A positive report from an analyst – whether financial or industry - is undeniably one of the best ways to underpin a company’s business strategy or product. There is nothing more gratifying than for a leading expert to give a glowing independent assessment that supports and reinforces the corporate message.

In a survey carried out by Hotwire of the leading UK technology trade press, a growing level of cynicism was apparent. The fallout from this will undoubtedly change the way in which companies and their PR departments and agencies approach analyst relations and will lead to a new level of tact and strategy.