It doesn’t matter how complicated your industry is, there is a story there, and it probably deserves to be told. The key is making it easily understandable.
This is one reason why it’s good to consult a public relations agency for help promoting your business. We tend to have great luck getting stories told for businesses in quite un-sexy industries. Think information technology, orthodontics, software. Our key to success is breaking down the information enough that it is understood by everyone. That’s why we love Tim Radford’s quote.