How to Win Friends and Influence Analysts
As companies become more and more reliant on analyst relations (AR), it’s important to know how to provide the right value to these important influencers. Analysts are often the gatekeepers of information, and can make or break a company with their recommendations. Luckily, there are a few things you can do to make sure you’re contributing insights that they'll truly appreciate.
Keep them updated on your company’s latest news and developments.
There are a few different ways you can keep analysts up-to-date on your company’s latest news and developments:
Send them regular (and relevant!) press releases and announcements.
Invite them to attend company events and briefings.
Provide them with access to your subject matter experts.
Offer them exclusive insights into your company’s plans and strategies.
Make yourself available to answer their questions.
Offer them access to your executives whenever possible.
One of the best things you can do to build a strong relationship with analysts is to offer them access to your executives. This will give them the opportunity to gain firsthand knowledge about your company and its products/services, as well as hear directly from your executives about their plans and strategies. It also allows them to ask questions and get feedback directly from the source.
Of course, not everyone will be able to access your senior leadership all the time, but it’s important to make them available as much as possible. By establishing a strong relationship with analysts at the executive level, you can ensure that your company will stay top-of-mind. This, coupled with a high-quality product or service, will make analysts more likely to recommend your company favorably in the future.
Respond to their requests in a timely manner.
From time to time, analysts may reach out to you for follow-up information, inclusion in their research, or fact-checking. Responding to their requests in a timely manner is important, as it shows that you’re taking their feedback seriously and are interested in what they have to say.
If you can, try to respond to all requests within 24 hours. This will help to ensure that you’re providing them with the best possible service, and it will also make them more likely to continue working with you in the future.
Finally, don't forget--analysts are people too! Remember to thank them for their time and coverage. This shows that you appreciate their efforts, and it also helps to build a stronger relationship with them.
To learn more about building a successful AR program, or to schedule a complimentary consultation, contact us today!