What is the World Intellectual Property Organization’s (WIPO) new strategic approach to communications? How can intellectual property be communicated through digital storytelling? What should be effective social media strategies and why is it important to optimize content for search engines?
These and other issues were discussed during the cross regional online workshop “Communicating for Impact: For Communication Focal Points of IP Offices” organized by WIPO for Transition and Developed Countries (TDC). Representatives of the Ukrainian National Office for Intellectual Property and Innovations (UANIPIO/IP Office) took part in the event.
The webinar was moderated by Ms. Virag Halgand, Head of the Section for Central European and Baltic States and Mediterranean Countries, Division for Transition and Developed Countries, TDC.
Opening the event, Mr. Habip Asan, Director of WIPO’s TDC Division, emphasized the importance of laying the foundation for insightful discussions, strategic guidance, and hands-on skill-building on global IP communications, noting:
“This workshop exemplified WIPO’s commitment to fostering dynamic dialogue among Member States, strengthening communication capacities, and further integrating Intellectual Property into the public consciousness. By uniting participants from across regions, we reinforced IP’s essential role in driving development and ensuring that our collective voice resonates more effectively in today’s evolving communication landscape”.
He also expressed his gratitude to all the speakers, panelists and representatives of IP offices from Ukraine, Spain, Kazakhstan, the United Kingdom, Slovakia and Kyrgyzstan who shared the experience of their respective countries.
“Together, we are building a stronger, more inclusive communication network that bolsters innovation and creativity. By harnessing our collective expertise, we ensure that IP continues to serve as a cornerstone of sustainable growth and shared prosperity worldwide”, – summarized the Director of the WIPO TDC Division.
In particular, the UANIPIO’s experience in adapting communication content for different audiences was shared:
Head of the Strategic Communications Division;
Leading IP professional of the International Cooperation Department.
Maryna Hepenko expressed gratitude to the management of the WIPO TDC Division for the opportunity to share the Ukrainian IP Office’s experience for such a wide distinguished audience and for the ongoing support of the Ukrainian IP sphere.
The speaker emphasized the importance of communication and constructive dialogue between IP stakeholders and noted that ensuring of the UANIPIO activities as a professional platform for communication between rights holders, business, creative industries and other IP stakeholders is one of the strategic directions of the IP Office in accordance with the Strategic Development Plan for 2024-2028. The issue of adapting communication content to different audiences is quite complex and correlates with the vision, mission, structure, and functions of the IP Office.
Maryna Hepenko emphasized that the approach of tackling the issue on adopting communication content for different audiences is based on the national and foreign perspectives. She focused on the major international partners, including:
“UANIPIO increases its presence in the English-speaking space. We adapt news for the English-speaking audience through the English-language page of the website. This news are reposted with an adapted summary via Linkedin. This social network is not very popular in Ukraine, but we are developing it for the future”, – noted Maryna Hepenko.
Khrystyna Posheliuzhna, focused on adapting content for key audiences, taking into account the national aspect: IP professionals, inventors, scientists, representatives of creative industries, schoolchildren and teenagers, business, and media.
“One of our most successful cases of content adaptation was the ANTI-PIRACY: BOOKS, which ran for three months and was conducted by the Intellectual Property Rights Infringement Monitoring Center. As part of the campaign, various types of content were published; representatives of UANIPIO participated in educational events, engaged bloggers in the campaign and even launched a flash mob among those who read original books. On Instagram alone, the information campaign covered almost 17 thousand profiles”, – noted the Head of Strategic Communications Division of the Ukrainian IP Office.
She also spoke about the World IP Day 2024. The Ukrainian IP Office dedicated six events on different topics and for different audiences to this day, which took place during the week:
All the events were dedicated to the UN Sustainable Development Goals, the theme of the World IP Day chosen by WIPO joining the WIPO campaign, the Ukrainian IP Office decided to explore the issues of intellectual property and the Sustainable Development Goals in the context of war, which gives new meaning to sustainable truths.
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