Experience is needed to look at the big picture
It is precisely because technology today permeates almost all areas of life that numerous different points of contact can be found. This presupposes, however, that the communication experts recognize the connections. It is not unusual for technology to be linked to political, legal or social developments. Correspondingly specialized communications service providers benefit from years of experience and a constant presence in the technology environment. A good example: for more than 20 years we have been working on the subject of copyright. Our clients include companies such as Microsoft, but also associations such as BSA. The demands placed on the preparation of the topic have changed in recent years, as have the legal situation and social discourse. But even today we still profit from our long-standing contacts to associations, politicians and other stakeholders. And we are still benefiting from our knowledge – now historical.
Technology PR requires customer knowledge: Communication at eye level
Technology is penetrating more and more areas of work, so that communication is no longer aimed only at specialists with engineering or IT backgrounds, but at people with very different levels of knowledge in the field. The technical depth of communication must therefore always be adapted to the recipient and necessary prior knowledge, which cannot be assumed, must be accommodated in a suitable form if necessary. In technology PR, communication experts must therefore be able to assess the meaningful depth of the topics for a target group. For texts with technical depth, appropriate briefings must be obtained from experts and the input used in appealing communication. This requires journalistic skill and experience in a technological environment, because a briefing is only as good as the questions on which it is based.
Technology is more than computers
At vibrio, technology PR started many years ago with traditional computer companies such as Compaq, Microsoft and Netscape. Later, selected technology industries such as logistics, consumer electronics and healthcare were added. In recent years, however, the Internet and digitization have spread to all industries. For a long time now, it has not only been about computers, but also about Iot, digitisation, Internet 4.0, new materials, digital commerce and much more. Today, we operate technology PR in all its breadth – also for companies in classic sectors such as the textile industry.