Richard Brown, BAE Systems: How to build communications in the defence sector

Recently, Calibrated agency and Tech PR School hosted the Defence Tech Comms Bootcamp. One of the lecturers, Richard Brown, Head of Technology Communications at BAE Systems, shared insights on how defence companies can strengthen their communications. Defender has highlighted the key takeaways from his speech.

Why look at things through the eyes of your users

When communicating technically complex things, it’s important to convince people that you’re doing something really meaningful. Only then does it make sense to outsiders. This can be achieved through proper communication. In our field, we talk about what the problem is and how you solve it — and you have to tell it convincingly. Below are some tips on how to be persuasive.

• Understand the core of your users’ problem, not just how your product helps. You may think that your technology is so cool that you should build your communication around it. But in most cases, the military doesn’t need cool technology – they need technology that actually works and solves their problem. So focus on the problem and the solutions.
• Put yourself in the user’s shoes – think about how they will use your technology day in and day out, how they will learn and maintain it. Think about how long it will take the military to learn how to use your technology properly. How to deliver your solution to the front line, what kind of maintenance it will require, and so on. There are many things that you, as a developer, don’t always think about, but the soldiers who will be using the technology will definitely have to think about them.
• Find end users with whom you can talk.
• Measure their level of technical awareness. They may have excellent competencies, but it’s not a given that they understand the technology behind your product. You can’t leave them alone with a complex product; you have to meet them halfway, show them everything, and explain it.
• Think about how your users will learn about you. Can they find your contacts online, are you open to correspondence with potential customers? You need to work with search engines accordingly. Again, the most important thing here is to understand how the problem you are solving is formulated. Because one of the places where they will look for a solution to the problem will be on the Internet – and your solution should appear in the results.
• Find out what other solutions are solving the same problem. When you’re in your bubble, you often think of yourself as the only one who has thought about a problem and is looking for a solution. It is also helpful to talk to the military — they are likely to already know about your competitors.

How to talk about your project

• Describe yourself clearly and concisely. It sounds like obvious and trite advice, but it is vital. Start by simply describing the specific problem you solve – and how you do it. Try telling it to people who are not experts in the subject (friends, family) and see how it goes. Don’t use slang or acronyms. Try to keep it to 1-2 paragraphs or 30 seconds if it’s an oral story. If you succeed and non-experts understand you, you can confidently pitch to clients and investors.
• Photos and illustrations. So, you already have a concise and clear description. But you can bring it to life with images, especially when it comes to an actual physical product. A visual demonstration inspires much more trust. Take as many photos as possible at every stage of your product development. Build this into your product development, and it will definitely come in handy. Also make infographics, which is a very cool tool. Think of an illustration that explains the product’s key features and how it helps the military in their work. Infographics can be a great sales tool.
• Video. If you conduct any product tests, be sure to film this process! If it is a software or analytical product, record a demo. Make as much video content as you can. A video of a product that actually works is the most convincing argument for your potential users. Video editing software has never been so easy and affordable. It costs you almost nothing to add titles and captions to your video to help tell your story. And if you have the budget or people with the right skills in your team, make an animation. Here’s how BAE Systems does it.
• Be a thought leader in your subject matter. Spread the word about your subject area, write articles, and participate in public speaking engagements. Demonstrating that you understand a problem area well is a great way to attract large customers who are tired of salespeople. Do you have a unique understanding of their problem? Don’t openly say that your product is the solution. Talk about the problems of the market. It is much more likely that potential customers will start asking how you solve this problem themselves.
• Be consistent in your communication. Decide on your style — both in texts and images — and stick to it. Be recognisable. Use approved colours and layouts. Try to balance being seen as an industry disruptor and a trusted partner that gives users confidence.

Richard Brown

Head of Technology Communications at BAE Systems

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