Credo 1. AR should be co-operative
Over the weeks since Gartner’s Symposium we’ve been comparing some of the conclusions from our IDEAL Audits, which allow AR managers to see the...
View ArticleCredo 1.1 A case study in aggression
In following on from my first Credo, I have received independent confirmation from an analysts that there is no win from being aggressive. And...
View ArticleCredo 2: AR is the marketing of ideas to analysts
Analyst relations is a marketing activity, in more ways than one. Analyst relations is normally part of the marketing department of companies. And, if...
View ArticleCredo 3: Accept that messages grow from both the top and the bottom
Messaging develops in two ways: up from the grass-roots experience of the company, and down from the top-level idea. The third assertion in our...
View ArticleCredo 3.1 – Messages need to stress consistency between past and present
Our monthly series of ‘Credo’ posts aims to summarise some key principles for analyst relations manager. The third Credo stressed the way that messaging...
View ArticleCredo 4: Integrate statements into complete messages
Our Credo series continues with the argument that consistency should be a compulsory consideration for analyst relations. Sadly, many firms fail to integrate their...
View ArticleCredo 5: AR should put analysts’ needs before firm structure
We’re now half-way through our Credo series, which outlines the principles we seek to convince AR managers to share. Our fifth credo is the...
View ArticleCredo 6: Resources determine AR scope and tempo
Our Credo series on AR principles has to address the most challenging pressure on AR professionals: how to say no to activities with little...
View ArticleCredo 7: Different solutions need different AR approaches
Our Credo series on AR principles comes into the final stretch with our seventh belief: different analyst relations approaches are effective for different ICT...
View ArticleCredo 8: Careful timing should match influential analysts’ needs
Our Credo series on relationship management fundamentals gets on to the issue of timing this month: it’s an issue that should give some readers...
View ArticleCredo 9: Seven reasons why committment drives AR success, but needs to increase
Our credo series seems topical this month. Analysts turn over in their research areas less frequently than analyst relations professionals, even if they change...
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