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EVENT RECAP
Great architecture deserves to be seen, but great design alone rarely earns media coverage.
That was the central message of AIA Colorado’s first Marketing for Architects session, From Project to Publication, where editors, journalists, storytellers, and content creators shared an inside look at how projects make their way into magazines, newspapers, websites, and social media.
Moderated by Jon Bell, AIA Colorado’s Communications & Creative Director, the panel brought together four distinct perspectives:
While each panelist approaches storytelling differently, they agreed on one fundamental point: architects need to think about publication long before a project is complete.
Key Takeaways
One of the strongest themes throughout the discussion was that compelling projects aren’t defined solely by beautiful photography or striking forms.
For Modern in Denver, every project begins with a larger question.
“Design can and should solve problems.”
Vanessa Kauffman Zimmerly explained that the publication looks beyond aesthetics to understand what a project contributes. Whether addressing climate resilience, housing affordability, new building technologies, or simply improving life for a family, editors are looking for projects that advance the conversation around design.
Architects who can clearly articulate the problem they set out to solve are already telling a stronger story.
Although every outlet tells stories about architecture, each approaches them from a different perspective.
For the Denver Business Journal, newsworthiness often comes from business impact. Reporter Catie Cheshire explained that project milestones, economic impact, development trends, and compelling data all help a story stand out.
Developing Denver, meanwhile, reaches more than 100,000 followers through highly visual social media content. Founder Parker Ovalle focuses on transparency, helping the public understand what’s being built, why it’s happening, and how projects affect their communities.
Bryant Palmer approaches the process from the opposite direction, helping firms identify which stories fit which publications.
The lesson for architects was simple: don’t send the same pitch to every outlet.
Understanding each publication’s audience dramatically increases the likelihood that your story will resonate.
Perhaps the biggest misconception discussed during the session was that publication begins with a single email.
Instead, every panelist emphasized relationships.
Editors appreciate hearing about projects months, or even years, before completion. Reporters value firms that consistently provide useful information. Social media creators benefit from ongoing project updates rather than one-time announcements.
Bryant Palmer summarized the public relations perspective succinctly:
“PR is a long game.”
Successful firms aren’t simply pitching projects. They’re building trust over time.
That relationship makes future conversations easier, improves communication, and creates opportunities that wouldn’t otherwise exist.
One of the most practical conversations centered around preparation.
By the time a project is finished, many publication opportunities have already been shaped by decisions made months earlier.
Panelists encouraged architects to think about:
Zimmerly noted that architects should begin thinking about how a project might appear in a magazine spread while it is still being designed.
That foresight makes storytelling significantly easier later.
One of the most memorable moments came when the panel discussed awards.
Winning recognition is valuable, but it shouldn’t become the entire pitch.
As Catie Cheshire explained:
“Just because you won an award doesn’t mean it’s a story.”
Instead, architects should explain why the project earned recognition.
What challenge did it solve?
What community did it serve?
What innovation moved the profession forward?
The award validates the work, but the project’s impact is what captures readers’ attention.
For firms with limited marketing budgets, the panel offered encouraging advice.
You don’t need a large communications department to improve your visibility.
Simple steps can make a meaningful difference:
As several panelists noted, opportunities are often missed simply because someone couldn’t find the right person to contact.
for Every Architecture Firm
Whether you’re a sole practitioner or part of a large firm, the discussion offered several practical lessons:
Tell the “why,” not just the “what.” Beautiful buildings matter, but the story behind them matters more.
Start early. Publication begins during design and construction, not after ribbon cutting.
Invest in photography. Professional imagery remains one of the most valuable marketing assets a firm can create.
Build relationships before you need them. Editors, reporters, and creators are far more likely to engage with people they know.
Think beyond traditional media. Publications, business journals, podcasts, newsletters, and social media platforms all play an important role in shaping public conversations about architecture.
For architects looking to elevate their practice, the message was both encouraging and practical: meaningful stories already exist inside every project. The challenge isn’t creating a story. It’s learning how to tell it.
From Project to Publication