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Synopses & Reviews

Publisher Comments

PR has become an essential part of running a successful architectural practice, with the media profile of an architect becoming an important factor in the awarding of high-profile jobs. Internationally renowned institutions purposefully seek out the ‘star architect’ for prize commissions. The printed media, however, remain a minefield for the uninitiated. Architecture has to compete directly with film, theatre, literature, art and music for space on the arts pages of the broadsheets and consumer magazines. How should architects submit material about their work to the national and specialist design press?

This book, one of the first of two titles in the distinctive Architecture in Practice series, provides a specially tailored approach for architects who want to know how to engage with public relations and appeal to the media. It discusses how they should position themselves at large, demonstrating what works for whom and why. Key insights are provided by case studies of the media frenzy surrounding projects such as the Millennium Bridge in London and the World Trade Centre in New York. It also features interviews with publicists who have worked on campaigns with the likes of Santiago Calitrava, Frank Gehry and Norman Foster, and with leading editors, correspondents and journalists of the architectural world.


“…a behind-the-scenes quest for all the strategies that allow many architects to build a reputation…” (Label, Autumn 2005)


In der Architekturbranche heisst das Zauberwort Publicity, denn selbst die kleinsten Auftr ge erh lt man durch Empfehlung und den guten Ruf. Is it all About Image? How PR works in Architecture ist ein umfassender und verst ndlich geschriebener Leitfaden f r alle Architekten, die ihre PR verbessern wollen. Es ist das erste Buch auf dem Markt, das untersucht, wie Architekturb ros jeder Gr e von Publicity profitieren k nnen. Der Autor geht auf verschiedene Arten der PR-Unterst tzung ein und erl utert ausf hrlich, wie diese in verschiedenen B rokulturen funktionieren. Anhand von Fallstudien, Erfolgsgeschichten aus erster Hand und einer Reihe von Interviews mit PR-Mitarbeitern auf unterschiedlichen Ebenen, wird anschaulich belegt, wie eine Vielzahl verschiedenster Architekturprojekte weltweit beworben wurde.


Publicity is essential for any practice to keep afloat and continue attracting commissions, as even modest jobs often come in through recommendation and reputation. This is the first comprehensive and accessible guide for any archite who wants to wise up on their PR.

The book reveals varying forms of PR support and looks at how these operate within a variety of office cultures, letting you in on what happens behind the scenes. Anecdotal evidence of what can work for you provides first hand evidence which steers clear of corporate style bullet point guidelines. Thus, case studies, interviews of publicists and also the press is used to corroborate other information.

  • This is the first book to give a comprehensive and accessible account of the way publicity can work for architectural firms of any size
  • It is illustrated with case studies of the way that very different architectural projects have been promoted worldwide, from the Guggenheim to the wobbly bridge
  • Provides essential information on the way that publicity can be dealt with in small and large offices alike
  • Features interviews with people who are working in PR at every level, from individuals working alone to large practices with entire PR departments

About the Author

Laura Iloniemi is a specialist in architectural PR. Born in Finland, she founded her own agency in London in 1996. She has worked with clients such as Arup Associates and Ushida Findlay Architects, who are featured in the book. Iloniemi has studied architectural philosophy at Cambridge University and arts promotion at L’École du Louvre in Paris.

Table of Contents

Foreword by Edwin Heathcote, Financial Times Architecture Critic.


Paranoia, Pride, Perspective, Personalitym, Passion, Pop.

Part 1: Is it All About Image? 

Part 2: Praxis: Where do PRs fit in?

Publicist Case Studies.

PR ladies, Pegs, Push, Promotion, Prudence, Parlance. 

Harriet Hindmarsh, Arup (Laura Iioniemi).

Katy Harris, Foster and Partners (Laura Iioniemi).

Peter Carzasty/Cohn Davis Bigar Communications (Laura Iioniemi).

SHoP Architecture (Laura Iioniemi).

Ocean North (Laura Iioniemi).

Alsop Architects (Laura Iioniemi & David Littlefield).

Project Case Studies.

Prima donnas, Parties, Profile, Practice, Poetics, Patronage.

Grafton New Hall Country House (Laura Iioniemi).

Millennium Bridge (David Littlefield).

World Trade Center (Will Jones with Laura Iioniemi).

Federation Square (Melanie Crick).

Birds Portchmouth Russum Dorma Door Handles (Will Jones).

The Dutch Scene in Architecture (David Littlefield).

What the Media Say.

Press, Picture Editors, Publishing, Print, Politics, Purpose. 

Jonathan Glancey, The Guardian (David Littlefield & Laura Iioniemi).

Edwin Heathcote, Financial Times (David Littlefield & Laura Iioniemi).

Robert Ivy, Architectural Record (David Littlefield & Laura Iioniemi).

Paul McGillick, Indesign (David Littlefield & Laura Iioniemi).

Daniela Mecozzi, Abitare (David Littlefield & Laura Iioniemi).

Kenneth Powell, Architectural Writer (David Littlefield & Laura Iioniemi).

Robert Thiemann and Billy Nolan, Frame (David Littlefield & Laura Iioniemi).

Fleur Watson, Monument (David Littlefield & Laura Iioniemi).

Photography (Laura Iioniemi).

Presentation (Laura Iioniemi).

Conclusion (Laura Iioniemi).

Profile, Pretence, Predominance, Preeminence, Pomposity, Power.

Concluding Tips.

Bibliography, General Information and PR Resources.

Photographic Agencies and Photographers.

Contributors, Photo Credits and Acknowledgements.


Product Details

Trade Paperback
Publication date:
Academy Press
Series info:
Architecture in Practice
16 mm
Architecture in Practice
Series Number:
Number of Units:
Copyright Year:
Series Volume:
UPC Code:
Laura Iloniemi
General & Introductory Architecture
Architectural services marketing
General Architecture
Mass media and architecture.


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