Comments on: AR-Workers: Do they need to breathe technology? http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/ Weblog maintained by Hill+Knowlton Strategies\' global Analyst Relations team. Wed, 25 May 2011 06:28:06 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Heidi Schall http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-38 Heidi Schall Tue, 03 Oct 2006 17:47:14 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-38 Duncan, I completely agree. Better sales is of course the ultimate return a company should aim to get from well executed AR. The quality of an AR programme not only depends on the knowledge and competence of the AR manager but also on the committment and support of the top management: Like every communication process I regard AR as a team effort where everyone needs to contribute their expertise at their respective level. <BR><BR>And it is true that Germans tend to be more critical in their assessment of markets and technologies. Therefore they often focus more on detail and depth than analysts (and journalists btw) might do elsewhere. The big picture is still important though. I agree absolutely that an AR manager needs a good understanding of the AR community as well as he needs to be able to put things into perspective and connect the dots on the technology landscape. In Germany it seems both, overview and detail are needed. And since culture and values differ slightly throughout Europe I see a great opportunity in local AR. Just like companies have come to understand that PR is much more successful when it is executed by local people with a local angle I think that AR also needs to be more decentralized and that companies can profit from local AR in their key markets. <BR> Duncan, I completely agree. Better sales is of course the ultimate return a company should aim to get from well executed AR. The quality of an AR programme not only depends on the knowledge and competence of the AR manager but also on the committment and support of the top management: Like every communication process I regard AR as a team effort where everyone needs to contribute their expertise at their respective level.

And it is true that Germans tend to be more critical in their assessment of markets and technologies. Therefore they often focus more on detail and depth than analysts (and journalists btw) might do elsewhere. The big picture is still important though. I agree absolutely that an AR manager needs a good understanding of the AR community as well as he needs to be able to put things into perspective and connect the dots on the technology landscape. In Germany it seems both, overview and detail are needed. And since culture and values differ slightly throughout Europe I see a great opportunity in local AR. Just like companies have come to understand that PR is much more successful when it is executed by local people with a local angle I think that AR also needs to be more decentralized and that companies can profit from local AR in their key markets.

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By: barbara french http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-37 barbara french Tue, 03 Oct 2006 02:30:07 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-37 surely it's common sense that the middle ground, as you describe it, is most appropriate for AR roles at most companies. <br> <br>erring on the more-informed extreme is better for AR people who desire future employment in the tech industry. <br> <br>the tech industry has never had much respect for people who "coordinate" for a living -- this goes far beyond analyst expectations. "coordinating" is not a job, it's a bureaucratic process left over from the 19th century.  it's a thing that technology wants to automate. surely it’s common sense that the middle ground, as you describe it, is most appropriate for AR roles at most companies.

erring on the more-informed extreme is better for AR people who desire future employment in the tech industry.

the tech industry has never had much respect for people who "coordinate" for a living — this goes far beyond analyst expectations. "coordinating" is not a job, it’s a bureaucratic process left over from the 19th century.  it’s a thing that technology wants to automate.

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By: Duncan Chapple http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-36 Duncan Chapple Fri, 29 Sep 2006 09:32:18 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-36 Thanks for this post; it's useful. <br> <br>There is a massive opportunity for AR people to be taken more seriously. There is some internal value from that (Ray Wang's article is on analystequity.com, and surveys that nicely). However, in most companies understanding technical detail isn't the best or only way to understand their research agenda. Nor is it the best way to increase the credibility of the AR manager. <br> <br>The reality is that better AR is normally held back by weak internal commitment to AR, more than it is held back by weak rapport with analysts. The AR manager needs to deliver real value to the vendor by mapping and tracking the most influential analyst community and using it to support the sales process. Only in this way will the business increase the support it gives to AR, which in turn produces more and better information to analysts. <br> <br>Heidi, I think there's also something specifically German about the idea that a person's worth is measured by their technical knowledge. It's true in the German speaking regions to an extent that it is not true elsewhere. But AR managers do need the corporate 'Weltanschauung' as well as the technical 'Gezamptkonzept'. But technical detail, in itself, is a cul-de-sac. <br> <br>Duncan. Thanks for this post; it’s useful.

There is a massive opportunity for AR people to be taken more seriously. There is some internal value from that (Ray Wang’s article is on analystequity.com, and surveys that nicely). However, in most companies understanding technical detail isn’t the best or only way to understand their research agenda. Nor is it the best way to increase the credibility of the AR manager.

The reality is that better AR is normally held back by weak internal commitment to AR, more than it is held back by weak rapport with analysts. The AR manager needs to deliver real value to the vendor by mapping and tracking the most influential analyst community and using it to support the sales process. Only in this way will the business increase the support it gives to AR, which in turn produces more and better information to analysts.

Heidi, I think there’s also something specifically German about the idea that a person’s worth is measured by their technical knowledge. It’s true in the German speaking regions to an extent that it is not true elsewhere. But AR managers do need the corporate ‘Weltanschauung’ as well as the technical ‘Gezamptkonzept’. But technical detail, in itself, is a cul-de-sac.

Duncan.

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By: james governor http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-35 james governor Tue, 26 Sep 2006 15:14:13 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-35 i actually think its esssential to engage with relevant content at some level. otherwise material is too hard to navigate. i tend to think the best approach is to associate relations people with particular executives-then they learn by osmosis and can helop foster good relations between speakers and analysts, which is of course a raison d'etre for the job i actually think its esssential to engage with relevant content at some level. otherwise material is too hard to navigate. i tend to think the best approach is to associate relations people with particular executives-then they learn by osmosis and can helop foster good relations between speakers and analysts, which is of course a raison d’etre for the job

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By: Heidi Schall http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-34 Heidi Schall Tue, 26 Sep 2006 14:13:37 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-34 @Marc: No I haven't but would love to. Please send over. @Marc: No I haven’t but would love to. Please send over.

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By: Marc Duke http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-33 Marc Duke Tue, 26 Sep 2006 13:56:19 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-33 Good piece, have you read the recent Forrester report by Ray Wang on the topic - happy to send on, but the conclusion for AR people to have credibility they need to demonstrate some level of technology understanding rather than be glorified admin bods. Good piece, have you read the recent Forrester report by Ray Wang on the topic – happy to send on, but the conclusion for AR people to have credibility they need to demonstrate some level of technology understanding rather than be glorified admin bods.

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By: ARonaut http://blogs.hillandknowlton.com/arcade/2006/09/26/ar-workers-do-they-need-to-breathe-technology/comment-page-1/#comment-32 ARonaut Tue, 26 Sep 2006 10:21:53 +0000 http://blogs2.hillandknowlton.com/arcade/4730.aspx#comment-32 You're right. Analyst tend to *** about AR people only coordinating or sending them the press releases. In my opinion, a good AR person should be able to discuss a research agenda with analysts, provide background to help them with their research. And yes, the interpersonal stuff is important too. You’re right. Analyst tend to *** about AR people only coordinating or sending them the press releases. In my opinion, a good AR person should be able to discuss a research agenda with analysts, provide background to help them with their research. And yes, the interpersonal stuff is important too.

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