This is an introductory slide show to my research at the Vinnova Stanford Research Center of Innovation Journalism at Stanford University. It was presented at the Wallenberg Hall Lunch talk -series in November 2008.

1. Can an
Innovation have a reputation?
Vilma Luoma-aho, Ph.D.
Visiting Scholar
Innovation Journalism, H-Star
vilmaluo@stanford.edu
Researcher (TEKES, HS-foundation)
Department of History & Ethnology,
University of Jyväskylä, Finland
Vilma Luoma-aho 21.5.2008

2. 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

3. What is an innovation?
• A new or an innovative idea that can be turned
into benefits & gain (product, service or
process) (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)
Vilma Luoma-aho November 3rd, 2008

4. 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
Vilma Luoma-aho November 3rd, 2008

5. 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)
Vilma Luoma-aho November 3rd, 2008

6. 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 & reputation
Vilma Luoma-aho November 3rd, 2008

7. 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)
Vilma Luoma-aho November 3rd, 2008

8. Trust and reputation
(Luoma-aho, 2005)
Vilma Luoma-aho November 3rd, 2008

9. 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
Vilma Luoma-aho November 3rd, 2008

10. Reputation of the Innovation
Vilma Luoma-aho November 3rd, 2008

11. Innovation journalism
• Macro level
• Journalism as an intermediating
actor in innovation ecosystems
(Nordfors, 2003; Nordfors &
Ventresca, 2006)
• Multi-beat, multidisciplinary
(tech, business, politics, science)
Vilma Luoma-aho November 3rd, 2008

12. What’s up with journalism?
”Journalism is key for connecting
innovation economy and democratic
society”
(David Nordfors, creator of Innovation Journalism)
“Journalism will survive the death
of its institutions”
(Lisa Williams, citizen journalist) McLuhan: The medium was the messge,
Now the Message is the message
Vilma Luoma-aho November 3rd, 2008

13. 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)
Vilma Luoma-aho November 3rd, 2008

14. 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)
Vilma Luoma-aho November 3rd, 2008

15. How do they work?
(Luoma-aho, 2007)
Innovation sharing?
Vilma Luoma-aho November 3rd, 2008

16. New media?
Vilma Luoma-aho November 3rd, 2008

17. Can an
Innovation have a reputation?
• Clues exist even without
effort : there is no vacuum
• Agenda is set by
innovation communication
and innovation journalism
Vilma Luoma-aho 21.5.2008
Vilma Luoma-aho