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B2B PR vs the general internet view

I have been reminded in a number of conversations recently that our manufacturing industries are engineer led – unlike much of the internet and social media we are involved in talking to people who are very focused, jargon savvy and highly educated/intelligent. This means that we are able to quickly convey valuable information – things like performance, savings, capabilities, new features etc. to people who like an “in-depth read”.
It also means that a lot of recommended internet practices may be counter-productive, especially if it means we end up “talking down” to our audience.
If you are in industrial marketing or tech media how do you deal with this issue?