How to Communicate the Value of Architecture With Clients and the Public

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. As architects, 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 workshop helps bridge the gap between architects and the public. During this two-part, 90-minute session, you will learn how to explain the work of architects to non-architects. The first part will cover how to use specific message points, statistics, and anecdotes with potential clients. The second part focuses on elements of style for delivering those message points through advanced storytelling skills using techniques that focus on facial expression, eye contact, hand and body movement and voice.

- Understand the importance of crafting a well-designed message and how it registers with listeners.
- Identify key words that convey your point, but also advance the profession.
- Formulate brief talking points and messages that use key words for your listener to remember and be able to repeat back.
- Develop informational and motivational proof points that support one of the four bold statements outlined in the guide.
- Practice presentation and storytelling skills.
- Refine presentation skills to speak to civic leader and community stakeholder audience in a condensed, yet impactful manner.
- Identify the components of a good story.
- Establish the best practices for presenting before an audience of community leaders.

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