Public Relations by : Eleazar G. Meñez

SETTING THE AGENDA OF DIFFUSING INFORMATION INNOVATION

In the study of innovation, the word diffusion is commonly used to describe the process by which individuals and firms in a society/economy adopt a new technology, or replace an older technology with a newer. But diffusion is not only the means by which innovations become useful by being spread throughout a population, it is also an intrinsic part of the innovation process, as learning, imitation, and feedback effects which arise from its unfolding enhance the original innovation.

In many ways, understanding the diffusion process is the key to understanding how conscious innovative activities conducted by firms and governmental institutions, activities such as funding research and development, transferring technology, launching new products or creating new processes, produce the improvements in economic and social welfare which is usually the end goal of these activities. For entities that are “catching up,” such as developing economies, backward regions, or technologically laggard firms, diffusion is the most important part of the innovative process.

Attributes that influence the potential adopters of an innovation:
1) The relative advantage of the innovation.
2) Its compatibility, with the potential adopter’s current way of doing things and with social norms.
3) The complexity of the innovation.
4) Trial ability, the ease with which the innovation can be tested by a potential adopter.
5) The ease with which the innovation can be evaluated after trial.

Social conditions that may accelerate the process:
1) Whether the decision is made collectively, by individuals, or by a central authority.
2) The communication channels used to acquire information about an innovation, whether mass media or interpersonal.
3) The nature of the social system in which the potential adopters are embedded, its norms, and the degree of interconnectedness.
4) The extent of change agents’ (advertisers, development agencies, etc.) promotion efforts.


DEFINING SUPPORT

Public Relations is one of the most cost effective ways to market yourself, your company, your products or services. It is a powerful and varied marketing tool and its operational model makes it so flexible and dynamic that as the world of message delivery changes, PR evolves along with it.
Good PR begins with a good PR plan. Each component of the plan is uniquely designed to address specific business goals. This is why a PR program is best tailored to the unique requirements of your business.
With a good PR program you have the means to reach out to your prospects and customers through the press gatekeepers. PR is a process and will not happen on its own. To gain consistent press coverage, your story needs to be crafted with a focused message, supported by elements the media expects to receive, and directed to the right members of the press for the kind of story you are telling.
Public Relations Support
Public relations education has evolved within the United States largely as a part of programs in journalism and mass communication or within departments of communication studies. Programs with strength in journalistic writing were logical areas for public relations program development, as were programs with strength in organizational communication.
In organizational structures, the relationship between the manager of the public relations program and top management has long been recognized as a critical factor in the effective performance of public relations. Less recognized is the influence of where academic programs are placed within the management structure of universities on the ability of academic programs in public relations to respond and adapt independently to the needs of the public relations profession.