Part of any media strategy to your customer base nowadays has to include the access and influence of analysts – whether business or IT /technology driven and how it is possible to promote your product, services, selling arguments and strategies through them and to them.

Many PR companies see analyst relations as a bolt-on incremental revenue generating service that necessitates separate messaging and a channel of communications. Audience Relations prefers to see the analysts group as a component amongst the various members of your core audience and looks for the value of synergies amongst this group as a whole.

The ability to integrate analysts into your target audience makes the difference between replaying the same old product centric mantra and articulating a coherent issues-led strategy that’s seen as resolving your customer’s issues.