, but it will never replace human touch in strategy and creativity," Milza and Rossi concluded.

Jasmin Pelham. Image courtesy of Pelham Communications

"A strategic communications approach can transform vision into long-term value"

Jasmin Pelham, Pelham Communications

According to Pelham Communications Founding Director Jasmin Pelham, architecture PR is not a simple communication tool, "strategic communication" brings a long value to companies. 

Founded in 2004 in London by Jasmin Pelham, Pelham Communications has over 20 years of experience in media relations, strategic brand development, digital development and consultancy across art, architecture, and design. Pelham has offices in London and New York.

"PR amplifies your voice and helps you stand out among the competition. A strategic communications approach can transform vision into long-term value," Jasmin Pelham told WAC. 

Comparing architectural marketing and corporate marketing, Pelham stated that "architectural marketing needs a more bespoke, nuanced and creative approach."

"Specialist agencies will engage with the long-term objectives and practical needs of their clients to strategize PR, marketing and brand development ideas based on an in-depth knowledge of cultural and architectural subject matter."

As Pelham emphasized, using creativity and creating "compelling stories" in communications campaigns make up the heart of architecture PR.

"Architecture practices offer new and exciting ways to revitalize the landscape around us, and their communications campaigns should reflect this; at Pelham we use our creativity to tell compelling stories, engaging new audiences whilst speaking authentically and knowledgeably to existing ones," Pelham said.

Pelham believes that targeting "key messaging, using language in a strategic, efficient and deliberate way," could help reach the right audiences. 

"Architecture PR can help build your narrative; many creatives who are experts in their field still struggle to define key messaging and put words to paper. In working with PR experts, from the very beginning you will be using language in a strategic, efficient and deliberate way," she said.

"A strong PR campaign forms a connected narrative that powerfully captures and communicates your overall story."

She added that "of course one of our main outputs is editorial – be that media coverage, partnerships or user generated content on social platforms, which provide valuable third party endorsement."

"Personal relationships and bespoke approaches remain valued and fundamental"

Emphasizing that AI will not impact architecture PR in the near future, Pelham underlines that artificial intelligence can be used for preliminary drafts of press releases. She thinks that AI will be used as a tool that can accelerate processes such as research and  the preparation of press releases. 

"AI is, and will become even more of, a tool that can speed up processes – research, drafts etc. - and we embrace these assets where we can," she said. 

"However, I can’t see the human agency in the creative process going away in near future - personal relationships and bespoke approaches remain valued and fundamental to the way we work, so I don’t see us disappearing anytime soon!," Pelham concluded.

Founders, Lin Guo & Sally Yusi Zhao. Image © SIDEVIEW

"Architecture PR can help architects to analyze the development status through the attention and feedback"

Sally Yusi Zhao, SIDEVIEW

Beijing-based agency SIDEVIEW co-founder Sally Yusi Zhao believes that "once more people know the unique story, it will create more potential effects."

"Professional PR work can help architects sort out and use diversified languages to voice and express in different communication channels, from specific design details to deep thinking on the environment and our times," Zhao said. 

She emphasizes that taking part in social media channels in an self-media age, rather than just being limited to academic or design platforms, will create opportunities for cross-border potential and collaborations.

"When architects are seen and recognized in more fields, they will also get more potential and cross-border cooperation opportunities," Zhao said. According to Zhao, architecture PR also has another dimension. 

"The continuous PR work is also meaningful for architects," because "it will form an internal cycle," she added. 

"It can encourage their design team. On the other hand, it can help them to analyze the development status through the attention and feedback of the outside world and establish new goals with directions," Zhao told WAC. 

"Architectural marketing is a very vertical and subdivided field"

Sally Yusi Zhao, agreed with Giulia Milza and Maria Azzurra Rossi, Elizabeth Kubany, Carolyn Larkin, John Patrick, explaining that "corporate-style marketing adapts to standardized marketing models because of its complete organizational structures, while architectural marketing is a very vertical and subdivided field."

"It requires practitioners to have a deep understanding and knowledge of design with great aesthetics and creativity. It is very challenging for the comprehensive ability of the architectural PR team."

Zhao gave the following answer to the question of how architecture PR contributes to conveying the identity and ideas of the architect: "Role of Bridge. As PR, we get in touch with more opportunities and hope that people in different fields with the same aesthetic can have more communication."

"The unique characteristics of each architect need to be properly represented by PR so that others can recognize and remember them quickly and clearly," she said. 

"Chinese AI database is still "polluted"

Referring to the future impacts of AI in this field, Zhao stated that "Chinese AI database is still "polluted", cannot accurately solve or even provide good experiential content." She underlined that AI does not currently offer content based on the professional characteristics of the design.

"At the current stage, AI conducts "normative sorting" and "experience summary" on the macro content. It is based on the creation of human beings in the past and can screen out excellent templates as a tool for more people to use," Zhao explained.

"But going back to the professional attributes of the design, the empirical content does not meet their key needs for presenting their own characteristics."

"For architecture PR, it is not easy to explain the design logic of a project by AI, especially in a more in-depth and targeted way and in Chinese. As we all know, the Chinese AI database is still ‘polluted’, it cannot accurately solve or even provide good experiential content," she added.

"Due to the particularity of the Chinese language itself and the influence of history and culture, some specific traditional words and poems are often applied directly in our articles or philosophy, in this regard, the current AI cannot support us either," Zhao concluded.

Founded in Beijing by Lin Guo and Sally Yusi Zhao, SIDEVIEW is a young and creative thinking studio, delivering services in product design, interior design, architecture, fine art, handicraft, and lifestyle fields, providing PR, marketing, and branding services.

This article has been published as part of the WAC Innovative Minds: Communication In Architecture series. Our next series, titled WAC Innovative Minds: Architectural Visualization, will feature interview series from 7 leading 3D rendering and architectural visualization firms. 

We invite you to join our interview series to discuss the future of architecture PR together. Contact us to take part in these series: [email protected]. 

Top image in the article © WAC. 

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