Getting Comms Right

PR is all about getting the right messages to the right people. And in the more technical areas of the airport and aviation industries, the ability to turn complex information into clear and engaging narratives that resonate with your target audience is particularly important.

In markets that can be crowded with organisations scrabbling for the attention of a limited number of buyers, its essential to establish what makes your product stand out from its competitors. In addition, your offer might be a groundbreaking technology which is difficult for non-experts to understand. And while technology moves quickly, your potential customers might be slower to grasp the benefits you can bring to their business – and they won’t buy what they can’t comprehend.

This is where PR can help. People like to do business with brands they know, and PR is one of the most efficient and effective ways of getting your name out there. It is one of the easiest ways to secure visibility for your products or services and to educate your market about the advantages they can bring. It helps to build credibility, and potential buyers will be more keen to engage with you if they have seen your team speak at a prestigious industry event or read about you in a trusted publication for example.

“Publicity” is not the objective of great tech PR in the airport and aviation space. Whether its securing profile-transforming thought leadership platforms, adding sparkle to a social media presence to prompt conversations, publishing industry-moving whitepapers, blogs and case studies, or cementing relationships with the big voices in the trade media so that your business is the go-to source for comment, the commercial value is what matters most. Great tech PR raises awareness, fosters understanding and cements reputation. Ultimately it drives growth.

When what you want to say is complex, it can be challenging. So here are some tips on how to get it right:

• Sell the hole not the drill: Think of what your product will do to transform your client’s business and tell a compelling story that focuses on that, rather than how you will do it.

• Show don’t tell: Identify the real-world problems your technology addresses and use examples, case studies and analogies to illustrate why it works.

• Ask your experts: The experts in your business will have plenty of knowledge, so take every opportunity to showcase those abilities.

• Use numbers: Great data and facts to back up your arguments can turn so-so PR copy into a captivating must-read.

• Cut the jargon: Use a skilled communicator to break down your complex technical processes into language that is easy to understand.