Analyst relations, different from dealing with reporters

From Tom Murphy’s indespensible PR summary, we learn of David Rossiter’s post on the difference between communicating with industry analysts and the press.

Journalists are interested in getting coverage. That is their raison d’etre. Good stories – and especially scoops - lead to a healthy career. Poor stories – or worse, no stories – mean the journalist loses their job. However, while media coverage is important to many IT companies can it really compare to the influence that analysts can bring to bear?

Analysts are interested in gaining market insight. It puts them in a better position to advise their clients on how to gain strategic advantage. And that’s critical.