Cooper Carry, a leading commercial architecture and design firm, has a portfolio of projects spanning the globe and many industries. The Wilbert Group has worked with the firm since 2010, identifying and telling interesting stories about Cooper Carry’s work and positioning its principals as thought leaders in fields such as office, multifamily, retail, hospitality and urban planning.
Wilbert applies a two-pronged approach to Cooper Carry’s PR program.
1. Project PR: We relentlessly tell the design story of the firm’s key projects, which ensures a high volume of Cooper Carry media mentions each month. This involves working with multiple stakeholders, writing press releases and providing quotes/design insight for third-party press releases. On average, we secure 200+ media hits per year.
2. Thought Leadership: We look for emerging trends, follow news of the day and brainstorm bold ideas that make for strong thought leadership angles for individuals (e.g. byliners, Q&As, speaker submissions, people profiles, award submissions, etc.).
Last year, we ideated, drafted and placed 13 byliners for Cooper Carry principals. We also submitted for 28 awards and lined up speaking opportunities with key groups, like the Atlanta Business Chronicle and National Association of Real Estate Editors (NAREE).
Here’s an example of how these opportunities happen: Wilbert followed news of the extreme heat wave that was melting buildings and roads in Europe. We then pitched a byliner from Cooper Carry’s sustainability expert on how to design American buildings to withstand rising temperatures. We secured an opportunity to write an article for Urban Land, one of the premier industry associations, which then led to a story with The Wall Street Journal.
This two-pronged approach to PR ensures both quantity and quality of media coverage for Cooper Carry and its principals. We also work closely with the marketing team to amplify the reach of these media hits on social media and through business development efforts (client emails, pitch decks, etc.), maximizing their impact.