I’m at the CTIA I.T. & Wireless trade show in San Diego, and my conversations here have emphatically reaffirmed my position on several huge problems in consumer electronics:

1. Public relations communications folks — the ones charged with pitching and communicating with the media — are predominantly ineffective. They’re too young, too inexperienced, and too unfamiliar with how the products they’re discussing can actually help people. There are exceptions — but not many. These PR folks are good at pitching talking points that have been packaged for them by the marketing department. But ask them a question outside of these talking points, and they’re stumped. These are the people representing the billions your company has invested in product research and development. You may as well outsource your PR to India, and have them pitch the media. Seriously.

2. The language used to talk about great products is often too technical, too unemotional, too confusing and far from effective. Your language is everything. In our industry terrific products that have every reason to succeed on the market are done in by terrible language. At this show alone, there are countless examples.

3. You’re still making great devices. The economy has not diminished the manufacturing of excellent products.

4. Unfortunately, however, in response to this economy, many companies have cut marketing, communications, and public relations activities from their budgets. And it sure shows here. Product packaging is worse than ever (packaging is one of your more important consumer education platforms). Messaging is predominantly poor. And many leading companies didn’t even display at the show.

Great products are not enough for success in our business. Your language, education, and branding must be as excellent as your devices.

Are they?