Cracking the communication code in technology
How can PRs find the balance to communicate complex technical subjects to different audiences?
Have you ever found yourself in a situation where you wanted to explain something, but the right words just wouldn't come out? It can be difficult articulating something technical for many reasons. It also depends on who you’re speaking to and their understanding of the technology and terminology.
It’s our job as communicators in technology to find ways to tell stories, with the right words, with the right people. But it’s always a balance. Sometimes we need to use clever analogies to help explain something more complex, and other times we must be mindful not to oversimplify the content as our audience may have a clear understanding of the basics.
Breaking down technology jargon
Beginning my journey in tech PR, I was flooded with jargon that I had to decipher. There were words and phrases I had never come across, yet the technology itself was part and parcel of my life. But I just don’t refer to it in this way. Take cloud computing, for instance. Some people are familiar with the technical term, while others aren't, yet everyone uses cloud computing technology. Cloud computing involves delivering computing services, such as servers, software, and storage over the web. If you use Google Drive, that’s an example of cloud computing, if you share files via Dropbox, that’s another example. It wasn’t a term I used before, but it’s certainly one I use and am familiar with now!
Multi-level messaging
Multi-level messaging is an effective way for organisations to communicate complex technical information. By providing three versions of the same message, those with no technical background, some technical background and a lot of technical background can all gain something from it. This approach ensures that everyone is communicated to taking into account their level of understanding. However, organisations must be careful not to assume someone's comprehension of technology - some CEOs have great technical understanding, some rely on their great team to break it down for them. It’s common to start at mid-level messaging and gauging understanding then taking it from there after reading the room.
Real technology stories
When I began my career in PR, a go to source to level-up my understanding for the companies we work with was their case studies. Reading how a company has implemented and used a certain technology really helped me connect the dots, as well as understand the impact of that specific technology on the wider industry. Customer storytelling or case studies form an integral part of any PR programme, there’s huge power in how it helps in articulating the use and benefits of a specific technology.
The world of tech comms may bring its share of communication challenges, like causing us to become tangled in the jargon. However, once you're able to crack what I like to call the 'communication code,' you’re able to grasp how rich language is. Nowadays, progression is rooted in communication and it’s up to us to ensure that we’re adopting the right approach in delivering strong, relatable and easily digestible content.
Sameer Jama is an account executive at Firefly Communications. Read the original post.