Communication departments in high-tech corporations are challenged to launch new products successfully, build awareness and create interest within their publics, while protecting information from competitors actively engaged in competitive intelligence. Through in-depth focused interviews with 19 communications practitioners in high-tech companies, agencies and consulting firms in Orange County, California, this exploratory study evaluates the perceived threat of competitive intelligence in the high-tech industry and practitioners' actual efforts to balance that threat with the need to execute a successful product launch. The data indicate that the majority of practitioners perceive no threat, yet they exercise their own competitive intelligence. Practitioners reveal a myriad of methods to account for or elude the threat and present tools for maintaining relationships with their publics. The gatekeeping function by committee is mentioned most by practitioners where the PR entity acts as the facilitator between the gatekeeper and the source seeking information.
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