This prototype of a guide for educational change agents focuses on the roles and tactics of personnel employed in nonprofit educational research and development organizations and in state and intermediate education agencies. Included is a compilation of reports from recent users of three classes of tactics: information, demonstration, and field agent. These tactics are conceptualized as following an adoption/diffusion continuum whose stages can be labeled, step by step, from awareness through interest and evaluation to actual utilization. Change agent behavior is viewed as ranging from impersonal through personal to interpersonal. The organization of this paper reflects these underlying patterns. At the same time, behavioral sciences and marketing research are brought to bear in an effort to help explain the need for planning and evaluation strategies based on market segmentation, product differentiation, and communication skills. Case studies are briefly discussed, and a table of indicators is provided as a tentative guideline. In conclusion, some policy implications are briefly outlined with a view to initiating greater interaction among practitioners, diffusion personnel, behavioral scientists, and funding sources. A list of references is also provided. (Author/PD)