Tamarisk Saunders-Davies recently gave a presentation at IDS20 about how storytelling applies to media relations. Using Joseph Campbell's "Hero's Journey" as the framework for how to tell stories, I thought that the lecture was very well put together and made mincemeat of an often complex problem: how to get your projects published. She vanquished once and for all the notion that to make a project interesting to journalists, all one has to do is to talk about its concept, materiality and other such archi-nonsense.
Ultimately, building stories are about people and how architecture is but the set in front of which life unfolds. Campbell's framework can really help you think of your projects and their attendant stories as an arc through which you want to take your audience, with the required set-up, call to action, adventures, victories, defeat and eventual triumph.
Of course, you don't need to be so dramatic, but you get the point.
Check out the chart below to learn more, courtesy of Tamarisk, Marketing and Communications Director, Associate at Gensler Toronto.
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