Maru, Ajit (author) and International Association of Agricultural Information Specialists
Format:
Commentary
Publication Date:
2009-01-16
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 171 Document Number: C28709
Notes:
IAALD web site. 4 pages., Author describes the diminishing "value added" role of the "brick and mortar" library. "The Libraries and Centers as they are now may not exist."
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 144 Document Number: D06515
Notes:
6 pages., Responses to questions for an oral history project sponsored by the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE).
"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.
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.
