Understanding jargon is a big part of covering technology. But no one reporter knows all the buzzwords. So saying that “everyone is talking about” acronyms you can be sure that most people have never heard before (except the geeks in your particular industry subset) is a waste of an opportunity to connect.
Dear Rafe,
Everyone is talking about SDN and NFV. But at Mobile World Congress 2014, [[company]] will go beyond the buzzwords and conduct the first public live demo of its Distributed NFV (D-NFV) solution.
On the other hand, you don’t want to talk down to people, either. Because then I’ll do another Pro PR Tip that’s the exact opposite of this one. So you can’t win.
Unless you know who you’re pitching.
Rafe
Pro PR Tips 
Thanks for this tip. It sounds so simple but let’s be real, some times people forget who their audience is in favor of thinking about who the PR firm is. When that happens, it is a bad situation.
So very true. Knowing your audience is key. Just because you’ve built a list with 200 tech journalists on it doesn’t mean you’ve targeted the right journalists. There are so many verticals within tech (and other industries) to consider. Read their stories before reaching out.
I’m going to use your tip on my social pages today.
If you don’t know your audience, you can’t do PR effectively.
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