• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

For PR… Why PR and AR need strong collaboration

How often have you been part of this vignette? The scene: PR manager strolls into the AR manager’s cubicle.
 
PR manager: “Howdy. Can you get me an analyst quote on this topic for my press release? Oh, and an analyst that can act as a press reference would be great as well.”
AR manager: “Sure, shouldn’t be a problem. When do you need it by?”
PR manager: “Oh, tomorrow morning. The press release is going out at noon.”
AR manager: Sighs heavily while reaching for the phone.
 
The problem with this scenario is that the AR manager does not have enough time to discover which of their analysts are around, get them up-to-date on the topic, get the quote, and secure permission to use the analyst as a reference.
 
The way to avoid this problem is for PR and AR to collaborate constantly, and well in advance of an announcement. By providing their AR colleagues with lots of lead time, PR teams can ensure a number of positive outcomes:

* A portfolio of relevant analysts is available for the announcement
* Analysts have a good depth of understanding about the topic
* Analysts who were involved early are likely to be more positive than those briefed at the last minute
* Analysts will be ready in case the story leaks, causing an unexpected acceleration of the announcement
* Messaging and press releases can be strengthened through analyst input
* Analysts who were involved early can provide competitive intelligence that can be used to adjust the announcement
 
SageCircle Technique: PR managers should invite their AR counterparts to regular staff or planning meetings. In addition, AR should be added to e-mail distribution lists that discuss status of PR campaigns.
 
Bottom Line: PR and AR working together as a team can generate significant synergy leading to a more powerful outreach program.
 
Question: Are there any organizational or cultural barriers between PR and AR that prevents them from working more closely together? Or, is the situation just that both teams are not in the habit of collaborating early and often?
 
AR and PR collaboration will be one of the topics discussed at the January 28-29
AR Effectiveness Seminar. In addition, a case study of AR and PR collaboration about a patient lawsuit will be presented at the SageCircle Hot Topics evening event on Monday, January 28. 

3 Responses

  1. Welcome back, Sage Circle (a bit late, but better so than never.) It will be good to see your thoughts out there again from a different perch.

    The connection between AR and PR is a challenging one. It wil be interesting to see what kind of response you get – and here’s hoping they aren’t all from the usual suspects!

  2. AR should always work closely with marketing and be several steps ahead of PR, for instance through pre-launch message validation sessions.
    Do check our AR 101 here:
    http://armadgeddon.blogspot.com/2007/06/ar-101-series-it-pays-to-play-with-pr.html

  3. […] For PR – Why PR and AR need strongcollaboration […]

Comments are closed.

%d bloggers like this: