Media and Analyst Relations
Including press releases, full press kits, press/analyst updates and more
 Communication that makes it easier for reporters, columnists, editors and analysts to give you the coverage you want and build ongoing relationships in influencer communities. This includes press releases, ongoing bulletins, full press kits, spokesperson guides and tools, and more.
Industry media and analysts are often a key influence in technology buying decisions. A typical technology buyer has a wide range of responsibilities, and many depend on trusted publications, analysts and blogs to form at least an initial opinion about a company, technology, product or service.
Successful media and analyst relations are key to indirectly building awareness and a positive impression of your company and it's products, which means it is important to have an organized, well-researched campaign of news releases, media/analyst contact points, and so on in order to create the greatest possible impact with the resources you have available.
Some of the types of documents that fall into this category include:
- Press releases
- Full press kits
- Online press/analyst resources
- Journal articles
- Periodic analyst communiques
- Background documents (bios, Q&As, etc.)
Writing for Media vs Analysts
Writing for media and analysts can be quite similar, and often both groups will receive the same communication. In many cases this is fine, but there are some exceptions. Identifying them starts with understanding the differences between the two audiences.
As a general rule, trade journalists will try to simplify things for casual readers to some extent, and will also emphasize the aspects of a story which they feel readers will find more interesting. They create narratives which will show conflict, drama, innovativeness, trend shifts and excitement. Often they may have an editorial bias or agenda which should be understood in advance.
Analysts share these characteristics to a lesser degree, but they tend to be more concerned with understanding the effect of a news event on their bigger picture, incorporating it into their understanding of current trends and patterns. By understanding the analyst's world-view of an industry or technology, it is more feasible to communicate your news in ways that help them evolve that view.
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