REVISED INTRODUCTION TO PR UNIT 1 .
What is the Theory of Diffusion? - Describes the way in which new ideas are adopted in a
society.
What are the five steps that describe how people are influenced to change? - Awareness
Interest
Evaluation
Trials
Adoption
Awareness - Topic known, but knowledge limited
Interest - Development of interest begins; information sought
Evaluation - Idea becomes applied to our individual situations, even as more information is
sought out
Trial - Use begins on a small scale
Adoption - Idea, service, or product adopted after being proven worthwhile. We derive some
benefit from it.
What is the Multiple Step Flow of Information Theory? - Based on the idea that certain
members of society are opinion leaders.
Others tend to follow the message and opinion of those leaders.
Who are Opinion Leaders? - Clergy, politicians, media, celebrities
What are the Two Channels of Influence? - Biased channels of influence
Unbiased channels of influence
Biased Channels of Influence - Individuals that benefit from another's adoption of product,
service or idea.
Mass media, both print and electronic
Unbiased Channels of Influence - Unbiased third parties such as consumer groups and
government agencies.
What is the Theory of Diffusion? - Describes the way in which new ideas are adopted in a
society.
What are the five steps that describe how people are influenced to change? - Awareness
Interest
Evaluation
Trials
Adoption
Awareness - Topic known, but knowledge limited
Interest - Development of interest begins; information sought
Evaluation - Idea becomes applied to our individual situations, even as more information is
sought out
Trial - Use begins on a small scale
Adoption - Idea, service, or product adopted after being proven worthwhile. We derive some
benefit from it.
What is the Multiple Step Flow of Information Theory? - Based on the idea that certain
members of society are opinion leaders.
Others tend to follow the message and opinion of those leaders.
Who are Opinion Leaders? - Clergy, politicians, media, celebrities
What are the Two Channels of Influence? - Biased channels of influence
Unbiased channels of influence
Biased Channels of Influence - Individuals that benefit from another's adoption of product,
service or idea.
Mass media, both print and electronic
Unbiased Channels of Influence - Unbiased third parties such as consumer groups and
government agencies.
