Everett M. Rogers diffusion of innovations theory was used as a framework to study 116 chapter members of the Public Relations Society of America (PRSA) in a Midwestern U.S. state. Web-based and paper-based surveys were used to collect the self-reporting data. According to Rogers (1986), "Diffusion is the process by which an innovation is communicated through certain channels over a period of time among members of a social system" (p. 117). Public relations practitioners are the members of the social system that were studied. Diffusion research centers on the conditions which increase or...