Communications, Marketing, and Public Relations for Public Health Leaders

Diffusion of innovation is a theoretical framework explaining how new ideas or “innovations” are spread through specific communication mediums over time to communities, social systems, or cultures (Rogers & Scott, 1997). It also looks at how quickly the information can be adopted into a community, social system, or culture. There are several things to consider. First, if the information is relevant and advantageous to the targeted audience, the quicker it becomes adopted. Second, the more compatible the idea or message to the needs, values, and experiences of the target audience, the quicker the adoption. Third, the less complex an idea or message is, the easier it is to adopt in the community because it can be more easily understood. Fourth, if you test the message or idea, you can determine whether or not it fits into the target audience and is more likely to be clear in its communication. Fifth, the easier it is for the target audience to see the results of the message or idea, the easier it is to adopt it (Rogers & Scott, 1997). In a time of increasing technological advantage, you must understand the role that media and social media outlets play in the spread of innovative ideas and how you may utilize media and social media in your current and future public health campaigns.

For this paper, consider the principles of the diffusion of innovation model and which are most important for you to consider in the development of your public health campaign. Using the Walden library, select an article describing the diffusion of innovation model and analyze its results.