Credibility of the Messenger
A major tenet of knowledge transfer comes from the Diffusion of Innovations theory. It is that whoever is doing the communicating must be regarded as credible to the users (Lomas, 1997; Lavis, 2001).

The main idea of diffusion theory is that: “interpersonal communication with near peers about an innovation drives the diffusion process” (Rogers, 2003). An important technique of interpersonal communication to secure adoption is to use opinion leaders. Opinion leaders are informal leaders that have multiple connections over extensive interpersonal networks who can influence individuals to adopt innovations. They influence other individuals’ attitudes and behavior in a desired way with relative frequency.

CRE-MSD has used the concept of “opinion leaders” in its construction research. We collaborated with the Construction Safety Association of Ontario (CSAO) to examine the dissemination of knowledge of an ergonomic intervention by opinion leaders. The intervention was a hydraulic ladder lift that aided with loading and unloading of ladders off van roofs. Thirteen companies, with five to 900 employees, were involved. The van operators informed workmates not employed by their companies but who worked on the same site as them about the intervention. The opinion leaders informed decision makers within their companies which led to commitments to purchase similar units. They also gave presentations at prearranged health and safety meetings where attendees indicated that they thought the intervention sounded like a good idea. In this way, knowledge of the innovation reached at least 32 more companies and potentially several thousand other employees.