Under the guidance and direction provided by the Marketing and Communications Committee, the goal for the Appraisal Institute of Canada (AIC) and all members of AIC is to be recognized as the preeminent valuation organization in Canada. Being recognized as the professional 'go to' organization for valuation issues is exactly where they want to be. Being interviewed by the media can be likened to being an expert witness in a courtroom. Getting 'the call' is a privilege and is to be seized. It is an opportunity provided to you and your profession.