B2B PR Blog

Make the most our of your B2B PR activity.

Our ec-pr blog holds a wide variety of articles covering Communication, writing Press Releases and Editorial, preparing and making the most of Trade Events and Networking, and much, much more.

Do tell us if you’d like to have our insight on a particular subject, and don’t forget that you can pick up our free guides about event publicity or becoming an Influencer here. Please contact us if you’d like to talk about adding ec-pr to your Marketing team.


EC-PR are Finalists in the 2021 UK Agency Awards!

EC-PR are Finalists in the 2021 UK Agency Awards!

EC-PR are Finalists in the 2021 UK Agency Awards!

EC-PR is delighted to announce it has been selected as Finalists in the 2021 UK Agency Awards in the category of Best PR Campaign.

Lorraine Emmett, Managing Director of EC-PR said: “To say we are delighted is an understatement. Achieving this recognition for the second year running and after such a challenging year, means the world to us. We are committed to providing our clients with certainty of PR delivery and this has been reflected in our consistent growth over the last twelve months.”

The UK Agency Awards honour everything that makes an Agency remarkable. Including creativity, design, digital and technology; marketing, advertising, public relations and media – rewarding exceptional agencies, campaigns and talent.

The judging panel draws from leading in-house professionals in marketing, communications, advertising and digital from some of the UK’s biggest and best brands. The UK Agency Awards are one of the few awards schemes that are judged solely by in-house judges; your entry will not be viewed by any other agency.

The 2021 winners will be announced on Thursday 9 September.

Congratulations to all the Finalists!

The UK Agency Awards accolades are amongst the most prestigious in the Agency calendar. Brought to you by Don’t Panic, an award specialist events agent that deliver over 35 award schemes around the world annually, these awards are judged by leading, in-house, industry experts in marketing, communications and advertising which means they are not a popularity contest they are simply won by merit, talent and expertise.”

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What makes a good communication strategy?

What makes a good communication strategy?

What makes a good communication strategy?

Consideration of what makes a good communication strategy should follow once you have acquired a clear understanding of why your business needs a communication strategy. If any doubt remains,  our clients can attest to the remarkable impact a communication strategy has had on their business.

In essence, a good comms strategy will save you time and money whilst accelerating brand awareness and driving engagement to support lead generation and new business. The keyword being ‘good’; but what makes a good comms strategy? What elements should your strategy contain to ensure it is successful?

Read on to find out.

A good communication strategy delivers clarity

When done well, a communication strategy delivers clarity on who you are as an organisation, what you’re going to say, who you’re going to say it to, when you’re going to say it, and importantly, why you’re going to say it. It creates the opportunity for organisations to marry their vision and their ‘why’ with the challenges their customers face. This then ensures that, to their customers, they are always seen as relevant, trustworthy experts who understand the market and can solve these problems for them.

good communication strategy delivers cohesive vision

It will deliver a cohesive vision

A good communication strategy will also deliver a cohesive vision to your team and business leaders by providing a clear understanding of your business’ identity, and a thorough plan as to how, when, and why you’re going to communicate. In 13 questions executives can use to assess their own communications plans, Mason Burchette from Best Buy Metals emphasises this, saying:

“Based on your current communications plan, what do people think you do and who do they think you are? If you can’t objectively answer these questions by looking at your communications plan, then you should refine the plan until you’re able to.”

It’s important to keep in mind that a communication strategy is ultimately there to help deliver your business strategy. It should be formulated based on the objectives of the business and should evolve as the needs of the business continue to develop. Highlighting this, Niki Hall, Contentsquare, said:

“To stay on course and ensure that the energy put in will add value, executives and their teams need to continually do gut-checks to confirm that communication activities support a big-picture goal, narrative or mission.”

– Niki Hall

A good communication strategy is practical

Practicality is key to a good comms strategy – you should be able to use your strategy as a guide when creating content, engaging in PR activities, and even when communicating internally.
We have our own set of questions you should ask when assessing your communication strategy:
What are you going to say to your audience?
Why should your audience listen?
What channels should you use?
What do you need to do today?
What makes your brand unique?
Who are you going to engage with?
How will you deliver your business plan?
If you can’t answer any of those questions you need to revisit some critical areas of your strategy.

“If you had told me, at the start of this journey, that a business like ours, operating in our space, could have a USP, I would never have believed you. I would not have thought it was possible. But we do and we have, we stand out for all the right reasons. That’s remarkable.”

