Waggener Edstrom Worldwide (Microsoft’s PR firm) has studied what it takes to be perceived as an innovator. Not surprisingly, it requires telling people you’re innovative – using keywords such as “creative” or “pioneering.” This emotional appeal can communicate and convince people of your image more powerfully than mere facts, figures or details.
What? You wanted wisdom from a PR firm?
The agency tracked two sets of innovation keywords that were topical (patents, design, labs, innovation etc ) and sentimental ( revolutionary, cutting-edge, genius etc.) against media coverage of 20 IT companies in the top 15 business publications over the period Jan 2005-June 2006.
Coincidentally . . . the time period leading up to Microsoft’s introduction of the Vista operating system. You can read more, it’s only four pages long and not very breakthrough in its details or presentation, which is surprising since the company claims to have invented Innovation Communications(SM).