Borisova, Tatiana (author), Evans, Jason (author), Smolen, Michael (author), Olexa, Michael (author), Adams, Damian C. (author), and Calabria, Jon (author)
Format:
Journal article
Publication Date:
2013-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 140 Document Number: D06092
Evidence from a longitudinal study stuggests that many agricultural college students lack opinions on soil and water conservation issues. The data also sugges that encounters with conservation issues in the classroom and elsewhere encourage students, especially those with less direct agricultural experience, to learn about and form opinions on conservation.
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.