– Dave Kelly, managing director, 2i

Defining what made them unique was one of the key reasons our client 2i found success with their communication strategy. Finding their voice and their USP enabled them to win new business, find consistency in how they communicate, and much more.

focus and vision to create the right content

The strategy should address five essential elements

To implement a good communication strategy, you need to ensure you cover some key areas. Each of these elements informs each other and are of equal importance so you must cover each part when writing your strategy: 

1 Value proposition

Your value proposition should make clear why customers should buy from you and not your competitors. What are the benefits of buying from you, why are you here and why should your customers care?

2 Sector priorities

Establishing sector priorities enables you to identify commonalities in your target audience – areas that overlap can be brought together saving you money and resources.

3 Target personas

Bring your ideal customer to life by creating target personas – a great way to visualise who you’re selling to, understand their needs and pain points, and why they would be interested in engaging with you.

4 Positioning statements

Following on from target personas you should develop positioning statements for each ideal customer. This should be a message that defines what you are offering and how you’re different, but it needs to be communicated in a way that specifically appeals to each persona.

5 Messaging development

The final critical element of your communication strategy should be messaging development. Brand messages should be crafted for each stage of the buying cycle – awareness, interest, preference, and action.

A good communication strategy is clear, actionable, and inspiring.

To start forming your communication strategy, reach out to our specialists today. And if you found this article valuable, read our complete guide to writing a communication strategy or download the 8-step communication strategy guide here.

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder.

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Seven steps to creating a strategic PR plan

Seven steps to creating a strategic PR plan

Seven steps to creating a strategic PR plan

A strategic PR plan can help you move beyond rushed press releases and piecemeal media placements to get real results from your PR efforts.

To get started, simply follow these seven steps:

Step one: Set a benchmark for your strategic PR plan

The first step in the strategic PR planning process is to set a benchmark and review why you are where you are in terms of brand awareness and marketing performance. Start by benchmarking the strength of your brand in the marketplace with a brand audit, and ensuring you have a clear communications strategy in place.

From here, you can map out previous media coverage, take note of successful story pitches from the past, and consider the strength of existing relationships with journalists, bloggers, and other media figures.

Aside from editorial media, analyse the strength of your web content and social media to get a sense of what is working and what needs to be changed. Platforms like Google Analytics and Hootsuite can help you pinpoint content that is performing well and determine the qualities that helped it to appeal to your audience.

Step two: Define your PR goals and objectives

Setting your PR goals and objectives will be more effective with a clear idea of how previous campaigns have performed and you can decide whether you want to extend PR activity in a similar direction, or find a new approach.

Your overarching goals should be firmly aligned with a business and marketing plan — be this supporting the introduction of new products, expanding into a new area, establishing your expertise, raising brand awareness, or just boosting your bottom line.

These goals should then be distilled into specific and measurable objectives, such as increasing web traffic, getting coverage in top tier publications, or boosting your social media presence by gaining a certain number of engaged followers.

Consider tying your goals to the SMART framework – Specific, Measurable, Achievable, Realistic, and Timely.

To set measurable goals, you will need to consider how to track the results of your campaign. This might mean looking to specific metrics like the number of articles placed in top tier media publications, orders for a new product or service, mentions on social media, website traffic, or the amount of press clippings that mention your company.

PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

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Step three: Determining the target audience for ‘this’ PR campaign

Determining who the target audience is for your PR campaign is a critical decision.  With your goals and objectives in mind, consider the decision-makers that can turn the tables of fortune in your direction — the individuals, groups and communities that have the power to choose your product or service.

Examine the demographics, psychographics, and digital behaviour of your ideal buyer, and create buyer personas. The more you know about your target audience, the more you can tailor your strategy to be effective.

strategic pr plan target audience
Depending on the nature of your business, you might consider these aspects of your target audience:

1 Location

Are they city slickers or country bumpkins? Knowing where your audience resides will help you pitch stories to the right publications, and tailor online content to the right locality.

2 Media habits

Do they read specific paper publications, or prefer to digest content online? Understanding the type of media your target audience engages with will tell you which media figures are worth pitching stories to.

3 Characteristics

What interests do they share? Knowing what makes your target audience tick can help you identify what sort of messages are likely to resonate with them.

Step four: Create key compelling messaging

With a clear idea of your target audience, you can craft compelling messages to provoke thoughts, words, or deeds.

The brand voice, language, and approach of your messaging will form the backbone of your campaign and guide all the content you create — whether that’s a pitch, press release, or social media campaign.

