Public Relations & Strategic Communications

‍Tell your story. Be heard. Build trust.

PR isn’t about bragging—it’s about making sure the right people see, feel, and remember your work. At Vernacular, based in Portland, Maine, we help firms in the shelter world—architects, builders, designers, tradespeople—shape strategic, authentic narratives that earn coverage and create real impact.

Why PR Still Matters (Even in Digital-First Times)

Traditional media gets attention—and earned media builds trust. Whether you're launching a firm, announcing a new service, or just want your work featured where prospective clients are paying attention, we craft thoughtful narratives that resonate in the right places.

How We Help You Be Seen and Trusted

Message with Purpose
We help you develop consistent voice and clear positioning across media channels—from press releases to story pitches.

Targeted Outreach
Architecture, design, and shelter reporting are niche—and we know the journalists, bloggers, and editors who care about craftsmanship, building materials, and community-driven design. We pitch smart, personalized stories that fit their beat.

Story Development
Project launches, team growth, process deep-dives, materials expertise—we frame your news in ways that feel timely, authentic, and relatable.

Strategic Media Campaigns
Whether you're courting local trade press or national shelter magazines, we plan media placements that build awareness—and pipeline.

Durable Relationships
We don’t just blast press releases. We nurture relationships with reporters and editors who respect your kind of work—and can amplify the story long-term.

Who Benefits Most:

• Architects announcing completed buildings, award wins, or leadership shifts.
• Builders sharing innovation, craftsmanship, or community partnerships.
• Designers launching lines, collaborations, or design-forward ideas.
• Tradespeople or specialty services seeking local and trade visibility.
• Shelter experts with niche work—materials, preservation, prefabrication—who want press that matters.

What to Expect When You Work With Us

Discovery & Issue Framing
We meet, dig into your firm’s story, client impact, newsworthy moments, and PR goals.

Strategy & Messaging Framework
We outline themes, tone, key points, and media angles that align with your voice and ambitions.

Content Creation
Press-ready bios, story briefs, release drafts, media pitches—all infused with narrative and clarity.

Media Relations & Pitching
We reach out to key media with tailored pitches and follow-up, increasing the odds of placement.

Reporting & Learnings
You’ll get campaign performance summaries—with placement links, media mentions, and strategic insights to inform future visibility.

Optional Ongoing Communication Support
Quarterly press planning, reactive coverage support, and amplification strategy feel seamless with consistent PR guardrail checks.

Typical Deliverables

• Strategic messaging brief and media roadmap
• Press release drafts and tailored story pitches
• Editorial campaign targeting regional and national outlets
• Media training & interview prep (optional)
• Campaign results summary with coverage links and insights
• Optional: Ongoing PR retainer for brand elevation

Based in Portland, Maine—Built on Shelter Expertise

We live where salt meets shingle—and our work reflects a deep understanding of materials, process, and place. We know the difference between clapboard and lap siding, the weight of a contractor’s reputation, and what local journalists and trade editors respond to. Whether you’re a design-forward architecture studio or a detail-driven builder, our strategic approach helps your story earn the attention it deserves.

Ready to make your next story count?