We live in an age of technological marvels. Cutting-edge technology helps fight cancer and other diseases and manage our health care remotely. Tech lets us stream movies in high definition and surround sound from the comfort of our homes. It helps cars travel safely and allows new ways to feed people worldwide.

Technology and innovations are everywhere, but many startups and companies have lost the ability to discuss what makes their products, services or inventions special. The products or services that have changed our lives succeed partly because everyone can see the benefit:

• Amazon is a store that sells pretty much anything and delivers it to your home,
• An iPhone is a device that helps you stay connected on every possible digital platform,
• A Tesla is a car that runs on electricity.

See where I’m going with this?

Take away all of the technology that makes this possible. Each of these companies has become a household name because they can easily communicate their value proposition — aka what they do and why it matters. People understand their products or services. Does your company do the same? Do you have great technology but have challenges explaining it? Do you get lost trying to talk about it?

Here are four critical steps to ensure your company can talk about tech so anyone understands what you do

1. Be Able to Explain It in One Sentence: This is the golden rule in PR. The MGP PR team and I have worked with several companies that initially struggled to talk about their tech using everyday language. Think about this: how would you communicate what your company does to a family member or friend with minimal tech literacy? How you do this should guide all of your public and forward-facing PR efforts. Even Einstein could explain the theory of relativity in simple terms.

2. Leave The Buzzwords at Home: Tech companies think buzzwords make their company seem special. They don’t. Guess what: you can use them all and it won’t make your company seem any more special or win customers. Stop using buzzwords and ‘throw away’ language (maximize, leverage, empowers, deep dives). No one speaks like this in the real world. Instead, speak about your product using plain language and verbs – the winning formula for all clear communication.

3. Tell People How It Works: This is where things get tricky. There is no doubt a complicated technological explanation for everything a company does. The best tech is invented by smart people pursuing important work and trying to solve problems. However, once the tech is working, the onus is on you to explain how it works to outsiders and newbies. Again, clear writing and thinking are essential. Use examples, tell a story, and explain your product/service so well that the reader can visualize it.

4. Don’t Steamroll People with Features: Features are important for gadgets, user manuals or perhaps technical reviews, but less important for big-picture PR. People buy a flat-screen television because the picture looks good and the television is lightweight. They download an app because it allows them to earn points and get free meals or order food easily. Farmers get a drone for surveillance because it helps them grow more crops. The people who will decide if you succeed or fail make their decision on a handful of factors at most. Crystallize what is most important and talk to them about those things.

Building technology that can reach customers and change their lives requires attention to detail. Telling the world why technology deserves attention requires that you whittle those details to the explainable and essential. Think about planting a story or visual in a reader’s mind and you are on the right track.

Mercury Global Partners knows how to talk about tech in a way people and press understand. We can help tell your story and stand out in an age of noise and confusion. Email us at hello@wearemgp.com to learn more.

We live in an age of technological marvels. Cutting-edge technology helps fight cancer and other diseases and manage our health care remotely. Tech lets us stream movies in high definition and surround sound from the comfort of our homes. It helps cars travel safely and allows new ways to feed people worldwide.

Technology and innovations are everywhere, but many startups and companies have lost the ability to discuss what makes their products, services or inventions special. The products or services that have changed our lives succeed partly because everyone can see the benefit:

• Amazon is a store that sells pretty much anything and delivers it to your home,
• An iPhone is a device that helps you stay connected on every possible digital platform,
• A Tesla is a car that runs on electricity.

See where I’m going with this?

Take away all of the technology that makes this possible. Each of these companies has become a household name because they can easily communicate their value proposition — aka what they do and why it matters. People understand their products or services. Does your company do the same? Do you have great technology but have challenges explaining it? Do you get lost trying to talk about it?

Here are four critical steps to ensure your company can talk about tech so anyone understands what you do

1. Be Able to Explain It in One Sentence: This is the golden rule in PR. The MGP PR team and I have worked with several companies that initially struggled to talk about their tech using everyday language. Think about this: how would you communicate what your company does to a family member or friend with minimal tech literacy? How you do this should guide all of your public and forward-facing PR efforts. Even Einstein could explain the theory of relativity in simple terms.

2. Leave The Buzzwords at Home: Tech companies think buzzwords make their company seem special. They don’t. Guess what: you can use them all and it won’t make your company seem any more special or win customers. Stop using buzzwords and ‘throw away’ language (maximize, leverage, empowers, deep dives). No one speaks like this in the real world. Instead, speak about your product using plain language and verbs – the winning formula for all clear communication.

3. Tell People How It Works: This is where things get tricky. There is no doubt a complicated technological explanation for everything a company does. The best tech is invented by smart people pursuing important work and trying to solve problems. However, once the tech is working, the onus is on you to explain how it works to outsiders and newbies. Again, clear writing and thinking are essential. Use examples, tell a story, and explain your product/service so well that the reader can visualize it.

4. Don’t Steamroll People with Features: Features are important for gadgets, user manuals or perhaps technical reviews, but less important for big-picture PR. People buy a flat-screen television because the picture looks good and the television is lightweight. They download an app because it allows them to earn points and get free meals or order food easily. Farmers get a drone for surveillance because it helps them grow more crops. The people who will decide if you succeed or fail make their decision on a handful of factors at most. Crystallize what is most important and talk to them about those things.

Building technology that can reach customers and change their lives requires attention to detail. Telling the world why technology deserves attention requires that you whittle those details to the explainable and essential. Think about planting a story or visual in a reader’s mind and you are on the right track.

Mercury Global Partners knows how to talk about tech in a way people and press understand. We can help tell your story and stand out in an age of noise and confusion. Email us at hello@wearemgp.com to learn more.