While blogs have been around for a number of years, they are seldom used by communications and IT vendor analyst relations (AR) teams*. I have found only Adobe, Cisco, HP, IBM** and Sun. This is too bad because blogs can be a valuable tool for communicating certain types of information in a less formal manner.
Now it is important to realize that a blog is not the end all and be all of analyst interactions. For one thing, blogs are usually not password protected, so nothing remotely confidential can be the topic of a blog entry.
There are a number of reasons why AR has avoided blogs:
- The AR team cannot get permission to launch a blog because their company has not developed a blogging strategy and policy yet
- AR is simply overworked and cannot add another task
- AR perceives that it does not has the right skills to create blog content
- AR believes there is no demand for a blog because the analysts are not asking for one
- AR thinks there are not enough interesting topics for them to consistently blog
Items #1 and #2 are show stoppers. Items #3 and #4 are what I call chicken-and-egg issues. For instance, […]
Since 2000, SageCircle has helped analyst relations teams to focus on business value by encouraging innovative thinking that leverages insights and drives revenue.