James F. Evans Collection, Leaders in agricultural research institutions in many developing countries want to publish English-language annual reports. They have few editorial and financial resources. Few have (1) analyzed their reasons for reporting, (2) set priorities among audiences, or (3) considered a design that would serve the audience(s). This paper proposes three main audiences for such reports: heads of agencies that use agricultural research findings, agricultural scientists, and some persons interested in agricultural science (but not scientists). An audience-friendly approach is suggested for the design and preparation of annual reports that can be more useful than those written in the usual scientific-report form. (original)
Johnson, Earl C. (author), Verma, Satish (author), and Johnson: Director, Sunbelt Agricultural Exposition, University of Extension Service, University of Georgia Extension Service, Tifton, GA; Verma: Program Development Specialist, Cooperative Extension Service, Louisiana State University, Baton Rouge, LA
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06382
James F. Evans Collection, Alabama county Extension agents' circular letters and newsletters (2.5 million pieces in 1988) were found to be two grade levels higher than the reading level of the average U.S. adult, and 85 percent of Alabama 4-Hers. If this means that these materials are difficult to understand, agents need to write pieces aimed at lower reading grade levels. The study showed that agents would increase readability if they devoted more time to writing. Sensitizing agents to this need and providing learning opportunities in writing for readability are suggested. (original)
James F. Evans Collection, This study was designed to examine an automated call-in radio news service versus an operator answered system. It examined how the tapes were being used and attempted to determine the effectiveness of promotional items for the service. It was clear the numbers of callers using the automated service increased significantly (nearly three times) over an operator-answered system. The study suggested that a toll-free telephone number was not a significant factor in whether the service was used and also found that the order in which the stories were available was not important. The results also suggest that for call-in kinds of news services to work, regular promotions to remind the users of the system must be done. (original)
Oskam, Judy Barnes (author / Extension specialist and video coordinator, Department of Agricultural Engineering, Oklahoma State University, Stillwater, OK)
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 95 Document Number: C07334
Boone, Kristina M. (author), Paulson, Curtis E. (author), Barrick, R. Kirby (author), and Department of Agricultural Education, The Ohio State University, Columbus, OH
Format:
Journal article
Publication Date:
1993
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07599
James F. Evans Collection, This study was designed to describe the amount and kind of writing recent College of Agricultural Sciences baccalaureate degree graduates complete on the job, their perceptions of the importance of on-the-job writing, and the graduates' level of satisfaction with their writing preparation at Penn State. A questionnaire was mailed to 309 recent College of Agricultural Sciences alumni and 48.4% responded. The majority of respondents were white males (23-26 years old), worked in agriculture-related jobs in Pennsylvania, and earned between $20,000 and $29,999 a year. Respondents wrote less than eight hours a week and wrote a variety of forms such as letters, memos, and reports to different audiences. Respondents felt that the ability to write well was important, and in general, were satisfied with their undergraduate writing courses. (author).
James F. Evans Collection, In public-information work writers may modify or generate direct quotes for news releases (non-verbatim quotes). In contrast, journalistic news writing traditionally uses verbatim quotes. How do land-grant communicators say they use quotes? Survey data (sent to 50 randomly-selected land grant news writers, response rate 80 percent) indicate the majority (79 percent) said they use non-verbatim quotes at some time. They do so with the understanding that the quotes will be checked with sources before release. Ninety-two percent reported their communications office had no policy about the use of non-verbatim quotes. (author)
James F. Evans Collection, Because large-circulation newspapers in the United States continue to serve increasingly urban audiences, there is a logical question as to what place agriculture-related news had in their pages. Amounts and kinds of farm news urban readers receive is important because urban readers far outnumber rural readers and have much more power to elect legislators and to influence other policy-makers who control the direction of agriculture;s future. Content analysis of selected issues of three urban newspapers, The chicago Tribune, The Los Angeles Times, and The Washington Post, from 1982 through 1992, showed extensive use of agriculture-related news. A patterned schedule of weekday urban editions on alternate months during alternate years provided a total of 234 issues for analysis. (author)
James F. Evans Collection, As we move further into the electronics age, several agents of control are muscling their way into the business of communicating. Specifically, technology, fashion and a one-way mid-set are fighting for control over message development and delivery. This article advises land-grant university communicators on how they can recognize - and beat - these control agents, and how communicators can help land-grant universities overcome reputation deficit. We, as communicators, are in danger of losing control of our message. I am not talking about a shadowy conspiracy to subvert our civil liberties. I do not have any evidence of such a thing occurring. The control I am talking about concerns, first, the role of technology. Second, it concerns the way popular fashion shapes and often misshapes our messages. And, finally, it concerns our own intellectual honesty. I call it the problem of the One-Way Mind. Therefore, let me sketch how these agents of control are muscling into our business of being professional communicators. (author)
Beck, Howard W. (author), Cilley, Mary L. (author), and Beck: Department of Agricultural Engineering, University of Florida; Cilley: Department of Agricultural Education and Communication, University of Florida
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C07854
James F. Evans Collection, Agricultural communicators are accustomed to acting as change agents. Now communicators face the challenge of dealing with technological changes that are reshaping their own profession. A case history is presented of electronic delivery of Extension information at the University of Florida's Institute of Food and Agricultural Sciences (IFAS). This paper examines the role of the technical communicator within an evolving framework of institutional change. It is seen that tasks traditionally performed by editors and artists are in one sense unchanged, although they are now performed by computers. However, there are new opportunities for communicators, especially in the areas of user interface design and knowledge management, that are made possible by the new computer medium.
James F. Evans Collection, Results from this study of Extension clientele in North Carolina depict the need for Extension professionals to provide educational opportunities through multiple program delivery methods. Clientele's choice of methods was based on receiving information that was both subject and audience specific, yet the information could be received in an understandable and personally comfortable manner. Data were collected by Extension agents using a structured personal interview. Study respondents were mature adults; a majority had nonfarm professions as primary occupations, had completed some post secondary training, had at least some dependence on Extension for information, and received Extension information for more than five years. Respondents indicated personal visits, meetings, newsletters, demonstrations, and workshops as most preferred delivery methods. Other major findings include: method demonstrations were preferred by younger, more educated clientele; clientele with less dependence on Extension and fewer years of contact preferred the videocassette; farmers preferred personal visits and meetings more than did individuals with other occupations; and clientele with the longest interaction with Extension and those perceiving Extension professional as educators were more likely to identify computer software and computer networks as important delivery methods.
Makuch, Joseph R. (author), Robillard, Paul D. (author), and Makuch: Water Quality Information Center, NAL; Robillard: Department of Agricultural and Biological Engineering, Pennsylvania State University, University Park
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C07856
computer-assisted instruction, James F. Evans Collection, Successful integration of CIA (computer-assisted instruction) into Cooperative Extension in-service training programs requires acceptance of CIA by staff. This study examined Extension agent attitudes toward paired/cooperative CIA. Subjects were thirty Pennsylvania Extension agents. A one-group pretest-posttest design was used. Subjects completed attitude surveys before and after using a CIA tutorial with a partner on "proper water well location and construction." Although subjects' overall attitudes toward CIA became more favorable following CIA use in pairs, the difference was not significant. However, on the two subscales measuring comfort and creativity, subjects attitudes toward CIA became significantly more favorable.
Brown, J. Lynne (author), