regensburg-85883_640_David Mark_Pixabay

Staying grounded

In between dealing with clients from all over the world, conference calls that go beyond borders, and working together with people from a wide range of nationalities, it’s easy to forget that Justa Public Relations is based in Regensburg in the heart of Bavaria, Germany. And even though we are so internationally focused, feeling like you are part of a community in your home base is worth a lot. This is exactly why a few years back we decided to join Stadtmarketing Regensburg – a group bringing together local businesses in the vibrant historical (and surprisingly industrial) city of Regensburg.

Stadtmarketing Regensburg is an association of a wide range of small businesses to major conglomerates in and around Regensburg, from big fish such as Infineon, Continental, Osram and BMW to one-(wo)man-ventures. Its goal is to make Regensburg an even more attractive playground for science, industry and commerce. Every month it organizes a networking event called Netzwerk|Stadt, where members get the chance to take a look behind the scenes at a fellow members’ businesses. In the summer, there is a special edition of the Netzwerk|Stadt: the Summer Lounge. On this evening, the members can introduce themselves and their businesses in a fair-like setting. Having attended it in previous years, I knew this would be a great opportunity to continue to connect with the Regensburg business world.

So, despite most of our customers and partners being based elsewhere, we believe it is always important to have a strong network around you. To stay up to date, creative, and constantly moving with the times. It’s no wonder co-working spaces keep sprouting up everywhere: the interchange of new ideas is what keeps any business going. We stay connected to give you the best possible service!

Industrial Automation

Highly-specialized partners wanted!

Industrial AutomationOften, we are approached to help Germany-based clients with international marketing or communications projects in native-English, but every now and again we are recommended by previous clients or colleagues to support an international technology or engineering business looking for help in Germany, where we are headquartered. We had just such a request last week, that made me realize how completely individual and unique the necessary skillsets for such projects can be.

Differentiation: what’s your sweet spot?

Increasingly, clients seem to be looking for reliable partners with that ‘sweet spot’ overlap in multiple, specialized criteria. First comes functional expertise, such as messaging and storytelling knowhow, media relations skills, or social media capabilities – without this you don’t have ‘table stakes’ to begin a partnership discussion. Second – though often ranked highest in terms of importance to information experts within the client organizations – comes an understanding of the relevant business sector or industry, specific areas of innovation or applications, and the relevant trends that are driving that market currently. This is often where the competitive differentiation lies, and you may not be considered without an Engineering Degree! Third – though often taken completely for granted – is having the right combination of cultural and/or language skills. Let me explain with a current example.

Current project: industrial automation social networking in Germany

My new US-based client knows they need a specialized partner to help the company position its expertise in industrial automation to potential influencers and customers in Germany. If you think you might fit the bill – please get in touch and fill out our Partner Application Form here.

It’s not a massive budget (where is these days!), and they have also had a less than positive experience in the past with larger agencies, so they prefer to work with experienced ‘freelancers.’  The topic and engineering audience mean that a high level of technical understanding – and ability to engage people around industrial automation topics – is essential.

When it comes to culture and language, there is no one-word, simple answer (contrary to frequent expectation). In this case, native-German is essential, while the ability to translate from US-corporate-to-German-engineer (Mittlestand, even) is also desired. In these days of digital transformation and multi-generational workforces, the words, examples, and channels you use – even choosing international English for some German LinkedIn groups – may positively influence success in meeting goals.

Like I say, this is not a simple job description to write – but every project that comes through our door has a similar combination of completely unique client needs! Have you had a similar experience filling difficult to specify roles?

All in the day job

In the meantime, we’ll help the client to specify this project, look at the available budget and which goals or activities they should prioritize accordingly, and help them to develop the brief for this and related projects. Luckily, we’ve had experience of doing this for technology clients in the past! For example, a previous client at the US consumer software company Techsmith said:

“I have had the pleasure of knowing Ronna Porter for many years now. During my time at TechSmith, I worked directly with Ronna as she led the agency team in Germany to great success. Her team spearheaded TechSmith’s PR-led demand generation push in Europe to consolidate established brands in the market – Camtasia Studio and Snagit, while launching new ones including Jing. TechSmith was able to directly link weekly sales figures to coverage, reviews, and giveaways. While managing agencies long distance can be a real challenge, Ronna made this as easy for me as she could through excellent communication skills. I recommend her to other American companies looking for PR or AR help to break into lucrative European markets such as Germany.” If you are looking for this kind of support too, Just Ask!

