![Two people talking](https://www.aiava.org/wp-content/uploads/2012/09/Core_130.gif)
![Core_130 Two people talking](https://www.aiava.org/wp-content/uploads/2012/09/Core_130-300x200.gif)
In addition to educational sessions, architectural tours, special events, and the cutting-edge vendors you’ll find at ArchEx, AIA national is sending Kyle McAdams to interview you on behalf of its repositioning project. The year-long process is exploring the perceptions, beliefs, attitudes, needs, and value of architects. The data will be used to inform the development of a comprehensive plan to advance the position of architects and bolster the national dialogue about their role in society.
The design and marketing firm Pentagram and the association consultant firm LaPlaca Cohen have been hired to help with the effort, which began in March 2012. In CEO Robert Ivy’s words, their research will “filter up through the organization. They’re not telling us what to do. What they’re really doing is active listening.” Their findings will offer a new way to communicate about architecture and the AIA’s role within the profession. Once this message is synthesized, the two firms will investigate what communications channels would best serve to disseminate these messages to target audiences. Their findings will be announced at the 2013 AIA Grassroots conference.
ArchEx is the Society’s annual conference and expo — now celebrating its 25th year — and it takes place Nov. 7–9, 2012, in Richmond. Online registration for ArchEx is open through Oct. 30; register by Sept. 26 to secure the Early Bird rates.