Abstract
This paper uses Rogers' diffusion of innovations framework to discuss a communications strategy by which agents of change can educate their peers and decision makers regarding a chosen technology. The strategy examines the role of communications in the knowledge, persuasion, decision, implementation, and confirmation stages of the innovation-decision process. Problems include overstating communication, negative evaluations, and ignoring your audience in your communication with stakeholders. The recommended practices are embracing supportive communication through dedicated employees, a transparent organisational and policy structure, and the increase of resources to the project. It then concludes by proposing a strategy for successful communication during the diffusion process.
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