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Nonpublics - issue has no effect
Latent - not aware (easier to change)
Aware - understand the issue but hasn't acted
Active - are doing something

Think: NALL

A fluid, dynamic attempt to get the attention of the media, the public, and/or policy makers

A fluid, dynamic attempt to get the attention of the media, the public, and/or policy makers

1) explains how people adopt or reject change

2) reveals why major change is not accomplished  in a brief time

3) reveals why it cannot be accomplished through news media alone

4) emphasizes why channels of interpersonal communication are the most effective

word of mouth

If targeted audiences aren't talking about what they've read or seen, the process is stunted.

Innovators - do it first

Early adopters - most important group influential

Early majority - also important influence

Majority - at the tipping point, has diffused

Nonadopters - laggards

Recognize there is a problem

See themselves as limited

See themselves as being involved