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2. Skate to where others are heading
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Doerfert, David L. (author)
- Format:
- Commentary
- Publication Date:
- 2003
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21143
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 87(4) : 39-41
- Notes:
- "We are not going to reverse trends affecting our profession, but if we can see where they are going, we can position ourselves for the winning shot. This leads to the second point. We need to see the future clearly. I contend that many of the issues described by Whiting are in actuality indicators of two larger trends: an increasingly diverse audience and the need for universities to be more entrepreneurial." Author calls for communications departments and centers to think and act more collectively rather than individually.
3. Trends that I hope are only "trendy"
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Whiting, Larry R. (author)
- Format:
- Commentary
- Publication Date:
- 2002
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21142
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 86(1) : 51-54
- Notes:
- Author describes these trends that involve communications programs in colleges of agriculture, extension and research programs: mission creep (to more PR), abandoning our roots (in pursuit of high rankings), communication decentralization, professional slippage (off the faculty ladder), administrative disconnect (with communications leaders), insufficient funding for strategic marketing of colleges, lack of increased communication with nonfarm audiences.