Like their computer programmer and engineer counterparts, high-tech PR specialists command big bucks on the PR salary totem pole. What is there about this segment of our discipline? Is it a whole new ball game? Or do traditional skills still apply? Edward Barks gives some insight.

High Tech PR - A Different Animal?

by Edward J. Barks

Is high tech public relations unique? It all boils down to two essential elements - time and words. That was the conclusion reached by a panel of experts at a June 8 workshop entitled, "High Tech PR - A Different Animal?," sponsored by the Public Relations Society of America's National Capital Chapter (PRSA/NCC). I had the pleasure of moderating the workshop, which was held in Northern Virginia, the Washington area's hotbed of high tech activity.

The first factor, time, was addressed head on by Robyn M. Sachs, President of the high tech-oriented public relations and advertising agency RMR & Associates. She explained that the "FUD factor" - fear, uncertainty, and doubt - is very high in the IT world. The reason? While low tech products may witness slowly evolving innovations, high tech minds bring radically new products into the marketplace. As a result, tech products are frequently launched - and launched quickly - in uncharted territory.

Loretta Day, Treasurer of the Information Technology Communicators Association (ITCA) and President of Brookstone Communications, also tied the time factor to the practice of public relations. Technological advances are driving time to move seemingly faster, she said, causing the world of PR to be more exciting, yet more complex. Sachs added, "One of the beauties of high tech marketing is, while I realize you have to get past the jargon and all of the buzz words, it really gives you the chance to make news and to operate at the speed of light, which is really exciting for PR people to be on the leading edge."

The second element that distinguishes high tech PR, words, was hammered home by John Gulick, Corporate Director of Communications for Computer Sciences Corporation. He urged PR pros not to write with a technically savvy boss in mind, but to speak to the level of the audience they need to reach. He noted that techsters and public relations people share many common goals. But they also have different approaches. While techies believe in massive information dumps, PR pros strive to communicate with a message in mind. He illustrated his point by reading several news releases from IT companies that were heavy on the jargon, making them perfect for the CEO, but useless to the media. "If you can't contribute, don't distribute," he advised. ITCA's Day advanced that notion when she told the crowd of PR pros, "Do you have to be a technology expert? No. However, you have to know what you're talking about."

Despite the disparities, some things remain constant for public relations practitioners no matter the industry. Gulick cautioned the audience that "basics come first." PR pros in high tech, like their colleagues in other industries, need to be in the room when decisions are made and fulfill their long-held role to "serve as devil's advocate," he said. Another similarity brought forth by Sachs was the desire on the part of public relations staff for real news. In the high tech arena, "You get to be first in a market category. Obviously for PR pros, there's nothing better than that," she stated. "We actually have good hard news." Sachs discussed a number of other basic similarities between PR functions for high tech and other industries. For instance, media training and message development training for the company's principals is a must for any type of organization. In addition, marketing for any type of enterprise "requires consistency over time."

In a nutshell, performing the public relations function for high tech companies is different in the areas of time and words. Still, PR pros must not neglect their basic roots, and apply basic PR skills to whatever industry they represent.

Edward J. Barks, President of Barks Communications, is an expert in media, presentation skills, and testimony training. The firm also operates Barkscomm.com, the Internet's Communications Training Resource, at http://www.barkscomm.com/.

Ed invites you to subscribe to his free e-zine, Personal Trainer, at http://www.barkscomm.com/. He can be reached at (540) 955-0600 or by e-mail.

© Barks Communications 2003