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Tuesday, November 10, 2015

Promoting Your Innovation With PR

In the rapidly changing world that we live in, ideas can come and go quickly. Without a strong public presence, the most innovative ideas could easily be swept under the rug due to lack of exposure, or the wrong kind of exposure.

Implementing a well thought out public relations (PR) campaign on a technological advancement can help get the vision out to the public in the most effective way. Remaining relevant and at the forefront of the fast-paced world of technology is one of the most important aspects for a successful idea to take flight. Many of the best ideas could fail before ever getting off the ground because their innovators are blind to the value that a planned PR campaign can have.

If an innovator wanted to go about successfully releasing their new discovery to the public, it might be more effective to reach the public domain with the use of a front group rather than releasing the information to a smaller, less connected network on their own. By using a front group, the discovery can be placed in a forum for public debates and government hearings. The idea can be advocated for by organizations that support a specific viewpoint or an endeavor. Utilizing front groups and proper media advocacy results in more exposure to the public as well as prominent figures.

Successfully promoting an innovation to the public requires a large and well-connected network. Many innovators lack these networks on their own. Those who work with a PR team to get their discoveries out there are able to see significant success because of it. When relationships do not exist between an innovator and prominent figures, the PR team can create them. The messenger of the discovery is as important as the discovery itself. If the delivery of the information is wrong, the entire public perception and support could be lost, no matter how good the discovery itself is.

When planning an effective campaign for media advocacy and PR, it is important to be aware of the media coverage and educate yourself as to what is already out there. Remain current with media outlets and their contacts. These are your most valuable tools. 

It is crucial that you define the issues related to your innovation properly and in a way that the public can easily understand and relate to. Translate complex scientific data, charts, facts and findings into easily understood pictures, sounds, symbols or labels. Be clear about the issue and what the vision is behind it. 

Utilize "creative epidemiology" to get the point of the issue out there to the public. Creative epidemiology involves:

  • Localization. This refers to the presentation of overwhelming statistics in a way that the public or a specific community can easily understand. 
  • Relativity is comparing the effects of one issue on another issue that is of more drastic proportions. 
  • Public Policy Effects means illustrating the potential effects of public policies in debate. 

Successful planning of a media or PR campaign will help an innovator or organization gain the awareness and support of the public by effectively reaching the media. Aligning for success involves strategic planning and use of mass media to meet goals and to get the innovations to an audience that will support them and take them to the next level.