I’ve had a fascinating discussion today with a US analyst relations manager today who led me to this case study from CARMA. Despite a cheering error (“contributions to the bottom line would help the company whether the storm.”) it raises an interesting point.
This firm aimed for better-placed media coverage, and for that coverage to be more positive. It also tracked mentions of each of the company’s divisions by each journalist: they wanted to increase the profile of the lesser known divisions.
This set us discussing: is it a step forward if a firm with multiple offers is able to get an industry analyst to write about more than one division?
I think it certainly is. If an analyst is able to place multiple offers into context, and see the value of multiple offerings, then that is major gain. For complex businesses with multiple lines of business, such as Fujitsu, HP, IBM, Phillips and Sun, this is a simple and powerful dimension to add to their measurements.