What is public relations in our industry? PR is often seen as an advertising mechanism, intended for general publicity. While that may be true in other industries, in the AEC industry we view PR as a support tactic to win work and enhance your firm’s image. Ideally, it is an activity that supports and influences your client base to develop a long-term relationship that results in winning work.

It’s almost the new year. Many new resolutions will be made. Many firms will be renewing or starting strategic planning for the upcoming year. Did you know that many firms miss the mark on their targets because they continue with their current target markets and clients, simply because it’s what they have done it in the past? Don’t be that firm. Take the time to conduct market research and get headed in the right direction. Before you start down the wrong path, conduct market research that can help you determine whether your target markets will provide an equitable return.