“In an industry perceived more for its beauty than its money-making ability, Granet’s book offers the first steps for designers and architects to start, as the title suggests, balancing creativity and profitability.”
Jennifer Sergent, USA Today
From The Business of Design
In his book The Business of Design, Keith Granet devotes Chapter 3 to marketing and public relations advice, aspects he regards as the “voice and face” of a business. He believes it is important to look for work when you are the busiest to maintain a necessary and comfortable backlog to keep your business running. Keith stresses that successful marketing and public relations strategies compel great clients and talented employees to seek out your company.
Five Aspects of Public Outreach
- Public Speaking
It is important to communicate that you are an expert in your field so seek out opportunities to give a lecture, join a panel discussion, or even teach a class. Be sure to work hard on giving an effective message that would benefit your business. Not only will regular and compelling speaking engagements bring in clients, but it can also attract good talent to add to your staff.
- Getting Involved
Find the time and energy to engage in your community outside of work whether it is joining a board, committee, or community activities like sports or civic events. It allows you to meet people and influencers outside of your field and you will certainly reap the rewards being exposed to new environments.
The rewards of giving to charity are plentiful as it allows businesses to support worthy causes and can be a source of exposure for potential work. Keith believes that philanthropy is essential for a good business and simply states “If you give, you get.”
- Other Community Activities
In order to be a successful member of a community organization like the American Institute of Architects (AIA) or the International Interior Design Association (IIDA), it is vital that you are engaged and passionate in your involvement. Genuine interest in a group’s subject matter leads to greater success and the ability to generate work.
Keith believes it takes three parts perception and one part chutzpah to land a project so networking is a vital part of generating work. People are receptive to you when you speak proudly about your work but you have to gauge your audience correctly. Be an attentive listener and observer so that you know whether a potential client would be receptive to knowing more about your work and talents. Lastly, business cards may be “old school” but they are still essential tools even in today’s modern networking world.
This is the third in an occasional series of blog posts drawing from ideas explored in Keith Granet’s books The Business of Design and The Business of Creativity. To get more detailed insight on best practices for your design business, you are encouraged to read both books and they can be found at your local bookstore or click on each book image to purchase online.
The Business of Design
Alternatively, if you have already read either book and want to share your experiences using its advice, send an email to firstname.lastname@example.org.