What PR pros can learn from tech-support reps

“My computer crashed.”

“My password doesn’t work.”

“I can’t connect to the internet.”

In our “Age of Gadgets,” such complaints are inescapable. Yet the language we use to describe them is exasperatingly vague. In the past, when we all were working together in an office, we could bring our laptop to the IT guy, or he could swing by our office in person. COVID-19 has rendered that convenience a distant memory.

So what’s the solution? I’m not here to recommend an app or website. I’ll leave those decisions to the tech experts.

What I can recommend is a fail-proof technique that will utterly transform your experience with tech support. The next time you run into an electronic problem—be it with your computer, phone, tablet, watch, or even car—don’t panic. In these scenarios, you’ll often detect a specific error message. After all, computers, designed by engineers, are meant to be logical.

So, before you pick up the phone to call the help desk—or your geek niece or nephew—write down that message verbatim. Precision is paramount; don’t paraphrase. If you can’t copy and paste, then take a screenshot or use your phone to snap a pic.