PR's early response to the "information superhighway": The IPRA narrative.

Watson, T., 2015. PR's early response to the "information superhighway": The IPRA narrative. Communication & Society, 28 (1), pp. 1-12.

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DOI: 10.15581/


Before the Internet, social media and search engine optimisation, there was the “information superhighway” and the “Megachip age” in the 1980s. This paper, drawing on the archive of the International Public Relations Association (IPRA), reviews early discussion and adoption of innovative technology by practitioners through the application of historical method. It finds they were slow to appreciate the benefits of technical advances in communication and held doggedly to print-based models of mediated communication. Practitioners and thought leaders did not foresee that information would be available to more people through ICT developments. Practice responses, developed by reference to Rogers’ Diffusion Theory, were in three categories (in descending order of frequency) of Ignorers, Cautious/Sense-makers and Modernists/Adopters.

Item Type:Article
Uncontrolled Keywords:Diffusion ; Information superhighway ; IPRA ; Public relations ; technology adoption
Group:Media School
ID Code:21659
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:26 Jan 2015 12:44
Last Modified:26 Jan 2015 12:44

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