Can An Innovation Have A Reputation

Vilma Luoma-aho 21.5.2008

InnovationVilma Luoma-aho, Ph.D.

Can anhave a reputation?Visiting ScholarInnovation Journalism, [email protected]

Researcher (TEKES, HS-foundation)Department of History & Ethnology, University of Jyväskylä, Finland

Mediated Reputation

“What sources and clues do journalists combine to form their impression of an innovation?”

“What role, if any, does media reputation have in the overall reputation of the innovation?”

“What role does PR play for the formation of the media reputation?”

Vilma Luoma-aho November 3rd, 2008


What is an innovation?• A new or an innovative idea that can be turned

into benefits & gain (product, service orprocess) (Hivner et al., 2003; OECD, 1997)

• The process of creating and delivering new customer value in the market (Carlson & Wilmot, 2006)

• “The act that endows resources with a new capacity to create wealth” (Drucker, 1985)

Value of innovation• One innovation varies in value to

different people• An innovation’s value consists of

expected effects – The role of communication is increasing

• Aim of communication: guide expectations, create trust


Communication changes• Switch from communication in print to

online– Corporate communication (Minimum

disclosure efforts & blogs)– Journalism (news institutions are changing)– Advertising (blog sponsors, linklove etc.)– Peer2peer communication (social media)


Attention• Interest and the need for news have not

changed• Attention becomes more valuable

– Attention Economy (Simon 1971)– Attention workers (Nordfors 2006)– Reputation Society (Luoma-aho 2005)

It’s all about attention & reputationVilma Luoma-aho November 3rd, 2008

What is reputation?• Reputation: A record of past deeds, their

sum (Fombrun & van Riel 2003, Sztompka 2000, Bromley 1993, Luoma-aho 2005)

• Intertemporal identity(Pizzorno 2004)

• A strong reputation results from “consistent information signals over time, which constituents believe, share and trust” (Dentchev and Heene, 2004; 57)


Trust and reputation(Luoma-aho, 2005)


Reputation of an innovation• Lack of experiences• Lack of past deeds

Need for basic trust that in time will turn into a reputation

• Innovation communication & innovation journalism shape it• Weak signals are applied


Reputation of the Innovation


Innovation journalism

• Macro level • Journalism as an intermediating

actor in innovation ecosystems (Nordfors, 2003; Nordfors & Ventresca, 2006)

• Multi-beat, multidisciplinary (tech, business, politics, science)


What’s up with journalism?

“Journalism will survive the death of its institutions”(Lisa Williams, citizen journalist)

”Journalism is key for connecting innovation economy and democratic society” (David Nordfors, creator of Innovation Journalism)

McLuhan: The medium was the messge,Now the Message is the message


Innovation communication• Meso-level• Originates from organizations, networks,

institutions• Affects the development and diffusion of

innovations

„The systematically planned, implemented and evaluated communication of new products, services, technologies, processes, concepts or ideas. It aims at gaining understanding and trust in an innovation and at positioning an organization as innovator“ (Zerfaß/Huck 2007)


Innovation corporate communication?

• Micro-level• Corporate Innovation Communication:

management of communication between an organization and its publics throughout the different stages of the innovation process.(Huck-Sandhu & Kupczyk 2008)


How do they work?(Luoma-aho, 2007)


Innovation sharing?

New media?


Vilma Luoma-aho 21.5.2008

Innovation• Clues exist even without

effort : there is no vacuum• Agenda is set by

innovation communicationand innovation journalism

Can an

Vilma Luoma-aho

have a reputation?

Business

Can An Innovation Have A Reputation