By: Jessica Garcia, Senior Vice President of Accounts

Our goal as PR experts is to foster media coverage that helps create legitimacy for our clients. By securing stories via earned opportunities, clients receive valuable third-party validation that they need investors or potential customers to see that their product or service is credible. This same logic can be applied to analyst firm outreach, though it is a different process with its own set of benefits.

The Role of Industry Analysts

Analysts play a vital role in highlighting emerging markets and technologies across sectors. Unlike traditional media outlets, analysts have deep and specialized market knowledge and are considered authorities on those topics. They regularly compile industry reports that are highly visible to customers and potential investors, helping to raise a business’s profile and demonstrate its value within a particular vertical.

Why Analyst Relations Matter in PR Strategy

We commonly include analyst relations within our media relations programs for clients, especially if they’re in a market with dedicated analyst experts and aren’t yet an established company name. There are several steps we take to connect companies to analysts:

How We Facilitate Analyst Connections

  1. Crafting a Strong Company Overview: We work alongside the client to develop slide decks that provide a strong overview of their company, products, and key customers. This exercise helps us narrow down the type of analyst who will be most interested in a company.
  2. Identifying the Right Analysts: We research and narrow down the analyst firms that cover a client’s industry, and from there, dive deep into the specific analysts that write reports on the niche topic. For example, this means that we could find an analyst firm that covers the healthcare industry and within that firm, we pinpoint which analysts are honed in on AI, Hospital-at-Home, or RPM wearables that would be interested in talking to our client.
  3. Outreach and Pitching: After we have a list of analysts to target, we draft and pitch an email outlining to an analyst why they should have an introductory briefing with our client to learn more about them. This includes offering high-level details about their role in the industry, notable customers, and any larger current trends they fit into.
  4. Conducting Briefings: An ideal outcome from our outreach efforts would be setting up introductory briefings with a client, which includes going through the company slide deck with multiple analysts at once. It’s an opportunity for the analyst to get to know the company, what it offers, and where they could fit into a potential report.
  5. Building Long-Term Analyst Relationships: Following the introductory meeting, our job is to keep those analysts interested in the company, whether that be scheduling mid-year or annual check-ins with the CEO to talk about what’s new and keeping them apprised of new company developments and announcements.

The Long-Term Impact of Analyst Relations

As a result of this process, we’ve had many clients included in large industry reports from top analyst firms that have resulted in new investor meetings or a slew of sales leads. One important note to make that differentiates media coverage from analyst coverage is that analyst coverage can take months to even years to come out, so it’s a long game of building relationships that will benefit the client’s company in the long run.

Headshot of Jessica Garcia, Senior Vice President of AM Public-Relations, a leading PR agency Jessica Garcia, Senior VP of Accounts

From startups to established companies, Jess has worked with future-forward brands in every regulated industry. Drawn to how these industries improve lives with transformative solutions, she thrives on helping them tell their stories and build brand awareness.

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