Keyana Corliss and Becky Buckman welcome veteran technology-comms executive and founder of communications coaching practice poseycorp, Lisa Poulson, to the show. Lisa shares stories and insight from decades of work in the comms industry, weighing in on issues like getting nerdy engineers to stay on message; how much interview prep is too much prep; and how the current AI boom, PR-wise, is similar to the dawn on the Internet. Join Keyana and Becky as they learn about everything from executive “Simba moments” to “the river of money”--the key to getting reporters to actually cover your news–from Lisa.
Lisa Poulson likens today’s tech-PR landscape to the period between 1995 to 2008, when the Internet first came on the scene and software like Java fundamentally changed how people could work and live online. But now, as then, most reporters aren’t as interested in technology products as they are about how those products will make or lose companies money and impact the overall market. Lisa offers tips for getting executives to relay those higher-level, market-oriented messages in interviews–and finding alternate communications outlets (whitepapers, podcasts) for those who can’t. She says many PR pros over-coach their executives and give them overly long briefing documents that they’ll never read, which is why it’s important to keep it brief and coach executives on a handful of pithy sound bites. Lisa admires executives like Nvidia’s Jensen Huang and Alphabet’s Sundar Pichai for their communications discipline, and in this humorous and detailed episode, she has lots of advice for helping your spokespeople refine their PR skills as well.
“But you know what I would say to a certain person, depending on how old they are and how sophisticated they are, I would say, look, the only reason people cared to write about Java, it wasn't because it was an object-oriented programming language, it's because it blew up Microsoft's monopoly in software. It was not a technology story. It was a business story. Because it changed where money was being spent. … and right now with generative AI, what are half the stories about? Who's going to lose jobs. What new companies are going to be incredibly successful every time Anthropic gets more money thrown at them out of a t-shirt cannon by Amazon or Google, that's a news story. So the money is what matters.” - Lisa Poulson
Join technology comms pros Becky Buckman and Keyana Corliss as they cut to the heart of today’s tech-news cycle and the general craziness that is high-tech corporate communications right now. With a short, not-too-serious take on the industry - with plenty of humor and irony thrown in - they’ll bring you the best in the biz, across comms and media together, for one-of-a-kind insights and perspectives you won’t hear anywhere else!
About Lisa Poulson:
Lisa Poulson, poseycorp’s principal, helps innovators scale by becoming great communicators, because great communicators create the change they want to see in the world.
Lisa, who has shepherded fundamental innovations from the incubator to the global stage, loves working with leaders who must scale fast and publicly. With incisive, actionable advice, she will help you build the skills to connect, persuade and lead. Because every effective leader must become a great communicator.
Lisa pairs the principles and practices of executive coaching with 30 years of experience in technology communications – a rare and powerful combination. Lisa brings empathy, candor, vision and grit to helping her clients become effective leader/communicators and fluent evangelists.
Resources discussed in this episode:
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