Innovation communication system
Encyclopedia
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.
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 system
s and the attention economy
Luoma-aho, Uskali and Weinstein 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.
The topic of innovation communication systems is a fairly recent theme in research. It was selected as a theme within the IAMCR Conference 2010 in Portugal.
Innovation system
The concept of the innovation system stresses that the flow of technology and information among people, enterprises and institutions is key to an innovative process...
, 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
David Nordfors
David Nordfors is a Swedish physicist, active in the field of science, innovation and society.As the initial Director of Research Funding of the he created the Swedish research funding system for university colleges which broke down the earlier distinct borders between the universities as...
in 2006.
Nordfors suggests that key actors in innovation communication systems are attention workers, actors who generate and broker attention professionally, such as journalism
Journalism
Journalism is the practice of investigation and reporting of events, issues and trends to a broad audience in a timely fashion. Though there are many variations of journalism, the ideal is to inform the intended audience. Along with covering organizations and institutions such as government and...
and public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
. The increase of innovation
Innovation
Innovation is the creation of better or more effective products, processes, technologies, or ideas that are accepted by markets, governments, and society...
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 economy
Attention economics is an approach to the management of information that treats human attention as a scarce commodity, and applies economic theory to solve various information management problems....
. Attention work focussing on innovation, such as innovation journalism
Innovation journalism
Innovation Journalism is journalism covering innovation. It covers innovation processes and innovation systems.-Introduction:Innovation is more than invention. An invention is something new, it can be done by a single person. Innovation is the introduction of something new, it always involves the...
and innovation communication should be important in the innovation economy, in the wider context of related concepts, such as innovation system
Innovation system
The concept of the innovation system stresses that the flow of technology and information among people, enterprises and institutions is key to an innovative process...
s and the attention economy
Attention economy
Attention economics is an approach to the management of information that treats human attention as a scarce commodity, and applies economic theory to solve various information management problems....
Luoma-aho, Uskali and Weinstein 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.
The topic of innovation communication systems is a fairly recent theme in research. It was selected as a theme within the IAMCR Conference 2010 in Portugal.