Bowman, Brittany (author), Settle, Quisto (author), North, Elizabeth Gregory (author), Lewis, Kerri Collins (author), and Oklahoma State University
Mississippi State University
Format:
Journal article
Publication Date:
2018
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10159
18 pages, via online journal, Extension is often called the “best-kept secret” having low awareness with the public but high satisfaction with clientele. Extension services nationwide have faced budget cuts, creating a need for the organization to re-evaluate its activities, including how it communicates with its stakeholders. While Extension personnel are the ones who will do most of the communicating, their supervisors impact the personnel’s actions, which means it is important to assess both groups. A survey was conducted with Extension personnel and their supervisors in Mississippi assessing engagement in communications activities and perceptions of those activities, as well as personnel’s preference of professional development activities. Personnel reported higher use, comfort, and importance of more traditional (e.g. making a speech) and written activities (e.g. writing a promotional handout) than media-relations activities (e.g. being interviewed for TV), social media-related activities (e.g. managing a Twitter account), and visual communication activities (e.g. graphic design). Supervisors perceived individual communications activities as less important overall than personnel did, and although supervisor and communication scores for use and comfort/capability were similar for most communication activities, there were noticeable exceptions. Additionally, personnel preferred professional development activities that were hands-on or showing the activities first-hand (e.g. demonstrations and field days). Future research should be expanded to other states, conducted in a case study format to study specific relationships, and involve qualitative components. Extension should ensure clear supervisor-communication dialogue on prioritizing communication activities, provide training on communication activities with low use and comfort, and utilize early innovators who are comfortable using newer communication activities.
Mike, Moses R. (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), Lindsey, Angela B. (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11303
15 pages., via online journal, Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods can be significantly affected in disaster situations. Further, difficulty to fully anticipate such effects can limit Extension’s ability to communicate with targeted audiences and deliver important information. This descriptive study was conducted to examine Florida Extension offices’ and Extension faculty members’ communication efforts and effectiveness during the 2017 hurricane season. The primary methods used by respondents to communicate with subject matter clientele were email, face to face, and phone; the primary method used to communicate with the public was the internet/web. Respondents felt clientele and the public were only moderately aware of Extension’s efforts during the hurricane season. Future research is needed to investigate Extension faculty members’ choice of communication channels, as well as the ability of these channels to convey information to clientele and the public. Future research should also examine the communication channels and information sources used and preferred by clientele and the public during disasters. Such results should be compared to the findings of this study to inform future practice for communication in disasters.
