Letters And Comment

Raising IP Awareness in the Philippines

Not as simple as selling a bar of soap was how we described raising IP awareness in the Philippines in 2007 for the WIPO Magazine (see issue 5/2007 "No Short Cuts - Raising Awareness of IP in the Philippines"). Well, it still is not as simple as selling a bar of soap, but we're making headway.

In 2008, IP Philippines Communications Team made certain breakthroughs in public outreach that has set an irreversible momentum for 2009 and the years to come. Strategic actions to improve public outreach included public relations (PR), advertising, exhibition areas, seminars, workshops and conferences, the Customer Service Area, active promotions via trade fairs and partnerships. Today, while advertising is still used sparingly, PR is enhancing IP Philippines' public outreach. With materials tailored to fit various target media, news about IP Philippines has covered the gamut of print, broadcast and web.

With such wide PR coverage, IP Philippines expects to expand its audience reach and clientele. A dynamic Communications Plan has also allowed IP Philippines to be more proactive in addressing the issues and developments that fall under its purview. In the first quarter of 2009, IP Philippines organized several media events to create a buzz around priority areas identified by the agency. IP Philippines's PR has also started reaching out via blogs and other emerging online communication venues, mostly to enhance the agency's reputation as the leader in the IP arena.

IP Philippines extended its IP outreach nationwide in 2008, conducting 50 Basic Orientation Seminars around the country. The exhibit spaces at the IP Philippines corporate office (Alab Art Space and Innovation Area) housed seven exhibits, ranging from editorial cartoons to furniture made of renewable waste material as well as inventions from young minds.

All these efforts have contributed to a 32 percent increase in patent filings and 5 percent increase in trademark applications. More important, however, is the enthusiasm among artists, inventors, academicians, entrepreneurs and public officials for IP.

Marketing IP will never be easy. With a continually diversifying and discriminating audience, products have been categorized and re-categorized time and again. IP Philippines continues to break down its...

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