TIitleAlteration: Analysis Relations and the Viewpoint from the Press Box
Hey there, I'm Reyne Quackenbush, the head of analyst relations at Thoughtworks. Besides being a tech industry insider, I'm also a die-hard fan of college football, especially SEC football. My team, the South Carolina Gamecocks, may not have made it to the College Football Playoff this year, but watching the postseason always reminds me of something...
The Parallel Universe of Sportscasters and AR Professionals
To the uninitiated, the world of industry analyst relations (AR) can seem like a complex, abstract realm filled with jargon and intricate methodologies. But imagine a packed football stadium—the energy is palpable, the crowds are cheering, and every play is a potential game-changer. Up in the press box, you'll find a team of sportscasters and analysts, observing the action, dissecting it for the spectators in the stands or those tuning in from home.
Now, imagine that stadium is our fiercely competitive market, filled with buyers, investors, and competitors. Your company (you know, the tech juggernaut) is the team on the field, fighting to win the hearts and minds of the crowd. But, unlike sportscasters, the spectators can't fully comprehend your strategy without someone to provide context. That's where analyst relations comes in; they're the behind-the-scenes coaching staff, working to ensure the sportscasters—the industry analysts—have a captivating story to share with the audience.
The Analysts as Scouts
The job of an AR pro is similar to that of a football scout. By building relationships with the industry’s movers and shakers—the analysts—we can arm them with complete, accurate, and compelling insights about our company and its offerings. This way, when they communicate their findings to the masses, the audience gains a clearer understanding of our company's unique strengths and the value we bring to the table.
The Training Room Sessions
Just like how football scouts spend time evaluating new talent, AR professionals spend time educating analysts about our company's strategy, products, and unique value proposition. Before game day—or, in this case, before the analysts release their reports or talk shops—we invite them to our virtual training rooms for insights and demos of what we're up to. This way, they can make well-informed and genuine endorsements, fostering confidence among buyers and influencers.
The Firm Handle on Analyst Influence
When industry analysts speak up positively about your company, the impact can be significant. These endorsements can sway buyer behavior, attract attention from market leaders, and even entice investors. By leveraging the power of analyst relations, we can raise our company's profile and distinguish ourselves from the competition.
The Game of Collaboration
Navigating the AR world requires genuine teamwork, strategy, and adaptability. In this game, we play both field and press box, ensuring that analysts have the context they need to accurately represent our company. We collaborate with them to create compelling narratives that truly resonate with our target audience.
In short, AR represents the Scouting Department of Business: It helps identify key analysts, build relationships, develop strategic plans, and provide real-time insights to inform better business decisions. By doing so, we can ensure our company excels in the competitive world of technology and emerges as a leader in our respective market.
Assuming you're in a leadership position in PR, media strategy, creative or advertising agencies, and you're interested in networking and sharing insights with other industry professionals, then yes! Our Website Communications Council is designed for executives in successful PR and ad agencies. Just fill out an application and, if accepted, you'll join an exclusive community of like-minded professionals who are committed to raising the bar in the world of PR and marketing.
- Reyne Quackenbush, the head of analyst relations at Thoughtworks, compares the role of AR professionals to sportscasters, highlighting how they both provide context and share captivating stories to a large audience.
- In the world of AR, analysts are seen as scouts, and AR professionals work to build relationships with them to ensure they have accurate and compelling insights about the company, similar to how football scouts evaluate new talent.
- To effectively communicate their company's unique strengths and value proposition to analysts, AR professionals conduct training room sessions, innovating their approach by using demos and insights to help analysts make well-informed and genuine endorsements.
