PR’s early response to the 'information superhighway':the IPRA narrative

Before the Internet, social media and searchengine 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 technicaladvances in communication and held doggedly to print-based models of mediated communication. Practitioners and thought leaders did not foresee that information would be available tomore 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.