By Suzanne Panoplos
Often we hear prospects and clients tell us that they do not need help with Analyst Relations (AR)—typically because they believe they already have good relationships with key analysts. We whole-heartedly agree that our clients should ultimately own the relationship with an analyst. But are they equipped to actually manage it?
Here are a few ways to get a better handle on your Analyst Relations Program:
Initiate regular and frequent contact: Most analyst firms want to be part of a regular communications schedule. Analyst firms such as Gartner prefer monthly updates, whereas other firms prefer a bi-monthly or quarterly schedule. An agency can help you determine the right schedule and make sure that regular interactions take place.
Provide relevant and thoughtful information: A good agency can also keep analysts updated with the information that is relevant to their research and interest areas. This is not to suggest a “spray and pray” approach that includes spamming analysts with a rapid succession of press releases. Rather, a good AR manager will ensure the analyst receives only the information that is relevant, bridging the interest of the client and the analyst to form a more productive relationship.
Ensure participation in key research reports: One of the biggest frustration points for most companies is either not being included in an analyst research report or even worse, being positioned inaccurately. A good AR manager will be in front of all deadlines, helping the client to navigate through the timelines, questionnaires and reference requirements to achieve the desired outcome.
Manage key influencers: With the dynamic nature of the analyst world, it is not unusual for analysts to leave or transition into other coverage areas. In most situations, your PR agency contact is already speaking to these analysts and is aware of their movements and wider areas of interest. With this broader perspective, the agency is able to advise organizations on the most appropriate strategy for connecting with the right analysts and achieving the most from that relationship.
So the next time you think you do not need assistance in managing your AR program, you might want to think again.