Trends Report

It's Time To Engineer AR

October 8th, 2010
With contributor:
Edward Radcliffe

Summary

On the surface, the primary aim of industry analyst relations (AR) — to influence analysts — is unachievable. The analysts say vendors can't influence them, AR can't buy desired influence directly, and AR complicates the problem by confusing analyst influence with analyst knowledge. Many AR professionals end up settling for analyst briefings and any other contact they can conjure — perhaps via a traditional analyst subscription. Then, they simply hope that contact will magically transform into the forbidden influence in spite of the analysts' determination to ensure that it doesn't. In practice, AR can engineer very deep influence in spite of these difficulties, but the first step is to clarify the obstacles, the available tools, and the options.

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