COMMUNICATION AND ADOPTION 3(3+0)

Lesson 39 : Opinion Leadership

Formal Leaders

Formal leaders are those persons who hold offices in formal organizations. They are very easy to locate. One has to pick persons who are in formal organizations and-public official positions. Anyhow, it is essential to win the confidence of these leaders, otherwise they can create many obstacles for the successful implementation of the new programme.

Advantages:

• It is the easiest method.
• Being in formal position, these leaders may have more influence among the people.
• They have more contacts with formal change-agencies.
• They are generally resourceful persons.

Limitations:

• They may not be practical persons, e.g. active farmers.
• Generally, there is more social distance between them and the common man.
• They may not have enough time for the new programme.
• In most of the cases they are not action-leaders.