Diffusion of innovations and public communication campaigns: An examination of the 4R Nutrient Stewardship Program

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Seeger, Henry (author), Wilson, Robyn S. (author), and Purdue University The Ohio State Unversity Association for Communication Excellence
    Format:
    Journal article
    Publication Date:
    2019
    URL:
    https://newprairiepress.org/jac/vol103/iss2/7/
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10431
    Journal Title:
    Journal for Applied Communications
    Journal Title Details:
    103(2)
    Subject Term:
    adoption behavior, campaigns, communication planning, diffusion, diffusion of information, fertilizer promotion, fertilizers, innovations, pollution, programs, public attitudes, public relations, theory, water quality, issue management, public communication campaign, Fertilizer Institute, and best practices
    Notes:
    21 pages., Via online journal., This project is an examination of how strategies for innovation in fertilizer application are communicated to agricultural communities. Specifically, this project examines the 4R Nutrient Stewardship Program‒a public ­communication campaign seeking to encourage the use of specific strategies, tools, and best practices in fertilizer application. The campaign is advanced by the Fertilizer Institute, an industry trade association, and targets local agricultural communities within the United States. To understand how this campaign functions to encourage adoption of innovative fertilizer application behaviors, this project draws on the principles of diffusion of innovations theory as well as established concepts within public relations, including issues management.

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