{"id":31987,"date":"2023-11-13T17:24:21","date_gmt":"2023-11-13T16:24:21","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=31987"},"modified":"2026-04-04T00:41:23","modified_gmt":"2026-04-03T22:41:23","slug":"business-of-design-series-building-the-narrative-journalisms-role-in-architectural-communication","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/business-of-design-series-building-the-narrative-journalisms-role-in-architectural-communication\/","title":{"rendered":"Business of Design Series: Building the Narrative: Journalism’s Role in Architectural Communication"},"content":{"rendered":"<\/span> 5<\/span> min read<\/span><\/span>\n

Architects have traditionally used various forms of media to express themselves. Drawing, 2D and 3D modeling and even photography are just a few classic examples, but the potential of journalism in architectural communication remains mostly unexplored.<\/p>\n\n\n\n

That was the main topic of discussion during the most recent installment of our Business of Design<\/a> series. Organized by IE School of Architecture & Design, the online lecture assembled a prestigious panel to dive deeper into the theme Building the Narrative: Journalism\u2019s Role in Architectural Communication<\/em>.<\/p>\n\n\n\n

A panel of experts<\/h4>\n\n\n\n

The Business of Design lecture series closely complements our Master in Business for Architecture and Design<\/a>. It allows students to see firsthand how some of the most successful architects and design professionals make it work in a highly competitive industry. <\/p>\n\n\n\n

The event was moderated by Peter Murray OBE, co-founder of the renowned New London Architecture (NLA) forum. With decades of experience in architecture, and design and branding for architectural firms around the world, he is one of the most important voices shaping the built environment today. <\/p>\n\n\n\n

Joining him on stage were Rose Marshall, associate director at ING Media, the leading PR and communication agency for design and architecture professionals; Marisa Santamar\u00eda, a researcher, professor, journalist and curator who has collaborated with many leading brands and helps define contemporary movements and global trends in architecture, design and communication; and Jer\u00f3nimo van Schendel Erice<\/a>, co-founder and CEO at Bildia and the academic director for IE University\u2019s Master in Business for Architecture and Design.<\/p>\n\n\n\n

Changing public discourse<\/h4>\n\n\n\n

According to Peter, pioneers like Le Corbusier and Rem Koolhaas have used journalism to share revolutionary new ideas. Through publications like L\u2019Esprit Nouveau<\/em> and Delirious New York<\/em>, respectively, they have shaped public discourse around modern architecture. This trend carries on today, with various new media channels coming to the fore: UK-based designer Thomas Heatherwick, for example, recently launched a massive campaign against what he calls \u201cboring buildings\u201d by leveraging the power of radio, widely distributed publications and evocative events geared toward the public.  <\/p>\n\n\n\n

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Architectural writing, journalism and social media can impact how architecture is perceived by the wider public. – Peter Murray OBE<\/p>\n<\/blockquote>\n\n\n\n

By engaging consistently with the wider public, he argues that architects and design professionals can fundamentally transform their businesses and operations. <\/p>\n\n\n\n

But why is it so important to garner popular support, he asks? \u201cLe Corbusier was very clear: L\u2019Esprit Nouveau<\/em> was a way for him to get in touch with clients. It was a good way for him to get work.\u201d Similarly, OMA\u2014The Office for Metropolitan Architecture\u2014founded by Koolhaas in 1975, has a substantial marketing and publishing department that ensures a steady flow of clients. <\/p>\n\n\n\n

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\"Business<\/figure>\n<\/div>\n\n\n\n
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\u201cTheir success, perhaps, is evidence that thought leadership and a public profile really do help to get work.\u201d Peter Murray OBE<\/h3>\n<\/div>\n<\/div>\n\n\n\n

Journalism as a tool for business development<\/h4>\n\n\n\n

After many years of helping push innovative architects and designers into the spotlight, Rose Marshall understands just how pivotal good storytelling can be to our understanding of architecture. What she\u2019s learned is that these professionals typically seek her services for a variety of reasons.<\/p>\n\n\n\n

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\u201cSome want to be famous for doing great things and changing the world in a positive way.\u201d Rose Marshall<\/h3>\n<\/div>\n\n\n\n
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\"Business<\/figure>\n<\/div>\n<\/div>\n\n\n\n

