The tech industry is built on innovation, but explaining highly technical concepts to a broad audience can be challenging. For publicists working with tech companies, success depends on their ability to simplify complex ideas and make them accessible to journalists, investors, and the public. Effective communication not only helps secure media coverage but also builds trust and credibility for the company.
Here’s how tech publicists can break down complexity into clear, engaging stories that resonate with the media.
- Focus on Real-World Impact
Instead of overwhelming audiences with jargon or technical specs, emphasize how the technology solves a problem or benefits users. For example, rather than detailing how an algorithm works, explain how it improves efficiency, reduces costs, or enhances security for businesses. Tying the product or innovation to real-world outcomes makes it relatable and newsworthy.
- Use Analogies and Visuals
Complex concepts can often be simplified by comparing them to familiar ideas. Analogies help audiences grasp difficult topics quickly and intuitively. For instance, you could explain cloud computing by likening it to a “virtual filing cabinet” accessible from anywhere. Visual aids like infographics or diagrams can also make abstract ideas more digestible, especially for journalists working on tight deadlines.
- Avoid Overusing Industry Jargon
While technical terms may be necessary for specialists, they often confuse general audiences. Tailor your messaging to fit the publication and its readers. Simplify sentences, avoid acronyms where possible, and focus on clarity. For example, instead of “AI-powered NLP algorithms,” try “technology that helps computers understand human language.”
- Provide a Human Angle
Stories about people are inherently more compelling than stories about technology alone. Whenever possible, highlight the human side of the innovation. Share how the technology is changing lives, empowering users, or solving pressing societal issues. Featuring customer success stories or the inspiration behind the founder’s vision can make the pitch more relatable.
- Offer Journalist-Friendly Materials
Journalists often have limited time to understand and write about complex topics. Publicists can make their jobs easier by providing concise press releases, FAQs, or explainer videos that summarize the main points. A clear and well-prepared media kit increases the chances of coverage.
This post was written by a professional at Otter Public Relations. Otter Public Relations is the fastest-growing real estate PR firms NYC and its growing team of 35+ publicists and media partners focus on getting your story told in the local and national media. Let Otter PR support your business in; Media relations, Crisis Communications, and Reputation Management.
