Active engagement with regional, national, local, and specialized press plays a central role in promoting the World Intellectual Property Day messages and activities around the world. Every year, the campaign presents all interested stakeholders with an opportunity to plan a communications effort targeting media outlets to raise awareness about their work and its relevance to the campaign theme, and build interest in the campaign-related activities that are in view.
The goals of any communication effort will be shaped by the stakeholders' aims and the needs and interests of the local audience. For example, communications may be planned around an affirmatory celebration of local efforts to promote greater use of the IP system, highlighting examples relevant to the World Intellectual Property Day 2021 campaign theme – IP and SMEs: Taking your ideas to market. Alternatively, they may have a stronger emphasis on IP education, seeking to sensitize critical audiences to the importance of IP protection and promotion for SMEs in fostering innovation and economic development, etc.
Stakeholders can tailor the World Intellectual Property Day 2021 theme – IP and SMEs: Taking your ideas to market – to their local audience(s), using individual pitches to select media and exciting events to draw in reporters more widely.
WIPO will support these efforts through its integrated, global campaign with materials that stakeholders can adapt to amplify the campaign and its key messages in a coherent way.
Sample timeline for delivery and use of the World IP Day press toolkit:
January: The key messages of the 2021 World Intellectual Property Day campaign and other background materials are available online at https://www.wipo.int/ip-outreach/en/ipday/. We invite all stakeholders to use these materials as a foundation for their World IP Day campaign-related press communications.
In planning their World IP Day campaign-related press communications, stakeholders may consider:
- making “save the date” announcements and other World IP Day-related information;
- arranging for the publication of editorials on campaign-related issues for publication in national or local news;
- arranging for interviews with high-profile personalities, local inventors, or policymakers on campaign themes for publication in media outlets;
- publicizing these through social media channels (see guidelines on Social Media Information and Resources).
Early April: WIPO will provide refined messages and data points, including any available regional or local information, related to the theme. This will allow stakeholders to publish on April 26 a press communication tailored to their audience, meeting their needs, while carrying a unified global message and look.
April 26 - World Intellectual Property Day: WIPO will release its high-level communication on April 26, utilizing key campaign messages and data, but for a global audience. We invite all stakeholders to amplify this international release via their social media and other communications channels.
- SMEs are the backbone of the global economy. They account for around 90 percent of all businesses worldwide and are essential contributors to job creation and economic development.
- When economic recovery from the fallout of COVID-19 is a priority, World IP Day 2021 shines a light on how SMEs can use their IP assets to build stronger, more competitive, and resilient businesses and create jobs.
- IP is a powerful tool for SMEs in all parts of the world to create economic value and advance their business goals.
- With IP rights, an idea can be turned into a business opportunity that generates value, creates employment, and enriches the market offering consumers a broader choice of new and better products and services.
- With IP, businesses create value and can do better, communities can thrive, and national economies can prosper.
- This year’s World IP Day campaign maps key IP-related issues that come into play when taking ideas to the market. We explore the practical IP issues and challenges that will arise on that journey and how to manage them. We take a closer look at identifying, protecting, and leveraging IP assets for business growth, the business opportunities that can flow from IP licensing, and the range of options available to finance innovation.
- World IP Day 2021 also highlights the central role that WIPO and national and regional IP offices worldwide play in creating a favorable landscape for SMEs to drive innovation and creativity, power economic recovery, and create employment.