Industry analysts play a key role within the tech sector. They advise technology vendors on their strategy, product development, positioning; they advise end-users on the procurement of products and services. When corporations make major technology purchases analysts are likely to play a key role in the selection process.
Tech companies also need to be alive to the role that analysts play in shaping opinion via editorial coverage. Analysts feature heavily in the media. Recent research conducted by Apollo found that analysts are quoted in 1 in every 9 technology-related stories. Below we reveal the firms relied upon most regularly by the media to provide insight, forecasts, analysis and opinion.
Top 10 Most Quoted Firms (US Media, Jul-Sep 2014)
Journalists quote analysts for a variety of reasons. They can help provide objective, independent insight as well as lending weight to a story. Reporters and editors turn to analysts to analyse trends, interpret events and provide expertise in a particular niche. Analyst research and reports can also often form the foundation of a story with insights such as vendor market share, predicted hot technology trends etc.
Over the last 6 months analysts have been quoted most frequently in relation to the following topics:
1 Cloud Computing
3 Mobile applications
4 Server software
Of course media coverage also benefits the analysts firms: it raises the profile of the firm and its expertise – and technology companies are increasingly keen to forge relationships with the analyst firms they feel might help secure them additional, or more positive, media coverage.
Tips for reaching out to the analysts most frequently quoted in the media:
1. Identify the analysts most frequently quoted in relation to your technology or niche. Targeting a more focused and relevant group of analysts is more cost-effective and produces better results. A scatter-gun approach won’t be appreciated by analysts.
2. Reach out to specific analysts as early as possible – don’t leave it till your next product launch.
3. Maintain an ongoing outreach programme, providing relevant updates to your key analysts.
4. Try and find out what the analysts are working on. This will help you provide relevant information – you might also be able to introduce them to journalists you know are planning to write on the subject. As mentioned earlier media exposure benefits the analysts firms too.
5. Try and align analysts and journalists – tools such as the Analyst Source help you identify relationships between analysts and journalists. Ensure you’re briefing the analysts quoted most frequently by the key journalists on your media list.