Engaging technology analysts as part of a PR program
By Jill Pyle
Lately, I’ve had the opportunity to work with several clients whose PR programs have an analyst relations component. It’s been a great experience getting to know the ins and outs of analyst relations and learning about the many ways it can create value for a client.
We reach out to technology analysts for the same reason we reach out to media: what they say and do has the potential to move markets and engaging with them can have a positive impact on our clients’ business objectives. Many purchasing decision-makers read the research reports issued by large analyst firms like Gartner, Forrester and IDC that put the companies that are included in these reports at top of mind when it comes time to buy.
Like purchasing decision-makers, the media are also known for approaching analysts to source expert opinions. Quotes from technology analysts often appear in the media. Some analysts also write byline articles, columns or blogs. It’s also common for analysts to give presentations and provide counsel to large organizations. In order to stay on top of advancements in their area of expertise, analysts regularly participate in briefings with technology vendors.
Typically, our clients’ first engagement with an analyst firm is an introductory phone briefing, where they have the opportunity to share information about their business, market, market drivers, technology solution and its applications. Introductory briefings can range from 30 to 60 minutes, usually starting with a presentation or demo and finishing up with some questions and answers.
Because we provide company and technology background information in advance of introductory briefings, our clients are often able to have high-value conversations with technology analysts and receive feedback on their value proposition, as well as an authoritative perspective on trends affecting their market. These are the kinds of briefings our clients really enjoy. Unfortunately, some briefings are void of feedback and end with a sales pitch to sponsor a research report.
Our objective when engaging with technology analysts is to seek out opportunities for our clients to be included in research reports that do not require sponsorship and articles that are published in outlets that reach their target customers. It is through engaging with a healthy mix of big-name and boutique analyst firms that we are able to find these kinds of opportunities for our clients.
