Innovation Journalism Vol.3 No.5 Oct 25 2006
By David Nordfors.
Public relations in innovation companies can strengthen brand value by communicating innovation processes and add value to innovation by developing narratives for new products and services in parallel with technological and business development. The development of innovation communication and PR will benefit from the emergence of independent innovation journalism. Some new concepts are introduced: Communicators and journalists can be seen as “attention workers”, driving the “innovation communication system”, a subset of the innovation system, focusing on the flows of communication and attention. (This essay was written for the 10th SKOJ conference in Slovenia.)