Tech and policy: a convergence your brand comms can’t ignore

In the first week of March, organisations from right across the spectrum of the tech industry converged upon Fira Gran Via in Barcelona for the most announcement-packed Mobile World Congress (MWC) in the post-covid years.??

Alongside the swathes of B2B announcements spanning AI innovations to solar-powered laptops, there was one trend that stood out: the increasing convergence of tech and policy. And it’s not just at MWC. The trend has emerged as a common theme across industry events, making it one that’s worth digging into. Politicians came out swinging at this year’s AI Action Summit in Paris, and technology and AI regulation was high on the agenda in Davos once again. The inescapable truth is that technology is becoming increasingly political.??

The task now, for many brands, is to go beyond innovation-led storytelling. Brands are expected to contribute to this geopolitical landscape in a meaningful and authentic manner.

Goodbye, sidelines?

While tech and policy have always been bedfellows, the era of AI is driving them ever closer together and forcing businesses to innovate faster than ever before within the tightening constraints of regulation. Of course, for telcos, it’s not that simple. Over the past decade, operators in Europe have already invested billions in another technology—5G—and they’re yet to reap the full rewards for their efforts. Minimal returns are only part of the battle. As various MWC stage appearances from CEOs of the likes of Deutsche Telekom and Mistral showed, telcos are feeling the all too familiar constraint of increasing operating costs, high levels of competition, and pervasive bureaucracy. And it’s against this backdrop that we’ve seen telco leaders calling for an industry reset to help drive growth and innovation in Europe, and better prepare players to embrace AI and navigate the regulatory hurdles.??

Three paths to impact?

For organisations in this turbulent operating environment, passivity is no longer an option. Companies must be willing to actively engage with the geopolitical forces shaping their industries.??

In a world where technology and policy continue to converge, those who can successfully bridge these domains in the public’s eye will be best positioned to thrive in the complex global marketplace. Here are three areas to focus your comms efforts on, ensuring your brand has a meaningful voice in global conversations that matter:??

• Dynamism will win out, so be prepared to pivot quickly: In the last few months, we’ve seen changes at the heads of US and Canadian government, political and business leaders jostling for pole position at the AI Summit, and increased geopolitical tensions, just to name a few. Brands must be prepared to pivot quickly to ensure that they’re contributing to the conversation while educating their audience. And this doesn’t always have to be done through a media interview. An exec comms programme can drive real value by leveraging platforms such as LinkedIn to convey important company updates, messages, and thought leadership.??
• Align tech comms and corporate affairs: As the lines between tech and policy continue to blur, it’s critical that this is reflected internally, with technology comms and corporate affairs departments working together. Here’s where an agency with expertise in both fields can really drive tangible results, helping your brand tap into the media zeitgeist and ensure that key messages are being shared at strategic moments in time.??
• Empower your senior C-Suite members: Leveraging a spokesperson such as a CEO for geopolitical topics can be highly effective because they typically possess a unique vantage point on how global affairs impact business environments. Their position—at the intersection of commerce, policy, and global trends—enables them to speak with authority on how geopolitical shifts affect multiple stakeholders. Additionally, their visibility and credibility can help to amplify important messages and cut through the noise of the daily news cycle.?

The bottom line is that a passive approach can quickly be misconstrued as indifference or apathy—neither elicit trust from your stakeholders or your own employees. Whether through strategic C-suite visibility or by cultivating deeper media relationships, brands must seek to actively engage with the tough topics shaping the future of their industries.??

Need expert support? For more information on WE UK’s services spanning executive communications to media relations and corporate reputation management, email [email protected]?