How to Talk About Architecture with Your Clients and the Public
Let the AIA Message Book be your guide for crafting clear and memorable messages.
While there is great respect for architects, there’s little understanding of what we do or how our work affects others. Let the AIA Message Book be your guide for crafting clear, positive, and memorable messages. It’s our job to help others understand what we do, and more importantly, why it’s important to them.
Supported by a tremendous amount of research and developed with AIA members, this guide helps bridge the gap between architects and the public. The AIA Message Book assists you in explaining the work of architects. It uses message points, statistics, and anecdotes grouped in topic areas that you can customize or share as examples with potential clients.
This course guides you through the Message Book framework and asks you to apply its strategy and resources to your own message development. By the end of the course, you will have generated unique and purposeful content that you can use at any time to talk about architecture with your clients and the public.
- Understand the purpose and content of the four topic areas AIA has established to help you communicate the work of architects and designers to any audience.
- Identify the strengths and weaknesses of messaging in personal and professional communication.
- Design personalized messaging for the unique audiences you engage with as an architect or designer.
- Identify opportunities to connect with various audiences to share your story and continue to strengthen your messaging.