Architecture firms do visual, tangible work. That should make publicity easier. But many firms still write press releases like project memos: lots of credentials, not enough story.
A good architecture press release does more than announce that a firm designed something. It explains why the project matters, who it serves, what problem it solved, and why the timing is relevant now.
The strongest releases usually fall into a few categories: project openings, design awards, firm growth, leadership changes, mergers, acquisitions, sustainability milestones, and community impact.
What Makes an Architecture Press Release Newsworthy?
The first test is simple: would someone outside your firm care?
That “someone” could be a local business reporter, real estate writer, industry editor, design publication, community newspaper, or trade outlet covering education, healthcare, hospitality, civic planning, workplace design, or sustainability.
Architecture news works best when it connects design to a larger issue. A new school is not just a building. It may be a story about enrollment growth, safer learning spaces, accessibility, or a district investing in its future. A hospitality project may be about tourism, adaptive reuse, neighborhood revitalization, or local jobs.
That is the story. The building is the proof.
Examples of Architecture Press Releases
A few examples show how architecture-related announcements can be framed.
NSPJ Architects announced a new mission statement, “Enhancing lives through extraordinary design,” and used the release to connect the statement to the firm’s legacy and direction. The news itself was internal, but the release made it useful by explaining what the message says about the firm’s work and positioning.
Audax announced the opening of its first U.S. office in Palm Beach, Florida. This is a clean expansion story: where the firm is growing, why that market matters, and what kind of work the firm is known for. For architecture firms entering a new city or region, that local hook matters.
MCF Architecture announced its merger with McKinley Architecture and Engineering, framing the news around legacy, regional presence, and expanded capabilities. Merger announcements can be dry. This one gives readers context: history, geography, leadership, and what the combined firm can now offer.
BHDP Architecture announced that Drew Suszko would become CEO effective January 1, 2026. Leadership announcements work best when they connect the executive’s background to the firm’s future, not just the new title.
Populous announced its acquisition of OJB Landscape Architecture, tying the transaction to global landscape architecture, urban design, and planning capabilities. That is the right way to handle acquisition news: explain what changes, what expands, and why clients or markets should care.
Best Practices for Architecture Firm Press Releases
1. Lead with the outside value
Do not start with “We are pleased to announce.” Everyone is pleased. That is not news. Instead, write a clear opening that answers who, what, when, where, why, and how. If you need a simple framework, this guide to writing a strong press release summary lead breaks down how to get the key facts into the first paragraph.
Start with the result:
- A new mixed-use project is opening downtown.
- A healthcare facility completed a patient-centered redesign.
- A firm is expanding into a fast-growing market.
- A project won a respected design award.
- A merger gives clients deeper expertise in a sector.
Ask yourself: what changed because of this news?
2. Put the project in context
Architecture sits inside a larger story. Give the reader that frame.
For a project release, include:
- Location
- Client or developer, when approved
- Project size or scope
- Intended use
- Timeline
- Design challenge
- Community, business, or environmental impact
A 40,000-square-foot library renovation is more interesting when readers understand that it adds study areas, improves accessibility, preserves a historic structure, and gives the neighborhood a gathering place.
3. Use plain language
Architecture firms can fall into language that sounds elegant but says very little: “dynamic spatial experience,” “contextual design language,” “holistic placemaking.”
That may work in a design review. It does not help a reporter on deadline.
Say what you mean. “The design brings more daylight into classrooms.” “The new lobby makes patient check-in easier.” “The plan converts an underused warehouse into housing and retail.”
Plain language travels farther.
4. Include strong visuals
Architecture is visual. A release without images is working with one hand tied behind its back.
Include high-quality renderings, finished photography, site plans, or before-and-after images when rights allow. Label images clearly. Identify the architect, photographer, client, and project location.
5. Quote like a human
Most architecture press release quotes sound like they were sanded down by committee.
Avoid this:
“We are thrilled to deliver an innovative solution that reflects our commitment to design excellence.”
Try this:
“This site had been vacant for years. Our goal was to design a building that felt useful on day one and still belonged to the neighborhood ten years from now.”
A good quote adds judgment, emotion, or context. It should not repeat the headline.
6. Match the release to the right audience
Not every announcement belongs in the same place.
A local project opening may interest city business media, real estate reporters, and neighborhood publications. A healthcare design award may fit healthcare construction trades and architecture outlets. A leadership change may matter to business journals and industry publications. A sustainability project may have a second life with climate, building technology, or municipal planning writers.
One release can support several outreach angles. The pitch should change by audience.
7. Do not oversell awards
Awards are useful, but they need context. Who gave the award? How competitive was it? What project won? Why did it stand out? For example, the AIA award winners page shows how architecture awards are often framed around design purpose, impact, and professional recognition.
If the award is respected, say so plainly. If it is niche, explain why it matters to clients or the industry. The goal is not to brag. The goal is to help readers understand the signal.
8. Build releases around milestones, not only finished projects
Architecture firms often wait until a project is complete. That can mean missing several news opportunities.
Consider releases for:
- Groundbreakings
- Major approvals
- Funding or public-private partnerships
- Design unveilings
- Construction milestones
- Grand openings
- Awards
- Post-occupancy results
- Expansion into a new market
- New sector leadership
The key is not to issue a release for every small step. It is to recognize when a milestone creates a useful public story.
Architecture Press Release Template
| Headline: [Architecture Firm] Announces [Project/Milestone] in [Location] Subheadline: The announcement connects [design feature or firm news] to [community, client, market, or industry impact]. Dateline: CITY, State, Month Day, Year Lead paragraph: State the news in one sentence. Include the firm, project or milestone, location, and why it matters. Second paragraph: Add context: client, project purpose, size, timeline, design challenge, or market need. Quote: Use one quote from firm leadership, the client, or a project partner that adds perspective. Details: Include facts such as square footage, services provided, design goals, sustainability elements, project partners, and expected completion or opening date. Boilerplate: Briefly describe the firm, specialties, locations, and website. Media contact: Name, email, phone, and image availability. |
Final Thought
Architecture firms have real stories to tell. The mistake is assuming the work speaks for itself.
It usually needs a little help.
A strong press release gives the work a frame. It tells readers what changed, why it matters, and who is affected. Do that well, and your announcement becomes more than a portfolio update. It becomes a story a journalist can understand, use, and share.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn