Analyst firms must learn from the Mzinga case study

Gianni Catalfamo, co-leader of the European Technology Practice of the Brodeur|Pleon Worldwide, has posed some important questions in his recent Mzinga case study. As one of the few nuclear engineers working in PR, Gianni’s thoughts are always worth reading. He discusses the choice of Forrester’s web strategist Jeremiah Owyang to caution clients about Mzinga, a firm about which Owyang had heard rumours and was intending to soon meet. Jeremiah acted from the best intentions, but mistakenly.

Gianni raises important concerns about whose interests are influenced by this use of blogging. It’s important for every analyst firm that allows its analysts to blog to review its policies in the light of Mzinga’s experience.

However, the lesson for AR professionals has to be that – whether or not we like it – the impact of these events will have been greater for Mzinga than for Forrester. Firms needs to be prepared for news to leak faster than ever. That means that where AR is being handled by media relations specialists, as seems to be the case at Mzinga, they understand which analysts needs to be responded to most quickly.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As the head of CCgroup's analyst relations team, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.