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.
"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.
Reports on content analyses of Web sites used by Florida agricultural commodity organizations and identifies opportunities for meeting the information needs of media more effectively.
Describes Rich Site Summary, also known as Really Simple Syndication (RSS) as "a particularly useful tool for news organizations since these syndication feeds automatically notify the end-user that fresh information has been posted on a Web site, and it also avoids the use of e-mail."
Documents needs for incorporating critical thinking into agricultural communications curricula by more use of real-world assignments and by emphasizing skills in analysis and research.
Results of a survey among public relations professionals who were members of the Agricultural Relations Council and Cooperative Communicators Association. Proficiencies related to computer skills, human relations, time management, writing, and editing were used most frequently.
Analysis of membership data from the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Scienes (ACE). Member retention was found to be associated with involvement level and sense of commitment/identification, but not with geography.
Smith, M.F. (author), Yates, Judy (author), and Smith: Associate Professor, College of Agriculture, and Coordinator, Program Planning and Evaluation, Cooperative Extension Service, The University of Maryland System; Yates: Director, Pinellas County Cooperative Extension Service, The University of florida
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 79 Document Number: C04504
Forte, Russell (author / Public Information Specialist, Office of Public Affairs, U.S. Department of Agriculture) and Public Information Specialist, Office of Public Affairs, U.S. Department of Agriculture
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 79 Document Number: C04529
Masiclat, Steven (author), Scherer, Clifford W. (author), and Scherer: Associate Professor of Communication and Departmental Extension Leader, Department of Communication, Cornell University; Masiclat: Graduate Student, Department of Communication, Cornell University
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 79 Document Number: C04536
Carlson, Sherrill (author / Extension Publications Editor, College of Agriculture and Home Economics, Washington State University) and Extension Publications Editor, College of Agriculture and Home Economics, Washington State University
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 80 Document Number: C04597
Hays, Robert G. (author / Associate Professor of Agricultural Communications and Journalism, University of Illinois) and Associate Professor of Agricultural Communications and Journalism, University of Illinois
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 80 Document Number: C04598
Gregory, Robert B. (author), Lilley, Stephen (author), Richardson, John G. (author), and Richardson: Extension Specialist, Educational Programs, and Associate Professor, North Carolina State University, Raleigh, NC; Lilley: Extension Sociology Specialist, and Associate Professor, North Carolina State University, Raleigh, NC; Gregory: Section Head, Visual Communications/Agricultural Communications, North Carolina State University, Raleigh, NC
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 80 Document Number: C04599
Liss, Evelyn A. (author), Patterson, Joyce E. (author), and Patterson: Associate Professor and Extension Communication Specialist, Oregon State University; Liss: Assistant Professor and Publications Specialist, Oregon State University
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 80 Document Number: C04600
Evans, Jim (author), Snowdon, Gail (author), and Snowdon: Extension Communications Specialist (Decision Data), University of Illinois; Evans: Head, Office of Agricultural Communications and Education, University of Illinois
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: C05062
Hetzel, Glen H. (author), Hipkins, Patricia A. (author), Murphy, William F. (author), Weaver, Michael J. (author), and Weaver: Assistant Professor, Plant Pathology, and Extension Pesticide Coordinator, Virginia Polytechnic Institute and State University; Hipkins: Research Associate and Assistant Coordinator, Chemical, Drug and Pesticide Unit, Virginia Polytechnic Institute and State University; Murphy: Satellite Program Director, Virginia Cooperative Extension; Hetzel: Assistant Professor of Agricultural Engineering and Extension Specialist in Farm Safety, Virginia Polytechnic Institute and State University
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: C05064
Ferris, Maxine (author), Heinze, Kirk (author), Suvedi, Murari (author), and Doctoral Candidate, Department of Agricultural and Extension Education, Michigan State University; Director, Agricultural and Natural Resources Communication Program, Department of Agricultural and Extension Education, Michigan State University; Director of Outreach Communications, Michigan State University
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: C05065
Brooks, John R. (author / Radio/Television Communications Specialist, Louisiana Cooperative Extension Service, Agricultural Center, Louisiana State University)
