• Recent Posts: Influencer Relations

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

“Media training” does not, I repeat, does not prepare one for the analysts

icon-the-press-110w.jpgHad a great meeting today at a software company where the subject of preparing spokespeople for interacting with industry analysts came up. Before the I chance to say anything, the head of corporate communications – a very smart gentleman with a heritage in PR – immediate piped up that tradition media training is not useful for preparing spokespeople to interact with the industry analysts.

Hurrah! Someone who gets it!

Everything about how the analysts work and how the press works is so different that using media training to get executives and domain experts ready to interact with the analysts will actually cause more problems than no training what so ever. We recommend that tech vendors use a dedicated AR services firm like SageCircle*, KCG, Lighthouse and so on (see the list in the right hand, lower side of this screen) to prepare their executives and not use typical media training.

* SageCircle has a full portfolio of training services, including an executive briefing series,  to help tech vendors prepare all members of their staff to interact effectively with the industry analysts.

One Response

  1. However, many AR training assume spokesperson have already had a media (or sales) training and concentrate solely on the audience.
    This is a mistake as one also need to master skills such as objection handling.
    Plus, execs often hate devoting time to training -after all they’re executives and know already everything. A videotaped speaker training always comes handy to have them coming back to reality….

    Best practice: use an analyst to do this…

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