6 top tips for choosing your Analyst Relations spokesperson

One of the keys to success in Analyst Relations (AR) lies in the second part of this communications specialism – Relations.

Relations are built and nurtured between people so finding the right AR spokesperson amongst your subject matter experts and executives is particularly important. Selecting the right individual to represent your company in analyst engagements can really propel your brand reputation forward, and strengthen awareness and advocacy amongst industry analysts.

AR requires a spokesperson who can seamlessly bridge technical expertise, storytelling finesse and strategic vision. We often get asked about this at the stage of designing an AR programme so here are the top six criteria to consider when picking the perfect spokesperson for your AR programme.

11 Does seniority matter?

When it comes to establishing credibility, seniority carries weight. While having the CEO as the spokesperson is ideal, it’s not always feasible. Nonetheless, aim for a division leader or a member of the C-suite to lend authority and gravitas to your AR interactions. Their senior position within the organisation will ensure that messages are delivered with the necessary weight and confidence.

22 How important is tech expertise?

In the highly specialist and knowledgeable world of AR, tech expertise is non-negotiable. Your spokesperson must possess a thorough understanding of your company’s technology and be capable of answering detailed questions about your capabilities. Analysts are discerning individuals; hence, your spokesperson needs to match their level of expertise to earn their trust.

33Have you considered masterful storytelling?

Beyond technical prowess lies the art of storytelling. An effective spokesperson can weave a compelling narrative around your company’s journey and how your technology addresses pressing customer challenges. Through anecdotes, real-world examples, and customer feedback, they can paint a strong picture that resonates with analysts, illustrating the tangible value your company brings to customers.

4Is being an AR spokesperson a sales role?

AR is about building relationships, not making sales pitches. It’s imperative to select a spokesperson who understands the difference between the two and can provide valuable insights without being sales-y. While tempting, avoid tapping your Sales or Marketing Director as they may inadvertently shift the focus towards sales rather than fostering understanding and long-term relationship building.

5How can you use AR to reinforce your vision and roadmap?

Analysts are perennially forward-looking, anticipating the next wave of technological innovations. Your spokesperson should be adept at articulating your company’s vision for the future and outlining the roadmap that delineates how your technology will evolve to meet upcoming challenges and opportunities. Their ability to provide clarity and foresight will instil confidence in the analyst community regarding your company’s strategic direction.

66 Is considering soft skills also important?

In addition to technical acumen, seniority, and the ability to tell your company’s story and future direction, consider the spokesperson’s background and soft skills. They should exude approachability and foster genuine connections with analysts over time. Possessing industry insights beyond their immediate purview and exceptional presentation skills will further augment their efficacy as a spokesperson, enabling them to engage and captivate the analyst audience effortlessly.

In essence, the selection of the right spokesperson (or spokespeople) for Analyst Relations is a multifaceted decision that warrants meticulous consideration. This should be a long-term decision as the spokesperson should support AR efforts that are predominantly of a long-term nature.

By prioritising seniority, technical expertise, storytelling prowess, and strategic vision, you can fortify your company’s credibility, deepen relationships with analysts, and propel your organisation towards greater success in the competitive market landscape.