One hundred and sixteen chapter members of the professional organization,
Public Relations Society of America (PRSA), from Ohio, participated in this quantitative
study. Midwestern state chapter members were chosen because it was thought that
participation rates would be more positive if the PRSA chapters and individual members
were asked to take part in the research survey of a Midwestern graduate student in
communication and a member of the Public Relations Student Society of America
(PRSSA).
For the purposes of this study, influential individual opinion leaders will
include upper management, key management person (a boss), or technology champions
of a public relations agency/department, clients, Public Relations Society of America
(PRSA) chapter members, other public relations practitioners, and community leaders.
Organization change agents or change aides will include professional organization such
as PRSA and groups selling new technology innovations such as PR Newswire,
Microsoft, or service providers. Rogers’ adopter categories include: innovators, early
adopters, early majority, late majority and laggards. These adoption categories will assist
in identifying and assessing innovation adoption by public relations practitioners.