Creating the big idea and realising the vision
22nd March 2016
Innovation in business is critical – by its very nature it means you have created something new and unique. While you may completely understand your business idea and how it works, being so close to it can cloud your vision and actually end up making it difficult to clearly explain and communicate it to other people.   But you need to get it out there, so when it comes to sharing it with the world, how can you do that? Bill Gates has been quoted countless times about his thoughts on the value of PR “If I had one dollar left I’d spend it on PR”. Gates, the man who had the vision of a PC on every desk, knew that he had to use communications to get his message out there to realise the vision.   So where should you start? Firstly you need to work on clarifying your message – what exactly is your product or service? How does it benefit the target audience you are trying to reach? Keep your wording simple and avoid jargon. It can help to think about the elevator pitch; how would you explain what you do in 30 seconds? Without a clear definition of what you do, what you offer, it can prove difficult to build any further communications activity.   People love stories, so if you can try to tell a story about your business. How did it come about? How do people use it and what does it help them to do? Talking about people or business benefits rather than specific pieces of technology or processes will make your innovation more accessible and easy to understand.   As well as defining what to say, you need to think about who you want to talk to. It’s important to think about who these people are, what they read, watch, listen to, engage with and share on social media. Remember that a business-to-business audience is a consumer audience too – so if you are trying to sell into a IT director, they are as likely to read Computer Weekly as they are the Sunday papers.   It can be useful to build a profile of the ‘person’ you are trying to reach and consider all the touch points or channels you could engage with them on. To achieve that it can help to take an integrated approach to your communications and make any kind of content that you create have multiple purposes so that it is working harder for you.  For example, share any news you have with your media contacts and then use this as the basis of a blog for your website, in your social media activity and in your newsletters.   For more information on PR visit www.cubaneight.com

About the author

Sian
Gaskell
CubanEight
Sian Gaskell is Founder and Managing Director at the award-winning PR agency CubanEight. A senior PR professional in the technology space Sian was included in the top 100 most influential tech PRs globally by Hot Topics.

Latest news

Research, industry, and AGI

Research, industry, and AGI

A transfer of knowledge to industry is a good thing:  One purpose of a university is to benefit society by disseminating knowledge, and one way this can be done is by commercialising research. Universities and research institutions are a dynamo for entrepreneurship, and for innovation in large companies. READ MORE

For success in product development – start at square zero

For success in product development – start at square zero

When it comes to the commercial success of a technology-led product, there are a number of factors that come into play along the development journey. Have the regulatory requirements been met? Can the design be produced at a viable cost? Is it possible to ensure the quality of the manufacturing process? The list goes on. READ MORE

The not-so-small matter of scale: Making it big in microfluidics

The not-so-small matter of scale: Making it big in microfluidics

Microfluidics is a key technology enabling the development of rapid in-vitro diagnostics (IVD). With applications including COVID-19 testing, cardiac arrest assessment and STD screening, decentralised rapid diagnostics are shaping up to be a major part of the future of healthcare and wellness monitoring. READ MORE

 

PARTNERS

Visit Britain

Keep in touch

Sign up to the Venturefest Oxford newsletter to make sure you are the first to hear the latest news. The next #vfestox newsletter will be coming out soon! Make sure you're on the list!

 

 

 

 

 

Email Preferences

Make connections that lead to new investments, new businesses and new ideas in the high-tech sector in Oxfordshire.