FRI-C08: Niche to Newsworthy: Amplifying Landscape Architecture’s Reach

Friday, October 10, 2025

2:00 PM - 3:15 PM CT

Location: New Orleans Ernest N. Morial Convention Center, Room 209-210

1.25 PDH, LA CES/non-HSW, AICP, FL

Speaker(s)

Gina Ford, FASLA

Principal and Co-Founder
Agency Landscape + Planning
Cambridge, Massachusetts
Jackson Rollings

Director of Communications, Associate Principal
SWA
Brooklyn, New York
John Gendall

Founding Principal
Chapter
New York, New York

This practice-oriented session presents strategies for landscape architects to compellingly communicate their work. In a discussion about the changing media landscape, public relations, communications, and marketing, the panelists will address ways to expand landscape architecture visibility. Participants can expect to learn actionable approaches to connecting their work with target audiences.

Learning Outcomes:

Learn strategies to effectively communicate the principles and projects of landscape architecture to diverse, general audiences.
Understand best practices to pitch landscape architecture stories to media outlets.
Develop techniques to use marketing channels (social media, websites, newsletters) to bolster the visibility of landscape architecture projects and to reinforce the positioning of landscape architecture firms.
Learn approaches to storytelling designed to connect with different audience types, including fellow landscape architects, general-interest readers/viewers, environmental/climate-focused groups, technical experts, and academics.