What AI means to the future of patent search

What AI means for the future of patent search

With Jeroen Kleinhoven, Head of Products & Alliances,
Evalueserve IP and R&D Solutions

What AI means to the future of patent search

Artificial Intelligence (AI) around patents – or data types such as research literature and news articles – is huge. Or at least its promise, some might say hype, is huge: through greater efficiency you can enhance insights by steering sophisticated algorithms into to a heap of patent or non-patent data to identify clear spaces, hear signals in the noise, or to automatically generate insightful patent landscapes.

These would be great results from software innovation, with promising opportunities for development, for sure. However, many organizations focus too early on the solution and before they have clearly defined the problem it is intended to solve. Let me illustrate with an example.

“Let’s use AI to automate our patent repository for more efficient access to insights!”

The Evalueserve IPR&D team was recently approached by the IP head of an FMCG company. After reading an article on the plane, he came up with an exciting idea to use AI in the company’s patent repository management processes and to feed the newly-identified relevant patents of other companies in to this repository. Any new patent added to this database must be tagged to one or more relevant technology category to ensure the repository is searchable. Our client wanted to train an algorithm to automate this process.

“Great idea, we have the right AI technology which can help you with that use case,” we replied. “What is the volume of new patents that needs to be automatically classified per month?” His answer left us speechless: “Four patents.”

We have great technology for this …

Treparel, a company acquired by Evalueserve in 2015, developed one of the world’s first machine-learning-based patent analysis tools, KMX, in close cooperation with Royal Dutch Philips Electronics. The application was optimized to rapidly classify large sets of patents or scientific articles on the basis of a limited set of training examples, and since then we have applied and improved it based on a wide variety of client projects.

This approach works by visually selecting positive and negative examples based on which the application creates a ‘classifier’ – or a ‘terminology fingerprint’ of the content in these examples. With consent of the analyst, KMX then quickly goes through the full patent set to rank it based on these classifiers. Patents with a high score will contain similar terminology, and so will likely be relevant. You can also use classifiers to add technology tags to documents by creating a unique fingerprint for each tag.

… but with some caveats

Firstly, training a classifier requires a significant investment. You need to provide your AI tool with positive and negative examples to learn from. Furthermore, training typically requires a few iterations of evaluating results to build confidence in its accuracy, plus providing additional examples to steer the algorithm in the right direction. So, when using AI you must always be aware of the return on investment: for example, it can make a lot of sense if the document set that you need to analyze is prohibitively large, or if you are pressed for time. But in other cases, like the one above, it’s just not worth the effort.

Even if your document set is large, there is a second factor that can prevent successful application of AI: accuracy requirements in IP or R&D use cases are often stringent. Despite the major technological gains, AI tools rarely hit the high level of accuracy required and so therefore deliver a result set with recall and precision that is too low to make it useful. Consequently, analysts will need to check the AI’s results – thereby undoing most of the efficiency gains of using AI in the first place. You can of course set up hybrid schemes in which AI tools take care of the obvious documents, and human analysts focus on the difficult examples. However, the obvious documents are typically also very easy for humans to tag, so again the return on investment is limited.

Success factors for using AI in patent search

In this example, but equally in all other use cases, several dependent factors define success or failure of AI when used in information science:

  • The larger the data set the higher chances of success or – more important – value
  • The expected accuracy (expected recall + expected precision) should be moderate to low; machine-based solutions remain unable to deliver high recall/precision tasks
  • The more explorative is the use case, the higher the likelihood of a successful output
  • AI supporting the analyst in his analysis process can potentially show great value.

Considering these factors, it becomes clear that the use case above did not qualify for successful application of AI, as it would have been not only more efficient but also more reliable to do it manually. However, there are clear cases where AI will deliver.

