“Four out of 5 dentists recommend Trident for their patients who chew gum.”

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Before the advent of the DVR (digital video recorder aka TiVo), many of us watched similar commercials over and over again. From chewing gum and antacid to cereal companies, it seemed like everyone relied on third parties to lend credibility to their message.

As the volume of news continues to grow, your message has a good chance of getting lost.  Third party references can become a differentiator and help you climb above the noise. In fact, it is no longer good enough to just state your case; you need evidence or references that will support your claim and help you deliver the message to a broad audience.

Analysts make it their job to understand the companies and products in their respective industries and provide unbiased analysis of each. However, if they don’t know who you are they cannot tell anyone about you or include your company in their research and analysis. Forrester Analyst Jeremiah Owyang outlines several benefits of PR for startups in his career blog. Well worth the read.

Public relations and analyst relations should not operate in silos. A fully integrated program can garner a lot of positive attention for a company, not to mention provide the perception of a well-oiled machine at work. Further, bridging the gap between AR and PR maximizes a company’s investment in its communications strategy through consistency of key messages and internal collaboration.  Analysts can provide a sounding board for new messages and help companies gain buy-in before publicly releasing a new product. Also, press today frequently want to speak with an analyst before they write about a company or product. Those that are unable to provide analyst references when asked can likely watch their share of ink go to a company who can bring the full story.

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