Media training for tech companies – five mistakes that tech spokespeople typically make and how to avoid them
The media’s fascination with tech companies is unabated. Recently it’s been the revelation that YouTube is now second only to BBC as the most popular media destination and the increase in Meta’s share price as it talks about superintelligence.
As the leading provider of media training for tech companies we’re more aware than most that these exciting, rapidly growing businesses need to work harder than ever to communicate with the media.
We partner with the PR companies and inhouse Comms teams of a wide range of tech companies, both large and small, to help them to do better media interviews and engage more effectively with journalists. Our media training courses for tech companies help their spokespeople to get across their messages and maintain more control of the interview.
So why do tech companies get bad media coverage? What goes wrong when their spokespeople do interviews with journalists?
Here are five mistakes that senior leaders in tech companies often make when doing media interviews – and how they can get it right.
1. They come across as arrogant
Sorry, but it needs to be said.
We know that tech companies are led by some very intelligent people who aren’t afraid to challenge conventional wisdom. We also know from our media training workshops for tech companies that they do some amazing stuff. A lot of it will bring huge benefits to human beings.
But all too often their spokespeople sound arrogant and aloof. They don’t seem to understand that many people might feel anxious and uncomfortable about the pace of change. Concerns about the use of personal data and anxiety about the power of AI are also very common.
How can tech experts deliver better media interviews?
Well, one thing that they can do is to sound more humble. They can show more understanding of ordinary people’s concerns.
We usually find that the people we’re providing media training for aren’t at all arrogant or superior. They’re passionate and excited about what they do, and they want to share that enthusiasm.
But some of them are very clever individuals who find it difficult to relate to other people who don’t pick up things as quickly as they do. Others are so excited about their products or services and the potential for these innovations that they don’t see why anyone else either doesn’t understand them or is sceptical about them.
Media training workshops for tech
During our media training workshops for tech, we put people through realistic role play media interviews (all of our trainers are working journalists operating under strict NDAs). This enables them to understand how the media will interpret what they say and report on it. We should add that even though we push the participants outside their comfort zones, it all happens in a safe, confidential space. This is about learning not humiliation, we should stress.
In this media coaching for tech companies, we show how leaders in tech can demonstrate humility and empathy. They can explain for instance, that this is a rapidly evolving field and that advances in the use of tech are throwing up some difficult issues for society. We help them to find the words and phrases that they need to express these ideas sincerely and authentically.
2. They forget to explain the practical benefits that their technology offers
In our media training courses for tech companies we emphasise the importance of thinking about the benefits rather than the mechanics. In other words, how will it make the lives of the audiences – whether they’re consumers or businesses – better? After all, non-tech audiences don’t know and don’t care about how an app or a piece of software works.
This is where we help the participants on our media training courses for tech companies to do some storytelling. A case study or an anecdote about how the technology can bring practical benefits – even something hypothetical – is what journalists are looking for. We recently worked with a senior executive at a tech company who gave a great example of their own frustration when trying to book a holiday. They use this as an example of how their app could make the whole process quicker and easier, with a more customer centred approach.
Media training courses for tech companies
In all of our media training courses we encourage the participants to think about the audience. Who are they? What are their interests and concerns? How much do they know (and care) about technology? What are they looking for to make their lives better? The stories that you, as an interviewee, will tell need to be tailored to your audience. You need to think whether you’re being interviewed by a business journalist, a tech specialist or a general news reporter. We journalists love the granular and the tangible so any specific benefits that you can quote, including an example of the problem that you’re solving, the better.
3. They use too much jargon
In our media training for tech companies, we look at language. Journalists like simple, punchy words and phrases. This doesn’t mean boring – you can always include a striking analogy or think up a little sound bite or memorable phrase. But tech people who speak natural language will always be in great demand from the media.
We place a strong emphasis on preparation before an interview, and we provide the participants on our media coaching courses for tech companies with a range of quick, effective preparation techniques. As part of their preparation for the role play press, radio, podcast and TV interviews that we put our course participants through, we encourage them to think about the language that they’ll be using. Not only will jargon and acronyms not mean anything to a general audience, but it will distance you as the interviewee from the people you’re speaking to.
One thing you can do, though, is to introduce and explain a technical term. A phrase such as “What we call…” or “And that simply means…” will work well.
4. They don’t prepare for difficult questions
Yes, it’s that preparation thing again. We love the enthusiasm that so many tech company leaders have. They’re excited about their products and how they will revolutionise the market and bring benefits to customers.
But journalists are always thinking about what questions their readers, listeners or viewers might be asking. This means that we take a slightly sceptical approach and sometimes play devil’s advocate to verify what you’re saying.
In one of our recent media training courses for tech companies we asked a senior spokesperson about increased regulation for tech companies that might be introduced by the UK government. This participant gave us a fascinating and passionate reply. The only problem was that if the article had actually been published (everything we say is, of course, completely confidential) it would have been very embarrassing for the company.
Preparing for difficult questions and having answers ready for them is one of the services that we provide in our media training for tech leaders. We also teach a number of techniques to help them to handle difficult questions and to get back onto their key messages.
5. They just answer the journalists’ questions
What’s wrong with that? You might well ask. Well, you’re not going to get into any trouble for taking this approach, but the point is that you’re missing an opportunity to take control of the interview and to proactively get across your story. As we explain to the participants in our media training courses for tech companies, you are the experts. You will know more about the subject than the journalist ever will. As journalists we will ask some general questions and then very often be led by what you tell us – provided that it’s new and relevant to our audience.
If you take the initiative during a media interview, you’re also less likely to be asked difficult or irrelevant questions. This is because you’re giving the journalist some good stuff and therefore, they have no need to cast around for something to ask you which might help them to find a story.
Media Training for tech businesses
Tech company leaders might sometimes feel that the media is out to get them. We’re not. We’re just out to get a good story. Come and talk to us about media training for tech businesses and see how we can help you to work more closely with your PR company and in-house communications team to develop better media coverage. You can follow us on LinkedIn here.
