Message development and testing for tech companies
As they face more scrutiny from the media, regulators and politicians we’re seeing an increasing demand for our message development and testing workshops for tech companies.
Growing concerns about the impact of AI, a new tech bubble, and questions about children’s relationships with social media are presenting tech companies with new challenges. They’re having to think more carefully about their messages and how they interact with the media. Suddenly, media interviews and presentations to investors are becoming riskier.
What is message development and testing for tech companies?
Essentially, we support the PR companies and Communications teams of tech firms large and small. We help them, their clients and their spokespeople to define their messages and to express them more clearly, concisely and convincingly. We ensure that these messages are relevant to their audiences. We help to identify examples, case studies and proof points to illustrate and prove these messages. Very importantly, we help spokespeople to find the words and phrases that work for them, that they feel comfortable with. This means that these spokespeople sound authentic and human – two essential qualities in any communication.
Media training workshops
In our media training workshops and message development and testing sessions for tech firms we also analyse, and stress test these messages. This means that they’re much less likely to fall apart during tough questioning by journalists, regulators, politicians, investors and others. As experienced journalists we can identify weaknesses in an argument or opportunities for mischief making by the media. We then help the participants on our message development and media training courses to work with their Comms and PR advisors to manage interviews more effectively.
Many tech PRs and communications professionals working for technology firms ask us to provide media training and message development and testing for their clients and colleagues. This means that they can bring a fresh – and highly sceptical – pair of eyes to bear on their messages. They know that making a claim about AI or new technologies might seem logical and reasonable to them and their colleagues but will someone from outside the organisation buy it?
How does message development and testing for tech firms work?
It’s very similar to our general media training for tech companies. We support and enhance the role of PR companies and in house media relations teams. They bring us in because our trainers are working media professionals (operating under strict NDAs) who can bring to bear a journalist’s instincts and approach to issues relating AI and other aspects of tech.
We normally start by talking to the tech firm’s PR consultants. We’ll do our own research into the issue as well, in order to establish the broader context. Then we’ll carry out realistic role play interviews with the tech firm’s key spokespeople. These might be developers or the C-suite. Our media coaching for tech companies enables their spokespeople to explain the thinking behind their new products and services, apps and AI tools among others, and to handle difficult questions that might be thrown at them. Because all of our media trainers are working journalists, they know the tricky questions to ask – and they recognise a desperate bit of spin when they see it.
How does message development and testing differ from regular media training for tech companies?
We’ll spend less time on how the interviewees came across, and more on what they actually say. We’ll ask whether an answer sounds logical and believable. Does it leave the organisation open to accusations of irresponsibility when it comes to managing the risks relating to AI? Could the spokesperson’s answers make the organisation a hostage to fortune? Could a journalist or other questioner draw the interviewee into political controversy? Do they end up prompting more questions than they answer? If so, is the organisation ready to handle those questions.
Then there are more, basic but equally important factors to consider. Did the spokesperson appear to be human and sympathetic? Did they come across as authentic, as if they really believed what they were saying? Or did they sound like a corporate spokesperson simply delivering a line to take on an issue?
Message development and testing and media training for tech firms
Very often in our message development and testing and media training for tech firms, we’ll get the white board or flip chart out. Old school, we know but, it really works. The process begins with brainstorming and, with this, it’s a case of writing, writing, writing. No idea is a bad idea at this stage. If anything, a gut reaction or an immediate, unplanned response can be more valuable than a carefully prepared argument. After all, it’s this gut reaction that 95% of audiences are going to experience and go with when they hear the message that we’re testing.
Then, after all of this writing, the process involves reducing the number of words rather than adding to them. We’re honing down messages here. A point or argument might be interesting but if it’s not essential as part of the key message then it’s cut. We take the view that good writing isn’t about adding everything you want to, it’s about taking away everything you can. This makes the message clearer and more concise – and it also reduces the risk of ambiguity and the opening of cans of worms. Sometimes we use a message house or five act narrative structure to develop the message. We’re very strict with message houses – they’re built in conservation areas where you’re only allowed two floors and three rooms. No extensions are allowed – these additions are just the result of flabby thinking.
Message development and testing courses for tech firms
Once we’ve honed down the message and made sure that it’s clear and everyone is happy with it, we need to think about delivering it. In our message development and testing courses for tech firms we then help their spokespeople to find the language – the words and phrases – that make them sound human and authentic.
Media training workshops
In these workshops and with our media training generally – we teach a number of techniques to enable spokespeople to manage difficult questions and navigate sensitive issues. We help tech industry spokespeople to put issues into context. We work with tech company comms people to help develop a narrative that sounds sensible and reasonable.
Media training experts
We’re Media Training experts and Communications professionals with nearly 30 years’ experience. But we’re also passionate and, yes, excited, about the opportunities that tech presents. Whether you’re a tech PR or a tech firm leader, we’d love to work with you on your comms team to improve your media interview skills. Come and talk to us. You can follow us on LinkedIn here.
