ARcade » Future of AR Weblog maintained by Hill+Knowlton Strategies\' global Analyst Relations team. Wed, 30 Nov 2011 02:40:13 +0000 en hourly 1 Is this the future of analyst relations? Tue, 28 Apr 2009 15:53:35 +0000 Ruth Busbee Digital AR. I’ve heard that term tossed around a lot in the last few months. We’re asked by our clients and colleagues what analysts are using digital communications channels, how they’re using them, and most commonly – what do I need to do, as an AR professional, to understand and utilize these channels? Good analyst relations professionals need to understand the evolving nuances of how relationships can be strengthened as more analysts engage through digital channels.

There’s no doubt that the role of AR manager is changing as social media is becoming more used by industry analysts. Jeremiah Owyang, one of Forrester’s social media analysts blogged last Friday about When Analyst Relations Get Social. He offered several ways AR professionals are changing and summed it up with “What’s the theme here? The role hasn’t changed that much in the traditional sense, but the AR professional isn’t a gatekeeper, instead they facilitate.”

I think good analyst relations managers have always facilitated and not been gatekeepers.  Social media interactions allow another touch point for AR managers and those they manage to connect with analysts on both personal and professional levels. AR managers need to understand how their spokespeople, customers and colleagues are interacting with analysts through digital channels and provide guidance and guidelines to help create or continue a productive relationship.

The basics of smart AR remain the same-inquiry and listening, engaging in dialogue around issues, prioritizing and looking for efficiencies of scale, maintaining meaningful relationships, and being smart about metrics. But now there are digital options for each, and before you dive in, the first step is to find out how your analysts-and your customers-are engaging online.

While I don’t think Digital AR will replace traditional AR – there is a need to evolve AR programs and increase understanding of this communications channel. How are you evolving?

Here at H&K, our AR team has developed a methodology and built best practices around Digital AR. Please contact me if you want to continue this discussion. You can also follow me on Twitter @ruthbusbee!

]]> 8