Useful statistics for making the case for AR

At Gartner’s AR Forum in Orlando last week, guest speaker Joshua Reynolds from Hill & Knowlton gave a presentation about social media trends and analyst relations, and provided some up to date statistics on how AR impacts sales. For those AR managers who didn’t make it to Orlando, Gartner just posted Josh’s presentation at its AR Community page today. Do take a look at Josh’s presentation and take note of the survey of tech buyers and how they use analysts. AR managers will be able to use these statistics with their internal audiences to make the case for analyst relations.  http://www.gartner.com/technology/about/ar_community.jsp

Best practices for managing the Forrester Wave

Last week IIAR hosted a call with AR professionals about sharing best practices for managing the Forrester Wave. IIAR last month published a paper about the Wave, which outlined common best practices in dealing with this high profile research report. Forrester is also in the middle of reviewing changes to the methodology, although it has signaled it doesn’t expect major changes this go around. Curious to get other AR managers’ thoughts on the Wave.  What has been your experience, and do you have any best practices you want to share?

IIAR Launches Certification for Analyst Relations Managers

Have you ever been embarrassed by a fellow AR manager? Some clueless person who purports to represent our profession and has not the slightest idea about the difference between an inquiry and a briefing? Or thinks the more you pay an analyst, the better the coverage will be?

Not much you can do about it, as anyone can hang out a shingle and call themselves an analyst relations manager. But at least those of us who take our profession seriously can push for high standards and look for ways to separate the amateurs from the pros.

The basic certification test that IIAR is launching today (read the official press release) will hopefully enjoy widespread adoption and become a way for hiring managers to differentiate between the poseurs and the pros. The IIAR is also looking at advanced certification requirements and will roll that out at a later date.

It’s the first time we are trying to answer the question, “What are the basics that an AR manager should know?”  The exam covers topics such as citation policies, market share methodology, analyst etiquette, and event best practices. Regional knowledge, business model basics, and pricing and licensing fundamentals are also in there.

Not sure if you’re ready? Sample questions and a quiz are available here.

Candidates interested in taking the exam should make arrangements by contacting me directly at peggy.oneill@analystrelations.org as passwords are distributed individually.

What do you think? Is certification helpful in promoting higher standards in our profession? Should it be mandatory instead of voluntary?

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