Day: November 11, 2003

Further to the earlier discussion (more on it here, here and here) on analyst relations, it’s a topic that has been exercising the typing skills of a number of people, often with different results.

The Knowledge Capital Group, who focus on helping organizations with Analyst Relations, believe it’s “much ado about nothing”. 

Now while the more uncharitable among you (you know who you are) may think: “well they would say that wouldn’t they”, I think they’re spot on.  Market economics will drive this issue.  If analyst firms don’t behave ethically, end-users won’t purchase their research and the whole thing will collapse like a house of cards.  That is why Gartner’s objectivity won’t be affected by their recent investors. There’s too much at stake.

However, Fred Abbott over at Valley View Ventures a firm that is a “Broker of Independent Information Technology Industry Analysts & Consultants” has a somewhat different take.

If I understand it correctly, Fred thinks (PDF) that the vendor dollar does have an effect on research but that this ultimately evens out as the conflicting reports from different firms then provide polar opposites from where end-users can get more balanced coverage.

While I agree with some of Fred’s arguments, for example human nature is that objectivity is relative, I’m not sure I concur with his complete view, but as always the debate is interesting.

Jim Horton has written an opinion piece [PDF] on blogging.  The article looks at what blogging is and its implications for the marketing mix.

Elizabeth Albrycht last month posted some tips for students looking for a career in Public Relations.  Her post includes some excellent advice and is recommended reading for anyone thinking of PR as a potential life choice!

Richard Bailey who is working in PR academia linked to similar advice from a UK PR Pro Stuart Bruce, a PR guru no less.

Both provide some good insights for anyone considering a life in PR.  I’d like to add three additional points:

1) Both Elizabeth and Stuart focus on the importance of PR qualifications. However, don’t worry if your primary degree isn’t PR-specific or if you don’t have a primary degree, there are loads of post-grad courses available (full-time and part-time) that can help you learn about PR. Intelligence, an ability to think quickly and communicate effectively are the primary requirements.

2) Don’t be afraid of hard work.  PR is labor intensive.  When you start out, you’ll be on the bottom rung of the PR ladder.  However don’t despair, most PR pros have similarly been through this administration cycle and it will help prepare you for challenges ahead.  You can’t purchase or wish for experience, you have to put in the hard yards, but your preparation will ensure that you are ready to tackle any challenges that come your way in the years ahead. As Elizabeth points out, there’s very little glamor in PR, but it’s challenging, interesting and forever changing work.

3) If one skill will stand to you throughout your PR career, it’s attention to detail.  Effective PR is built upon a strong focus on the basics from grammar to logistics.  The path to a successful career is based on what one of my previous bosses described as a “safe pair of hands”. Check your work, get a colleague to check it and then check it again.

Finally, don’t forget, PR is a fantastic career.