A report from the International Trademark Association (INTA) released recently, “Unlocking IP,” endeavors to addresses the question of how to disseminate factually correct, useful information about intellectual property to the mainstream media given its vital role in public information.
INTA seeks “to identify ways to effectively convey to the public at large the importance of intellectual property (IP) and how IP drives economic growth and innovation, transforms the way people live, raises their quality of life, and brings reliability and consistency to the products they buy.”
You can’t argue with its sincerity, can you?
INTA’s Presidential Task Force began its work with the perspective that the media is a critical channel through which the general public learn about IP but that the media would benefit from resources they can draw in their reporting about IP rights.
Generalists Need Specifics
“Today’s mainstream reporter is a generalist who moves from topic to topic relying on experts and available reference material to guide their coverage,” said INTA in a statement.
The Media Toolkit that accompanies the 49-page Unlocking IP report (p. 36) provides, Videos, Fun Facts About IP, a Factsheet for the Media, Misconceptions, Resources and Contact Information. There is also a 43- second video the other images that were inaccessible to me.
INTA’s Media Toolkit is endeavors to reach out to a key audience. It’s notable weaknesses are an opportunity for organizations like the Center for Intellectual Property Understanding (CIPU), which I chair and has been experimenting with new ways of conveying IP information to key audiences for the past several years, including entrepreneurs, inventors, creators, educators, executives, investors, media and policymakers.
For CIPU’s approach, IPBasics.org, which is being used by educators and creators, as well as students, please visit www.IPBasics.org.
I have worked as journalist and with hundreds of other journalists for over 40 years for a wide range of publications in many industries. Kudos to INTA for endeavoring to reach out to them. Unfortunately, their efforts are not going to impact many reporters – even the few motivated ones – with the ponderous, text-driven content provided.
Highly intelligent, well-intended people are bombarded with information and agenda, most of which are not immediately necessary. They lack the time and energy. Making IP rights compelling and timely is a formidable task, that requires more than the latest data conveyed in a report. At CIPU’s annual IP Awareness Summit we creators, lawyers, inventors, entrepreneurs, brand managers and policymakers, explore ways to understand how best to convey IP’s relevance, when and to whom.
Trademarks are a Part of the IP Universe
INTA must be mindful of equating trademarks with all IP rights, especially for those who are already confused by the nature and purpose of IP rights. If it is going suggest itself as a resource, all IP rights must be included – patents, copyrights, trade secrets and rights of publicity .
The Media Toolkit content includes a glossary of key terminology, a variety of examples of IP coverage with commentary, a list of resources currently available through INTA and IP offices from around the world, key takeaways from the consumer survey, and messaging framework that explains and provides supporting evidence for ideas which are commonly held about IP.
Image source: inta.org
ipcloseup.com 