With so much being written about the next generation of autonomous vehicles, do people really know what self-driving technologies are?
The answer seems to be no, according to a recent report published by the Massachusetts Institute of Technology. The report surveyed 450 participants about how semi-autonomous systems worked, and the majority of respondents could not explain what these features – now available, or soon to be released, on vehicles – actually did.
This finding is extremely important to mobility companies because it speaks to the great challenge the industry faces to effectively inform and educate the public about these new technologies. For suppliers who create the technologies, it means the benefits of their innovative solutions are not being communicated in a way that resonates with key stakeholders.
One of the most successful techniques to help bring these self-driving technologies to life in an easily understandable manner is storytelling. Stories connect us to people, places and things, even if we have not personally experienced them. They can transport us through time and space to provide a glimpse of what is or what can be. (Think about how much you learned from those bedtime stories you were read growing up.)
Storytelling can be especially impactful to communicating what capabilities the technologies enabling autonomous driving can do, such as how LIDARs deliver continuous 360 degrees of visibility, allowing vehicles to see in all directions, all the time. Great stories can create lasting images and memories of what the technology does and why. Therefore, the story a company chooses to tell about its products, and how it delivers that story to its target audiences, is crucial to conveying the right messages.
This is not something easily done. Here at Eisbrenner PR we help our clients by developing a strategy behind what stories to tell and how to tell them. Although each client has different goals for their stories, we assist them in identifying essential story elements:
- Main characters: who and what are affected by the technology
- Setting: current and future scenarios where the technology is applicable
- Plot: background of the importance of the technology
- Conflict: the problem the solution seeks to solve
- Resolution: the advantages of the solution
Only the right story, told on the right platforms, will connect with the right audiences.
In the increasingly crowded and more technology-focused mobility industry, storytelling can be a gamechanger in educating the public by making future technologies and solutions come to life. To find out more on how Eisbrenner PR can help you tell the story behind your technologies, contact us.