Analyst relations
Encyclopedia
Analyst Relations is a corporate communications
and marketing
activity in which corporations communicate with ICT industry analyst
s (also known as research analysts) who work for independent research and consulting firms.
Large corporations supplying technology hardware
, software, networking
, and IT Services usually have an Analyst Relations person or team (sometimes called industry relations). Their remit is to brief industry analysts about their company's strategy, products and services; help them with research requests; and generally try to persuade these influential third parties to represent them in the best possible light (to end user purchasers of IT products).
Analyst Relations often reports into the corporate communications function, although it can also report to marketing
, investor relations
, sales, or a number of other groups.
In June 2006, the Institute of Industry Analyst Relations was formed as a non-profit community of practice for Analyst Relations professionals.
Many ICT such as IBM
, Oracle
, SAP
, BT
, Tech Mahindra
, Qualcomm
and Ericsson
have analyst relations teams and/or officers who report into either corporate communications, corporate marketing and more rarely to the board or the head of sales.
It is important to note that in most cases Investor Relations is a separate department, though often also reporting to Corporate Communications, set up to handle relations with Financial Analysts as there are very specific rules pertaining to the disclosure of financial information.
Corporate communications
Corporate communication is the message issued by a corporate organization, body, or institute to its publics. "Publics" can be both internal Corporate communication is the message issued by a corporate organization, body, or institute to its publics. "Publics" can be both internal Corporate...
and marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
activity in which corporations communicate with ICT industry analyst
Industry analyst
An industry analyst performs primary and secondary market research within an industry such as information technology, consulting or insurance. Analysts assess sector trends, create segment taxonomies, size markets, prepare forecasts, and develop industry models...
s (also known as research analysts) who work for independent research and consulting firms.
Large corporations supplying technology hardware
Hardware
Hardware is a general term for equipment such as keys, locks, hinges, latches, handles, wire, chains, plumbing supplies, tools, utensils, cutlery and machine parts. Household hardware is typically sold in hardware stores....
, software, networking
Computer network
A computer network, often simply referred to as a network, is a collection of hardware components and computers interconnected by communication channels that allow sharing of resources and information....
, and IT Services usually have an Analyst Relations person or team (sometimes called industry relations). Their remit is to brief industry analysts about their company's strategy, products and services; help them with research requests; and generally try to persuade these influential third parties to represent them in the best possible light (to end user purchasers of IT products).
Analyst Relations often reports into the corporate communications function, although it can also report to marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, investor relations
Investor relations
Investor Relations is a strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a...
, sales, or a number of other groups.
In June 2006, the Institute of Industry Analyst Relations was formed as a non-profit community of practice for Analyst Relations professionals.
Many ICT such as IBM
IBM
International Business Machines Corporation or IBM is an American multinational technology and consulting corporation headquartered in Armonk, New York, United States. IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting services in areas...
, Oracle
Oracle Corporation
Oracle Corporation is an American multinational computer technology corporation that specializes in developing and marketing hardware systems and enterprise software products – particularly database management systems...
, SAP
SAP AG
SAP AG is a German software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden-Württemberg, with regional offices around the world, SAP is the market leader in enterprise application software...
, BT
BT Group
BT Group plc is a global telecommunications services company headquartered in London, United Kingdom. It is one of the largest telecommunications services companies in the world and has operations in more than 170 countries. Through its BT Global Services division it is a major supplier of...
, Tech Mahindra
Tech Mahindra
Tech Mahindra Limited is a provider of information technology , networking technology solutions and business process outsourcing services to the global telecommunications industry. Headquartered at Pune, India...
, Qualcomm
Qualcomm
Qualcomm is an American global telecommunication corporation that designs, manufactures and markets digital wireless telecommunications products and services based on its code division multiple access technology and other technologies. Headquartered in San Diego, CA, USA...
and Ericsson
Ericsson
Ericsson , one of Sweden's largest companies, is a provider of telecommunication and data communication systems, and related services, covering a range of technologies, including especially mobile networks...
have analyst relations teams and/or officers who report into either corporate communications, corporate marketing and more rarely to the board or the head of sales.
It is important to note that in most cases Investor Relations is a separate department, though often also reporting to Corporate Communications, set up to handle relations with Financial Analysts as there are very specific rules pertaining to the disclosure of financial information.
Further reading
- Influencing the Influencers, William S Hopkins, Stephen England, Christopher Wilder, Knowledge Capital Group, 7 October 2006, ISBN 978-0978964306
- Getting Results from your Analyst Relations Strategies, Louis Columbus, iUniverse, 19 November 2004, ISBN 978-0595334629
- Industry Analyst Relations - An Extension to PR, Ralf Leinemann, Duncan Chapple, Folrose Ltd, 9 September 2008, ISBN 978-0906378038