Goal

To help a start-up company establish an industry category, introduce themselves to the marketplace and become a recognized leader in that space

Execution

• Developed, with the company’s internal PR department, an aggressive, proactive and consistent industry analyst relations program:
• Prepared in-depth educational materials especially for analysts to describe the unique industry category, its importance, the product and the company
• Sent out steady stream of news releases, arranged interviews between analysts and company executives, and pre-briefed analysts ahead of significant announcements
• Cultivated a continuously open dialog between market research analysts and client’s executive team, enabling the company to change and adapt to strategic input from analysts

Results

Analysts referred journalists to company spokespeople for comment, and regularly spoke about the category and how the client fit into the market. The client was involved in all major industry reports, including Yankee, Gartner Group and IDC

Keenan PR secured approval for analyst quotes to be used in the client’s press releases, which added significant credibility to the company’s corporate image and reputation

By educating the market research analysts, these key opinion leaders in turn influenced the market, the media, and ultimately the competitive reputation of the client