10 tips for PR folks

With reference to analyst relations:

1. Make an effort to understand the technology your clients develop, and the ecosystem around the company product. This is the most important tip.

2. Get one-para quotes from your clients on major industry developments so that an analyst knows the overall stance of your client on the subject. This could sometimes result in a phone briefing.

3. Get the photos of products / diagrams / senior management on something like Flickr. Make sure there is a good variety available.

4. Turn white papers into short video presentations. I would rather go through a short video describing a company’s position than download a pdf (and print it, and then read it). For now, videos might be watched by fewer. But they stick. If you want to continue with the pdf white papers you can now include Flash in pdf files. So perhaps some video content could be added inside these pdf files.
5. Keep a list of available figures/numbers handy during a briefing instead of saying I will get back to you on that one. Percentage that ‘get back on that one’ is less than 10%. Follow ups should be a priority - follow ups on questions unanswered and numbers pending.

6. Do not ask the analyst/writer if you could preview the writeup. If this thing keeps repeating, the person will give up on providing you coverage.

7. Do not talk about stuff and then say it is embargoed till Monday. Better talk on Monday instead about the announcement.

8. Always ask the analyst for an outline of discussion prior to the call. A good writeup depends on how far you add to the knowledge of the analyst. So the speaker should be well prepared.

9. During the call ask the analyst for his opinion on certain things. This keeps the conversation interesting.

10. Get some male staff on board. You seem to have an inordinate gender bias. Shame on you! Men do a great marketing job. If they invented Sales, surely they can handle Marketing!