Sally in Getting Ink (via ARcade) reminds AR pros that we can help our PR colleagues by providing them with analyst names to educate those journos: Things you might like to know (3).
How does it work in practice then?
1. Crawl before you walk
Firstly, this assumes that you have done your homework and know what research area your analysts cover. More importantly, you should know what they have published and have a good idea of what their opinion is on your company and the topic. AR should always be one step ahead of PR and some key analysts should be pre-briefed under NDA.
2. Which analyst?
Ideally a mix of Tier 1's and independent analysts should be pre-briefed. Tier 1's because they advise customers and therefore should a aware of your company's roadmap and strategy. Selected independent analysts should be briefed before, because they are an excellent sounding board and a great manner to get your spokesperson perfectly rehearsed before she/he talks to the Borg. Plus, independent analysts crave for air time and will make themselves available for journos more so than a Tier 1 about to catch a flight to Frankfurt, Boston or San Francisco.
Make sure you don't use always the same ones and that the analysts you put forwards are credible (i.e. they must have some knowledge and opinions, so that rules our Frost & Sullivan, Datamonitor, some IDC folks, etc...)
3. Which deliverables?
There are a few ways to help your PR colleague, depending on your bandwidth (of if you fancy him/her). All should be free (except villains), some require permission.
- Provide names of analysts willing to comment. Easy but make sure you call the analyst and that he/she is available for comments.
- Provide a quote for the press pack. Brief the analyst and ask for a quote by email (best to avoid mis-representation). Doctoring the quote is a no-no but you did not even think about doing this.
- Provide a quote into the press release. This requires authorisation: figure out what the analyst FIRM position is, ask for the quote, submit the release with the quote for approval (IDC, Gartner, AMR, Forrester have a formal process, it's also good practice with the others). Make sure you run the release with legal (your PR colleagues should take care of this). For IDC, you need to work out which market number will support your claim and quote the source. In the footnotes, direct the journos to the analyst firm's press office.
4. Create the news
You can also commission a survey or a report to a firm and create a complete press release around it. This requires months, not days, but can generate significant coverage. Make sure you know who's paying upfront...
Don't be eaten alive by the PR vampires: they have a tendency to suck your time and make you work in reactive mode only.
- Is PR a dwarf planet?
- Pay to play, the PR way
- Selling the value of AR
- Note to PR agencies: stop spamming analysts! (and just everyone else)
- AR 101: Analysts and press quotes
- Frost demands cash for press release
- Talking heads
- Gartner's Copyright and Quote Policy: it's just stupid
- AR 101 series: Analyst vs. press (Analyst Insight)