Month: June 2025

Securing coverage for your architecture firm in major publications requires more than distributing press releases or sending generic project pitches. The media landscape within architecture, engineering, and construction (or AEC) has its own nuances and unwritten rules. Editors and reporters in these sectors expect targeted, creative stories that fit their editorial calendars and audience interests – and they won’t entertain concepts that stray from them.

Understanding how to tailor your approach to meet these expectations is critical, and something we hope to help you unpack here.

Below are five public relations strategies that reflect this reality and improve your chances of securing meaningful, high-profile editorial coverage (and what that could mean for your firm).

1. Handle Project Completion Announcements With Care

If you’re considering a project completion story, keep in mind that top-tier architecture and design publications like Architectural Record, Architect Magazine and Metropolis Magazine expect exclusivity. Securing this exclusive requires careful coordination with all stakeholders, including clients, contractors and internal teams, to select the most appropriate publication.

Understanding who you want to reach with the story is crucial – this will influence the tone, angle and level of detail you present, ensuring the story resonates with the right audience.

Clear, upfront communication with the journalist about timing and messaging helps prevent misunderstandings, protects sensitive information and maximizes the story’s impact. Taking the time to manage this process thoughtfully not only increases the chances of high-quality coverage but also strengthens your firm’s credibility and trust with key media contacts.

Because this type of situational media pitching is so intricate, it’s often best left to PR teams, who can leverage their media expertise and manage the correspondence for you. But, more on that later.

2. Keep the Story Alive After the Exclusive Runs

A single project can yield several story opportunities if approached creatively. Beyond announcing completion, consider angles around challenges solved (e.g., community engagement, zoning, climate adaptation), innovations introduced, or how the design reflects larger trends.

Communications teams can develop several short pitches tailored to different outlets – some may want the technical story, others the social impact. This helps extend the life of a project in the media without oversaturating any one message.

For example, when the Kansas City Current opened CPKC Stadium – the first purpose-built stadium for a women’s professional sports team – Violet PR secured a Bloomberg feature that moved beyond the ribbon cutting. The story highlighted how the stadium was intentionally designed for women, by women. With the CPKC project, the women-led architecture firm Generator Studio crafted a venue that advances equity in stadium development and positions Kansas City as a national leader in women’s sports.

3. Use Thought Leadership to Add Value

To build credibility beyond project work, position your team as a trusted source on topics shaping the built environment – whether that’s sustainability, urban planning, emerging technologies, or broader industry trends.

Editors look for commentary that goes deeper than surface-level talking points. They want subject-matter experts who can articulate the “why” behind design decisions and offer perspective on current challenges or shifts in the industry.

Contributing expert quotes, authored articles or insights tied to timely news can lead to feature stories, interviews and other earned opportunities that keep your firm visible between project announcements.

For example, Spanish architect Luis Vidal – designer of more than 30 airports globally – used his work on Pittsburgh International Airport’s new terminal as a launchpad to discuss post-pandemic travel trends. In an Azure feature secured by Violet PR, he shared insights on how COVID-19 reshaped airport design, positioning him as a forward-thinking expert and reinforcing his firm’s credibility between project milestones.

4. Visuals Are Everything

Editors often make quick decisions about whether to pursue a story based on the strength and availability of imagery. Before pitching, make sure you have high-resolution photography, renderings, or video content that clearly and professionally showcase the project.

In some cases, new visuals alone – especially of a completed or newly activated space – can serve as the angle. Make it easy for editors to access these assets by using press kits or file-sharing links with clear labeling and usage rights.

5. Build Relationships With Targeted Editors

Securing consistent media coverage often comes down to relationships. Identify the editors and writers who cover your firm’s area of focus – whether that’s civic and cultural projects, education, healthcare, adaptive reuse or another specialty – and stay current on the types of stories they prioritize.

Follow their work, engage with it thoughtfully, and look for opportunities to connect through a relevant email, social media comment, or by offering helpful context on a trend they’re tracking. A well-timed, personalized note goes further than any mass pitch. Over time, this approach builds trust and positions your firm as a go-to source.

The goal is to align your story with editors’ needs while showing expertise beyond completed projects. Thoughtful planning and proactive media engagement are essential to getting results in the competitive AEC landscape.

If you do succeed in landing impressive coverage, it will help not only enhance SEO and web visibility but also credibility among your stakeholders, clients, prospects, and partners. Earned media is an efficient tool, and typically a win-win. You can find some great ideas in this blog post for how to use your earned media coverage across other marketing channels, too.