This messaging needs to reflect what the PR campaign is trying to achieve, and it should be concise, easy to understand and memorable. The messaging should also mesh with other marketing and communications activity including advertising. 

strategic pr plan media channels

Step five: Match your message to the media channel

You need to match your message to the media channel to secure the greatest impact. Once you have your key messaging, you can determine the type of content and preferred distribution platforms.

Find the paper publications and the digital stomping grounds of your target audience, decide which ones you will use to disseminate your message, and begin to build a media list.

Your choice of channel should be based on your target audience. Bear in mind that demographics can change, with audiences across social media channels constantly in flux as the services evolve, and traditional magazines pivoting over time to attract different groups of people.

Thought leaders are respected for their depth of knowledge while Influencers are generally admired for their celebrity.

Step six: Distribute your editorial

You need to distribute your editorial to named journalists who have an interest in your subject matter.  Once you have a small number of focused channels, check the editorial calendars of your target publications — whether mainstream media or digital creators — and consider the pitching deadlines in advance to create a content schedule.

The ideal schedule will consist of content published at regular intervals throughout the year. Consistent media coverage is more beneficial than singular events, creating a steady stream of engagement that draws more leads into the top of the funnel and boosts growth.

Step seven: Measure the success of your strategic PR plan

Don’t forget to measure the success of your strategic PR plan! The final step of a PR plan is very similar to the first: reviewing your objectives and measuring the results of your efforts. Compiling analysis of media activity across different platforms into a single report will then form a clear foundation for the following phase of strategic PR.

To start forming your strategic public relations strategy, reach out to our specialists today. And if you found this article valuable, read our guide to PR Campaign Planning or download the complete guide here.  

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder. 

PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

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How to develop a B2B thought leadership strategy

How to develop a B2B thought leadership strategy

How to develop a B2B thought leadership strategy

A thought leadership strategy requires three things:

  1. A subject matter expert who is articulate, informed and engaging, and unphased by public speaking.
  2. A well-researched opinion on a relevant, challenging issue and a clear understanding of potential solutions, underpinned by evidence. All of which is captured in a single, regularly updated, central document.
  3. A multimedia marketing schedule to launch, promote and give sustained visibility to the perspective, via written, verbal and video platforms, designed to get the thought leadership in front of the target community.

What is thought leadership?

In its simplest form, thought leadership is clearly articulated and informed insight from an expert which contributes to, or advances, a debate or understanding of an issue. That insight can be delivered in any format – written or verbal – through a white paper, article, speech, film, or media interview.

Thought leadership is usually issue-led and often relates to a complex subject matter.  This means it is most often associated with B2B, technical or ethical conversations.

thought leadership strategy

What role does a thought leadership strategy play in Public Relations (PR)?

Your thought leadership strategy plays a critical role in PR. At its best, should provide insight that moves a debate forward, while positioning the expert as visionary, knowledgeable and trustworthy.  Since PR is – the proactive management of information that educates, informs and persuades to advance the interests of the business –  your thought leadership should be an integral part of your PR and marketing communication strategy.

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READ MORE: Why your business needs a communication strategy

Can anyone be a thought leader?

Yes, anyone can be a thought leader if they are equipped with the relevant knowledge, insight, and communication skillset. 

A poor communicator, however, will never become a thought leader.  A thought leader is inspirational.  If someone is not passionate about their subject or finds the limelight distressing, they are less likely to evolve into an effective thought leader – no matter how much coaching you give them. On balance, a thought leader’s subject matter passion will outweigh their fear of the limelight.

It is always worth keeping in mind that thought leadership is an accolade which is earned and awarded by peers and the addressable community – it is not a title that can be acquired lightly.

How do you identify a thought leader?

You can identify a thought leader through four crucial characteristcs:

  1. They will be subject matter experts – search for #IdeasIntoGrowth on LinkedIn posts
  2. They will be eloquent and authentic – their message is clear and easy to understand by the target community – consider Simon Sinek.
  3. They will communicate with tenacity and persistence – consider Arianna Huffington.
  4. They will share their expertise with genuine actionable insight, both freely and enthusiastically.

Examples of outstanding but very different thought leaders include Steven Bartlett the 27 year old CEO of one of the UK’s fastest growing companies, called Social Chain; Arianna Huffington an author, philanthropist, television personality and owner of the independently liberal online news magazine, ‘The Huffington Post and, of course, the teenager everyone loves to hate Greta Thunberg, the articulate environmental activist who is internationally known for challenging world leaders to take immediate action for climate change mitigation.

panel of thought leaders

‘What is the difference between a thought leader and a social media influencer?

