 Your understanding of the theory – 250 Words

The theory of Diffusion of Innovation explains how, why, and the rate at which a product, service, or
process spreads through a population, culture, or social system. In other words, the diffusion of
innovation explains the rate at which new ideas and technology spread. The diffusion of innovation
theory is used to understand the rate at which consumers are likely to adopt a new product or
service.

E.M. Rogers, a communication theorist explains the passage of an idea through stages of adoption
by different actors. The main people in the diffusion of innovations theory are:

1. Innovators: People who are open to risks and the first to try new ideas.
2. Early adopters: People who are interested in trying new technologies and establishing their
utility in society.
3. Early majority: The early majority paves the way for use of an innovation within mainstream
society and are part of the general population.
4. Late majority: The late majority is also part of the general population and refers to the set of
people who follow the early majority into adopting an innovation as part of their daily life.
5. Laggards: As the name indicates, laggards lag the general population in adopting innovative
products and new ideas. This is primarily because they are risk-opposed and set in their ways
of doing things. But the appearance of an innovation through mainstream society makes it
impossible for them to conduct their daily life (and work) without it. As a result, they are
forced to use it.

Different societies are likely to have different adoption rates. An adoption rate is the rate at which
members of a society accept an innovation. Adoption rates for different types of innovation vary. For
example, a society may have adopted the internet faster than it adopted the automobile due to cost,
accessibility, and familiarity with technological change.

 How does this theory apply in Public Relations –

200 Words
The Mechanism of Diffusion of innovation is the process by which an innovation is communicated
through certain channels over time among the members of a social system. Each member of the
social system faces his/her own innovation- decision that follows a 5-step process :
 1. (AWARENESS)Knowledge – Person becomes aware of an innovation and has some idea of
how it functions. At this stage marketers will be looking to increase awareness of the
product and provide enough education so that the prospective adopter moves to the 2nd
stage.
2. (INTEREST)Persuasion – Person is open to the idea of purchase. They are actively seeking
information which will inform their eventual decision. This is the point at which marketers
will be seeking to convey the benefits of the product in detail. There will be a conscious
effort to sell the product to someone at this stage of the diffusion of innovation.
3. (EVALUATION)Decision – Person engages in activities that lead to a choice to adopt or reject
the innovation. Rogers cites this as the most difficult phase on which to acquire intelligence.
This is, at least in part, because people do not make rational decisions in many instances.
They decide based on their underlying perceptions and feelings and following the decision
they attempt to rationalize that decision. Thus, obtaining an understanding of the decision-
making process is challenging
4. (TRIAL)Implementation – Person puts an innovation into use. This phase is interesting
because it suggests that designers and marketers alike need to consider the ownership
process in detail.
5. (ADOPTION) Confirmation – Person evaluates the results of an innovation-decision already
made. This phase will normally involve a personal examination of the product and a social
one (the user will seek confirmation from their peers, colleagues, friends, etc.)

 Your opinion on ‘Journalists as the Section of

Influencers’ – 150 Words
Influencer culture (distinct from just a lever of marketing) is expressing that, while image remains
essential, people are increasingly seeking engagement with those who are providing meaning in
their lives. Currently, our media is dominated by a structure where those in power assault the truth
daily. It should not be surprising to see a correlated powerful longing for honest content. As much as
journalists provide that truth, their role in influencer culture is a natural outcome of a toxic media
environment. Brands measure their ability to compete in a so-called "attention economy," but what
they are missing is that there is always attention for quality interactions. Journalists are making
meaning out of increasingly chaotic times and their influence is growing as a result.

Their priority is to churn out content as fast as they can to feed the click-machine and gain greater
attention. By contrast, the process of writing a journalistic piece is supposed to be more rigorous,
with a chain of production involving multiple layers of editors and sometimes fact-checkers, along
with strict rules when it comes with dealing with brands.

Because they are the product, influencers for a cause do not, in principle, suffer from the same
potential level of corruption as the commercial ones. Or at least it is more insidious and discreet.

 Share a Public Relations or Public Communicate

case that has used this theory successfully
Apple iPod the first digital music players became available in the U.S. in 1998. In 2001, when Apple
released the iPod, total digital music player sales had been plateauing at approximately $100million
for three years. By 2006 iPod sales had grown exponentially and Apple controlled more than 75% of
a $5 billion market. Figure 5.1 U.S. digital music player sales 1999 to 2006 5000 4500 4000 3500
Total Sales ($millions) 3000 2500 2000 1500 1000 500 0 1999 2000 2001 2002 2003 2004 2005 2006
Competitors Sales Apples Sales Source: Peterson (2007)There were several factors that contributed
to the enormous success of the iPod. Despite entering some three years later than its competitors,
Apple was able to quickly gain traction in the emerging digital music player market by leveraging its
considerable design and manufacturing expertise, as well as the strong brand recognition already
associated with its name. But perhaps more importantly, Apple benefited from the previous product
releases. By observing the behaviour of the innovators and early adopters who understood the
technology and could articulate what they wanted from a digital music player, Apple was able to
clearly define the consumer need for the first time – as “the ability to easily purchase, store, access
and enjoy music”. By framing the technology within a compelling value proposition, and providing
customers with a fantastic usage experience, Apple set the imaginations of the early and late
majorities alight and sales exploded.

Anvesha Khillar

Bba-3