The Innovation Conversation for the Next Generation Entering Tech PR
Innovation is entering our lives at an unprecedented pace. The AI market is projected to reach a staggering $407 billion by 2027 and drive a 21% net increase to the United States GDP by 2030. In 2023, there were approximately 5.16 billion internet users, 7.1 billion mobile phone users, and an estimated 19.8 billion IoT-connected devices worldwide.
As the world becomes increasingly interconnected, the role of Public Relations to communicate the impact of this technology has never been more imperative. In an era where innovation is constant -- and the digital landscape is ever-evolving -- the next generation entering tech PR faces both exciting opportunities and unique challenges.
Success hinges on striking the right balance between authenticity, impact, and creativity -- without losing sight of the interpersonal relationships needed to establish and foster trusted connections with clients, media and stakeholders.
One thing is certain: there’s no crystal ball when it comes to the future of technology or Tech PR. That said, even amid unprecedented disruption, the core principles of communication and storytelling will inherently remain the same.
Communication methods may change, but relationships still reign king
When I first entered Public Relations, communication with reporters happened largely on the phone. Today, email has become the primary preference, and tweeting reporters and sending personal LinkedIn messages have become commonplace. Events, meetings, even broadcast interviews, can all be done seamlessly via Zoom. While this new 'always-on' world offers many advantages, we cannot forget that the core of PR is rooted in personal relationships.
Whenever possible, take advantage of in-person opportunities. They not only provide a platform for organic networking and collaboration, but for building partnerships that are not as easily achieved virtually. Yes, CES and SXSW can (and trust me, do) feel intimidating, but being physically present at these events brings so many benefits – from networking to experiencing the technology we’re talking about every day first-hand.
Don’t shy away from change; embrace it!
In Tech PR, disruption is the name of the game and reinvention happens in minutes, not months. It may seem obvious, but being in Tech PR requires you to stay on top of the latest technological advancements. Every day, we see a new technology announced or a new integration in play. In fact, according to Accenture’s annual “Pulse of Change Index,” the rate of change affecting businesses has risen steadily since 2019 — 183% over the past four plus years.
Whether it’s new software, new platform, or a completely new way of communicating, you need to be eager to learn new things and understand the impact of different innovations, albeit across sectors, businesses at large or specific use cases. Being curious and informed is the only way to craft compelling and authentic stories, pitch relevant media outlets, and provide valuable insights.
Keeping a steady drumbeat on the tech agenda will not only keep you updated, but also position you as an informed and authoritative voice in the field. Subscribe to industry publications, participate in online forums, follow and engage with thought leaders on social media. But remember, there are so many ways to get your news. So, take it slow and keep it focused. You don’t need to read everything – and honestly, you shouldn’t. Focus on the format you like best and go from there.
Rethink what it means to be a successful storyteller
Effective communication lies at the heart of PR. But as technology gets more advanced, so does the need to translate complex technical information into compelling, digestible narratives. The most successful communicators are those who tread the line between logic, emotion, and credibility.
Look at Neo4j, for example, and how they often feature real customers and their success stories in their campaigns, showcasing the tangible, real-life impact of their technology. Another example is IBM and how they’re able to lean into the power of storytelling to distill complex topics, especially around AI, into narratives around how technology is solving complex challenges across industries.
No matter what you’re writing about, always take a step back and ask: Does this resonate beyond the technology space? Can it be explained simply and in layman’s terms? If the answer is no, it’s likely time to revisit the narrative.
Charting the path ahead
As technology evolves, so must we as communicators. This doesn’t mean leaving the core of our work behind – from relationship building to storytelling – but rather building on top of it. The key to staying agile is anticipating change. Change, especially in tech, is inevitable and we can prepare for it by staying curious, looking to our networks as a source of knowledge, and pulling on the fundamental communications skill sets that help us tell these important stories.
