Patents Need Press Releases Too!

Science news portals like Phys.Org, EurekAlert, Science Daily, and Science Magazine have a common function: they popularize novel and interesting research through science press releases and news articles. At the same time, research is moving away from the traditional approach of austerity to a more impact-based, real-world application-oriented approach. This has led to an increasing number of new technologies and products arising from such research, which get patented to realize a commercial advantage over other competitors in the same field. But suppose a new patented product or technology is developed and it needs to be “out there” advertised in the best possible manner so that its advantages and impact are abundantly clear.

Media coverage of patents via written press releases or other formats—called patent journalism—is fast gaining traction as an essential form of science communication. Patents need press releases because, apart from helping create economic value, they can also be a powerful medium of communicating scientific and technological advances. But what constitutes good patent journalism? How is it different from the science news we consume every day? With research organizations increasingly adopting innovation-based approaches, a number of universities like NUS (Singapore), University of Tokyo (Japan), and Chung-Ang University and the Ulsan National Institute of Science and Technology (South Korea) have started churning out patents and patentable technologies. Therefore, it is of tremendous importance to understand the workings of patent journalism.

A well-written press release for a patent typically includes

• Announcing the patent and short introduction (Who, What, Where, When)
• Patent number, patent issuing office – provide links if possible or product name (What)
• Short description of the patented technology/product (How, Why)
• Benefits of the patented technology/product: why the technology is exciting or pathbreaking and how the company is a pioneer of industry technology (Why, So What)
• Quotes from the CEO/President/MD
• Quick introduction to the company (what it does) and its market share/penetration/customer base/revenue/product portfolio (in the context of the patented technology)
• How many patents does the company already have
• Description of other similar/related patents held by the company
• Concluding remarks (Implications, application, benefits)

Here are two excellent patent journalism pieces: an announcement of a USA Technologies patent for a cashless e-payment vending and an announcement of a novel live-attenuated influenza vaccine by Vivaldi Biosciences Inc., which includes a modified viral NS1 gene. Both press releases do an excellent job of providing factual information and allow the user/reader to follow up for more information unlike most patent press releases that only harp on the perceived benefits of the product or technology and fail to provide actionable information.

To conclude, here are a few practices for patent journalism:

• Include the patent number
• Mention the patent issuing office
• Provide an explanation of the technology instead of relying on the perceived benefits of the technology
• Talk about the company’s current patent portfolio
• Check the assignment and license of patents between parties. Often, a research institute licenses a patent to a company that can commercialize the product/technology. In such cases, both the parties (e.g., Vivaldi biosciences and Mount Sinai School of Medicine) need to be mentioned.

Reference:
Gene Quinn, 2009. The Making of a Good Patent Press Release. Available at: https://www.ipwatchdog.com/2009/10/23/the-making-of-a-good-patent-related-press-release/id=6775/ Accessed on August 23, 2019.