It’s also a specialty of ours at Violet PR: We’ve worked with architecture firms both regionally, nationally and internationally to capitalize on their “big” project moments and make a strong media splash, atop other thought leadership efforts. You can read more about our work here.

Interested in connecting with a team that can partner with you on these tailored earned media campaigns? Shoot us a note today at: hello@violetpr.com!

Last month, Violet PR had the honor of presenting at the City Nation Place Americas conference in Ottawa, Canada — a global gathering of place branding and economic development leaders. Representing Violet PR were April Mason, president and founder, and Nicole Marshall, vice president, who were joined on stage by longtime client Bob Ross, SVP of marketing for the Greater Topeka Partnership. 

Together, we co-presented a session titled “Five Ways to Maximize Media Coverage for Your Community in the AI Age,” designed to help city, state and regional organizations navigate a fast-evolving media landscape shaped by artificial intelligence. 

Here’s some of what we covered during the session: 

Five Ways to Maximize Media Coverage in the AI Age 

1. Smarter Tools for Media Strategy – AI is already streamlining media research, trend spotting, and even identifying emerging journalists to pitch.
2. Better Prompts, Better Pitches – Learning how to “prompt” tools like ChatGPT can lead to sharper press releases, backgrounders and campaign ideas — but only with smart inputs.
3. Simplify the Complex – AI is especially useful for turning economic data, lengthy reports and jargon-heavy language into media-ready insights.
4. From Pitch to Press Kit in Minutes – We demonstrated how AI can support rapid content development, from visuals to video transcripts, without sacrificing quality.
5. Ground It in Journalism – AI is no substitute for news judgment. We emphasized the importance of relevance, timing and media relationships — all essential for “real” results.

Key Takeaways 

There are three main takeaways from the above tips, all of which we covered at length on stage. These include: 

• AI tools offer clear advantages, but the real magic happens when they’re paired with bold ideas and compelling place stories.
• Economic developers can lead the way by generating authentic content, leveraging real-time opportunities, and staying connected to journalists’ needs.
• Collaboration is key — as seen in our work with Topeka, where we’ve partnered to capitalize on national trends to generate top-tier news coverage.

Suffice to say that despite the meteoric rise of AI, its success in the communications world still depends on deep, creative thinking and collaboration.

Media Highlights: Topeka in the Headlines 

While in Ottawa, Violet PR also organized a media tour for Juliet Abdel, president of the Greater Topeka Chamber of Commerce. We secured interviews with leading Canadian outlets to highlight Topeka’s commitment to international business relationships despite tariff-related challenges. 

The campaign resulted in widespread coverage including these stories: 

• BNN Bloomberg, “Topeka Chamber of Commerce president visits Ottawa to strengthen trade ties” 

• POLITICO, “Canada Playbook: Topeka Calling”  

• The Canadian Press, “Kansas businesses hit by Trump’s trade war are wooing Canadian customers” 

• Moore in the Morning, “Juliet Abdel, CEO of the @TopekaChamber of Commerce, tells @JohnTory on @MooreintheAM that she is meeting with Canadian officials to help mitigate the backlash against the US in the midst of Trump’s trade war,” 

Looking Ahead 

We’re proud to be part of this global community of economic development and tourism storytellers. Thank you to City Nation Place and all our peers who joined the conversation about the future of cities and regions in a world shaped by technology and storytelling. 

Want to learn more about how Violet PR supports cities like Topeka? Let’s talk: https://www.violetpr.com/contact 

At Violet PR, we spend a lot of time helping clients tell powerful stories about how their communities are growing and changing. But in today’s fast-moving media landscape, how do you actually get those stories covered? 

To find out, we went straight to the source. 

Last month, Violet PR’s president April Mason hosted a webinar with Holly Moore, executive editor of Axios Local, and Alayna Alvarez, reporter for Axios Denver. With more than 2 million subscribers across 34 cities—and more expansion on the way—Axios Local is shaping the future of community journalism. 

Here are our top takeaways from the event for economic development professionals who want to get news coverage: 

Build Relationships, Not Just Pitch Lists 

Both Moore and Alvarez agreed: a personalized connection makes all the difference. Journalists are inundated with emails. If they’ve had coffee with you, chatted on Zoom, or know you’re following their beat, your pitch is 10x more likely to get read. 

