One more breakthrough for the analyst relations community: a feature in PR Week.
Craig McGuire's article, Reaching a different type of influencer, explains how the practice of analyst relations has evolved a great deal over the past few years. It includes a nice comment from Susan:
The traditional model for analyst relations (AR) gave tech vendors a tool to influence industry analysts who develop paid reports for sale through independent research and consulting firms.
Today, with so much more noise in the market and such a need for reliable, independent validation, AR is now as likely to engage earlier and leverage analysts to build brand as much as to build buzz. AR's appeal has also spread beyond b-to-b tech into such verticals as pharmaceuticals, entertain- ment, hospitality, professional services, consumer goods, and more.
AR pros must continually adapt to navigate an evolving ecosystem of influencers as online, digital communities rise and relationships overlap, says Susan Galer, MD of Burson-Marsteller's technology practice. "Along with the evolving, multifaceted roles analysts now assume, we're finding that more pragmatic, metric-based industry analyst relations programs are very much the norm," she says. "For example, the reality is most organizations have a defined scope of sometimes-limited resources for industry analyst relations."
To counter, Burson developed an ROI-based methodology that allows clients to allocate AR efforts based upon proven scope of influence that will help achieve specific business objectives. Such services and strategies can only proliferate.