New Tools Help Translate Technology

Technology PR can sometimes resemble the fabled chaos of the Tower of Babel, with new languages sprouting from every corner and a fair amount of miscommunication. Engineers and
IT departments seem to thrive on creating entirely new vocabularies to explain the features and functionality of their products. The job of the PR and marketing team is to take
out its decoder ring and translate it back into English, putting it into context so that the customer, reporter or analyst can comprehend it without an advanced programming
degree.