While many businesses have been slogging it out the past two years, dodging bad news and insolvent clients, is the fourth quarter of 2011 finally the time that business mentality turns the proverbial corner? Are we overloaded with negative news politically, socially and economically to the point where we are finally ready to embrace some positive changes and stories?

According to our media sources – absolutely! Even the most hardened, experienced reporters are looking for a positive highlight to balance out what we’ve come to expect in print and in broadcast. So rather than focus on the daily fluctuation of the stock market (yes, my mood lightens when the market is up too!), let’s focus on the successes and celebrate the innovations that are happening all around us. We’re all due for a little balance in our news – as we’re striving to do everyday in our lives.

Such was the case recently for our client, TIAA-CREF and its Fifty Fremont office tower and retail plaza in San Francisco. The client and its property management company, Hines, had worked incredibly hard to become one of less than 10 existing LEED EB Platinum projects in San Francisco. They achieved that coveted designation in 2010, but had been unable to garner any accolades or coverage on it. The agency’s public relations team has since come in and successfully worked with the San Francisco Chronicle’s architectural critic on a story that not only positively positioned Fifty Fremont’s focus on sustainability and its LEED designation, but the impending renovations as well The story not only reflects positively on the corporate client and the project’s leasing strategy, it sets a positive tone for others in the industry and applauds a well-deserved success.

So yes, let’s get that story out there about the trend-setting new product that your company is launching. Let’s celebrate that milestone your business set this quarter. Let’s explore those innovative concepts you’re developing, and discuss the trends in the industry you’re seeing. It’s time – and it’s good for your bottom-line results.