Technical Communications: Strategies for Success
This paper discusses various technical communication vehicles, typical audience, exposure and interest levels, and how to adapt information to best fit the delivery method.
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Authored By:
Chrys Shea
Shea Engineering Services
Burlington, NJ, USA
Summary
This paper is an accompaniment to a keynote presentation at the 2013 Pan Pacific Microelectronics Symposium. It discusses various technical communication vehicles, typical audience, exposure and interest levels, and how to adapt information to best fit the delivery method. It also identifies specific opportunities to maximize the ROI of technical communications and offers simple tips for improving writing quality.
Conclusions
Technical communications about new products or technologies can raise market awareness, demonstrate technology leadership, create new avenues for connecting with customers, and strengthen a brand.
Creation of technical communications can present numerous challenges in terms of selecting the right communication vehicle and delivery style, and in ensuring clarity of the message. Understanding the target market is the first step in formulating a communications plan and serves as the cornerstone on which everything is built. Ask three questions:
Who is the target audience?
Where do they typically search for information?
Are they interested methods, data or results?
The answers provide the keys to publishing the information in the right place and delivering it at the right level.
Strategically planning technical communications and integrating them as part of new product introduction marketing initiatives will improve the overall effectiveness and efficiency of the marcomm campaign, and speed the return on investment in the new product.
Initially Published in the SMTA Proceedings
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