Marketing and communications professionals have a symbiotic, albeit frequently loveless, relationship with the influencers they court.
 
“Working with analysts,” says a vice president of communications with a software company, “is legalized extortion.” She cringes at forking over thousands of dollars from her budget for analyst research that may slam her product – despite also having spent time and energy trying to win over the analyst covering her company.

Analysts, in turn, show disdain for the road show process. “All companies want to do is shove their latest widget down our throats for free publicity,” complains an analyst who nonetheless cares enough about those companies to want to shield his identity from them.

TMT consultant Lisa Allen, a former analyst and editorial board director, explains that the tension between marketers and influencers won’t disappear but is manageable. “Just because different people have different agendas doesn’t mean that they don’t need each other,” she says. “Marketers need as much help as they can get cutting through the clutter to get out their message, and influencers need help staying current on everything they’re supposed to know about.”

Making it work

The trick, adds Allen, is to recognize that winning influencer support is not a one-shot event. It evolves over time. Her advice:

Don’t be a stranger . . . Your goal is to help influencers do their job by positioning your firm as a trusted resource. But, they won’t trust you if they don’t know and like you. So, don’t wait for “the” big announcement or product rollout to introduce yourself or your company to your target influencers. 

. . . but don’t be a nudge. Influencers, like reporters, have more to do than stay up to speed on your company. Respect that, and make their jobs easier each time you get in touch with them. For example, if you have some new data on an issue your influencer follows, email it as an FYI. It’s a subtle, helpful way to stay on his radar.

Be a grownup. No matter how much an influencer likes you, no matter how good your story, there’s no guarantee that you’ll get the endorsement you’re after. But, in the words of a certain southern belle fighting an image problem of her own, “There’s always tomorrow.” Offer corrections of factual inaccuracies or drop a thank-you note for at least having an opportunity to present your material. But don’t whine. Chances are you’ll want to – or have to – meet with that influencer again. Don’t destroy the relationship you’ve worked to create.

Influencer success comes in stages and the art of cultivating analysts and editorial boards is an investment in the future.

Next month: How to prepare to meet with influencers