Editing Analyst relations

{{Use dmy dates|date=June 2019}}
'''Analyst relations''' is a [[corporate strategy]], [[corporate communications]] and [[marketing]] activity<ref>{{Cite web|url=http://www.gartner.com/technology/about/analyst-relations.jsp|title = Analyst Relations}}</ref> in which corporations communicate with [[Information and communications technology|ICT]] [[industry analyst]]s (also known as research analysts) who work for independent research and consulting firms such as the [[Big Four accounting firms]].<ref>{{cite web|url=http://in2.holmesreport.com/2014/05/is-analyst-relations-headed-for-disruption/ |title=Are Tech Analyst Firms Headed for Disruption? - In2 |accessdate=2014-08-04 |url-status=dead |archiveurl=https://web.archive.org/web/20140808053126/http://in2.holmesreport.com/2014/05/is-analyst-relations-headed-for-disruption/ |archivedate=2014-08-08 }}</ref><ref>{{Cite web|url=http://www.infrics.com/2011/06/evaluating-research-companies-gartner.html|title = Evaluating research companies: Gartner, Forrester, and IDC}}</ref>

Analyst advice is often used by [[Fortune 1000]] companies and others to determine the best option for major investment in ICT - especially where the deal is complex, changing, costly or critical. Top industry analysts have the power to make or break deals, thanks to their deep-rooted, subscription-based relationships with end-user technology buyers. Some analysts also focus on helping ICT firms to write [[request for proposal]] documents. Therefore, the strategy behind an effective Analyst Relations program is known as "influencing the influencers", a phrase coined by [[Omnicom Group]]'s Brodeur agency in 2002. <ref>{{Cite web|url=https://www.slideshare.net/dchapple/influencing-the-influencers-89581092|title=Influencing the Influencers|date=4 March 2018}}</ref>

== Types and history ==
Large corporations supplying technology ([[computer hardware|hardware]], [[software]], [[computer network|networking]], and [[IT Services]]) usually have an Analyst Relations person or team (sometimes called industry relations). Corporate analyst relations functions are also found in the [[automotive]], [[aerospace]] and [[telecommunications]] industries. In addition to in-house AR employees, there are a number of agencies offering specialized analyst relations support.

In 2004, Efrem Mallach listed four types of industry analysts: 
*'''Scheduled'''. Market share forecasters follow set annual cycles.
*'''Planned'''. These analysts plan research agendas several months in advance.
*'''Event-driven'''. These analysts respond to current developments. 
*'''Client-driven'''. These analysts, and also consultants and advisors in the same firms, apply existing knowledge to specific inquiries submitted by clients. <ref>{{Cite book |last=Litke |first=Sven |date=2018 |title=Influencer Relations |publisher=Folrose |page=94 |isbn=978-0-906378-08-3}}</ref>

The remit of an AR team is to ensure that industry analysts are briefed on a regular basis about their company's strategy, products, services and solutions, as well as their ability to execute in terms of global scale and go-to-market capabilities. In addition, ARs respond to research requests, and generally try to persuade these influential third parties to represent their organization in the best possible light.{{fact|date=June 2019}}

Analyst Relations teams often report into a [[corporate communication]]s function, although they can also report to [[marketing]], [[investor relations]], [[sales]], or even directly to the [[CEO]].{{fact|date=June 2019}}

In June 2006, the Institute of Industry Analyst Relations was formed as a non-profit community of practice for Analyst Relations professionals and its members are both in-house and agency side AR professionals. Membership is closed to industry analysts.<ref>{{Cite web|url=http://analystrelations.org/2006/04/06/ar-leaders-to-launch-professional-institute/|title = The IIAR> Institute of Influencer & Analyst Relations / AR leaders to launch professional institute|date = 6 April 2006}}</ref>

==See also==
* [[Industry analyst]]
* [[Market research]]

==References==
{{reflist}}

== Further reading ==
* [https://www.amazon.com/dp/0906378087 Influencer Relations: Insights in Analyst Value (2nd ed)], Duncan Chapple, Sven Litke, Kea Company 2018 {{ISBN|978-0906378083}}
* [https://www.amazon.com/dp/0906378044 Win Them Over: A Survival Guide for Corporate Analyst Relations/Consultant Relations Programs (3rd ed.)], Efrem Mallach, Folrose, 2013, {{ISBN|978-0906378045}}
* [https://web.archive.org/web/20120509154749/http://www.theyorkgroup.com/resources/SIPR-Analyst-Relations-Guide.pdf SIPR Analyst Relations guide]
* [https://www.amazon.com/dp/0978964306 Influencing the Influencers, William S Hopkins, Stephen England, Christopher Wilder], Knowledge Capital Group, 7 October 2006, {{ISBN|978-0-9789643-0-6}}
* [https://www.amazon.com/dp/0595334628 Getting Results from your Analyst Relations Strategies, Louis Columbus], iUniverse, 19 November 2004, {{ISBN|978-0-595-33462-9}}
* [https://www.amazon.co.uk/dp/0906378036 Industry Analyst Relations - An Extension to PR, Ralf Leinemann, Duncan Chapple], Folrose Ltd, 9 September 2008, {{ISBN|978-0-906378-03-8}}
* [https://www.amazon.com/dp/0985460709 Up and to the RIGHT: Strategy and Tactics of Analyst Influence: A complete guide to analyst influence, Richard Stiennon], IT-Harvest Press, 1 May 2012, {{ISBN|978-0985460709}}

==External links==
*[http://www.analystrelations.org Institute of Industry Analyst Relations], professionals association founded in 2006

[[Category:Public relations]]
[[Category:Business terms]]