Explaining technology to journalists is one of the hardest parts of early stage PR. Founders know their product deeply. Journalists need to understand it quickly. If you simplify too much, you risk losing accuracy. If you go too technical, you risk losing the audience entirely.
Striking the right balance is a communication skill that can be learned. When done well, it helps journalists write better stories, reduces misunderstandings, and positions your company as credible and thoughtful rather than confusing or overly complex.
Here is how to communicate with clarity without watering down what makes your technology unique.
1. Start with the problem, not the technology
Journalists care more about the problem you solve than the mechanics of how you solve it. Begin the conversation with a real world pain point or inefficiency. This gives them context and anchors the discussion in something tangible.
Once the problem is clear, the underlying technology becomes easier for them to understand and explain.
2. Use plain language before introducing technical terms
Clarity is not the same as oversimplification. Start with a plain language version of what your product does. Then add the technical layer only after the foundational idea is clear.
A simple rule: explain it the way you would to a new hire on their first day. Not a child, not a professor, but an intelligent person who simply lacks context.
3. Provide analogies that illuminate, not distract
Analogies can help, but only if they are accurate and relevant. The best analogies create a bridge between what a journalist already understands and the new concept you want them to grasp.
Avoid analogies that overpromise or create unrealistic comparisons. They should clarify, not distort.
4. Share the minimum number of technical details needed for accuracy
Journalists do not need to understand every line of code or every element of your engineering stack. They need enough technical detail to explain your product truthfully and avoid errors.
Pick the two or three most important technical concepts that define how your product works and why it matters. Focus there.
5. Explain what is new or different
Journalists look for the angle. They want to understand what separates you from what already exists. If your technology is advanced or category defining, highlight what makes it different in a concrete way.
Be specific. Precise differentiation helps journalists write stronger stories.
6. Acknowledge limitations and avoid hype
Overselling complex technology is the fastest way to lose credibility. If there are early limitations or known constraints, be upfront. Transparency creates trust, and journalists respect founders who do not hide the edges of their product.
Balanced explanations feel more believable than inflated ones.
7. Demonstrate the technology in action
If your product can be demoed, demo it. If it can be tested, offer a way to test it. Real experience eliminates confusion and builds confidence.
A hands on moment often explains more in three minutes than twenty minutes of verbal explanation.
8. Use structured materials that make reporting easier
A well prepared press kit helps journalists explain your product accurately without needing technical guesswork. Include:
- A clear description of what the product does
- Technical specifications
- Product images
- A short founder explanation
- Real examples or use cases
Good materials reduce the risk of misinterpretation and help shape the narrative.
9. Focus on what the technology enables, not how every part works
Journalists write stories for readers, not engineers. Frame your explanation around outcomes: what the technology allows people to do, how it improves a process, what new capability it unlocks.
Outcome based explanations feel meaningful without being shallow.
10. Prepare concise answers to common questions
Most journalists will ask similar things:
- Why did you build this
- How is it different from what came before
- How does it work at a high level
- Why does it matter now
Preparing short, clear answers ahead of time makes every interaction smoother and more consistent.
The Bottom Line
Explaining advanced technology to journalists does not require dumbing it down. It requires clarity, structure, and an understanding of what journalists need to tell the story accurately. When founders combine simplicity with precision, their ideas become easier to cover, easier to trust, and easier to remember.