1. UTC
Cleantech Roundtable –
Techno-speak to
People-speak
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John Pilmer

2. Communications Complexity
Byline Articles
Case Studies
Press Kits
Press Tours
Website
Events
Social Media
Media Relations
Success
Online Media
Print, Broadcast Media
Measure & Adjust
Spokesperson
Training
Press Releases
Tactical Deliverables
Watering Holes-Venues
B
Third-Party Validation
U
Define Roadmap
D
Develop Messaging
G
SWOT Analysis
E
Research Competition
T
Target Markets/Publics
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Start Here

3. More Complexity - Social
Media & Online Reputation
Date: 9.29.11
Brent Brown Toyota Sucks
Horrible dealership, bad highpressure sales, crappy used cars,
even worse service department.
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4. Hypothesis - Measure –
Adjust to Nail Message
•Keep costs down &
efficiency up using
A/B testing
•Garner feedback
from real prospects &
customers
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5. What’s wrong with this?
 “This amazing, prestigious and
sophisticated product is a quantum leap
forward and performance is a greater
order of magnitude, and will decimate the
competition. The enormity of this
tremendous advance indicates our
commitment to servicing our customers
in a forensically sound manner.”

6. Novell/IBM 2001…
 IBM WebSphere Advanced Edition 3.5 for NetWare,
the newest version of the application deployment
platform for Novell Net services software such as
OnDemand, iChain, Novell Portal Services and
eGuide, is now available for NetWare 5.1. With IBM
WebSphere for NetWare, customers can simply and
securely Web-enable existing business processes
using a combination of Novell Net services software
deployed as Java-based applications on WebSphere.
This transformation to eBusiness is accelerated
through the identity, customization and personalization
management power of Novell's Novell eDirectory.

7. Novell / IBM 2001 by the
numbers…




Words per Sentence
Sentences per paragraph
Passive Sentences
Flesch-Kincaid Grade
27 words
3
33%
20.4

8. Novell 2013…that’s better
 Novell supports thousands of
organizations around the globe,
delivering software that makes the
workplace more productive, secure and
manageable. Focusing on today's social,
mobile and multi-platform world, we help
you stay competitive, minimize costs, and
get more value from the software you
already own.

9. What’s wrong?
 Frankenquote:
 “Nortel has established a legacy in
innovation and will continue to push the
envelope in delivering faster and more
efficient wireless capabilities with industry
leaders like QUALCOMM,” said Jean-Luc
Jezouin, vice-president, GSM/UMTS product
line management, Nortel.

10. Better…
 “Nortel’s legacy is innovation. We push
the envelope, delivering speed to a
wireless world with industry leaders like
QUALCOMM,” said Jean-Luc Jezouin,
vice-president, Nortel.

11. Do this to communicate
complex concepts…






Be brief…eliminate words.
1st sentence & paragraph work
Tell a story
Everyday words & phrases
Understate rather than hype
Read the media outlet content

12. Do this…






Eliminate jargon & acronyms
Kill buzzwords (ie. solution; leverage)
Zero passive language
Google-friendly headline (75 char.)
Spell/grammar checker/readability
Link to detail & techie stuff on website

13. Content Marketing…more
than press releases
 Penguin, Panda, Hummingbird
 Blog
 Case study,
 White paper,
 Twitter, Facebook, LinkedIn,
 Video, infographic
 ???

14. Graphics Simplify the
Complex

15. Graphics Simplify the
Complex

16. st
better…1
This is
paragraph covers it
 SALT LAKE CITY—xxx xxx, 2013—SpotterRF today
announced the integration of its M600C compact
surveillance radar by XXX in 20 of its Alaska oil field
sites. XXX and video security integrator, xxx SpotterRF
radar to provide mobile, rapidly deployable, and low
cost situational awareness to oil field crews working in
rural settings where crews are vulnerable to wildlife
encroachment. Past polar bear attacks on crew
members created the need for a solution. The hyperaccurate SpotterRF radar allows workers to proactively
respond to approaching bears. This enables bear
relocation and protection for bears and humans.

17. Q&A
 jpilmer@pilmerpr.com
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