The Guide to Intellectual Property Outreach was created in response to requests from IP offices and organizations. It provides advice on planning and carrying out public outreach campaigns:

Planning a Public Outreach Campaign

Thorough planning increases the chances that an outreach campaign will be effective in getting the right message to the right audience, and so contribute to the desired end result. This Guide sets out the key steps involved in the planning process and gives links to further information. It covers how to:

• Establish an outreach strategy with clearly defined objectives
• Identify the target audience
• Use research to formulate an effective message (including tips on publicly available market research)
• Develop a communications program

Using Communication Tools Effectively

An effective communications program will combine some or all of the following tools to communicate the intended message to the target audience:

• Internet
• Publications and other print materials
• Public service broadcasts and videos
• Media relations
• Spokespersons
• Events (special days, awards, exhibitions, seminars)

The tools used depend on the strategic goals, the objectives of the communication program, the profile of the target audience, the various advantages and disadvantage of each tool, and the communications budget.

Whichever tools are used, it is important to maintain consistency in the aesthetic appearance, linguistic style and tone, and message (including facts, figures, slogans, quotes) used in all the communications products for a single campaign. Without this consistency, the message will not be as effective, even if the target audience is exposed to several of the communication products. Worse still, a lack of consistency may confuse or distract the target audience.