Looking for a marketing and PR agency? Consider niche AEC specialists

October 23, 2023

If your company or firm’s marketing team needs a little extra help, or you’re starting from scratch and want to build brand awareness and credibility for your business, hiring a marketing and public relations agency can be a game-changer. 

Maybe you’ve already decided to hire an agency and have begun your search, but how do you find one that is right for your firm? Instead of turning to a jack of all trades who reinvents the wheel with every new client, consider hiring an industry specialist agency. 

This kind of agency (you may already know one!) focuses on one or a few particular sectors, such as the architecture, engineering and construction (AEC) industry (we work with legal clients, too). Because these agencies typically represent clients in only a few focused industries, they offer a level of insider knowledge and experience compared to one representing a grab bag of clients with various needs and nuances. 

So, what are the benefits? 

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Why AEC firms need to know about the ‘excess share of voice’ rule

March 28, 2023

There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of market” will grow. This is called the “excess share of voice” (ESOV) rule. 

While market share is a widely known metric, share of voice (SOV) isn’t as clear. It’s defined a number of ways depending on the source, but it essentially means the number of conversations about a brand, divided by the number of conversations about a topic, industry or niche (i.e., whatever “market” you are measuring). 

Every time a brand is mentioned in the media, authors an article, posts on social media or runs a series of ads, a conversation is happening. The conversation is amplified when the audience engages by sharing the article, commenting on the social media post or clicking on the ads. All of this activity results in a certain share of voice. 

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Why editorial calendars are a must for AEC PR in 2023

January 31, 2023

Sometimes working with the media can be like trying to predict all the change orders an owner will have on a project before construction even gets started.

“If only reporters and editors would just tell us what they’re covering next.”

How often does this thought run through your head as an architecture, engineering and construction (AEC) PR professional or marketer? Weekly? Daily? Hourly? Does it haunt your dreams? Your nightmares? Do you wake up in a cold sweat each morning, worried you missed getting your subject matter experts (SMEs) into the next Big Story? 

Okay, maybe I’m being a bit dramatic, but if you’ve thought this before, you are not alone. Most of us spend way too much time obsessed with what’s going to catch the media’s attention. Some days I wish I had some kind of crystal ball that could help me peer into the future and see the stories to be written that need my clients as sources. 

And then I remember that, while there isn’t a Magic 8 Ball to read your client’s mind and anticipate every change order request (yet!), there is a similar tool for media outlets, and I can access it anytime I want. It’s the humble editorial calendar (also known as an edcal, if you’re into lingo). What’s that, you ask? Well, it’s only the best way to predict some of what a target media outlet will cover in the next 12 months. If this is news to you — or if it’s a reminder of a tool you once used but have forgotten while pursuing shiny new whizbangs — have I got a blog post for you.

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