Tech is moving fast, and PR teams must keep up with the technical knowledge.

You’re expected to pitch complex ideas like AI, automation, and data privacy to everyone from policymakers to the public. 

The problem? 

Not all audiences speak “engineer.” Too much technical jargon or a poorly-framed message, and you risk confusion, backlash, or worse. 

The fix? 

Speak their language. 

And that starts by knowing who they are, so you can meet them where they are.

Let’s take a closer look at why tech is so tricky to explain—and some tips that’ll help you do it better.

The challenges of explaining tech in PR

Communicating complex technology requires clarity and connection.

But when PR pros fail to meet non-technical audiences where they are, confusion sets in, skepticism rises, and the message gets lost.

For PR teams, the challenge is twofold. 

First, you need to explain complex concepts clearly enough to overcome resistance. And secondly, you need to tailor that message to a broad audience, each with their own knowledge level, expectations, and comfort with innovation.

Which brings us to …

Widespread technostress and resistance

Most professionals aren’t just confused by new tech. They’re actively stressed out by it. 

According to a recent analysis of workplace tech resistance, this stress shows up in five ways:

1. Techno-complexity: Tech feels so hard to learn that people feel incompetent.
2. Techno-uncertainty: Constant updates and unclear expectations.
3. Techno-overload: Tools increase the pace and pressure of work.
4. Techno-insecurity: People worry about being replaced.
5. Techno-invasion: Always-on tools disrupt personal life.

(Image by Ioana)

With so much fear surrounding tech, it’s no surprise that over 50% of employees say workplace tech rollouts tend to create internal chaos rather than improvement. This is often because the fear and overwhelm are so great that workers struggle to adopt and utilize these tools.

As a recent study on technophobia explains…

“Employees experiencing these fears may struggle to adapt to technological changes, leading to decreased productivity and job performance.”
As a PR professional, it’s your job to quiet these fears by explaining tech concepts in a way that’s understandable and grounded in real-world benefits. This helps people see how it’ll support their lives, not threaten them.

Audience fragmentation

As a PR pro, you’re explaining tech to a variety of audiences, all with a different level of knowledge.

This means your message won’t resonate with every audience type in the same way.

For example, a 2025 study found that 55% of Millennials say they’re excited to try new workplace tools. But only 22% of Baby Boomers say the same. 

➜ Generational gaps, income levels, learning styles, and professional backgrounds all shape audience expectations and reception.

But here’s the good news. When you explain tech clearly, framing it around value, workers benefit enormously. For example, companies that understand GenAI and leverage it effectively see a 30% boost in operational efficiency. 

So yes, tech works. But only when you help people understand it.

9 tips to communicate complex tech in a way everyone understands

To translate complex technical concepts into simple language, you need to be a clear and empathetic writer.

Here are some tips to help you craft explanations that connect across generations, job titles, and levels of technical experience:

1. Define your actual audience, not just the ideal one

As a PR person, it’s easy to write for the perfect persona — the “ideal reader” who just gets what you’re saying. 

But most tech messages aren’t aimed at technical audiences or software engineers. They’re written for non-technical decision-makers, users under pressure, or those navigating change. 

If you misjudge the audience, you’ll assume they have a better understanding than they do. This can create confusion, deeper mistrust, and overwhelm. (And it’s a one-way route to technostress.)

In other words, don’t assume technical literacy. According to research, more than half of employees report receiving only basic training materials for new tools, and 20% receive little to no guidance. 

(Image by Ioana)

That’s a sign that your audience needs more support than you think.

Instead, start by listening. 

Talk to support teams and read customer reviews to understand where people struggle or what makes them feel unsure. 

This shows you what needs explaining.

Then consider who you’re explaining it to.

What’s their age group, job role, and current level of awareness? Consider how these groups prefer to receive information — the formats and sources they actually trust, whether that’s a blog forum or a town hall meeting. 

This illustrates the need for explanation.

2. Start with the question, not jargon

The fastest way to lose a general audience? Dive straight into technical terms.

Instead of bombarding your audience with jargon, begin with the questions people are already asking:

1. What is this? 
2. Why should I care? 
3. What problem does it solve?

This structure provides readers with a foothold by reducing the cognitive load. And it makes dense technical writing feel approachable. 

For example, instead of leading with “eBPF runs sandboxed programs in the kernel,” you could say:

“What is eBPF? It’s like a highly intelligent, programmable security guard positioned at a building’s central nervous system, capable of monitoring and reacting to specific events”.

(Image by Ioana)

Just remember, people are willing to learn. For example, 48% of workers say they want more training on AI. But you can only understand what each audience needs to learn by starting with their questions.

3. Use real-world examples that people already understand

People in non-technical roles often struggle to relate to diagrams of software architecture. They relate to stories they know.

A good analogy bridges unfamiliar tech with everyday examples.

Imagine you’re selling used Honda Civics in Toronto. You’d focus on the fuel savings and safety benefits that other customers had experienced. You wouldn’t concentrate solely on the internal mechanics of the i-VTEC engine. 

Your communications should work the same way.

