Analyst relations is a

corporate strategy In the field of management, strategic management involves the formulation and implementation of the major goals and initiatives taken by an organization's managers on behalf of stakeholders, based on consideration of Resource management, resources ...

corporate communications Corporate communication(s) is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which a company depends. Riel, Cees B.M. van; Fo ...

and

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

activity in which corporations communicate with ICT

industry analyst An industry analyst performs primary and secondary market research within an industry such as information technology, consulting or insurance. Analysts assess sector trends, create segment taxonomies, size markets, prepare forecasts, and develop in ...

s (also known as research analysts) who work for independent research and consulting firms such as the

Big Four accounting firms The Big Four are the four largest professional services networks in the world: Deloitte, Ernst & Young, EY, KPMG, and PwC. They are the four largest global accounting networks as measured by revenue. The four are often grouped because they ar ...

. Analyst advice is often used by

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companies and others to determine the best option for major investment in ICT - especially where the deal is complex, changing, costly or critical. Top industry analysts have the power to make or break deals, thanks to their deep-rooted, subscription-based relationships with end-user technology buyers. Some analysts also focus on helping ICT firms to write request for proposal documents. Therefore, the strategy behind an effective Analyst Relations program is known as "influencing the influencers", a phrase coined by

Omnicom Group Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City. Omnicom's branded networks and specialty firms provide services in four disciplines: advertising, customer r ...

's Brodeur agency in 2002.

Types and history

Large corporations supplying technology ( hardware,

software Software consists of computer programs that instruct the Execution (computing), execution of a computer. Software also includes design documents and specifications. The history of software is closely tied to the development of digital comput ...

, networking, and

IT Services Information technology service management (ITSM) are the activities performed by an organization to design, build, deliver, operate and control IT services offered to customers. Differing from more technology-oriented IT management approach ...

) usually have an Analyst Relations person or team (sometimes called industry relations). Corporate analyst relations functions are also found in the automotive,

aerospace Aerospace is a term used to collectively refer to the atmosphere and outer space. Aerospace activity is very diverse, with a multitude of commercial, industrial, and military applications. Aerospace engineering consists of aeronautics and astron ...

and

telecommunications Telecommunication, often used in its plural form or abbreviated as telecom, is the transmission of information over a distance using electronic means, typically through cables, radio waves, or other communication technologies. These means of ...

industries. In addition to in-house AR employees, there are a number of agencies offering specialized analyst relations support. In 2004, Efrem Mallach listed four types of industry analysts: *Scheduled. Market share forecasters follow set annual cycles. *Planned. These analysts plan research agendas several months in advance. *Event-driven. These analysts respond to current developments. *Client-driven. These analysts, and also consultants and advisors in the same firms, apply existing knowledge to specific inquiries submitted by clients. The remit of an AR team is to ensure that industry analysts are briefed on a regular basis about their company's strategy, products, services and solutions, as well as their ability to execute in terms of global scale and go-to-market capabilities. In addition, ARs respond to research requests, and generally try to persuade these influential third parties to represent their organization in the best possible light. Analyst Relations teams often report into a

corporate communication Corporate communication(s) is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which a company depends. Riel, Cees B.M. van; Fo ...

s function, although they can also report to

investor relations Investor relations (IR) is a "strategic management responsibility that is capable of integrating finance, communication, marketing and securities law Regulatory compliance, compliance to enable the most effective two-way communication between a com ...

sales Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. A period during which goods are sold for a reduced price may also be referred ...

, or even directly to the

CEO A chief executive officer (CEO), also known as a chief executive or managing director, is the top-ranking corporate officer charged with the management of an organization, usually a company or a nonprofit organization. CEOs find roles in variou ...

. In June 2006, the Institute of Industry Analyst Relations was formed as a non-profit community of practice for Analyst Relations professionals and its members are both in-house and agency side AR professionals. Membership is closed to industry analysts.

References

External links

Institute of Industry Analyst Relations
professionals association founded in 2006 Public relations Business terms

Types and history

See also

References

Further reading

External links