The aim of this course is to explain the meaning and the associated basic concepts of public relations for architectural projects and to provide an overview of the diversity of possible PR-actions.
Projects such as "Museumsquartier" by Ortner & Ortner in Vienna, Frank O. Gehry's Guggenheim museum in Bilbao, "Elbphilarmonie" by Herzog & de Meuron in Hamburg and many others, show how "messages" are communicated by built projects. Architecture concerns each one of us; moreover, the use of public funds requires further justification in front of a critical public. The main aim of public relations work is not so much to increase revenue and profits or to defend project weaknesses and image problems. Rather, PR can help to provide understanding, recognition and allies.
PR is the art to communicate successfully with all relevant public parties, ranging from neighbours to sponsors, suppliers, future owners and users, all the way up to city and district politicians, as well as media representatives.
