How to build trust in robotics with PR and comms

Robots are quickly stepping out of science fiction and into our daily lives.

At last month’s Consumer Electronics Show (CES), for example, robotics innovations were centre-stage – everything from humanoid robots to sophisticated robotic arms and AI-powered dog companions.

However, while many people stare in wonder, plenty more fear what functional robots could mean for jobs and safety. According to one study by Brookings, just 16% of people said they felt comfortable with robots, demonstrating the challenges facing robotics companies.

Success in robotics isn't just about technological innovation – it's about earning trust. From factory workers collaborating with robotic arms to customers interacting with service robots, everyone needs to feel confident in this technological transition, not threatened by it. The way companies communicate and present their robotics innovations is as vital as the technology itself.

An effective PR and comms strategy can frame the perception of robots as empowering workplace tools rather than evil, job-stealing machines.

Combatting common robotics concerns in comms

The first step in building an effective PR strategy for robotics is establishing a strong, trust-building narrative.

An initial messaging workshop can help with this by identifying potential fears or misconceptions people may have with your robotics solution. The session can then define core messages to counter these perceptions, gather proof points to demonstrate the benefits of your solution, and tailor those messages to different audiences.

Below are some common robotics concerns and how they might be overcome with a solid PR and comms approach.

“A robot will take my job”

The most common concern about emerging robotics is job displacement. Workers fear that robots, capable of working continuously without breaks, will push them out of work.

• Robotics companies must combat the narrative of replacement with one of collaboration – and show this through real-world examples.
• Highlight how robotic technologies can create new employment opportunities in maintenance, programming, and artificial intelligence.
• Position robots as solutions to existing labour shortages rather than threats to human workers.

“Robots are dangerous and unpredictable”

Safety concerns constitute another significant barrier to public acceptance of robots. There’s a few ways robotics companies can mitigate these fears.

• Communicate transparently about safety certifications (e.g., ISO compliance).
• Demonstrate examples of real-world injury prevention (e.g., robots replacing humans in hazardous environments).
• Explain built-in safety features clearly (e.g., video footage showing emergency stop functions and advanced obstacle detection).

“Robots that look too human are creepy and unsettling”

The "uncanny valley" effect of humanoid robots presents a unique challenge. Robots that appear too human can trigger discomfort.

• Shift the conversation from aesthetic concerns to functional benefits.
• Explain the rationale behind robotic design and show why robots look and move a certain way (e.g. showing that they are designed to operate and adapt to our world rather than the other way round).
• Draw parallels to technologies once considered unnatural (e.g., voice-based virtual assistants).

Five tips for building trust in robotics with PR

The next step is translating this narrative into a strategic, proactive PR strategy. Once a company has established its core message, it can use PR to reinforce trust through real-world proof points, media engagement, and transparent communication.

Understand your audience

Who are you telling your story to? Are you talking to a PhD scientist in robotics or someone from outside the field? It’s an obvious question, but very often overlooked when crafting compelling stories for the media.

You need to fit the narrative to each audience group, while avoiding jargon and corporate-marketing language:

DON’T - “Our AI-driven perception system utilises multi-modal sensor fusion.”

DO - “Our robot can ‘see’ its surroundings using cameras and sensors, just like you do when driving a car.”

This is especially important for tier-1 B2B media (BBC, WIRED, Financial Times, The Economist, Forbes) because their typical reader only has a surface understanding of robotics and AI. Yet, even the most technically-gifted CTO can get bogged down in jargon. Anything that reduces the readability of your story should be cut.

The simplest and shortest way of explaining a concept is always best, especially in this world of diminishing attention. PR and comms specialists can help transform complex concepts into something understandable for all audiences.

Case studies, case studies, case studies!

Case studies will always be a powerful and reliable tool in building trust in technology because they transform abstract technological concepts into something relatable.

However, saying “Company X used our robot and liked it” might be fine for a LinkedIn post, but won’t get you on the front page of the Financial Times. Journalists and their readers are most interested in B2B robotics stories that feature compelling characters facing meaningful challenges, a journey towards the solution and, critically, quantifiable results.

Numerical impact makes a case study infinitely more impactful: “our robot saved workers 15 hours a week”, “improved company productivity by 25%”, or “saved the company $100,000 per year.”

Visual stories are also very effective – content with relevant images receives 94% more views than content without images. Is there a way to visualise before-and-after scenarios?

But what if you’re in early stages of deployment or don’t have customers yet?

Well, we recently asked two journalists this question on our recent webinar called “how to cut through the AI noise”. Here’s what they had to say:

“Trust us. Is there something I can go and see? Perhaps a pilot. We're all fascinated to see humanoid robots in action. You might not be able to take me down a mine that's trialing robots. But is there somewhere I can go and see one in action at your facilities, where I can take pictures or video?” - Joe Fay, freelance reporter (BBC Online, The Register, Computer Weekly, and The Stack)

“Make clear that this is a pilot. It's a work in progress – we have got some benefits, but it's very early days. I'd rather have that, and be clear about that. And actually it might give a more realistic view of an emerging technology.” - Nick Huber, freelance journalist (Financial Times, The Telegraph, Independent, and The Guardian)

You don’t need to have sorted every piece of the puzzle to make a great story.

Be transparent

Trust in organisations is at an all time low. Concerns over poor ethics and misinformation have eroded trust in the technology sector. Only 27% of people in 2024 said they trusted large tech companies, down from 32% in 2020, according to Gallup.

Robotics companies need to be upfront about potential challenges – including job displacement concerns and technological limitations – rather than brushing them aside. Proactive communication that addresses any potential misinformation before it spreads can significantly reduce any negative perception.

If things do go wrong, be in a position to address it quickly. Work with specialists to plan and put together a crisis plan that will help mitigate damage and erosion of trust.

Building trust takes time

Trust can be lost overnight, but is built over time with long-term, consistent PR and comms. Be patient – regular engagement builds credibility.

Don’t just appear in the media when launching a product. Stay in the conversation by developing a long-term thought leadership strategy that maintains an ongoing media presence.

At the end of the day, PR can only help so much if you aren’t following through on promises. Overhyping and underdelivering will break trust faster than any technological shortcoming, or indeed having no PR strategy at all.

Shaping a future of collaboration

Successful PR in robotics is not about hype but about trust. Trust is built through transparency and clear communications – helping people understand, addressing concerns openly, and consistently demonstrating value.

The future of robotics depends not just on technological innovation, but on our ability to communicate its human-centric value.

Want to shape the narrative around your robotics solutions? A proactive PR strategy can help. Get in touch.