Avoid worn-out metaphors (please, no more “the cloud is like a magic folder”). Instead, use grounded comparisons in your technical writing.

For example, you might explain a blockchain as a public notebook, or a neural network as a toddler learning by copying. 

These simple shifts turn technical language into something tangible that the majority of readers can understand.

4. Break ideas into layers, like a tutorial

Don’t try to explain everything all at once. If your target audience is overwhelmed, they won’t absorb any of the information, especially during high-stakes communication moments like press briefings, product launches, and investor pitch decks, Q&As.

You need to let people opt into the technical details. 

Nobody wants to be shoved up the learning curve — let them climb it themselves:

1. Start with a clear and concise summary in plain English that everyone can understand.
2. Then, provide a more detailed explanation for those who are interested.
3. Provide the technical specs as a backup, but not the primary material.
4. Repeat key points using various formats, such as FAQs, diagrams, and explainer videos.

5. Adapt your tone, format, and formality to the moment

There’s no one-size-fits-all tone for tech. 

The way you explain a system to a journalist is different from how you’d present it to regulators, clients, or internal stakeholders. 

And tone shapes trust.

Too casual, and you sound unqualified. Too academic, and you alienate non-technical readers.

So, research the primary audience you’re approaching. 

Ask yourself which industry they’re in, since some sectors — like government, construction, and manufacturing — are particularly resistant to new technology.

(Image by Ioana)

Be sure to also note generational differences. (While Gen Z and Millennials jump on new tech, Boomers are more cautious.)

Matching your writing style with age, comfort level, and context helps you break through resistance barriers.

6. Use multimedia and transcripts to reinforce understanding

Not everyone learns the same way. Some people absorb information best through visuals, while others prefer to read or listen to it. 

Mixing visual content with text makes your technical explanations far more accessible.

For example, you might:

• Offer group video conferences and send the transcriptions afterward
• Create short video explainers with captions
• Build self-paced learning sessions
• Explain processes with diagrams
• Host interactive Q&A sessions

There are numerous tech tools available to make this process easier to deliver. 

For instance, to save time recalling the tech concepts discussed during meetings, use a tool like Fellow. It automatically transcribes your meetings, allowing you to focus on the conversation while still delivering clear documentation afterward.

7. Storyboard the problem your tech solves

No one gets excited about “features.” They get excited about outcomes. 

Sure, you want to describe the capabilities of a product. But focus more on what it fixes and how it improves their life.

Use a storytelling style to do this. 

Stories cut through technical content fatigue and remind audiences that your product exists to serve them, not the other way around.

To frame your message like a story: 

1. Start with a pain point.
2. Show the solution in action.
3. Highlight what’s changed.

For instance, don’t say a chatbot handles support conversations automatically.

Say that it reduces support tickets to such a degree that the customer service team can now leave on time every day. 

8. Build a press pack that works across platforms

One message rarely fits every format. Make it easy for your audience (and your internal teams) to share your story, wherever it’s being told.

Start with your core announcement in the form of a press release, and repurpose it into bite-sized formats for different platforms and audience types. 

This helps you deliver consistent messaging in a flexible way. (Whether it’s included in a LinkedIn post, stakeholder pitch deck, or podcast segment.)

Your press pack might include:

• A Q&A doc with clear, non-technical answers
• A visual summary (carousel or infographic)
• Slide templates for internal teams or sales
• Social-friendly visuals with alt text
• A 30–60 second video explainer
• Tweetable lines and hashtags
• A plain English press release
• Headline-ready pull quotes

Think of it like you’re equipping your message with a variety of “outfits” for different events. Same story — styled for the room.

9. Don’t overload with jargon, but don’t hide it either

You’re aiming for clarity without dumbing the message down.

If your audience is reading about tech, they’re not afraid of big ideas. They just don’t want to feel lost in them. 

While you shouldn’t smother your writer in technical language, it’s important to use key terms to frame the message professionally and correctly. 

Just make sure you define them the moment they appear. Don’t assume prior knowledge, and avoid dropping in acronyms without providing context.

This way, readers feel informed without feeling patronized. You’re explaining important information, but giving the audience the language they need to stay in the conversation and ask bigger questions. 

Wrap up

In the age of AI, automation, and robotics, there are many systems that most people don’t fully understand. PR professionals need to be able to explain the unexplainable in a clear and compelling way.

That doesn’t mean talking down to your audience. 

It means meeting them where they are, layering your message, and giving them the “why” behind the “what.”

Whether you’re pitching to the media, shaping policy, or guiding customers through a tech shift, good communication starts with empathy and ends with clarity. 

Need help turning complex tech into a clear message — and getting it in front of the right audience? 

Agility PR makes it simple. Book a demo with our experts to learn more now.

Ioana Wilkinson

Ioana is a Business, Digital Marketing, and SaaS content writer for B2B brands. Born in Transylvania and raised in Texas, Ioana has been living the digital nomad life since 2016. From Barcelona to Puerto Vallarta to her new abode in windy Oklahoma City, you’ll never know where Ioana will head off to next.