Take a deep breath before responding to analyst commentary

Almost every week, SageCircle strategists do inquiries about how to respond to an analyst quote in the press or a piece of published research. Most often, the AR staffer is more than annoyed because the analyst’s words have caused a brouhaha with his or her management. Sometimes the AR staffer is so angry that he or she wants to call the analyst’s manager – or CEO – and complain, or put out a press release about the analyst’s shortcomings. While this could be satisfying emotionally, frankly it would be counterproductive. 

Rather than attacking the analyst by putting out a press release or talking to his or her manager, AR is better served by taking a deep breath, analyzing the situation, and developing a campaign to change the analyst’s opinion. Unfortunately, implementing a campaign to change an analyst’s opinion takes time and your executives probably want something done today. Consequently, one of AR’s challenges in this situation is how to manage the expectations of executives […]

“Media training” does not, I repeat, does not prepare one for the analysts

icon-the-press-110w.jpgHad a great meeting today at a software company where the subject of preparing spokespeople for interacting with industry analysts came up. Before the I chance to say anything, the head of corporate communications – a very smart gentleman with a heritage in PR – immediate piped up that tradition media training is not useful for preparing spokespeople to interact with the industry analysts.

Hurrah! Someone who gets it!

Everything about how the analysts work and how the press works is so different that using media training to get executives and domain experts ready to interact with the analysts will actually cause more problems than […]

Educate your executives about the analysts to building sponsorship and improve spokespeople effectiveness

Many communications and IT vendors executives are really not informed about the IT Industry analysts.  They often believe one or more the Analyst Myths.  Frequently, tech vendor executives also view the analysts as predators or, worse, as irrelevant. This can both lead to lack of support for the Analyst Relations team and to a reduced effectiveness in using the executives as spokespeople.

As we have said, the most important currency to the analysts is information.  Getting that information directly from the CEO or other executives adds credibility and promotes the relationship you are attempting to build.  As a consequence, it is in the AR team’s best interest to improve their executives’ […]