In the following two posts, we will aim to demystify the application of AI to patent analysis and innovation intelligence. We’ll share the story of when we ran in to disappointing results (spoiler alert: efficiency) and where our implementation of AI in our search or analytics processes is way more successful (quality!). Based on our Search Quality Index (SQI) theoretical framework, we’ll also discuss which use cases offer high potential for AI-driven solutions and which use cases will potentially remain with human experts, supported by AI.

In addition, we’ll also publish a more technical blog post, in which we will outline the basics of the most important text analytics approaches.

Justa Public Relations – an example of our work

Why is this guest post appearing on Justa Comment? Well, clients such as Evalueserve IP and R&D Solutions have highly-differentiated areas of expertise and are experts in their field. Information experts, like Jereon, work with us to help get their message across clearly to their target audiences. Justa Public Relations is proud of the editing and proofreading support we have given to the company’s Information Adventurers Blog since its launch in May 2018.

Do you have a company blog covering a complex topic or targeted at a highly-specialized audience that needs a little extra polish from Justa Public Relations? If so, get in touch today to find out how we can support you.

Post and image reproduced with the permission of Evalueserve IP and R&D Solutions.


Ensuring your writing is ‘Just Brilliant’ with editing and proofreading


The world is changing. Organisations of all kinds want to retain as much control of their business and their money as possible. They all need a very good justification to bring in external resources at additional cost. Especially when budgets are tight! Long gone are the days of hefty agency retainers!

For start-ups to take this approach is clear, as they have no spare cash to splash around. In fact, the ‘information experts’ themselves increasingly need to ‘produce content’ for social media or news channels. Certainly, based on my recent conversations with charities and public sector organizations including cities, universities, applied research institutes. Its another conversation entirely whether they have the time, motivation, language competence, or other required skills. In fact, many more people are taking responsibility communication tasks as part of their day job.

PR-as-a-Service – you choose what, when, and how much

That’s why Justa Public Relations borrowed the ‘as-a-service’ nomenclature from the tech sector. Clients chose when, how much, and what kind of international expertise and support they require. Often you can do 80-90% of a job in-house using your fixed resources at no additional charge than paying your team’s salaries. While this can be cost-efficient, is it effective?

JustaPR can then quickly and expertly take you up to 100% by providing access to exactly the skills you don’t currently have in-house, for example, native-English proofreading. Don’t underestimate the importance of this.

Extending your team and skillset

Internal team members, even in some cases algorithms, software or automated processes, can do the lion’s share of the work to get you close to your goal. However, someone with the right know-how should always do the final check. This provides the reassurance that the final result is Just Brilliant! | Adequate to Purpose | No Longer Embarrassing (delete as appropriate). So, if you don’t have the necessary skills and experience in-house and available when you need them, cost-effective outsourcing protects your reputation.

JustaPR takes a ‘PR-as-a-Service’ (PRaaS) approach, giving you access to as much or as little expert international communication, marcom or social media support as you need at a fair price, without having to commit to a retainer or minimum budget.

Just a press release, fine; just a blog post, no problem; just a native-English proofread of your business plan, investor pitch or website, when do you need it by?

Contact us to let us know what we can help you with today.



man looking at the horizon

International cooperation: how wide are your horizons?

man looking at the horizon

As I write this I am on a train that began its journey in Prague, in the Czech Republic, and will end at Munich, Germany. Within the first five minutes of boarding I’ve heard conversations in Chinese, Arabic and Spanish. While I frequently travel ‘the last bit’ of this route between home and work, the atmosphere today reminds me of the wonderful opportnity I had for international cooperation as a young adult: to InterRail around Europe, and then expand my horizons and earning potential by working ‘abroad.’ And there was much room for expansion, as I grew up on a small island in Scotland without many advantages other than a decent education.

Taking personal responsibility for the team effort

I could, less poetically, grumble that my train is running half an hour late, it’s pretty old rolling stock, or hundred other imperfections in the overall infrastructure. Nothing is perfect in life, after all, and the more moving parts there are in a system, the harder it can be to coordinate all the inputs, processes and outputs. Perhaps I’m just a ‘glass half full’ kind of person. More likely, it’s that I’m realistic about the personal contribution that we all need to make to a team effort to achieve great things. I don’t expect things to be easy, or to be given preferential treatment.

