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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 36EFFECTIVE TECHNOLOGY COMMUNICATIONS: Innovation that Matters

Edward BarbiniVice President of External RelationsIBM

Rob FlahertySenior Partner and PresidentKetchum

For decades, technology public relations was primarily communications for high-technology companies and their highly technical products. A case in point: in the last edition of this book, this chapter was titled “Public Relations for High-Technology Industries.” Today, because of the pervasiveness of technology in our lives, “tech PR” can be communications about the technology of a transportation, energy or healthcare company. It can be about consumer electronics products, like smartphones and GPS devices. It can also be about the services of a technology company, not just ...

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