• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

For PR — Analysts can be a great sounding board for your PR campaigns

A good PR campaign consumes significant resources in time, money, and creative energy.  With today’s limited resources it makes a lot of sense to test out a campaign early in the process to ensure that it will meet its goals.

Analysts have a unique ear to the market, your customers, and your competitors.  They have seen the hype, FUD, programs, practices and other campaigns that work and those that fail. Frequently they have strong relationships with the press as go-to resources for quotes and story background.  Given a strong personal relationship with your AR managers they can be an incredible sounding board under non-disclosure.  By reviewing your plans in the early draft stages they can guide you in better addressing the changing market and avoid sounding like a “me too” repetition of your competition. 

SageCircle Technique:  The key element to successfully using the analysts to review PR plans is in the selection of the analyst.  AR managers know the backgrounds and fields of expertise for the key analysts.  They have previously established personal relationships which include knowledge of which analysts can be trusted and also know the market this campaign will address. 

An action plan might include:

  • Create a simple document with the campaign objectives and rough timelines that can be shared with the AR Managers and selected analysts
  • Have the AR Manager recommended several trusted analysts and provide you background information
  • Schedule an inquiry with selected analysts – this should be done in conjunction with the AR Manager to ensure compliance with any contract terms
  • The inquiry should begin with a very brief review of the plans, followed by open dialog.  You are not briefing the analyst, but seeking their opinion.  Listen carefully to questions and areas of push-back
  • Plan additional inquiry interactions as the campaign develops.

Using inquiry to ask analysts about their opinion is commonplace, but establishing an ongoing relationship for a campaign is not frequently done by PR.  While you don’t have to accept everything they say, reviewing plans under non-disclosure creates a personal buy-in to your work.  More importantly, they can provide feedback on plans that are misguided, incomplete, or off target for the market.  Allowing them candor can save you valuable resources.

In the end analysts that have contributed are also more likely to endorse you in the form of positive commentary, press quotes, or published research – this is a powerful ROI for letting the analysts be part of your team. 

Bottom Line: As a client of the analyst firm you have inquiry privileges that can be used to gain opinions on your marketing plans.  An ongoing set of interactions with key analysts develops the relationship and can result in many favorable outcomes – including a more effective campaign.

Question: PR Managers – Have you ever called an analyst to get campaign feedback? AR Managers – Are you working with your PR teams to understand their needs and offer potential assistance?

Analysts – What benefits do you gain by working with PR teams? 

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One Response

  1. […] #2 – Earlier briefings about upcoming announcements. Too many vendors brief analysts only a couple weeks in advance when everything is set in stone. With enough notice the analysts can provide feedback that might be acted upon to improve the announcement. (see the posting Analysts can be a great sounding board for your PR campaigns) […]

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