For Analyst Relations Professionals

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	November 5, 2008 Forge Valuable AR Programs With FIAR: The Forrester Industry Analyst Relations Model A Structured Method To Craft Or Refine An Analyst Relations Program That Addresses The Specific Needs Of Your Company by Kevin Lucas with Eric G. Brown, Merv Adrian, Paul Devine, Robert Muhlhausen

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Executive Summary

Analyst relations (AR) managers constantly ask us how to prove the value of their AR programs. Worryingly, so do some of their bosses. Unfortunately, many of them struggle because they didn't build their plans to deliver business value, and they now rely on pure luck to find any. This needn't be the case. Based on our study of successful and unsuccessful AR programs, Forrester has created the Forrester Industry Analyst Relations (FIAR) process to design and customize AR programs to the specific business needs of any company. Demonstrating just how dangerous it is to rely on copycat AR, FIAR shows that AR's most popular objective today — managing analyst interactions —is valueless. AR managers must, and now can, deliver provable business value.

TABLE OF CONTENTS

• Muddled AR Programs Fail The Business Value Test
• Introducing The Forrester Industry Analyst Relations Approach
• Program Viability Depends On Foundational Processes
• Test, Refine, And Commit To Your New AR Program
• FIAR Is A Strategic Approach To AR, Not Solely A Planning Tool

RECOMMENDATIONS

• Deliver Business Value With The Right AR Program For Your Company
• Related Research Documents

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