“The emails I can’t ignore are from people I’ve actually spoken with,” Alvarez said. “Even a quick intro call helps.” 

Think Like Axios: ‘Smart Brevity’ and Why It Matters 

Axios is known for its Smart Brevity format—bold headers, quick bullets and clear takeaways. Want to really impress them? Format your pitch that way. Highlight why the story matters to their local readers, and reference similar stories they’ve already covered. 

“The why it matters is the most important part,” said Moore. “That’s what makes a story worth telling.” 

Use Data (and Strong Visuals) 

Axios loves numbers and visuals. Whether it’s Bureau of Labor Statistics (BLS) data, local wage trends or sustainability metrics, journalists want to see credible, surprising stats. 

“A good data set can spark a national story,” Moore told us. “We love anything that connects local trends to bigger narratives.” 

Strong visuals—especially photos that offer a rare inside look—may also even drive an entire story. So, be sure that these are not an overlooked portion of your pitch package. 

Want National Coverage? Tie Local Stories to Big Trends 

Local stories can go national when they reflect broader shifts—remote work, immigration, tariffs, sustainability, and artificial intelligence (AI). Axios looks for regional entities bucking national trends or leading the way in emerging sectors. 

Recent examples? 

• Colorado Springs named a top city for tech talent. 

• Denver’s growth in living-wage jobs. 

• Regional impacts of China tariffs, localized with hard data. 

AI Isn’t Replacing Journalists, It’s Helping Them 

Alvarez shared how she’s using AI tools like ChatGPT and NotebookLM as research assistants: summarizing court documents, brainstorming local angles on national issues, and even turning reports into mini podcasts to help digest complex content. 

“AI helps me think through problems in new ways,” she said. “But every fact still has to be checked.” 

Pitch Early, Follow Up Smartly 

Do you have an announcement or report coming out in a few weeks? Now is the time to pitch. Each Axios Local site publishes five stories a day—if you can help them lock in a great one early, you’re doing them a favor. 

And yes: phone calls and even texts are welcome, especially once you’ve built a relationship. 

Positive News Is News 

Yes, they’ll cover hard stories. But Axios Local is actively looking for stories that bring readers joy and hope. That’s part of what builds trust with readers—and PR pros who can bring those “smile-worthy” stories to the table are especially valued. 

“We want people to feel good at the end of our newsletter,” Alvarez said. “We look for a smile every day.” 

Axios Is Expanding – Even to Smaller Cities 

With 2025 launches in places like Boulder, Huntsville, and Kansas City, Axios is redefining what local journalism looks like—one curated newsletter at a time. That means more communities have a shot at national-quality coverage, even those without a strong daily newspaper. 

Final Thoughts 

As PR professionals working in economic development, we know how much thought goes into crafting the right message. This conversation with Axios confirmed something we’ve long believed: When you match strong relationships with strategic storytelling, your message travels farther and lands more powerfully. 

We’re grateful to both Axios reporters for sharing their insights—and we’ll definitely be putting these best practices to work for our clients. 

Want Help Pitching Your Next Big Story? 

We know what reporters want, because we work with them every day. So, let’s chat—reach out today at hello@violetpr.com. 

Also, as a reminder, you can tune into the recent webinar by clicking here or viewing the below. 

The 2025 SelectUSA Investment Summit brought together over 4,000 global business leaders, investors, and U.S. economic development officials just outside Washington, D.C., and Violet PR was on the ground helping clients stand out. 
 
Representing a diverse range of U.S. regions—from Oklahoma, Georgia and North Carolina to Sacramento, Southern Idaho and Kansas City—our team worked behind the scenes to secure media opportunities, prep spokespeople and navigate a packed, three-day agenda of global networking. 
 
Whether coordinating press conferences, wrangling reporters or supporting high-stakes interviews, Violet PR made sure our clients’ voices were front and center. 

Media Interviews Secured by Violet PR 

We were proud to coordinate interviews with the following national and international media outlets: 

• Business Facilities 

• Defense One 

• fDi Intelligence 

• FedTrade Podcast 

• Global Trade Magazine 

• Handelsblatt 

• Investment Monitor 

• Leaders Edge Magazine 

• Mlex 

• Nikkei Asia 

• NOS (Dutch Public Broadcasting) 

• South China Morning Post 

• Transport Topics 

• WirtschaftsWoche 

Why It Matters 

At Violet PR, we believe great stories deserve great visibility. SelectUSA gives our clients a chance to meet investors, site selectors and global business leaders face-to-face—and our job is to make sure the media is there too.

