Toland, Alexandra R. (author), Wessolek, Gerd (author), and Institute for Ecology, Dept. of Soil Protection, Technical University of Berlin, Berlin, Germany.
Format:
Conference paper
Publication Date:
2010-08
Published:
Austria: International Union of Soil Sciences (IUSS), c/o Institut fur Bodenforschung, Universitat fur Bodenkultur; Wien; Austria
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08056
Journal Title Details:
pp. 8-12
Notes:
Proceedings of the 19th World Congress of Soil Science: Soil solutions for a changing world, Brisbane, Australia, 1-6 August 2010. Symposium 4.5.2 Soil and human culture
15 pages, via online journal article, Scientist-stakeholder partnerships are formed by scientists from academic institutions and industry representatives in an effort to address contingent science issues such as climate change, inform the public and influence public policies. Such organizations often lack expertise in communicating to the public and conducting outreach which are crucial components to building a good reputation. This study selected Florida Water and Climate Alliance [FWCA] as an example of such an organization, exploring its media attention and media framing to assess the visibility and reputation of [FWCA]. Results showed very limited media attention had been devoted to [FWCA]. The framing analysis results indicated that the coverage of [FWCA] is mostly introductory and descriptive information from public institutions, collaborators and funding agencies. These results demonstrate the need for such organizations to increase media visibility and build their reputations through strategic communication. Scientist-stakeholder partnership organizations like FWCA could gain from strategic collaborations with agricultural communications professionals and academic researchers. To better assist in building the reputation for these organizations, recommendations include developing strategic communication plans and conducting research about stakeholders’ and collaborators’ perceptions of an organization’s reputation.
