Capturing Their Imagination: Strategies For Stakeholder Communication When Implementing Innovation In Rural Education

This paper explores the need to 'capture the imagination' of stakeholders when managing innovation and change in rural education. The paper analyses, by means of case example, the impact of conceptual models about how we learn on the acceptance of innovation in distance education. Our individual beliefs about how we gain our professional skills affect how we perceive education should be provided in rural or regional environments. This case study highlights important considerations for managing stakeholder communication. By linking stakeholder conceptual models, their vision of 'what distance education is, and how professionals gain their knowledge and skills', we can plan strategies for 'capturing their imagination' about 'what distance education might be' for students of this decade. In this paper the author suggests that 'capturing the imagination' of diverse decision makers is essential when seeking approval and support for innovative curriculum initiatives in provision of distance education.