• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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 […]

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