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The Perks Of High Tech Pr: Examining Diffusion Of Innovations In Public Relations And Its Effect On Practitioners' Roles, Status And Power, Jennifer Plaisance Hughes
The Perks Of High Tech Pr: Examining Diffusion Of Innovations In Public Relations And Its Effect On Practitioners' Roles, Status And Power, Jennifer Plaisance Hughes
LSU Master's Theses
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 …
Target Audiences And Communication Channels Of Lighten Up Programs In The United States, Nancy Leah Borden
Target Audiences And Communication Channels Of Lighten Up Programs In The United States, Nancy Leah Borden
LSU Master's Theses
Several Lighten Up programs around the United States were qualitatively studied in efforts to determine their target audiences and the communication channels used to reach these audiences. To guide this study, principles from the social marketing framework and the diffusion of innovations theory were applied. Several Lighten Up program executive directors and other high-ranking individuals in charge of the programs were interviewed in-depth to answer questions pertaining to target audiences and communication channels. Inductive data analysis illustrated that programs did not segment their target audiences, that more programs depended on interpersonal and group communication than mass communication, and finally, that …