Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Communication Innovators or Laggards? - Diffusion of Innovations by U.S. Public Relations Practitioners

Communication Innovators or Laggards? - Diffusion of Innovations by U.S. Public Relations Practitioners

Savery, Carol

Paperback

General Reference

ISBN10: 3639046218
ISBN13: 9783639046212
Publisher: Blues Kids Of Amer
Published: Aug 5 2008
Pages: 100
Weight: 0.32
Height: 0.21 Width: 6.00 Depth: 9.00
Language: English
Everett M. Rogers' diffusion of innovations theory was used as a framework to study 116 chapter members of the Public Relations Society of America (PRSA) in a Midwestern U.S. state. Web-based and paper-based surveys were used to collect the self-reporting data. According to Rogers (1986), Diffusion is the process by which an innovation is communicated through certain channels over a period of time among members of a social system (p. 117). Public relations practitioners are the members of the social system that were studied. Diffusion research centers on the conditions which increase or decrease the likelihood that a new idea, product, or practice will be adopted by members of a given culture. It is hoped that this thesis research will to add to the body of knowledge about diffusion of innovation in public relations by helping to identify the perceived innovation attributes, influences, obstacles and relative advantage of innovations by public relations practitioners. This could assist public relations agencies in weighing the pros and cons of future decisions and strategies for implementing innovations.

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