Master of Arts in Liberal Arts (MALA)
This qualitative study examines the field of public relations though the lens of Everett Rogers’ diffusion of innovation research. The fields of public relations and diffusion of innovations are paired for the first time in a study of the effects of proximity to innovators on public relations practitioners. In-depth interviews and focus groups with practitioners working in both high-tech and low-tech environments are transcribed and coded to compare the effects of technology adoption on roles, status and power in organizations. This study not only contributes to the literature in public relations and diffusion of innovations, but also its findings are useful to PR practitioners seeking career benefits through strategic technology use.
Document Availability at the Time of Submission
Release the entire work immediately for access worldwide.
Hughes, Jennifer Plaisance, "The perks of high tech PR: examining diffusion of innovations in public relations and its effect on practitioners' roles, status and power" (2006). LSU Master's Theses. 1724.