The main difference between a thought leader and a social media influencer lies in their perceived ‘celebrity’. Thought leaders tend to be in the B2B domain where the sums of money involved, and duration of the buying cycle require careful governance and enduring relationships.  A thought leader may be paid a salary or a speaker fee, but they cannot be a thought leader without thoroughly knowing their subject matter and having an authentic message.  Thought leaders will be active on social media, but generally they need ‘long form’ engagement platforms because their subject matter requires it.

According to Influencer Marketing Hub: “Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views.” They are valued by brands, usually consumer, because they can create trends and encourage their followers to buy products they promote.

Thought leaders are respected for their depth of knowledge while Influencers are generally admired for their celebrity.

Can one insightful article be thought leadership?

Yes, but one piece of thought leadership will not make the author a thought leader.  You need more than a message – you need a strategy, you need to be consistent, and you need to ensure your message is heard – repeatedly – or you will fail to make the impact your message deserves.

What is the difference between thought leadership and content?

The main difference between thought leadership and content is its perceived independence. Thought leadership will focus on issues – why they exist, where they come from and what their impact is on the community, business, and individuals.

Well-crafted thought leadership will explore a variety of possible solutions and provide a thorough critique of the pros and cons of the different ways of addressing a problem. There may be some preferences expressed but well-practiced thought leaders will lead the audience to water and let them work out if they are thirsty or not!

Any piece of communication which focuses on a business, it’s method or solutions is unlikely to be thought leadership.  This type of content, which talks about your brand’s features, is sales.

What is the value of thought leadership to business?

The value of thought leadership to business lies in the authority and credibilty it attaches to the speaker and the company they represent. To build trust with prospective customers, you need to show them that you are an expert in helping to address their problem.  When someone is struggling with something in business, the last thing they want to hear is a sales pitch. They want a respectful arm around their shoulders and to be told their problem is not insurmountable, there are many ways to solve their problem and you can offer them insight about all those solutions, so that they can make the best choice. This is what thought leadership provides – a platform upon which you can show off the depth and range of your understanding of their pain and how to remove it.  Thought leadership is about building trust.

What are the nine benefits of a thought leadership strategy?

There are many benefits to an effective thought leadership strategy.  Blaire Nicole writes on SocialMediaToday that there are five key benefits to thought leadership, but we think the list is more extensive, including:

1 Heightened competitive advantage

A clear position on a relevant critical issue that your community is wrestling with makes you stand out. This makes you worth engaging with to discover what you know as part of their due diligence.

2 Enhanced desire for business partnership

The fact that you have a clear view on ‘all possible’ solutions and their strengths and weaknesses, will make you a critical partner who can help them make the best decision for them.

3 Increased trust amongst your stakeholders

Sharing your expertise in an objective and informed way, underpinned by evidence, will increase your trust quotient. In B2B, your trust quotient is a critical factor in decision making and is made up of how you are perceived in terms of credibility, reliability, and assurance.

4 Greater brand awareness

The process of driving visibility for your spokesperson and the platforms they will deliver their talks and presentations from will give your brand heightened visibility.

5 Improved audience engagement

If you have selected the right issue and maintained stoic objectivity, thought leadership is the most effective way of filling your sales funnel – it is the air of independence which is so compelling.

6 Purpose-led content

‘Content’ and ‘purpose’: two buzzwords of our time which have all but lost their meaning – which is somewhat ironic. Thought leadership gives direction and meaning to your earned (editorial) and owned (web and blogs) media. You can use the structure of the thought leadership debate as inspiration to guide and inform all your marketing communications.

7 Higher perceived value

A business on a mission with clarity of purpose and the insight and evidence to back it up, has more perceived value than a business simply selling nuts and bolts.

8 Morale/loyalty

Customers, business partners, advisors and employees will experience the ‘feel good’ halo effect of having a recognised thought leader in their midst.

9 Brand differentiation

The impact of #1-8 in a crowded market – you do the maths! 🙌😁

Why does your company need a thought leadership strategy?

Your company needs a thought leadership strategy if it aspires to having a competitive advantage and is looking to release the potential of their brand. There are few companies that would admit they wouldn’t want to have access to all the benefits described above.  Anything worth having requires work, commitment, and an objective-led plan.  Having a plan is the optimum way of ensuring you achieve your goal.  If you do not have a strategy to become a thought leader, it is unlikely that you will ever achieve that status.

