DIARY: Electrolux seeks to patent quickie PR training

This week sees a major step forward for PROs at tech firms in the quest for parity of esteem with the boffins in the office.

As with most companies that manufacture complex products, northern European white goods giant Electrolux owns countless patents for different aspects of its sales lines.

But this week saw its legal team applying for a patent for a media and PR training device it claims can teach the uninitiated how to do PR in less than an hour.

'In US law, you can patent a business process rather than just a technical device - although this is both,' says Electrolux publicity vice-president Tom Wells, intriguingly.

He refuses to reveal what the device actually is, for fear of jeopardising the company's chances of successfully patenting it, but with Electrolux an expert in laundering and spinning, it'll be worth returning to this matter in due course.

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