Working in automotive public relations often involves liaising with engineers and designers to translate their technical talk.
On the one hand, you need to produce materials with all the detail for specialist media and “pistonheads” – those who will process your information centrally, checking it against their existing knowledge, working out the advantages, getting excited over widgets and wotsits, enhancing their personal standing as an opinion former on the latest motor-related news.
At the same time, you are trying to simplify the message, so that the advantages and benefits are clear to non-technical (peripheral processing) audiences comprising media and public. Matthew Stibbe praises BMW for this in its 330i advert:
Do you feel confused by Variable Valve Timing and Valvetronic engines? Do you wish someone would just tell you that regardless of how they work, they reduce fuel consumption and still improve performance? There you go, then.