ChatGPT’s sudden emergence into the limelight was enough to shock the world, giving observers a glimpse of the awesome power of novel technologies. While ChatGPT’s rise was a great moment of success for the brand itself and for the mainstream adoption in AI, the moment had another unintended consequence, as it thrust technology creators and brands into the public spotlight.
As brands compete to successfully ride ChatGPT’s popularity wave, communications efforts have become incredibly important. The emerging technology media landscape is fluid, with new inventions and subsequently new questions and considerations arising each day. With an eye toward the future, there are five key external tech communications elements that technology brands can implement and build upon today to put themselves in position to garner media attention.
1. Ditch the Jargon
Making a splash in such a noisy space requires relaying messaging about your product and its value in a clear, concise way for the general consumer or potential client. To reach successful tech communications, meet people at their level, rather than expecting them to come to yours; this will make it easier to introduce them to your product, service or software. No matter how revolutionary, your technology won’t make its mark if your discourse isn’t clearly expressed and understood.
2. Propel Your Leaders to the Forefront
Tech startups often have incredible stories to tell – whether it be the way the idea was born, the people who developed it or the impact the product is already making on an industry. Telling your brand’s story in a personal, relatable way is key to building trust, an incredibly valuable component of technology adoption. Do not abandon or underestimate the importance of the people and reputation of your company.
3. Understand and Articulate Your Value Proposition
Find your real F/B/Os (firsts, bests and onlys). What is unique about your product? What does it do that no other product does? Understanding and clearly articulating your product’s value proposition is key to getting your product out there. Journalists and influencers in the bustling tech sector are fed up with being swamped with hackneyed terminology like “disruptive” and “unprecedented” – identify your F/B/Os precisely and make your point eloquently.
4. Get Your Product in Influential Hands
While some tech startups may have difficulty “giving away” free trials and demos to dozens, consider allowing a select few influential people in your space to get their hands on your product. Technology influencers and journalists will gain a greater understanding of your product, allowing them to better articulate and post/write about it in their everyday work. Given their experience, they may be able to point out potential flaws in your product or holes in your strategy, too, which can be helpful the next time you turn to a new business sales call or pitch.
5. Build Your Owned Media Presence
Compiling a steady stream of earned media results can be difficult in such a crowded space where innovation occurs daily. Owned media channels offer technology startups an opportunity to communicate in their own voice, take control of their message and express optimism in their narrative. Leaders should tell their product’s story, let the world know what they’re working on and what they think of the latest and greatest in the space through social media, blog content or Medium pages, and even create a brand’s own podcast if the resources present themselves.
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