Public relations practitioners and organisations need to find ways of communicating with the analyst community.
Second of a two-part series, by Tamsin Oxford.
In our first piece we spoke with some of the most influential analysts to find out more about how to strengthen analyst relations. In this, the second part, we are examining how PR agencies and organisations can improve relationships with analysts and what mistakes they should avoid. We also asked them to look to 2016 and give us their predictions for the New Year….
So what steps can the PR or the organisation take to make sure that they don’t frustrate the analyst, but rather work with them to benefit all? How can they reach out without reaching the answering machine?
I really don’t like being yelled at, or for folks who clearly couldn’t care less about me chatting me up like we are close friends Robert Enderle, Enderle Group
“I really don’t like being yelled at, or for folks who clearly couldn’t care less about me chatting me up like we are close friends,” says Rob Enderle, Enderle Group. “I tend to have a low tolerance for nonsense as well. If people are straight with me and go to the trouble of finding out why I might be interested, then things tent to go relatively well.”
Patrick Moorhead, President & Principal Analyst, Moor Insights & Strategy agrees: “The best way to reach out to me is to do your homework first and to understand what kind of analyst I am and what kind of opinions I hold. I get approached by almost everybody – social media has enabled an almost free-for-all and I think this is a good thing – but a bad approach is if someone tells me that I am wrong. I’m not infallible, and I do make mistakes, but I would like to have a discussion rather than a conversation about how I am wrong and how this company needs to fix me.”
The best way to reach out to me is to do your homework first and to understand what kind of analyst I am and what kind of opinions I hold.Patrick Moorhead, Moor Insight & Strategy
For Stuart Miniman, Principal Research Contributor, Wikibon, one of his biggest frustrations is when people send information that is far outside his coverage area with some PR emails saying ‘I see you are attending a conference’ when half the time he isn’t. “I want to be briefed on interesting technologies that benefit users,” he says.
To establish a strong relationship with a leading analyst there needs to be a level of mutual respect and a clear understanding of the areas that they specialise in. Analyst relations has the potential to improve technology coverage and drive engagement, but both technology companies and PR agencies need to remember that there is a person behind the analysis and not just a tool they can use to gain coverage.
“Politeness counts, just as yelling at a waiter doesn’t result in improved service, being irritated when an analyst declines a briefing doesn’t lead to successful future engagements,” says Charles King, Principal Analyst, Pund-IT. “I also don’t enjoy receiving emails with salutations to other analysts or referring to subjects I don’t cover or reports I didn’t write.”
And what of the future – what do the analysts believe that 2016 will bring?
We asked them to give us a quick glimpse into their well-informed crystal balls:
King believes that: “Cloud computing, especially hybrid cloud, analytics/cognitive computing and mobile technologies will continue to dominate business computing discussions in the coming year. There will also continue to be chatter about the fate of PCs and the impact of global economic and political uncertainty on vendors’ fortunes. Finally, the lead up to the 2016 US elections will spark ongoing discussions about the impact of technology on campaigning, polling and election analysis.”
Cloud computing, especially hybrid cloud, analytics/cognitive computing and mobile technologies will continue to dominate business computing discussions in the coming year.Charles King, Pund-IT
Miniman is in agreement: “Cloud is still one of the most important trends, specifically public and hybrid clouds are impacting architectures, spending patterns and enabling businesses to create new opportunities.”
For Moorhead the cloud is also a hot topic for the year, “Public, hybrid or private will lead the conversations. There won’t be a tremendous amount of change in the hype and type of coverage but there will be more discussion around private and hybrid clouds and software defined infrastructure.”
Finally, Enderle adds: “Wearable devices continue to pull a lot of interest even though they are not selling that well, and drones remain in the news thanks to advances in intelligence and the illegal things folk are doing with them. Biometrics, augmented reality / virtual reality and security /privacy will also continue in the news for the foreseeable future. The financial performance of tech companies, both good and bad, firms are all over the map at the moment which is creating a lot of drama and interest.”
Find out how companies are leveraging analyst relations to boost media coverage and corroborate their messages: Analyst Source.
Aligning analyst relations and media relations