There is an old debate in the AR/PR industry on the implementation of AR, should it be outsourced/handed over to an agency or not? In my view the key to this lies in what sort of AR is being delivered, I see a big distinction between Communications Oriented AR (COAR) and Marketing Oriented AR (MOAR).
What is the difference between the two? COAR is by and large one way, and runs the risk of treating analysts as press/journalists i.e. information consumers/re publishers – but no dialogue please, unless the feedback is positive, while MOAR is a two-way relationship based approach that looks at the inherent value of the analyst, the capability of his/her firm compared to the current and future business strategy of the vendor/business unit.
While it looks like I am playing with TLAs or FLAs, pulling off MOAR is as hard as any attempt an organisation makes at being Marketing Oriented. But I am always up for MOAR!
Feb 2010 phew at lest this still makes sense to me, the only think I would add is that understanding the value analyst firms/analysts can bring to the business is even more important than ever, especially given the consolidation in the market since I wrote this last post.