strategic communication

“Write to be understood, speak to be heard, read to grow.” – Lawrence Clark Powell

Archive for the tag “Diffusion”

Communicating New Ideas

Greetings bloggers!

I started this blog 10 weeks ago for my Emerging Media class as part of my Masters of Science in Strategic Communications program. My posts centered on new media platforms that strategic communicators must adopt in order to succeed in the professional world. Now it is time to look at the leaders who are pushing forward with new technologies. This week I have just begun a new class: Leadership and Media Strategies. Leaders know that hiding behind the “We’ve always done it this way” attitude will do more harm than good. 

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We are in a world that is constantly on the verge of adopting the next big thing! I will discuss how communication has changed and the benefits and challenges of these changes. I will be sure to include links to weekly readings discussed in class. As a reminder, if you wish to follow or bookmark my blog the address is:

http://www.rmscib.wordpress.com

We will begin discussion of leadership and media strategies with a frequently referenced theory: Diffusion of Innovations. Dr. Everett M. Rogers defines diffusion as “the process by which an innovation is communicated through certain channels over time among the members of a social system.” Basically how do ideas not only spread, but stay relevant? There are multiple moving parts to diffusion. First, knowledge of a new innovation must reach an audience. Then after being persuaded to use that innovation, a member of the audience decides to accept it, implement it into his or her own life, and evaluate its results. Sharing information and persuasive results is done through a number of communication channels such as commercials, social media postings, news stories, and peer-to-peer conversations. Think of the amount of trends that have made their way into our lives, and how certain products had to adapt or be forgotten? One example in the journalism world that I talked about in my first post was how newspapers are moving to online versions and apps. 

The way the audience becomes aware of an innovation and decides to use it happens in shifts. This article gives a great summary about each type of user: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. The titles of these groups are pretty self-explanatory. The innovators are those who are always thinking of the next big thing or next useful tool. Those who adopt this innovation first are the Early adopters, and the the early majority and late majority follow in line after them. Laggards have the traditional view and often see more risk of innovations than benefits. Strategic communicators should know how to reach out to each of these groups in order to for them to accept the innovation. Think about what each group needs and establish a plan to

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A business that holds this variety of people on their staff can succeed in releasing a new product or idea because it will go through the whole process internally before reaching the public audience. From the innovators, to those who are ready to accept it, to those who are supportive but may need a little more convincing, to those who want to discuss risks, these employees all help the company to stay grounded and efficient. 

When Amazon came out with their Kindle I was pretty much in the laggard category. As an English major and self-titled “biggest lover of books, of all time, ever,” I found the idea of reading a complete novel on a screen repulsive. Why was everyone so obsessed with technology that the value of holding a new book was lost?

My dad and I were Christmas shopping for my mom and I saw an advertisement for the Kindle. I quickly scoffed and said to my dad “I can’t believe that’s a thing. I would never replace a good book with a dumb screen!” My dad just nodded without comment. Well wouldn’t you know it, Christmas morning I open up my last gift and inside is a Kindle. My dad laughed a little bit and said, “Sorry.” My mom defended herself by saying phrases like “I thought it would be perfect because you love books!” and “All the commercials and reviews say it’s so good!” I felt like the worst person, and I was determined to give it a try for the sake of my parents.

Fast forward to today and I have 38 books and counting. I absolutely love it! As soon as I finish one book, I can immediately by another one! It’s especially perfect when reading a series—no mid-trilogy cliffhangers for me! It fits right in my purse, so it is especially perfect for traveling. I realized the benefits of the Kindle and now I recommend it to anyone. Currently, I am trying to convince one of my coworkers to get one because she says she likes reading but always forgets to buy books when she’s out shopping. Stay tuned to see if this peer-to-peer persuasion works.

My personal Kindle: the older version that prevents glare while you read. I love it.

My personal Kindle: the older version that prevents glare while you read. I love it.

The other point worth mentioning in this story is the fact that age was not the main factor with sticking to tradition here. My parents, who were not born in a technology-centered world, actually accepted this innovation before I did.

Social media is also a key communication channel to spread new ideas. One of my friends posted a picture of herself on Instagram saying she used the “Serena filter” on the Social Light app. Never hearing of this photo editor before, I went to the App Store and typed in the name and sure enough the first version was released October 5th. It only has 41 reviews and all of them are positive. This app has come at the right time because high society city life (re: Gossip Girl) has become a popular online trend. The app is also designed for those who are constantly on-the-go which is also relevant to the fast-paced lifestyle of the new generation. My friend is the first person in my “social circle” to use this app, and based on the amount of comments she already has, she has most likely set the trend. I have no doubt her followers will start downloading the app. How many photo editing apps can one possibly have, you ask? In a world where photography, selfies, and Instagram are dominating hobbies, people will try any new app at least once and see how they like it.

Strategic communicators and leaders must come up with fresh ideas that are relevant and useful to a wide audience. Innovators are constantly reshaping the ways of the world, and some of them that may have seemed so out of the box are regularly used today. Communication through mass media and interpersonal ties is crucial with spreading new innovations.

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