Don’t mention politics!

That’s probably why – like many – I find the ‘debate’ around the US Presidential candidates and the UK referendum so deeply troubling. We have great opportunities that we need to work together to achieve, not to mention massive challenges to overcome. There are enough crazies shooting up American schools and night clubs, do you really want to put one in the White House?

Brits: what is your evidence that the UK will be politically, economically, culturally or socially stronger outside of a united Europe, rather than making an appropriately strong contribution to a united team effort? That The Sun and Boris Johnson say so! Even when it is in direct contrast to hundreds of world leaders, investing businesses, experts & influencers, and British subjects like me who have taken advantage of the benefits and freedoms that membership that the European Union offers. Even if you opt for narrower horizons – which is your choice – would you deny that option to the coming generations?

I’ve already posted my vote to keep Britain as a strong member of the European Union, and I wholeheartedly encourage all Brits to do the same on the June 23.

Choosing the right direction – its easy to go wrong!

Update: Writing this bit on the way back from an unscheduled 4-hour stopover in Domazlice, just across the Czech border. Turns out I caught the train going the wrong way and didn’t notice due to writing blog posts, etc. Let’s hope that the UK and the US – unlike me – will choose the right direction.


If boring, you suck! A salutory tale of bad proofreading


Were it so simple. Imagine if popping a tab of dextrose could make you a more engaging speaker. Then you wouldn’t risk – with sweaty palms and heart racing like a speeding locomotive – reaching the round, red carpet on the TED stage only to fumble on monotone for the allotted 18 minutes. No, this isn’t a post about presentation skills. Dextro Energy alone is, unfortunately, unlikely to stop any of us being a bore in meetings or networking events, or sucking at public speaking! However, some good proofreading might.

Great idea, poorly executed

When we first relocated to Germany in 1999, I took part in a language training course organized by my husband’s company, a well-known German engineering enterprise. Knowing that the days would be long, and the content uninspiring, the front cover of the training folder helpfully included a pack of Dextro Energy and the instruction: If boring, you suck. The intention: give trainees a sugar rush just when they need it. However, this incident would become my initiation into ‘the Grammar Police.’

What it should have said was: If you get bored, try this!

It’s become my role in life to help businesses to find the most effective words that resonate with their target audiences and differentiate them from their competitors. This is already a highly-specialized task when everyone in the team speaks the same language – both literally and metaphorically! Add into the mix a number of different mother-tongues, cultural backgrounds, skill areas, and increasingly complex topics – such as the impacts of digital transformation and the internet of things (IOT) – and the value of clear thinking, an external perspective, careful editing, and a final native proofreading can’t be overstated.

But where do you find such a service?

My new business, Justa Public Relations, delivers effective international communication and technology PR expertise for the dawn of digital transformation. It takes a PRaaS (public relations-as-a-service) approach, giving businesses of all sizes access to as much or as little expert international communication, marcom or social media support as they need, without having to commit to a retainer or minimum budget.

Just a press release, fine. Just a blog post, no problem. Just a nativeEnglish check of your website, investor pitch or sales proposal, when do you need it by? We’d love to hear what you need today.

Disclaimer: The training book actually said: If boring, suck this! I edited it both for a stronger headline, and to avoid the implied sexual connotations. If you don’t understand why, then I suggest you investigate native-English proofreading support for your most important English texts!

wind turbines

Smart grid technology gains momentum

Where does it come from?

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

Where can I get some?

There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle of text. All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet. It uses a dictionary of over 200 Latin words, combined with a handful of model sentence structures, to generate Lorem Ipsum which looks reasonable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc.


Measurement: how effective is your international communication?

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Where can I get some?

There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle of text. All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet. It uses a dictionary of over 200 Latin words, combined with a handful of model sentence structures, to generate Lorem Ipsum which looks reasonable. The generated Lorem Ipsum is therefore always free from repetition, injected humour, or non-characteristic words etc.