Chapter 36: Effective Technology Communications: Innovation that Matters
In the area of technology, insight + invention = innovation. This equation shows the importance of understanding the field and having insight into the various stakeholders for the technology PR practitioner. That practitioner also needs to be adept in storytelling. The changes in technology communications today include 1. Moving from “what” to “how and why” 2. Responding to polarization in the media 3. Evolving from media relations to integrated communications 4. Seizing the opportunity for reinvention 5. Embracing the era of “social business.” The case study is of the contest between the IBM computer “Watson” and a contestant on Jeopardy!. This rivoting contest and the communications that surrounded and followed it serves as an example today of high-impact technology communications.
Ed Barbini Biography
Rob Flaherty Biography