The IIAR offers three levels of independent industry certification for AR professionals, as detailed below:

• The IIAR> Certified Professional
• The IIAR> Certified Expert
• The IIAR> Certified Fellow

IIAR> Certified Professional (CP) Examination

Created by the Institute of Industry Analyst Relations in September 2009 and updated in March 2012, the IIAR Certified Professional examination is designed to test analyst relations professionals about a wide range of topics related to the discipline and execution of analyst relations. The examination is aimed at encouraging analyst relations managers to master best practices, analyst protocol, and basic knowledge of the industry.

Analyst relations managers who pass the test are considered “certified” by the IIAR. Certifications are deemed lifetime and applicants do not need to re-take the test periodically. The test is administered by the IIAR and is available for members and non-members. The fee is £150 for non-members (this can be credited towards an IIAR> membership within 12 months) and includes the opportunity for one retake if candidates initially fail the test. The exam is free for IIAR members but is not mandatory for membership.

The exam consists of 117 questions, is multiple-choice format, and must be taken in 90 minutes or less. A score of 70% is considered passing, and if test takers fail, they can re-take it in three months.

Candidates will be notified via e-mail about their results within 24 hours of completing the test.

The exam will cover the following topics:

• Analyst firm knowledge (business models and policies:
• Independent analysts
• Research knowledge (major research reports and methodologies, including market share)
• Citation policies
• Analyst conferences and vendor events for analysts
• Using analysts for speeches, Webinars, white papers
• Common pricing & licensing issues
• Fundamentals of analyst protocol
• Communications protocol (common ways to communicate with analysts)
• Interaction best practices
• Best practices on managing internal constituents and supporting sales
• Planning & budgeting best practices
• Resources for analyst relations and industry standards

To view sample questions and a quiz, please click here.

Bona fide analyst relations professionals (the test is not open to other roles) interested in taking the test should make arrangements by contacting the IIAR Secretary via the form below.

See also the Certification Study Guide.

IIAR> Advanced Certification Levels

The higher levels are IIAR> Certified Expert (CE) and IIAR> Certified Fellow (CF), which are based on length of service, proven track record and contribution to the enhancement of Analyst Relations as a profession. A further level, IIAR> Lifetime Achievement Award, remains under consideration.

Once accreditation has been achieved, it is envisaged that individuals would provide ongoing mentorship of other IIAR members through career or skills advice, and would meet with nominated Experts & Fellows on an occasional basis to review progress over time and maintain focus on best practice ideals.

IIAR> Certified Expert (CE)

• Minimum of four years practical experience, primarily focused on analyst relations
• IIAR Membership is not required for use of accreditation

Evaluation Criteria

• Has completed the IIAR CP exam, or a recognised equivalent
• Can clearly demonstrate a successful AR track record that aligns with business results
• Has contributed in a substantive way to IIAR knowledge base e.g. has written a minimum of two white papers, case studies or equivalent documents
• Has contributed in a substantive way to the operations of theIIAR through one of the following:
  • Has lead an IIAR workgroup or other key initiative, with results delivered at forums and/or the IIAR website
  • Has lead or participated in three IIAR panel discussions, with results promoted at forums and/or the IIAR website
  • Has served as an IIAR Board member for a minimum of one full year

Assessment Criteria

1. Proven Track Record: meets the defined criteria based on documentary evidence
2. Written Materials: review of documents by nominated Fellows, with a minimum 70% pass rate. (Criteria will vary depending on document type, but will be assessed against agreed objectives and scope during document development process)

IIAR> Certified Fellow (CF)

• Minimum of eight years practical experience, primarily focused on analyst relations
• IIAR Membership is not required for application or continued use of accreditation

Evaluation Criteria

• Recognised authority on AR
• Can clearly demonstrate a successful AR track record that aligns with business results
• Has contributed in a substantive way to IIAR knowledge base e.g. has written a minimum of three white papers, case studies or equivalent documents
• Has contributed in a substantive way to the operations of theIIAR through one of the following:
  • Has lead two IIAR workgroups or other key initiative, with results delivered at forums and/or the IIAR website
  • Has lead or participated in three IIAR panel discussions, with results promoted at forums and/or the IIAR website
  • Has served as an IIAR Board member for a minimum of one full year

Assessment Criteria

1. Proven Track Record: meets the defined criteria based on documentary evidence
2. Written Materials: review of documents by nominated Fellows, with a minimum 70% pass rate. (Criteria will vary depending on document type, but will be assessed against agreed objectives and scope during document development process).
3. Oral: evaluation by three nominated Fellows, with consensus agreement that the candidate can demonstrate best practice AR. (Criteria may vary depending on the candidate’s background, but may include discussion of AR/sales enablement strategies, innovations which have delivered superior AR results, integrated communication strategies, development of strategic AR programmes to develop business opportunities etc).

More details of these certifications found in the IIAR Members area.