Overview

You are a great designer, but no one knows you. Now what? By directly confronting the burning question ‘How do you win work?’, this new edition of Jan Knikker's bestselling book addresses the key purpose of architects investing time and effort in public relations and marketing. Updated with key additions on AI, managing cultural and ideological differences and four brand new case studies, this narrative simultaneously informs and excites, making marketing accessible and compelling for all architects regardless of sector and practice size. Written by one of the most influential and perceptive voices in business development, Jan Knikker, Partner for Strategy and Development at MVRDV draws on over 20 years’ experience at the forefront of global practice at MVRDV and OMA, shaping their public images and business strategies. Bridging the distance between architects and marketing, he provides practical tips and best practice guidance, ranging from strategic business plans to the nuts and bolts of writing press releases and fee proposals. Successful PR has to be more than skin deep. It needs to rest on strong and stable foundations. Knikker emphasises the importance of nurturing a creative and innovative practice culture, which also invests in core values, such as being a good employer and professional ethics. The result of extensive research, Knikker draws on fresh insights and approaches from a wide range of architects in the UK and internationally.

Full Product Details

Author:   Jan Knikker
Publisher:   RIBA Publishing
Imprint:   RIBA Publishing
Edition:   2nd New edition
Dimensions:   Width: 15.60cm , Height: 1.20cm , Length: 23.40cm
Weight:   0.800kg
ISBN:  

9781915722898

ISBN 10:   1915722896
Pages:   216
Publication Date:   01 January 2026
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Forthcoming
Availability:   Not yet available  
This item is yet to be released. You can pre-order this item and we will dispatch it to you upon its release.

Table of Contents

Foreword: dispatch from the ‘dark side’ About the author How we are supposed to work for free We can do better To specialise or not to specialise? Marketing: a dirty word in architectural circles Mission and vision Branding and company culture **PUBLIC RELATIONS ** ‘If I was down to my last dollar, I would spend it on PR’ 7.1 Writing a marketing strategy The office is your business card Your website: your online shop window Your work amid a changing media landscape 10.1 Print media 10.2 Online media 10.3 Social media 10.4 Television 10.5 Vlogs and podcasts 10.6 Crisis communication and the outreach that might prevent it 10.7 Other media 10.8 Using written AI Lectures Awards Your product in the picture 13.1 The drawing 13.2 The render 13.2.1 AI in images 13.3 Collages and hand drawings 13.4 Talking to clients: the project text and the press release 13.5 The model The built project The project book Exhibitions Prioritising **BUSINESS DEVELOPMENT ** Business development, the direct way to win new work Client relationships: a personal ‘click’ or a financial agreement? 19.1 Managing cultural and ideological differences Who is your client and how do you approach them? Just do it Going abroad Fairs How to calculate a fee Contracts: managing risks and keeping promises It’s not easy being green The pitch Broadening your portfolio Planning workflow Collaborations Learning from others Styles Ethics for architects Suing your client Spam and fraud Crisis **CASE STUDIES ** Studio Bark MgMaStudio Coldefy Intervention Architecture Feilden Fowles Turner Works Powerhouse Company Barcode Architects Acknowledgements Image credits Index

Reviews

Author Information

Jan Knikker joined MVRDV in 2008. Before this he started his career as a journalist, and then shaped the public image of OMA for nearly a decade. As Partner at MVRDV, Jan leads the Contracts, Business Development and Public Relations efforts, forming a client-oriented, fast, and strategic studio that includes a strong visualisation team and the practice’s sustainability team. He leads MVRDV’s branding efforts and has overseen the practice’s rapid expansion into new markets, focusing on solutions for global issues through its architecture and urbanism.

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