The next role PR can play for your company is… Enterprise Translator

What this means:
Your company makes sense to insiders, but not yet clearly enough to the buyers you want to reach. The challenge is translating specialist capability into a story that feels relevant, simple and commercially meaningful to decision-makers.

Pitfalls if not actioned:
You may win attention from peers, media or industry observers while still struggling to drive traction with the people who actually buy. Messaging that is too technical or too inward-looking can hold back commercial understanding.

What to do next:
Simplify how you communicate value. Shift from describing what the product does to explaining what it changes for the customer, why that matters commercially and where it solves a real business problem.