Finding tech analysts, crisis comms, and more

Finding the best analyst for a client, how crisis plans can differ from sector to sector, and more

Finding the best analyst for a client, how crisis plans can differ from sector to sector, and more


I'm a tech PR person, but I've just been given some analyst-relations responsibilities. How do I find the analysts who cover my client's technologies?

There are hundreds of analyst firms to choose from, says Barbara French of Tekrati. "The first step is for you and your client to decide if the analysts are needed for product or marketing advice, or specific insights into the competitive landscape," she adds.

French recommends a paid relationship under a non-disclosure agreement. "If your client wants to engage analysts to inform them about its products, then a PR-type outreach campaign may be the way to go," she adds.

French also suggests consulting a specialized analyst directory or a media contact manager that also has some analyst listings. "Review the firms' profiles and the analysts' biographies to find the right fit," she says. "It is also helpful to look at what they've recently published and check out their blogs."

It is best to reach out to both large and small firms. "A mix of firms and analysts will give your client the best access to innovative thinking and an understanding of industry trends," French says. "Just like with the media,
you have to target the correct analysts - analysts who cover your technology - to have a successful campaign."


How can we best integrate media and web monitoring with issues management so that personnel in different regions can access and utilize critical information at all times?

Oliver Schmidt of CSC4 says that identifying potential and current issues and influencing their outcome at the earliest stage possible is crucial not only to successfully preventing business crises, but also to achieving competitive advantages. "As a result, more and more companies of all sizes are integrating sophisticated media and internet monitoring into their issues management processes," he adds.

A web-based issues management portal further enhances the company's ability to react quickly to strategically relevant changes in its business environment and allows decision makers 24-7 access to critical information.

"Experienced consultants can assist with both designing the issues management function to fit the individual company's needs and selecting the right media and internet-monitoring solution," he notes. "Once accomplished, companies can strategically align organizational goals and activities with stakeholder expectations, which will translate into a more profitable business."


We're hosting an event for our media contacts. What should we keep in mind, especially considering the audience?

Make the event unexpectedly casual, yet chic, says Jodi Wolf of Paulette Wolf Events & Entertainment. "The best way to make an impression on the 'been there, done that' crowd is to create a signature experience," she adds.

Because your guests are media members, use a form of communication, such as music or film, to convey your message. "Consider creating a custom drink or challenge the caterer or venue to create a new menu exclusively for your guests," Wolf suggests.

Consider an element of surprise, she adds, such as a celebrity performance, tickets to a hot show, or spa escape.

"Also, schedule the event with consideration for their private lives," she says. "Make it a breakfast, brunch, or lunch."

Crisis comms

Do crisis plans differ from industry to industry? For example, should a healthcare company respond differently to a crisis than a media company?

Jim Lukaszewski of The Lukaszewski Group says all successful crisis plans follow the same order of response.

"In every case, responses are generally based on pre-empting the negative event patterns we can expect and working through crisis scenarios as they apply to a specific circumstance," he adds.

The key response differences relate to the varying crisis scenarios of different industries and groups, he adds. "In just about every case, those crises that are operating in nature are more easily handled than those that are non-operational, such as terrorism; workplace violence; criminal behavior; products; people; or actions that hurt, maim, or kill."

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