What are the five pillars of a thought leadership strategy?

The five pillars of a thought leadership strategy which you need to consider to ensure it is focused and  relevant are:

  1. Who are you speaking to? You should be able to visualise the typical member of the audience.
  2. What problem of theirs you can solve? This needs to be something that they are unable to solve on their own, they will be looking for possible solutions.
  3. What options are available to your target audience? Demonstrate a respectful and honest understanding of the pros and cons of those solutions.
  4. Where does your audience go for their information? You will need to tailor your thought leadership to these channels to access and engage your audience.
  5. Who has the expertise, charisma, and desire to be a thought leader in the target community?

What are thought leadership activities?

You need to create a waterfall of thought leadership activities which deliver, reinforce, and clarify your thought leader’s position and provide in-person opportunities for the target audience to engage, question and experience.  These will include:

  1. Whitepapers
  2. Roundtables
  3. Speaker platforms
  4. Webinars
  5. Editorial articles
  6. Guest blogs
  7. Media event/Q&A
  8. Podcasts

How do you measure the success of a thought leadership strategy?

1 Share of voice in target media

Calculate how often your opinion is mentioned in target media compared with your top three or four competitors.

2 Track the data

Is the white paper being downloaded? Are people signing up to listen to and engage with your thought leader? What are the trends? Use feedback to enable your thought leader to update, refine and even refocus the core message.

3 Engagement amongst target groups

Track social reach and engagement through LinkedIn.

4 No longer the warm-up act

Your thought leader is the key attraction at an event. They are invited to talk and referenced in promotional material as the reason to attend. You no longer pay for the opportunity to present to the audience – your thought leader is the reason the audience is present.

Thinking seriously about a thought leadership strategy for your B2B business?

To start forming your thought leadership strategy, reach out to our specialists today. And if you’ve found this article valuable, and you want to learn more about thought leadership, download our PR guide for business leaders “How to Become a Thought Leader”; read how EC-PR helped position Socura executives as thought leaders in the cybersecurity market; and print out this infographic: “10 Principles for a Successful B2B Thought Leadership Strategy”.

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder.

 

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How to become a thought leader

Thought Leadership in STEM industries is essential as a way of driving innovation, producing exciting solutions and sharing new ideas...

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How Can Analyst Relations Help My Brand?

How Can Analyst Relations Help My Brand?

How Can Analyst Relations Help My Brand?

Whilst there are more obvious marketing and PR processes to help build your brand and raise brand awareness, third party relationship building shouldn’t be overlooked. Building relationships with influencers in your industry can be a powerful way to boost your brand awareness.

An example of this is often seen in the B2B tech industry with analyst relations – a specialist field that involves building relationships with industry analysts.

Can analyst relations help your brand?

Whilst your brand does incorporate the visual elements of your business such as logos and colours, the most important aspect of your brand is how you are perceived by your target audience. This includes aspects such as your reputation, how trustworthy you are, and if you provide quality products or services.

Although difficult to measure, these elements of your brand should not be neglected. Building this area of your brand can be done in multiple ways – with, for example, a thought leadership strategy.

 

“Every brand, regardless of industry, wants to be perceived as a credible player, and influencers are one of the best ways to build credibility. When an unaffiliated expert speaks positively about your brand, significant credibility is attained that is difficult to achieve in almost any other way.”

Michael A. Olguin – The Power of Third-Party Influencers.

Another way to build credibility with your audience would be through independent experts. This is often seen in the B2B tech industry with analyst relations.

Raising awareness of your company amongst an influential group of people such as industry analysts to help them understand what your product is and what issues it can solve will ultimately, when well executed, lead to wider brand awareness and greater credibility.

pink car for a blog about driving brand awareness through analyst engagement
Drive analyst endorsement

 Once your chosen analysts understand your brand and buy into it, they may become an advocate, publicly endorsing your brand and ultimately boosting brand awareness amongst potential customers.

This can be via favourable messaging in analyst reports, in their blogs, presentations, social media posts, or interviews with the media.

Using third party endorsement to raise brand awareness or reputation in this way isn’t a new approach – from the 1860s to the late 1960s, Cadbury and Rowntree did not explicitly associate their brands with any fair-trade certification label or their philanthropic work. Instead, publicity about these companies and their entrepreneurs made indirect associations with Quaker principles such as quality, purity, peace and ending slavery.

