Interested in certification as an analyst relations professional? Looking for an analyst relations training course with benefits, such as a certificate of completion? If so, you have several choices for obtaining credentials. Here’s how four AR cert programs stack up, including who offers them, who can take them, what the programs cover, and how much they cost. Plus, some closing thoughts on ROI and funding.
Certification v. certificate of completion
Analyst relations professionals can obtain two types of credentials. It’s important to understand the difference between a certification and a certificate of completion.
Accreditation as a certified Analyst Relations professional: Certification is intended to provide proof of an individual’s overall AR practitioner knowledge. Currently, it requires passing a written test. This designation is the AR equivalent of PRSA’s Accredited in Public Relations (APR) and IABC’s Accredited Business Communicator (ABC) credentials.
Certificate of completion: A certificate of completion provides documented proof that an individual successfully completed a professional development training course in AR. Currently, it does not require passing a written test. This is the AR equivalent of a certificate of completion for a class at a vocational school or college.
The providers: who offers AR certification, training certificates
One professional association and three AR consulting companies offer AR certs:
- Institute for Industry Analyst Relations (IIAR) offers a test to become a Certified Analyst Relations Professional
- Knowledge Capital Group (KCG) offers training with an optional a test to become a Certified Industry Analyst Relations Professional
- Lighthouse AR offers a Certificate of Completion for each of 4 training courses
- SageCircle offers a Certificate of Completion for each of 5 training courses
The IIAR is the only cert provider that does not require candidates to purchase a training course. Instead, the IIAR tests on knowledge they say is best gained on the job and by staying current with the worldwide industry analyst business.
Another difference with the IIAR is that its certification test reflects input from the other 3 cert providers as well as from experienced practitioner members. One consultancy – KCG – provided its entire certification test to the IIAR as raw input.
Training is mandatory for certs from each of the three AR consultancies – KCG, Lighthouse AR and SageCircle. These programs emphasize professional development first; certs are an important yet secondary aspect of their programs. The certification test is an option with KCG. Participants can take the KCG course without completing the certification test.
Attendees will encounter differences in the proprietary courses taught by KCG, Lighthouse AR and SageCircle. Differences can include AR terminology and some of the advocated best practices, tactics and program measurements.
1. Comparing AR Cert Programs at a Glance
| IIAR | KCG | Lighthouse AR | SageCircle | |
| Features | ||||
| Certification as AR Professional | Yes | Yes | No | No |
| Certificate of Completion | No | No | Yes | Yes |
| Certs Offered | 1 lifetime professional certification | 1 lifetime professional certification | Certificates of completion in 4 courses |
Certificates of completion in 5 courses |
| Suggested experience level | 2-3 years FT or 3-4 years PT |
None needed; runs from intro to advanced level |
Intro, intermediate & master courses |
None needed; starts at intro level |
| Written Test | Required | Required | No | No |
| Training | No | Required | Required | Required |
| Languages Available | English | English | English, German | English |
| Printed Cert | Yes | Yes | Yes | Yes |
| Cost Per Person | Free to IIAR members; Others: £100 |
$1,200; group discount | $1,250 per course; group discount | $495 – $995 per course; group discount |
| Study Materials Included | No | Presentations, workbook, copy of KCG’s book “Influencing the Influencers” |
Presentations, workbook, copy of Efrem Mallach’s book “Win Them Over” | Presentations, workbook, online library |
| Add’l Items Bundled in Price | 1 re-test, if needed | Private inhouse training | Private inhouse training; 1-year IIAR membership; Framed large-format certificate of completion | Private inhouse training; Framed certificate of completion |
2. Comparing the Topical Focus of AR Cert Programs
| Cert Programs | Topics |
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3. Comparing Options in Testing & Training
| IIAR | KCG | Lighthouse AR | SageCircle | |
| Cert Testing | ||||
| Length of Written Test | 120 questions | 52 questions | – | – |
| Test Format | Online, timed | Pre-printed, take home, unlimited completion time | – | – |
| Test Pass Rate | 70% | 90% | – | – |
| Re-test Option | Yes | Yes | – | – |
| Cert Training | ||||
| Training Venue | – | In person, live webcast or online | In person or live webcast |
In person or live webcast |
| Duration of Each Course | – | 1 day (8 hours) | 5 hours | 5 – 8 hours |
4. Comparing AR Cert Program Activity
| IIAR | KCG | Lighthouse AR | SageCircle | |
| Cert Program Started | Oct 2009 | 2004 | 2006 | 2008 |
| Content Refreshed | As needed or Annually | Continuously | Annually | Quarterly |
| Total No. of Certs Issued | Very few | 500+ | 40 – 50 | Declined to comment |
Bottomline: What’s the ROI?
None of the providers offers ROI analysis or compelling case studies justifying investments in AR certs. Aside from the IIAR, the providers said that the real value is in the experience of their training courses, rather than in obtaining the actual cert.
In addition, awareness of these certs is very low outside of AR circles. None of the four providers is promoting their certs directly to vendor management or to the high tech marketing industry at large. As a result, making the case to management for the time and money required falls squarely on the AR practitioner.
So what is the value of getting a certificate or being certified as an Analyst Relations professional? The four providers say the value lies in:
- Increasing individual confidence and respect within the AR community
- Raising the standards of the AR profession
- Creating competitive advantage for individual recruitment and promotion
- Establishing a companywide common denominator in AR knowledge, vernacular, practices and processes
- Meeting company or association requirements for ongoing professional development
- Tapping into company funds earmarked for professional development
Please add any other AR certificate or certification programs in the comments. I’ll update the post accordingly.