Innovative comms strategies for emerging technologies

Laura Stadler is Global Technology Communications Lead at Intel Corporation.

Technological advancements are taking place at breakneck speeds. And it’s only going to get faster as it becomes more streamlined and instantaneous. According to McKinsey & Company, recent advances in AI have already increased the pace of change tenfold. In this article, I’d like to share some best-known methods for communicating technological advancements to maximize reach. In addition, I’d like to give a sneak peek into how future technologies could shape the communications field and how we do our jobs.

Sharing news about advanced technology is a daunting challenge when very few people understand it including those who work in the field that only look at their very narrow slice of it. When I started leading communications for Intel Labs, the research arm of Intel focused on future innovations like quantum computing, artificial intelligence (AI) and security technologies, the first thing I did was conduct an audit.

Both the qualitative and quantitative data I collected provided eye-opening insights that helped inform our strategy and gain clarity on how best to reach our targeted audiences. The common denominator from almost everyone I spoke to was that they wanted to learn more, and the information provided was way too technical. Since these folks are tech experts, it became clear that if the information was too technical for them, then it didn’t have much of a chance to reach a broader audience.

Start with the end in mind

As you build communications strategies for emerging technologies, you need to first identify your objectives and then determine which tools will help you achieve them. Most of the time, future technologies are not as well known or well understood, and the industry ecosystem (partners, researchers, developers, end users, etc.) is in its infancy. Your launchpad will most likely be to educate audiences first and then define which tactics are best suited to achieve your desired outcome.

When considering which tools to use, the most important thing is to determine what is going to serve your audience. Then you need to get to the point upfront and provide the context, whether it’s an analogy, metaphor, or end-user application example. At the same time, you need to communicate the technical aspects of the novel advancements so both scientists and non-technical audiences can understand. Outlining potential applications and how the new technology could impact the industry, society and economies is also key.

For example, when we announced Intel’s latest quantum computing research chip, the aim was to engage research institutions and academia, but we also wanted to inform and educate enthusiasts and the business press. To do this, we needed to provide context and explain its significance in terms that multiple audiences could understand.

In addition to the press release, a backgrounder/fact sheet outlined the basics of quantum computing, Intel’s quantum strategy and the phases of research the company had conducted to date and the trajectory for future research. Other assets included a quantum computing primer and infographic, an explainer video using the voices of quantum researchers to humanize the information and provide a call to action, and a short video to bring the news to life for social media channels. Finally, hosting virtual press and analyst roundtables allowed the subject matter expert to educate, inform and answer questions in real time.

Laura Stadler

Another example is the launch of a new neuromorphic computing system, Hala Point, inspired by the human brain that is expected to revolutionize computing. For this announcement, we provided performance comparisons and analogies to ground the technology’s potential and cited that the system could execute 1.15 billion neurons, roughly equivalent to the size of an owl brain or the cortex of a capuchin monkey, and potentially process information 20 times faster than the human brain while using 100 times less energy.

The future of commtech

The future of communications technology will be characterized by faster connectivity (5 and 6G), enhanced, more seamless and interactive user experiences and more efficient and secure communication. These technologies are rapidly transforming how we do our job and will help us be better informed and more strategic as we respond to changes in real time and build deeper engagement and brand loyalty.

According to Muck Rack’s latest State of AI in PR survey, twice as many comms professionals are using generative AI since last year. Besides generating content and video, AI will enable comms professionals to analyze vast amounts of data quickly so we can create messages and content that is even more targeted and impactful. AI will also enhance relationship-building with employees, journalists and influencers through personalized content that more deeply resonates with each targeted audience.

When one applies AI to advanced data analysis, it can also identify potential issues before they escalate and provide strategic recommendations on how to address them, mitigating potential damage. For example, AI can monitor and flag negative reactions or false information like deepfake videos and fake news that could harm a brand’s reputation. Ultimately, these tasks will help communications practitioners zero in on threats and opportunities, address them more quickly and free up their time to focus more on strategy and creativity.

Traditional videos, images and infographics serve well for reaching today’s media and key audiences, but augmented reality (AR) and virtual reality (VR) are providing opportunities to create more engaging and memorable information where attendees are not just spectators but explorers. These technologies could be used for virtual immersive press events where attendees view and interact with a 3D model of a product or use AR to add digital content onto the physical world enhancing the retention of information but also fostering a deeper emotional connection with the brand. Imagine interacting with holograms of other attendees or using mixed reality to give virtual tours of operations and production facilities regardless of the attendee’s location.

Brain-computer interfaces (BCIs), a technology that Intel Labs is also researching, biometrics and neural interfaces connecting to the brain acting as emotional barometers, measuring the pulse of engagement in real-time. These technologies could be used to track physiological responses like brain activity, heart rate fluctuations, and stress levels during PR events so communications professionals can gauge interest levels and adapt their presentations on the fly or address audience concerns immediately to achieve higher engagement.

BCIs could also measure the stress levels of comms professionals themselves and suggest relaxation techniques or help them enter a more focused and relaxed flow state or stimulate more imaginative and creative thinking.

Human augmentation technologies that combine human, AI and computing capabilities like smart glasses and wearables will make our communications more seamless and transform passive consumption into active conversations, allowing audiences to engage, respond, and interact in real-time, much like a lively dialogue at a gathering. Smart glasses could provide instant information about people making networking more meaningful and effective. Real-time language translation technologies will break down language barriers, enhance relationships and increase cross-cultural collaboration.

Whether these technologies are applied to enhancing communications or the productivity and health of comms professionals directly, they will undoubtedly provide more opportunities to make comms more interactive, data-driven, efficient and personalized. These innovations not only enhance the storytelling but also allow brands to create a more personal and impactful connection with their audience. However, they also present new challenges with ethical considerations and pose greater risks with issues of misinformation and security to name a few.

With communications becoming more agile, seamless, and transparent, it will be important to embrace these technologies while staying mindful about how they impact us and society. Experimenting and upskilling will be key to staying ahead. Ultimately, the future of communication lies in the ability to create compelling, interactive experiences that not only inform but also engage and inspire. By harnessing the power of advanced technology, communications professionals can drive innovation and elevate their strategies to new heights.

Check out more about the future of technology in communications during Ragan’s Comms Week. Learn about it here.