Title page for ETD etd-04032006-115724

Type of Document Master's Thesis
Author Hughes, Jennifer Plaisance
Author's Email Address jhughes@lsu.edu
URN etd-04032006-115724
Title The Perks of High Tech PR: Examining Diffusion of Innovations in Public Relations and Its Effect on Practitioners' Roles, Status and Power
Degree Master of Arts in Liberal Arts (M.A.L.A.)
Department Liberal Arts (Interdepartmental Program)
Advisory Committee
Advisor Name Title
Lance Porter Committee Chair
Dan Borne Committee Member
Rudy Hirschheim Committee Member
William Clark Committee Member
  • diffusion of innovations
  • roles
  • status
  • power
  • public relations
Date of Defense 2006-03-15
Availability unrestricted
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.
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