The tech world prospers on groundbreaking discoveries, innovation, and rapid advancements. But for all its excellence, it’s also famous for its heavy jargon, complicated concepts, and terms that can leave even the most tech-savvy consumer scratching their head. That’s where a tech PR agency enters. Their magic isn’t limited to crafting press releases, but it’s a kind of alchemy, breaking down things, translation, and thought-provoking storytelling that entirely changes complicated technical details into interactive, newsworthy, and digestible headlines for the target audiences to understand and purchase your products or avail your services
Intrigued to know how they do it? This blog spills the beans.
Why Tech Needs PR?
If you represent a tech company, you must recognize that the main challenge is bridging the gap between the highly technical internal language and the language understood by everyone. For example, the general public, mainstream media, and investors need to understand enough to share news about the new products and services. Similarly, engineers and developers talk about APIs, latency, algorithms, and blockchain protocols, while journalists and consumers look for answers to questions like “How does this benefit me?”, “What problem does it solve?” and “Is it worth my time and money?”
In the absence of effective translation, huge innovations fail to leave a lasting impact. Why? Because very few people understand the product. This makes a tech PR agency necessary for any technology company that wants everyone to embrace, recognise, and invest in the products and services.
More Than Just a Wordsmith
Are you wondering how representatives from the agency tackle the tasks? It’s a combination of several key factors:
Deep Technical Acumen
These people don’t code; they understand the basic principles and importance of the technology. They recognize the difference between machine learning and AI, know what 5G is, and grasp the implications of quantum computing. This enables them to ask the right questions and identify the true “hook.”
Journalistic Instincts
Their team’s brains function like a reporter asking you questions, such as: What is the news angle? Will the story attract human interest? What makes this relevant in the market now?
Storytelling Skills
Aside from facts, the agency representatives have excellent storytelling skills, meaning they can connect with your audiences on an emotional and intellectual level. They help tech companies understand that people register their products and services with stories rather than specifications.
Strategic Thinking
They don’t believe in just reacting, but identifying room for growth, anticipating trends, and positioning their clients so they can achieve long-term success.
The “Secrets”: How Jargon Becomes Headlines?
Now comes the main part: how a tech PR agency turns jargon into compelling headlines.
Deconstructs and Simplifies
Their teams deconstruct and simplify complex concepts into the simplest components. This usually involves talking with engineers and asking really silly questions until they fully understand the product’s and service’s core functions and benefits.
Example
Rather than saying, “Your new property algorithm leverages distributed ledger technology to guarantee data integrity across peer-to-peer networks”, they might inquire: “It makes sure information cannot be further changed, and everyone on the network has the same copy?”
Identifies the Core Benefit
This is the most important step for tech PR professionals as they search for the value proposition, meaning which segment benefits from this technology, and how? Does it increase efficiency, save costs, add security, or elevate user experience? What is the main purpose?
Example
For questions such as, “What does it do?” It can be: “It prevents fraud,” “Makes transactions absolutely transparent,” or “Builds unbreakable trust in terms of digital interactions.”
Humanises the Technology
Technology exists to make life easier for everyone. Therefore, professional tech PR connects the innovation to human experience, aspirations, or issues, involving:
Relatable Analogies
They compare complicated technical concepts to something relatable, such as “It’s like a digital fingerprint” or “Think of it as a super-fast brain.”
Impact Stories
Displays how the technology transforms lives, industries, or the world itself. For instance, they describe how AI assists doctors in diagnosing diseases way earlier, rather than sticking to discussing neural networks.
Focuses on User Experience
The teams concentrate on helping tech make your audience’s lives simpler, more productive, and enjoyable for the end-user.
Craft Compelling Narratives
After establishing the core benefit and human connection, the teams from the PR agency craft compelling narratives, including:
The Problem-Solution Framework
The members provide a problem-solution framework, showcasing how your discovered technology can solve problems while offering a unique, superior solution.
The Visionary Angle
They showcase the technology to your target audience, which is like getting a sneak peek into the future and how it can be a game-changer for industries or fuel progress.
The “First/Only/Best” Angle
If relevant, they even benefit from using the “First/Only/Best” to highlight what makes the launched technology innovative or superior.
Headline Brainstorming: The Art of the Hook
The PR teams then do the headline brainstorming, experimenting with dozens or sometimes hundreds of headlines to come up with the hooking line:
Keywords
They pick the relevant keywords, ones that appeal to journalists and search engines, to work in your favour.
Action Verbs
Create a sensation of importance.
Numbers and Statistics
Mentioning elevating numbers wherever they fit best, like “2X Faster” or “Cuts Costs by 30%.”
Conclusion
A tech PR agency deconstructs and simplifies complicated technical language into easily understandable headlines. So, if you are in the same boat, contact a professional tech PR agency to reach your desired rank.