Saturday, 19 January 2013

Made by clever people for clever people

In financial technology can comms people add value or are they the weakest link?

Fintech PR, it ain't rocket science 
but it is quite complicated
I'm a comms person in b2b tech, primarily fintech. Fintech - that’s software geeks creating awesome stuff for banking geeks.

And all fintech comms people have to do is wrap their pretty little heads around how the the global markets work, how a financial institution works and how it makes its money; then evaluate the opportunities and obstacles created by the latest market conditions and regulations that might help or hinder it making that money and just piece together how their client's technology taps into those opportunities/overcomes those obstacles, so that a bank might want to buy it.

You're a fintech PR are you?
 Isn't that an oxymoron?
Anyone got a PHD in anything at all they are not using right now?

Dear software geeks, we understand your fear of getting us comms people involved, we share your fear. We have reoccurring nightmares where Anne Robinson is sufficiently underwhelmed by our efforts. But Einstein once said if you can’t explain it to a six year old, you can’t explain it. Let’s assume all the people in the room are clever, it is the common denominator, so there is no need to posture on that. Don’t be tempted to use content as an opportunity to show off how much you know - they know you know.

The key then is to add some value to the debate, to explain the complex lucidly, to ensure that overarching points are not lost in the minutiae of the detail and that those points stack up to a logical argument leading to an insightful conclusion.

It's not as 'easy' as it looks, I can tell ya, getting the people with the PHDs to look up not down, out not in. And if in so doing we tend to simplify things, rather than wonder if we haven't dumbed down your whole reason d'etre, just trust, you know how to build software, we know how to build reputations.

In the kingdom of the big and the clever, it’s the six year old kid you need to impress.

If you found this relevant you may like to read:
Ten tips for writing snappy copy the joys of getting pithy with it
Ten tips for better media interviews how tech companies can give better interviews
Go on,Step on the Grass  when it's OK to go off message