I’ll grant you three wishes…

Picture the scene.

A world-class analyst from a highly renowned international firm decides they love your company so much that they are going to grant you one free wish (the analyst being slightly less generous than the proverbial genie).

What do you pick?

1) Should they get on the phone and give a glowing recommendation to the hot prospect that sales are desperately trying to close?

2) Perhaps it would be a day with your sales and marketing team, where the analyst shares their knowledge on current market developments and provides an insight into the hot technology and business buttons?

3) Or maybe it will be to have the analyst talk to a journalist at the FT and give them a favourable quote for the big IT feature which is coming up.

As I thought about this, I was instinctively thinking that the choice was between 1) and 2). Analysts deliver real commercial benefit not PR fluff.

And then I thought some more. It’ll completely depend on where your business is.

Might sales be able to close that prospect anyway? Are the sales and marketing team already industry gurus? If so, are you wasting the opportunity? How much use could you get out of that FT story?

We should never forget that there is so much more to AR than getting good quotes for the press (something many PR companies seem never to have learnt or have simply forgotten).

But we should also remember that sometimes providing the quote could be the best thing we ask the analyst to do.

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Author: David Rossiter

I’m fascinated by industry analyst relations, corporate PR and the big policy and regulatory issues that are going to shape what happens in the technology and telecoms space. For over 10 years, I’ve been helping companies: - take advantage of analyst influence and insight so they can generate more business, gain a competitive edge and get better known, and - understand the “big picture” dynamics of what’s happening in the technology and telecoms market My clients have included start-ups, SMEs and large companies like Accenture, Adobe, Blackberry, Capita, CSC, Fujitsu, Hitachi, HP, Huawei, Logica, Nortel, NVIDIA, Ricoh, Telstra, Virgin Media and Vodafone. I work in London for Harvard, the award-winning integrated communications agency. We also trade as Sunesis AR. I lead our industry analyst relations Centre of Excellence as well as providing broader industry insight, strategic messaging and influencer relations services to our clients. I’ve been closely involved with the IIAR (Institute of Industry Analyst Relations) since helping to found it in 2005.

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