For some companies, developing an integrated analyst relations strategy can be a game changer. But bringing on an agency with the right skills to do it can be a challenge. Analyst relations is something we have been doing for a long time, but every so often, we receive new feedback on how to conduct efficient analyst briefings, and we want to keep everyone updated.
Here are four best practices to keep in mind when conducting analyst relations:
- Always send a presentation deck. Many times, once a briefing is secured, there is no additional information provided to the analyst. Occasionally it’s not necessary, but we’re told by analysts it’s especially useful for introductory meetings. It helps the analyst get a feel for the company they are about to discuss and what areas they would like to focus on. Lisa Rowan from IDC told us sending analyst presentations is often forgotten these days but much appreciated.
- Never be late to a briefing. This seems like common sense, but delays happen more than one might think. We get it—everyone’s schedule is crazy. But just as with any appointment or interview, it’s best to arrive at least five minutes early to a briefing. Analysts conduct briefings all day, and the top ones don’t have time to wait around. If they block out 30 minutes, that is all the time you get.
- Don’t send the same pitch to an analyst as you would to a journalist. The analyst community is very different from the news industry. Analysts are focused on making market comparisons across products and vendors, so they need every possible detail in the pitch you send. You should never use the type of high-energy pitch designed to get through to a journalist with an analyst.
- Make sure everyone is on the same page. Clients have to know what to ask and look for before going into a briefing or inquiry. Analysts expect to be informed on very specific topics and a client may be thrown off by that. It’s up to the AR agency to prep both the analyst and client—that includes talking points, slide deck prep, and making sure everyone has the right contact information.
The end goal is to create a seamless interaction between the client and analyst. An agency that knows AR knows how to make everyone’s life easier by preparing the right way. Don’t be afraid to revisit your practices and determine where you can make improvements.