Effective Strategies for Communicating Landscape Architecture Value

Joint project of the Presidents Council FrameWorks Communications Project ASLA providing project administration Management group reps and Phase I financial contributions ASLA Nancy Somerville, $31,300 CLARB Veronica Meadows, $31,000 LAF Barbara Deutsch, $10,500 CELA Ashley Steffens, $2,500 LAAB Ned Crankshaw, $5,000 Identify effective strategies for communicating the scope and value of the landscape architecture profession.

FrameWorks Institute FrameWorks Communications Project Focuses primarily on public interest and public policy issues Strategic frame analysis identifies underlying cultural values and beliefs that drive attitudes and understanding Draws on anthropology, neuroscience, sociolinguistics, and other social sciences Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Phase 1: Descriptive Research Identify gaps between expert story and public understanding FrameWorks Communications Project Identify applicable cultural assumptions and values Provide initial recommendations for communications strategies Budget: $80,300 Timeline: April 2019 October 2018 Expert Interviews January 2019 Map the Gaps Analysis and Report Cultural Models Interviews Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Diverse group of 12 experts answered: Phase I: ExpertStory What is the field of landscape architecture? What do landscape architects do? What are the impacts of landscape architecture? What challenges do landscape architects face? What needs to happen for landscape architects to be fully utilized in society? Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Phase I: Cultural Models Interviews Cultural models are cognitive shortcuts to understanding 16 individuals, 2-hour interviews Held in Kansas City, MO, and San Diego, CA Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Cultural Models of Landscape Architecture: Landscape Architecture = Landscape +Architecture Landscape = Plants Landscape = Outdoors Landscape = Environmentalism Architecture = Art Architecture = Technical Planning Architect = Expert Phase I: Cultural Models Interviews Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Cultural Models of Landscape Architecture Phase I: Cultural Models Interviews Landscape = Plants + Architecture = Art Artistic Garden Designers Landscape = Environmentalist + Architecture = Technical Planning Environmental Planners Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Cultural Models of Nature Phase I: Cultural Models Interviews Natural vs. Human-Made Nature vs. Technology Nature as Resource Nature as Roots Open Space, Open Mind Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Cultural Models of Designed Outdoor Spaces Phase I: Cultural Models Interviews Design = Object Selection Design = Convenience Parks are Porous Resource Requirements User Contributions Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Landscape architecture is distinct from landscaping and from architecture at least to some extent LAs have specific expertise Being outdoors can have health benefits Designed outdoor spaces can benefit the environment and human health Affluent communities have better outdoor spaces Communities and professionals should collaborate on outdoor spaces Overlaps Between Experts and Public Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Multidisciplinary or narrow focus of LAs Design incorporating nature vs. nature is untouched Technology supporting sustainable design vs. technology as threat Multiple design goals/priorities vs. convenience as goal Holisitc, varied design process vs. design as object selection Environmental impact of design not understood Communities impact spaces vs. spaces impact communities Investing in landscape architecture everywhere vs. in good neighborhoods Landscape architecture as critical vs. off the radar Gaps in Understanding Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Paint an expansive picture of landscape architecture. Avoid over-emphasizing esthetics. Explain the benefits of well-designed outdoor spaces. Explain how all communities including disenfranchised ones benefit from landscape architecture Show examples using technological innovation Avoid consumerist language. Initial Recommendations Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Phase 2: Prescriptive Research Identify and test effective strategies to reframe landscape architecture FrameWorks Communications Project Provide actionable research recommendations Budget: $205,700 Timeline: June 2019 Frame Design August 2019 On-the-Street Interviews June 2020 Multi-Media Message Memo November 2019 Experimental Survey March 2020 Usability Match Tests January 2020 Persistence Trials Identify effective strategies for communicating the scope and value of the landscape architecture profession.

Phase 3: Application and Dissemination FrameWorks Communications Project Provide a communications toolkit, including talking points, quick- start guides, model answers to common questions, slides Present findings and train communicators Budget: $39,600 Timeline: TBD August 2020 Communications Toolkit Workshop Series and Frame Coaching Identify effective strategies for communicating the scope and value of the landscape architecture profession.