Innovation communication system
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The Innovation Communication System is a subset of an innovation system, focusing on the flows of communication and attention within and around it. The streams of attention related to an innovation ecosystem affect the power structures, the decisions, the output, and the competitiveness of the system. The concept of Innovation Communication Systems was coined by David Nordfors in 2006.[1]
Nordfors suggests that key actors in innovation communication systems are attention workers, actors who generate and broker attention professionally, such as journalism and public relations. The increase of innovation as a driver of economic growth is increasing the transformation of ideas into new value on the market. The competition between people pushing novelties is increasing, and with that comes increased competition for attention. The innovation economy is an attention economy. Attention work focussing on innovation, such as innovation journalism and innovation communication should be important in the innovation economy, in the wider context of related concepts, such as innovation systems and the attention economy[citation needed] Luoma-aho, Uskali and Weinstein [2][not in citation given] suggest that the innovation communication system is becoming increasingly more complex for its attention workers as innovation speeds up, readers' interests are changing and newsrooms are shrinking. This makes it difficult for PR professionals to keep up, and it means they are more likely to pitch journalists unwanted information. As attention decreases, focus is shifting from providing information to telling a story. The focus on stories gives more responsibility to PR, as companies are relying more upon their public relations teams to provide a roadmap for telling their stories. The way to exchange information in these new settings, however, is more demanding for both sides.
Notes[edit]
- ↑ Nordfors, D: "PR and the Innovation Communication System", Innovation Journalism, Volume 3, No 5, Oct 25 2006.
- ↑ Luoma-aho, Uskali & Weinstein: "Pitfalls of Attention Work in the Innovation Ecosystem", Innovation Journalism, Volume 6, No. 4, 1 June 2009, ISSN 1549-9049.
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