How can we better promote landscape architecture?

In a recent WLA reader survey, the most common answer to the question What is your biggest problem you face working as a landscape architect? was a lack a recognition of landscape architecture by the allied professionals and clients. What is the solution to our lack of recognition? How do we let people know what landscape architects do and the value that we bring?

Landscape architects are often conflicted as they seek to create better places often thinking of the profession as a vocation and therefore wish to be humble achievers in the background rather than our colleagues in other professions who seek the limelight, we often don’t promote our role and also not acknowledged by architects or clients as was recently highlighted by a New York Times feature piece about the Chicago Riverwalk  which didn’t mention the role of the Sasaki – the landscape architect for the project. We need to as a profession need to lose the notion that we are in a vocation and that landscape architecture is a profession like so many others that in an ever-increasing world of noise needs to grow a stronger voice to promote our work beyond that of our own profession. (if you don’t have the 5 minutes to read this article skip to the In Summary at the end)

Simplify our Language
The first step is to change and improve our use of language, landscape architects are known to not write and also when we do we use a blanket of jargon to create a sense of knowledge and academia around our work which in turn often alienates those who wish to learn more. Listen or read any recent presentation and you will find that there are peppering of jargon including public realm, tactical urbanism, spatial awareness and many others phrases that create a barrier between the profession and those who we seek to engage and acknowledgement.

A great example of using simple everyday language is the Landscape Institute’s #ChooseLandscapecampaign which discusses places, outdoors, spaces, environment, nature allowing those viewing and reading the message to quickly and easily understand what landscape architects do and the range of careers that landscape architects can choose.

Storytelling
As landscape architects, we need to improve the way we explain our designs, often we are too engrossed in analysis and explaining our response to the site that we forget to create a story about the design and what we have created a space for people and other inhabitants. This could be that we were not educated in our university courses to create stories and narratives but more to justify our designs. We need to become better storytellers through written and visual media, whether it be a display board, presentation or video.

Read the full article