Publishing work can boost professional credibility and lead to new opportunities, but the print media landscape can also be daunting. For many small practices, especially ones without a dedicated communications team or an external public relations consultant, the nuanced answers to these questions may seem out of reach.

That’s why AIANY’s Marketing and Communications, Emerging New York Architects, and Future of Practice Committees held our first collaborative event of 2024: a presentation from Leopoldo Villardi on February 20. In addition to being the youngest Senior Editor at Architectural Record, Leopoldo’s experience includes nine years working as an editor, writer, and researcher. He’s a trained architect, and holds a master’s degree from Columbia University and a bachelor of architecture from Rensselaer Polytechnic Institute.

100+ attendees turned out on a cold February evening to hear Leopoldo’s insights into how to pitch for print and other nuances of his editorial practices. Leopoldo shared valuable insights, a few of which we’ve shared below. summarized below:

Ask for an Editorial Calendar
Architectural Record makes its editorial calendar public, but you’ll need to reach out directly to get a hold of most publications’ editorial calendars. For print publications, pitching 3-4 months in advance can be the sweet spot for staying top of mind while giving your firm ample time to capture proper documentation of your project. 

The nature of exclusivity changes from publication to publication, but Leopoldo shared Architectural Record’s desire to be the only architectural publication covering a project. That doesn’t mean that other types of publications like a local newspaper of record can’t be brought into the fold—just as long as the article isn’t written by an architectural critic or for a specific architectural section.

Let the Story Speak for Itself
Be straightforward, concise, and highlight what’s compelling about your project. Avoid flowery, inflated descriptions and superlatives and back up your statements with metrics, details, and don’t lose sight of the big picture.

Sustainability & Social Good are the Baseline
Buildings should aim to be as sustainable as possible and to benefit their occupants’ well-being as a baseline. If you want your project to stand out, you need to decide how your project is pushing the limits of sustainability and social impact in the built environment.

Photography Tips: Fill a Space for People with People, and Do Not Use the Same Chair Twice
Some architects may want shots of projects that put their designs in the foreground and clear out pesky distractions like people and furniture. But that’s not what the editors at Architectural Record are looking for. Leopoldo recommended filling a space meant for people with actual people. He also related that some architects who aren’t in love with someone else’s interior design choices might bring their own furniture, but you’re better off not having the same chair make its way into photos of multiple spaces.

Interested in other events? Stay tuned in to the Center for Architecture and AIANY Calendar for future panels, workshops, and more.