Want to make headlines at your next international event? Let’s talk. Reach out today at hello@violetpr.com. 

Snapshots from the Summit 

In an industry where precision and performance are everything, engineering firms often assume that great work speaks for itself. But in a competitive marketplace filled with smart, capable teams, doing “good-work” isn’t quite enough. You must make sure it’s seen, understood and remembered.

Positioning your engineering firm as an industry leader doesn’t require flashy campaigns or constant self promotion. It requires a strategic mix of visibility, credibility and consistency. Here’s how PR can help engineering firms earn the recognition they deserve and become true market leaders.

Priority No.1: Lead the Conversation

Industry leaders don’t wait for the conversation to come to them. They help shape it. That means offering perspectives on emerging trends, commenting on regulations or sharing lessons learned from the field. Thought leadership builds authority and signals that your firm is forward thinking, not just reactive.

This could take the form of bylined articles, speaking engagements, white papers or even podcast interviews (which are really trending). And you don’t need to be a Fortune 500 firm to have a voice. Mid-size and even niche engineering firms can lead when they speak with clarity and authenticity.

Start by identifying a few core topics where your firm has deep expertise, whether it’s sustainable infrastructure, digital construction tools or transportation. Develop content around those themes and pitch them to trade publications or even organizers. Chances are, there will be an interested audience.

‘Show’ Versus ‘Tell”

Clients, partners and future employees want proof of your capabilities. Project photos and awards are helpful, but positioning is about going a step further. It means telling the story behind the solution. What challenge did your team solve? What innovative method did you use? What broader value did you deliver?

Case studies, blog posts and videos that explore the “why” and “how” behind a project demonstrate leadership more effectively than polished marketing copy alone. When others can see your process and problem-solving in action, your credibility grows. It’s a strategy that takes firms from ‘doing the work’ to ‘owning the conversation’—a distinction Violet PR helps engineering clients achieve every day.

As a best practice, pair each major project ‘win’ with a short, non-technical narrative. Aim to make it accessible to a city planner, a journalist, or even interested community members.

Earn the Right Type of Visibility

Being recognized as a leader means being seen in the places that matter. Earned media, which entails coverage in trusted outlets, quotes in trend pieces, or interviews on respected podcasts, carries more influence than paid ads or generic marketing.

Editors across the AEC space are constantly looking for smart, informed voices. If your firm has insights into infrastructure resilience, energy efficiency or permitting challenges, you have a valuable perspective to offer.

Create a media list of outlets your clients read (local business journals, trade publications, or even national industry news) and track what types of stories they pursue. A firm like Violet PR, one of the top PR firms in NJ, with demonstrated sector expertise, can help you tailor pitches that align with those editorial needs.

In fact, our President and Founder, April Mason, notes the following about our AEC work:

“As a boutique firm, we take time to really get to know our clients. We find out what makes them different, competitive and compelling. We also do a deep dive to learn the backstory and history surrounding each project that we’re promoting.”

Highlight People Over Projects

Leadership isn’t just about what you build, it’s about the team behind it. Showcasing your team members and their expertise builds trust with clients and shows that your firm is cultivating the next generation of leaders.

Nominate employees for awards, encourage them to speak on panels, and feature their work in your firm’s owned content. When your people are seen as leaders, your firm’s reputation follows suit.

Consistency Builds Authority

True leadership is built over time. A one-off media mention or keynote doesn’t make you a thought leader. Consistency is key: this means publishing regularly, updating your messaging and maintaining a steady presence across channels. That consistent drumbeat of external facing content is critical.

Whether it’s a quarterly blog, a monthly newsletter or regular appearances at industry events, staying visible keeps your firm top-of-mind.

Partnering with a public relations firm that specializes in engineering and construction can ensure you don’t fall off the radar. If you’re exploring PR agencies in NJ, look for one that understands both storytelling and technical depth.

A Sterling Reputation

Through clear communication, consistent visibility, and authentic engagement, your firm can build a reputation that reflects its true value. PR isn’t about inflating your image. It’s about making sure the market sees what you’re already doing.
When that happens, your firm doesn’t just participate in the industry, it helps define and advance it.

Ready to have a conversation about how PR can help shape the future of your engineering firm? Shoot us a note today at hello@violetpr.com!