In a recent Rainier team meeting, we got to talking about industry experience. You know, the kind of thing that clients – or even potential employers – ask about: Do you have experience in storage, IoT, XYZ?
As a PR professional, this makes me chuckle. I have a bachelor’s degree in political science with a minor in German, and dual master’s degrees in international relations and international communications. When I got my first full-time PR gig, it was in “high tech.” (Remember when we called it that?) I had no experience in technology! But I learned. I read and absorbed as much as possible, like a sponge. I’m a communicator first and understand technology second.
In fact, I’d dare to say that frequently I don’t understand technology, but I’ve learned how to figure it out, read, ask questions, and understand it so that I can write and talk about it on behalf of a client. THAT is what I’m good at, what Rainier as a PR firm is good at.
With one exception: our CEO, Steve, is an engineer turned marketer. So, he does understand technology very well. And sometimes he’s the one who guides us to a better understanding of a new technology.
If you really think about it, this is what you want in a tech PR firm. You should be looking for a firm that has people who love technology and all it offers. Who know how to ask the right questions, read industry publications to understand trends and more, and then help you tell the world about your technology and where it fits in. You want people who can describe it in everyday language, not technical jargon.
My first PR firm boss, Tony Flynn, used to say to me: “Ask yourself if you’re writing about something complex in a way that your mother can understand.” At first, I took offense, thinking, “Who says my mom can’t understand this stuff?” But what he really meant was that our job in tech PR is to simplify and then communicate.
So, the next time you’re considering a new PR firm – or even interviewing a candidate for a job that doesn’t require technical expertise – don’t ask if they have experience in a particular technology. Don’t rule them out for not having a specific tech background. Ask them questions that help you understand if they can learn about new technologies. Ask them questions that help you decide if they can simplify your messaging and communicate it in a way that’s understandable to everyone, most importantly, your target audiences.
Hey, in 1992 when I started in PR, there was no internet. There was no IoT or e-commerce. Heck, we didn’t even use email! So, when someone asks me in a pitch meeting or an interview what my strengths are, I always include that I’ve spent my entire career learning about new technologies. That’s what I’m good at, what Rainier’s good at.
All that said, industry experience can be a great thing if you have it. And sure, the team at Rainier has a lot of that, too.
Photo by Brett Jordan on Unsplash