The author does not believe the model that is sometimes seen as the next step, the two-way symmetric model, is applicable to this case. The goal of the two-way symmetric model is to have equal amounts of information, with equal significance, flowing between the organisation and its publics, eliminating the roles of sender-receiver and creating a mutual understanding (Grunig and Hunt, 1984). Although it might be said that the two-way symmetric model would be embraced by organisations at some stage, it is not the modern reality of public relations practice.

The diffusion of innovations concept is very important to communications planning. Communication planning often centres on promoting an innovation such as a new product or ways to live more healthily. The desired outcome of the communication planning is for the target of the communication to do something, adopt the innovation.

The adoption process described by E.M. Rogers (1983 and 1987) is the series of stages, in order of occurrence, taken to get to adoption. The stages are knowledge, persuasion, decision, implementation and confirmation.

Firstly, the knowledge stage. Acquisition of knowledge happens when a person is exposed to the innovation and what the innovation does. The receiver of the information is either passive or active. Active seekers are searching for a solution to a problem, while passive receivers may come across information when not looking for it. Reaching the passive group should be done by using channels where such people normally look for other types of information (Windahl et al., 1997).

Rogers (1987) points out that a common mistake here and indeed in all the phases of the diffusion process is the failure of planners from one culture to account for factors that are inherent in the culture of the potential adopters.

Secondly, the persuasion stage. Here people decide what they think, positively or negatively about an innovation.

Thirdly, the decision stage. Here, the innovation is either adopted or rejected.

Fourthly, the implementation stage. Here, people begin to use the innovation.

Lastly, the confirmation stage. Here, positive post-adoption information from the organisation encourages the adoption of the new innovation, confirming the choice. Negative post-adoption information, usually from other sources, can result in the innovation being abandoned.