Aligning AR and PR: Insights from the technology industry’s most-quoted analysts
First of a two-part series, by Tamsin Oxford.
Apollo Research interviewed some of the most influential and often-quoted analysts to find out what is important to them, what makes them tick and what really ticks them off.
Industry analysts offer the media a rich resource for research, knowledge and expertise and play a fundamental role in assessing the technology landscape and providing independent opinion when needed. For the technology company, the PR agency and the media, analyst relations have to be understood and respected. Building relationships with key analysts has enormous potential and is essential to understanding their dynamic.
I believe that analyst relations can definitely strengthen media coverage for technology vendors.Patrick Moorhead, Moor Insights & Strategy
“I believe that analyst relations can definitely strengthen media coverage for technology vendors as the more informed an analyst is about a company’s product or service, the more informed our citations when media contact us,” says Patrick Moorhead, President & Principal Analyst, Moor Insights & Strategy. “We like to be accurate. Opinionated accuracy is really important as it does help a good analyst relations programme and media relations.”
Charles King, Principal Analyst, Pund-IT, adds: “In larger organisations, there is often a wall between analyst relations (AR), which works with analysts, and PR which engages with reporters. In the best circumstances, AR and PR work closely together and reinforce one another. Most, but not all, larger IT vendors understand that point.”
In the best circumstances, AR and PR work closely together and reinforce one another. Most, but not all, larger IT vendors understand that point.Charles King, Pund-IT
Analysts spend a significant amount of time developing relationships with the media, often building a brand over years. These relationships cannot be underestimated and offer inordinate value to both the business and the analyst community.
“When I worked as an IT industry analyst back in 1999 with a market research firm near Silicon Valley, I enjoyed working with and getting to know quite a few IT and business reporters,” says King. “I discovered that talking with reporters and being quoted in news stories are important ways of delivering value to my audience. Now, after launching Pund-IT in 2005, engaging with reporters is a natural part of the process.”
The media and the analyst shares similar goals of informing and providing input to the reader, playing a complementary role to the news. For most analysts, media coverage is an important and strategic tool that benefits their business.
“I am an advocate for good, deep content in many forms and Wikibon has a strong belief in sharing information that can help IT practitioners,” says Stuart Miniman, Principal Research Contributor, Wikibon. “Media coverage that can support this effort helps us and the community. Media coverage helps with awareness of our research and can potentially increase the number of people that will want to contact me to share information and discuss how our services can help.”
Media coverage helps with awareness of our research and can potentially increase the number of people that will want to contact me to share information and discuss how our services can help.Stuart Miniman, Wikibon
Moorhead agrees: “I find that my relationships with media are a two-way street as I developed my relationships over time and they have absolutely played a role in driving awareness, familiarity and the business. I tend to focus on working with the premier press and much of this is defined by the people I have had relationships with for a while and have businesses or publications that are involved in the same areas as I am.”
For the analyst, relationships are key and these extend from media right through to organisations and PR practitioners. In the second part of the series we will be examining how PR agencies and organisations can form relationships with analysts, what mistakes they should avoid and what the the technology analysts’ predictions are for 2016.
Find out how companies are leveraging analyst relations to boost media coverage and corroborate their messages: Analyst Source.
Aligning analyst relations and media relations