However, most times, it\u2019s the profit motive that wins out: \u201cUltimately, having third-party endorsement in the vein of journalistic coverage is a great way for them to get the credits they need to get in front of lots of potential clients.\u201d<\/p>\n\n\n\n

Rose sees journalism as a high-risk tool, but one that brings plenty of rewards, too. It allows built environment professionals to reach huge swathes of the population \u201cvery quickly and very easily,\u201d allowing them to expand their networks and break into new markets. \u201cIf they want to become better known in the education sector,\u201d for example, \u201cWe can create a campaign that highlights how the work they do is relevant to the clients commissioning those projects,\u201d she expounds. <\/p>\n\n\n\n

Attracting and retaining talent is another good reason to step into the public eye. From experience, Rose says, \u201cArchitecture is a very competitive landscape, and if you want to design the best buildings, you need the best designers on your team.\u201d Journalism only makes it easier to make an impression with the right talent pool.<\/p>\n\n\n\n

The power of ideas<\/h4>\n\n\n\n

Marisa Santamar\u00eda has an impressive portfolio that features numerous leading brands. Beyond the search for new clients, she believes architects and designers turn to journalism due to an inherent desire to connect.<\/p>\n\n\n\n

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\"Business<\/figure>\n<\/div>\n\n\n\n
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\u201cI detect a deep necessity to communicate, to transmit or create a narrative about who they are as a professional, what they want [to accomplish], and why they want to change society, their city or their own environment.\u201d Marisa Santamar\u00eda<\/h3>\n<\/div>\n<\/div>\n\n\n\n

This is especially true in today\u2019s technological and cultural context, where social media and other digital platforms are king, and fame there could mean all the difference for a studio\u2019s success.<\/p>\n\n\n\n

But there is another group of professionals that Marisa likes to focus on\u2014those who simply want to transmit knowledge. \u201cThey are driven by another force: a desire to change society through ideas.\u201d<\/p>\n\n\n\n

What\u2019s in a message?<\/h4>\n\n\n\n

This new breed of architects and designers is influenced mainly by the new \u201cworld of media\u201d we live in. According to Jer\u00f3nimo, newer generations have grown up immersed in many different digital channels, so they know just how important they are. They understand the value of messaging, harnessing its power to transform the business side of the built environment.<\/p>\n\n\n\n

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\u201c[A message] is not an end, but a tool to improve the way in which we deliver value to society.\u201d Jer\u00f3nimo van Schendel Erice <\/h3>\n<\/div>\n\n\n\n
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\"Business<\/figure>\n<\/div>\n<\/div>\n\n\n\n

Effective communication is one of the best ways for talented professionals to create spaces where they can put their knowledge to good use. For this reason, Jer\u00f3nimo is determined to teach Master in Business for Architecture and Design<\/a> students how to build a sophisticated media strategy that takes into account the most important channels, technologies and stakeholders in the industry. <\/p>\n\n\n\n

He\u2019s happy to see that, in recent years, architectural communication has moved from mere description to communicating through stories. \u201cAnd behind those stories, there are ideas, pursuits and ideals that then materialize in different ways,\u201d he says. This shift has done a lot to redefine the architect and their role in modern society. <\/p>\n\n\n\n

\u201cI believe that the best projects, where the output matches the stories behind them, are precisely those where communication [has been embedded into] the process.\u201d That\u2019s why he believes various forms of communication, from journalism to social media, will be an essential part of the architect\u2019s or designer\u2019s workflow in the coming years.<\/p>\n\n\n\n

New challenges, new solutions<\/h4>\n\n\n\n

In the end, the panel agreed that the 21st century could spell the decline of the stereotypical \u2018shy\u2019 architect\u2014the tiny studios that keep a pretty low profile and only tell their stories through books or exhibitions. The new landscape requires more personal forms of engagement, plus a focus on thought leadership and knowledge sharing, in order to assure greater exposure and thus, greater success.<\/p>\n\n\n\n

You can watch this riveting discussion in its entirety here<\/a>.<\/p>\n\n\n\n

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How can you learn how to run a business in the world of architecture and design?<\/h3>\n\n\n\n

The Master in Business for Architecture and Design is where design meets business and where you can learn the skills related to business models, innovation, negotiation and more.<\/p>\n<\/div>\n\n\n\n

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Learn more<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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