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: C05066
Bruening, Thomas B. (author), Radhakrishna, Rama B. (author), Rollins, Timothy J. (author), and Department of Agricultural and Extension Education, Pennsylvania State University, University Park, PA
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06102
Crowder, L. Van (author / Associate Professor of Agricultural Communication and Extension, Institute of Food and Agricultural Sciences, University of Florida)
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06104
Frick, Martin J. (author), Kahler, Alan A. (author), Miller, W. Wade (author), and Frick: Assistant Professor of Agricultural Education, Purdue University; Kahler, Miller: Iowa State University
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06107
Bounaga, Lahcen (author), Gamon, Julia A. (author), Miller, W. Wade (author), and Department of Agricultural Education and Studies, Iowa State University, Ames, IA
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06375
James F. Evans Collection, Inadequate adoption of soil conservation practices is a serious problem since 40 percent of the nation's farmers have some highly erodible land. This study identified preferred educational sources and methods of hard-to-reach groups such as those who are the last to put together a soil conservation plan. A mailed questionnaire asked about both past and future use. The most important sources of information about soil conservation for landowners with highly erodible land were neighbors and family. Those who had not started a conservation plan were significantly less interested in tours and demonstrations. (original)
Beall, Gary A. (author), Hayes, James H. (author), and Beall: Division of Agriculture and Natural Resources, University of California, Davis, CA; Hayes: Director, Brock Center for Agricultural Communication, California Polytechnic State University, San Luis Obispo, CA
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06376
James F. Evans Collection; Paper presented at the July 1991 International ACE Meeting in Rapid City, SD, Newspapers set the campaign agenda for two environmental initiatives appearing on California's November 1990 general election ballot. In doing so, they relied heavily upon unnamed sources (proponents, experts, environmentalists, etc.) and poorly identified advocacy groups. Although the agricultural community perceived both ballot measures to be agricultural issues, the media defined them in a much broader, environmental context. The agricultural industry-sponsored initiative was treated as a non-issue by the newspapers. It received only five percent of the news and editorial space devoted to the two initiatives. However, pro and con coverage of each initiative was generally balanced, reflecting an overall attempt at fairness and willingness to present both sides of the issue. (original)
Radhakrishna, Rama (author), Veerabhadraiah, V. (author), and Radhakrishna: Department of Agricultural and Extension Education, Pennsylvania State University, University Park, PA; Veerabhadraiah: Division of Agricultural Extension, University of Agricultural Sciences, Bangalore, India
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06377
James F. Evans Collection, The primary purpose of this study was to determine the frequency of use of educational methods and subject matter delivered by Extension agents in South Karnataka, India. In addition, the appropriateness of methods used and importance of subject matter delivered was also determined. This study utilized descriptive survey research using all 30 Extension agents employed by the University of Agricultural Sciences, Bangalore, India. A response rate of 83 percent was achieved for the study. The findings indicated that agents used a variety of educational methods to educate farmers. Notable among them were discussion meetings, field visits, farm and home visits, whole farm demonstration, and method demonstration. Crop production, vegetable production, new crop varieties, soil fertility, crop pests, and diseases, etc. were the subject matter areas that agents delivered most often. Agents agreed that methods used by them were most appropriate to educate farmers. Further, the subject matter delivered by agents were what they considered most important. (original)
James F. Evans Collection, Research directors at American land-grant universities are optimistic regarding the future of agricultural biotechnology and expect the ongoing "biotechnology revolution" to benefit the public, including consumers and farmers. Unresolved public policy questions involving biotechnology do concern many of the research administrators who responded to an opinion poll, but the prevailing attitude appears to be on of confident expectation that solutions will in time emerge for all outstanding biotech problems. Asked about "biotechnology's ethical questions," a majority of the respondents that U.S. land-grant institutions are well equipped to deal with such questions. The respondents said biotechnology may pose environmental risks, but they did not expect biological catastrophes to occur. They said biotechnology could be used to foster low-input methods of agricultural production, and they were in favor of pursuing biotech research that might improve agriculture's sustainability. (original)
