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  • Recent Posts: Kea SageCircle

    AR Classics: Identifying and Measuring Impact and Influence

    AR Classics: Identifying and Measuring Impact and InfluenceHow can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

    Investor relations head takes over AR at Tata

    Investor relations head takes over AR at TataThe IIAR is discussing a big surprise: one of the big 3 IT services brands just put its analyst relations (AR) under the control of its head of investor relations (IR). It would be unimaginable in most firms, and perhaps Tata Consultancy Services (TCS) is one of the few firms that can do that well. Tata Sons’ Read more about Investor relations head takes over AR at Tata[…]

    Peter O’Neill joins Kea Company as Research Director

    Peter O’Neill joins Kea Company as Research DirectorLONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals.   At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]

    AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

    AR Classics: Barbara French on how to grab an Influential Analyst’s AttentionBarbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]

    What research users can learn from analysts’ use of competitors’ analysis

    What research users can learn from analysts’ use of competitors’ analysisFor the first time, Kea Company is making reports from our Leaders Service generally available. The first discusses what research users can learn from analysts’ use of competitors’ analysis Although our Analyst Value Survey reports and Firm Awards exclude many analysts’ responses, this supplementary analysis suggests that many analysts are regular uses of research produced by Read more about What research users can learn from analysts’ use of competitors’ analysis[…]

Developing Strong and Active Executive Sponsorships is a Planning Priority

Analyst Relations PlanningIf AR teams truly have the sponsorship of senior executives, why do they struggle for resources, organizational cooperation, executive participation in AR initiatives, and other critical issues? The reality is that AR teams probably have a tepid endorsement from their management rather than true executive sponsorship.

 SageCircle defines executive sponsorship as taking an active part in establishing AR goals and priorities, providing the resources necessary to achieving the agreed upon goals, explicitly communicating the importance of AR to the company, providing timely support when an internal organizational hurdle prevents the achievement of goals, and making themselves available as spokespeople with analysts. The key theme is active participation.

An important element of a sponsorship program is status reporting, because it helps to maintain the active participation of the executive. The purpose of status reporting is to:

  • Maintain AR’s top-of-mind presence with executives
  • Eliminate surprises about operational or strategic issues that could prevent the achievement of the agreed upon goals
  • Alert executives to issues requiring attention and support

Topics covered by status reporting cover both results and issues. Status reporting balances consistent touches without impinging on the executives’ time. Components of status reporting include:

  • Monthly one to two page e-mails
  • Quarterly 30-minute updates
  • Semi-annual 90-minute reviews

Working for active executive sponsorship should become a part of creating the AR strategic & tactical plan. Having an executive sponsorship program does require some effort on AR’s part and the scheduling of regular meetings, which need to be incorporated into the AR plan.  However, the payback of real executive endorsement is Continue reading

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Defining “executive sponsorship”

n: Executive sponsorship is a formal program where executives take an active part in establishing AR goals and priorities, providing the resources necessary to achieving the agreed upon goals, explicitly communicating the importance of AR to the company, providing timely support when an internal organizational hurdle prevents the achievement of goals and making themselves available as spokespeople with analysts.

The key theme is active participation.