For Analyst Relations Professionals

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	January 21, 2010 What Really Happens In Industry Analyst Briefings? Introducing A Tool To Visualize And Improve Briefing Dynamics by Kevin Lucas with Eric G. Brown, Robert Muhlhausen	Average: 9  (10 ratings)

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Executive Summary

While briefings are a staple of industry analyst relations (AR) programs, most vendors focus on the agenda and collateral without sufficient regard for the preparation and controls needed to manage the messiness inherent in real briefings. To help AR managers understand what really happens in briefings, Forrester tracked 25 briefings minute by minute to produce visual maps of the conversation flow, and we present lessons from five of these briefings in this report. By using the same tool that Forrester used, you too can track your own briefings and feed the results into your spokesperson training and briefing preparation.

Keywords

• briefings

TABLE OF CONTENTS

• AR Professionals Are Not Ready To Control Briefings
• Briefing Maps Show What Really Happens In Briefings
• Five Briefings Show The Variety That AR And Its Spokespeople Must Manage

RECOMMENDATIONS

• Find Out What Really Happens In Your Own Briefings
• Related Research Documents

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