Innovation Journalism Vol 6 No 4, 1 June 2009
By Vilma Luoma-aho, Turo Uskali and Alisa Weinstein
In this study we concentrated on the pitfalls of attention work in the innovation ecosystem of Silicon Valley by interviewing 20 journalists, analysts, entrepreneurs, investors and PR practitioners in the fall 2008. The major outcome of the research was that attention work has become harder for both professional groups of journalists and public relations practitioners in recent times. After observing the many difficulties in communicating the innovations and innovation ecosystems, what requires more extended examination here is the concrete advice of helping the flow of innovation information. This does not only mean new tools or new types of media, but new types of collaboration between the different attention workers.