One thing that a strong tech PR firm and communications expert must be capable of is knowing which of the many subsets of the industry are thriving. After all, to say one works within technology isn't saying much at all. Right now, certain sectors are booming and require sharp communicators and news experts to work with brands and help them cut through the noise.

It's not easy. Many journalists are optimistic about the breakthroughs being made in industries spanning cleantech, biotech and more - but also guarded by being burned in the past by companies that are less than honest. You know their names - Solyndra Inc., Theranos, and so many others that made statements filled with lofty expectations, but ultimately had little substance and disappeared.

The space is crowded now! In addition to cleantech and biotech, the news is filled with breakthroughs made by companies in sectors spanning blockchain, crypto and other forms of fintech, as well as artificial intelligence (AI), machine learning (ML) and the Internet of Things (IoT). So, what new technologies are real in what industries? I am happy to share a few:

• Artificial Intelligence and Machine Learning in biotech and life sciences. COVID-19 has been a burden on everyone, but the reality is that it's also demonstrated the incredible capabilities of modern medicine. An approved vaccine becoming widely available in less than 12 months is truly remarkable and is a result of global collaboration. Now, expect that same approach and apply it to other diseases and illnesses, especially cancers. What will power this new collaboration? Data, especially data leveraged by artificial intelligence and machine learning. This information will enable researchers to reach conclusions even faster and present what's referred to as a "personalized approach to medicine."

• Cleantech and renewable energy at industrial and utility levels. Yes, we know that solar panels on your roof paired with energy storage devices in your home can reduce your carbon footprint AND your energy bill. However, consider that solar + storage and other renewable energy technologies like electric vehicles and hydrogen fuel cells are advancing at astounding rates, and are now making an impact on a much larger scale. Big box retailers like Walmart are using hydrogen fuel cells to power forklifts, companies are developing Virtual Power Plant (VPP) communities where entire developments are not only dependent on their own energy production, but are actually distributing energy back into the grid. These emerging technologies, while new and exciting today, stand to forever disrupt grid networks, the real estate sector and home building.

• IoT (and Industrial IoT) in real estate, building and facilities management. If I told you twenty years ago that buildings would automatically talk to one another and make tech adjustments relevant to that feedback, you would have called me crazy. Not so, anymore. Both new construction and renovation of existing infrastructure is moving in this direction, as entire university and medical campuses are now connected, enabling engineers to remotely manage lighting, energy usage, security and so many other aspects that improve efficiency and reduce cost. Smart cities need smart buildings, and smart technology is the driver behind this trend.

• Connectivity and autonomy for transportation sectors. Elon Musk has been talking about this for quite some time, especially at the consumer level. This is of course best reflected in Tesla's self-driving capabilities, driven of course by artificial intelligence and machine learning. It's not just connectivity among consumer vehicles, however! MHE (Material Handling Equipment) vehicles require autonomous navigation, and even trains and trucking fleets are adopting emerging technologies such as private networks, cybersecurity defenses and much more.

This list is not comprehensive, but does include some of the more legitimate emerging technologies reaching commercialization and raising a lot of capital. The companies working in these industries must understand more than their own story, but how their technology fits into the broader vision of America and the world's future. Tech PR has always been driven by innovation, and I look forward to seeing 2021's many promising ideas reach the masses.

Eric Fischgrund is the founder and CEO of FischTank PR, a leading technology PR firm working in industries spanning renewable energy, healthcare, financial, real estate and other emerging technology sectors.