• Recent Posts: Influencer Relations

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    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 […]

Killer questions to ask PR agencies to see if they are AR pretenders or contenders

icon-the-press-110w.jpgThere are many drawbacks to using PR agencies to conduct analyst relations – not the least that most analysts hate dealing with agency staff.  Sometimes, however, communications and IT vendors have no choice but to farm out some analyst-related activities. To minimize the chance of agency staff causing problems with the analysts, vendors need to carefully evaluate whether or not a PR agency is actually competent in analyst relations before hiring them.

A technique SageCircle has developed is asking a series of questions in the form of scenarios about AR situations. The responses to the scenarios can then be graded for compliance with AR best practices and insights as to how the analysts work. As always, it is important to weight the questions because some will be more important than others. In addition, it is critical that a standard evaluation framework be established so that responses from different agencies will be graded consistently.

The killer questions should not just be asked of the agency’s senior executive that is trying to win the business, but also the staff that will actually be doing the work.  Reluctance by the agency to introduce you to the staff should raise red flags about the breadth and depth of AR expertise in the firm.

The first killer question to ask the PR agency rainmaker and staff is Continue reading

Follow

Get every new post delivered to your Inbox.