The Wall Street Journal famously proclaimed “every company is now a ◈ tech company” in 2018.
But these same companies don’t tell their technology stories.
Naturally, the PR function is largely focused on the buyer. If you’re trying to reach working moms with a message that your meatless patty is nutritious for kids, you’re not going to spend time on a clever use of cloud computing.
Furthermore, the PR expertise to announce a $2.99 meatless burger isn’t the same expertise for unraveling the complexity of a new cloud computing application.
The Perfect Way to Bake Innovation into Your Brand
Every company wants to be known as innovative.
The challenge lies in framing the idea, sharing the invention journey and quantifying the result.
Rather than simply say “we’re innovative,” you need to show the world that you’re innovative.
Moving this story from your internal corridors to the outside world is especially meaningful to your CTO and CIO. More than acknowledge their team’s outstanding work, telling these stories helps them recruit talent in competing with big-name tech vendors like Microsoft, IBM, Google, Apple, Facebook to name a few.
Technical professionals thrive on pushing the limits of technology which puts a premium on problem solving. Stories that reflect this ethos in action help to win over job candidates. When these same stories land in the media, a certain credibility underpins your innovative message.
How We Do It
For starters, we live, eat and breathe technology. Dealing with the complexities of technology is second nature to us.
This experience enables us to sit down — physically or virtually — with CTOs, scientists and engineers to extract the good stuff. We know how to probe their experiences, tease out anecdotes and ultimately frame before and after narratives. The latter opens doors to placement in publications.
It’s not a linear process. Sometimes, an answer will trigger a new question which takes us to Point B, leading to Point C and finally landing us on Point D where we find the storytelling gold. This way, we avoid the “empty calories” that come from depending on words like:
The process varies by client, but this chart shows a typical starting point.
If you’re interested in hearing more, give us a shout.