All Avanade policies and/or supplements are subject to local laws. In the event of a conflict between an Avanade policy and local law, the law shall govern. In the event of a conflict between a supplement to a policy and the policy itself, the supplement shall govern unless the policy notes otherwise. Avanade policies, including applicable supplement(s), (together “Policies”), are posted on the Avanade intranet and are subject to change without prior notification. It is your responsibility to ensure that you comply with current posted Policies. Lack of compliance with Avanade Policies may result in discipline, up to and including termination.Further, you are also responsible for full compliance with the Avanade Code of Business Ethics (“COBE”).
Policy / Guideline Number: / 0034AVA / Effective Date of this Version: / 1 Sept. 2013
Sponsoring Organization: / Marketing / Supersedes the Version Dated: / 1 Sept 2011
Applies to: / All Employees / Original Effective Date: / 1 April 2008
NATURE OF REVISIONS FROM LAST VERSION
Sept. 1, 2013 – updated document to include protocol, processes, increased scope of online influencers, and press-analyst contacts in Avanade
PURPOSE / SUMMARY
The purpose of this policy is to inform all employees of the policies related to engaging in conversations with press and analysts as formal channels to communicate about Avanade’s business. The policy includes formal approvals for press releases, journalist interviews, industry analyst (Gartner, IDC, Ovum, etc.) discussions and requests for information/opinions/whitepapers.
POLICY / GUIDELINE
No press or analyst activities of any nature, in any medium (traditional, online, and/or social) may be negotiated by any Avanade employee or contractor without prior formal approval by the appropriate Marketing or PR contacts. All approved activities should be developed through the Global Marketing team (includes area, regional and corporate marketing/PR teams). This team manages the entire Marketing process, utilizing our external agency support as appropriate.
Approval should be obtained prior to:
1. including communications programs in marketing activities
2. distributing press releases, including approval by corporate PR for all press releases
3. engaging with analyst discussions and/or sharing PowerPoint slides with analysts
4. taking part in an interview with a journalist or industry influencer (all interviews must be reviewed with a member of PR team and staffed by a member of the PR team)
5. agreeing to a package of communication activities (especially in relation to press, and charity/community) which includes marketing content such as press releases, POV or white papers, and other related marketing content
Joint PR-AR/Marketing Efforts with Other Companies:
Avanade does not usually participate in joint marketing activities with other companies or organizations (except our parents), nor does it endorse, either directly or indirectly, specific products or services provided by other organizations. The Company may consider endorsing a partner or vendor in a press release or other marketing effort only on an exception basis. In these cases, the approval process must involve the Managing Director for the relevant region and the appropriate Marketing contact as well as corporate PR.
Media Relations-Protocol and Processes
Your job may require interaction with or you may be approached by members of the media. Trade/business journalists, and increasingly influencers in social media, are important conduits to reach our prospects, customers and partners. Few people can deliver key messages effectively without training and interviews are not always easy conversations.
What you must know before you participate in any media conversations:
· ALWAYS refer anyone requesting your input, especially journalists, to your local PR/marketing lead BEFORE engaging in any discussion with a media representative (this includes answering even simple questions they may have).
· Your local PR/marketing representative will assist the journalist in the best way possible, including, if appropriate, arranging an interview with you or other subject matter experts.
· Remember, you cannot participate in, or agree to verbally or in writing, any interview without media training or the direct involvement and approval from your area PR/marketing team.
· Please send any questions or needs to . For fast handling of your email, please put “Media Interview Request” in the Subject line as well as what area/region you work for.
Who are the media?
· Television stations, cable TV and national TV networks
· Wire services
· Internet/on-line news services
· Social media influencers:
o Social media has become a conduit for influential voices of all types to share views and opinions, and influence decision makers – journalists outside of their role of simply reporting news, industry analysts outside of their role of tracking industry trends, consultants and even average citizens working at independent companies who have formed strong base of followers.
o These influencers are not only active in social media circles, but are occasionally authors, speakers at events and often looked to for their opinion by other media outlets and quoted in publications. Note that identifying social media influencers isn’t an exact science – it needs to be flexible and fluid as time goes on. Please check with your local/ regional PR manager.
· Daily newspapers
· Radio stations/networks
· Weekly business journals
· Community newspapers (weekly)
· User group newsletters
· Magazines (business, news, trade)
· Business/News Media
· Trade Media/Online media
Analyst Relations-Protocol and Processes
Your job may require interaction with or you may be approached by industry analysts. The analyst community is an important conduit to reach our customers and partners. Few people can deliver key messages effectively without training and practice and interviews are not always easy conversations.
What you must know before you participate in any analyst conversations:
· ALWAYS refer any analyst requesting your input to Corporate Communications.
· Your Area AR leads will assist the analyst in the best way possible, including, if appropriate, arranging an interview with you or other subject matter experts.
· Remember, you cannot participate in, or agree to verbally or in writing, any analyst conversations without being trained or the direct involvement and approval from Area AR leads.
For Analyst Report Research, please contact SET (sales enablement team) () and submit research/ report requests.
Who are the industry analysts?
· Individuals who track the technology industry and write research studies or reports
· Types of research studies:
o Industry trends (technology developments, CIO priorities and IT investments, geographic differences, etc.)
o Technology adoption cycles
o Industry buying patterns
o Vendor review, ranking, capabilities, solutions
o Those that provide expert views, opinions and projections to the press
· Some prominent industry analyst firms, include:
o Gartner
o IDC
o Forrester
o Directions on Microsoft
o Ovum
o Yankee Group
o Butler Group (Butler Group is now part of Ovum)
SUPPORTING INFORMATION / DOCUMENTATIONPlease visit Social Media Policy for engaging in social media activities on behalf of Avanade – whether on Avanade-branded social media platforms or personal social media accounts. https://go.avanade.com/intranet/policies/sales_policies.asp
For Brand policy visit https://go.avanade.com/intranet/policies/sales_policies.asp
CONTACT INFORMATIONPlease contact your Area PR leads, or your local Marketing representative with any questions.