Gwyn Jones, CPSM, Marketing Manager, SmithGroup, Washington, D.C., and Sandra Knight, APR, Corporate Director of Public Relations, SmithGroup, Detroit

Marketing: What It Is and Why We Do It

Marketing professionals at A/E firms are all too familiar with the experience of frantically pulling together responses to requests for proposals (RFPs). But effective marketing is more than just RFPs and interviews. Planning, research, networking, conferences and trade shows, public relations and communications also play vital roles in winning new clients—and keeping existing ones.