How do I translate complex technology into a media story that connects people?

A good story manages to take complex information and make people understand, feel, and remember, and that’s the true value of effective technological communication. So how can you build a good, compelling story that shows your technology?

By: Mark Koritny, Communication and PR Consultant

How do I translate complex technology into a media story that connects people? A good story manages to take complex information and make people understand, feel, and remember, and that’s the true value of effective technological communication. So how can you build a good, compelling story that shows your technology? By: Mark Koritny, Communication and PR Consultant In a world where technological innovation is advancing faster than the pace of human understanding, the real challenge is not just to build advanced technology – but to get people to understand it. Many companies invest millions in developing breakthrough products but find it difficult to communicate how a technological product offers real value for humans. This is where the art of translating complex technology into an understandable, human, and inspiring communication story comes in.

The dilemma between simplicity and depth accompanies almost every entrepreneur, scientist or technology marketing manager: if we simplify too much, we will damage credibility, and if we go too deep, we will lose the audience. It’s not just a question of formulation, it’s a question of perception.

1,000 songs in your pocket Steve Jobs faced the exact same dilemma when he tried to explain the iPod to the world. Engineers described the product as “MP3 players with 5 GB of memory,” but Jobs rephrased it in one simple sentence: “1,000 songs in your pocket”. The exact same technology, yet one clear story that has become a media mythology. It wasn’t the simplification of the product, but the essence of the idea. The key is not just to explain how technology works, but to create a story that allows the audience to feel its real-life value and that interests the media. To do this, it’s important to start with the right questions, focusing on who the product is important to, how it changes the user’s experience, and how it makes us feel.

Through the following six questions, you’ll find a framework to help you identify the human angle, turn technical features into relevant benefits, and build a clear, understandable, and inspiring communication story.

Who is the audience and what do they already know about your technology?

Understanding the audience is the basis for any successful media story. Effective communication starts with adapting the message: when we understand how the audience feels and understand the benefit and impact of the technological product, we know how to connect with them effectively. Different audiences “hear” the same technology in a different way – investors want business potential, journalists look for a social or human story, and customers want to know how it changes their lives. For example, when an energy startup shifted its presentation from engineering terms to a version about “families enjoying clean and cheap electricity,” interest and understanding were renewed.

How do you locate the human angle?

Behind every technological innovation is a human purpose: relief, security, comfort, or control. A good media story focuses on the moment when the person gains something tangible from it, as people fall in love with what technology allows them to feel and do. Therefore, every technology story begins with one simple question: What human problem does this solution solve? To find the human angle, consider: Whose daily life does it change? And what feeling does it allow you to experience? Security, resilience, control or peace of mind? Developers of a medical software system only realized their value after reformulating their story into “a system that prevents hospital errors and saves lives every day”.

How do you turn technical features into benefits and an emotional story?

Translating technology into a human story is the main challenge. The audience connects to the meaning behind data or specifications. To turn technology into a message that speaks to the heart, it’s important to progress step by step: from what the product does, what it gives, and what it makes you feel. To make the transition, use this formula:

• Feature – describes the technical fact.
• Benefit – describes what the feature gives to the user, such as saving time or improving the experience.
• Emotional Story – A moving story describing why it’s important, translating technology into human experience. Ask for each characteristic: What does this technology give someone? For instance, a 0.1-second response time (Feature) leads to real-time operation (Benefit), resulting in the emotional story: “Customers who feel confident that everything is going smoothly and without surprises”.

How do you maintain a balance between simplicity and reliability?

The balance between simplicity (explaining clearly) and reliability (maintaining trust and accuracy) is a very tightrope. Excessive simplicity creates the impression of overt marketing, while too much depth can dry out the message. Good communication combines them: just tell the truth clearly. Oversimplification, such as “The system that will change the world,” creates distrust because the audience feels they are being sold to and not shared with. A credible message, like “A system that helps you manage the day, without replacing you,” speaks at eye level based on transparency and accuracy. To maintain credibility, use targeted data that backs up your story without overwhelming it, and acknowledge what’s still in progress.

How do you simplify technical terms and jargon without losing accuracy? The goal is to translate complex information into clear human language, not to oversimplify it like explaining it to a child. It is the ability to explain the complex in a way that is understandable to a smart person who is not an expert in the field. Instead of saying “a machine learning-based system for identifying anomalies,” say: “A system that learns patterns on its own and alerts when it detects something abnormal. Like a guard who detects unexpected movement”. This translates a scientific principle into a language that connects with people.

How do you get technology exciting?

People get excited when a story makes them feel part of something bigger. The excitement stems not from the technological solution itself, but from the product’s vision and the story that connects innovation to values, meaning and belonging. Tesla, for example, focused on the future of clean and sustainable transportation, which created inspiration and a sense of meaning that they were part of something world-changing. To inspire, tie the story to a broader vision, like “We’re not just streamlining – we’re enabling a future where human error is virtually gone”. Use visuals (short video, image, and scenario) that bring the reader into the experience. Technology is exciting when we see it not just as a code, but as a real change for the better in our lives. In summary, a good story manages to take complex information and make people understand, feel, and remember, and this is the true value of effective technological communication.