How do you get your technology noticed? That was the question under the spotlight at the Communicating Technology and Innovation event. Around 80 people came to the event, co-organized by Pyramidion, High Tech Campus Eindhoven and Brainport Development, to hear the thoughts of renowned journalists and technology PR experts.
Stories attract the written press
“Always tell a story, and that story depends on the audience. Ask yourself who needs to know about this, and what is interesting to them. People love gadgets but not the tech inside – they want to know what’s in it for them. Keep the tech for the technical press.”
Martijn van Calmthout, science journalist and editor at De Volkskrant
The right spokesperson is vital for TV
“Your spokesperson should have energy, enthusiasm and charisma. They need to make clear, concrete statements. Get them to call; our decision will be as much about their personality as the story. And when you contact a TV show, don’t just pitch a story, propose an idea that shows off your technology.”
Jikke Wechgelaer, technical editor at De Wereld Draait Door
Support and push your technical experts
“Engineers love technology not cameras. You have to find good speakers and give them media training. Get them confident in front of the camera and make sure they know what they can and can’t say. And keep pushing your engineers to get the right story!”
Charlotte van den Heuvel, PR and communications for TU/e’s Solar Team Eindhoven
Be available, be brave
“Make sure you are easy to contact, and you work to the media’s schedule. Think big: fear of negative publicity is a bigger problem than negative publicity itself, and can lead you to miss opportunities. There are no guarantees with the media, but new technology generally gets a positive press.”
Ivo Jongsma, communications manager for RoboCup 2013
If you missed the event – or just want a reminder – watch the video of the full event.