This ultimately increased brand recognition and the named companies being associated with fairness, quality, and good work. Cadburys and Rowntree remain two of the most trusted brands to this day.

And trust is what building your brand all comes down to; trusted companies are profitable, sustainable companies.

Fostering buy-in and endorsement on the part of the analyst community through a well-executed Analyst Relations (AR) programme will ultimately help win the trust of your target audience.

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READ MORE: Why your business needs a communication strategy

Adding Analyst Relations to Your Toolbox

It’s never wise to put all your eggs in one basket. Having a variety of growth techniques will help you build the brand from several fronts at once, even through market fluctuations and other changes.

To start forming your analyst relations strategy, reach out to our specialists today.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download The Definitive Guide to Analyst Relations and how to ensure its success

READ this post: How Analyst Relations Helps Your Business Thrive

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The Definitive Guide To Analyst Relations cover

The Definitive Guide to Analyst Relations

and how to ensure its success

The Dos and Don'ts of Analyst Relations to help build credibility with industry influencers.

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AR: Tips For Growing Successful Relationships

AR: Tips For Growing Successful Relationships

AR: Tips For Growing Successful Relationships

Professionals working within any communications field will know how to nurture successful relationships – as will any CEO or executive, for that matter. So, what makes Analyst Relations (AR) different when it comes to growing successful relationships with industry analysts?

Well, for the most part, it pays just to be professional, friendly, and prompt – just like you would with any business communications. But there are a couple of other things you need to know when it comes to getting the absolute best results from your AR programme by building good relationships.

Here are a few tips.

Listen and learn

The foundation for any good relationship is to listen first, then talk. This is something to keep in mind in all areas of business but is particularly important if you want to learn how to build successful long-term relationships with analysts. You need to really listen to what they are saying, what they are interested in seeing more of, and their perceptions.

A great way to gain a better understanding of the analysts you want to work with is an analyst audit. An analyst audit is an in-depth look into industry analysts’ perceptions of your brand and your industry. Understanding the views, opinions and perceptions of your key analysts will enable you to better engage with them and demonstrate you have truly taken the time to listen.

pink tech woman thinking
Take care with materials

When you are collecting information to send to an analyst, or prepping for a meeting or presentation, special attention should be dedicated to the quality of materials and slides.

Analysts really dislike overly promotional/’salesy’ information and want to know what your technology does and which problems it solves. An existing company brochure or sales presentation are very unlikely to satisfy the needs of an analyst looing to dig deep into your organisation.

Provide white-glove treatment

White glove treatment is almost the norm when it comes to analysts. In the tech world, analysts are top tier influencers so ensure all communications with analysts are handled with extreme care.

One of the most important aspects of white-glove treatment is excellent communication – ensure every interaction you have with an analyst is meaningful, insightful, and convenient for them.

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READ MORE: Why your business needs a communication strategy

Make a plan

It’s wise to have a plan beforehand on how you will approach analysts and have a way to record your communications – this will go a long way towards building a relationship that is fruitful for both sides.

An AR programme will help you decide which analysts you will reach out to, how you will reach them, record your objectives, and keep track of your progress. Being organised in this way and being able to quickly recall when you last spoke to someone, and what you spoke about enables you to develop a personal and unique relationship with each analyst.

Follow their work dynamic

Finally, it is important to align with an analysts’ focus area and working patterns. For example, an analyst will usually ask lots of questions during or after a presentation so ensure any meetings are arranged with plenty of time for in-depth discussions.

Most analysts also prefer to receive any presentation or other materials in advance so ensure these are sent well ahead of a presentation and not the same morning.

Also, analysts are based all over the world so keep in mind their location/time zone/public holidays when you are trying to arrange meetings or presentations. Working to their time will be extremely well received!

Adding Analyst Relations to Your Toolbox

It’s never wise to put all your eggs in one basket. Having a variety of growth techniques will help you build the brand from several fronts at once, even through market fluctuations and other changes.

To start forming your analyst relations strategy, reach out to our specialists today.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download The Definitive Guide to Analyst Relations and how to ensure its success

READ this post: How Analyst Relations Helps Your Business Thrive

look at this Infographic: How to interview like a pro

The Definitive Guide To Analyst Relations cover

The Definitive Guide to Analyst Relations

and how to ensure its success

The Dos and Don'ts of Analyst Relations to help build credibility with industry influencers.

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EC-PR Packages - B2B PR Pricing Guide - front cover

How much does PR cost?

Our transparent guide to B2B PR pricing for tech brands.

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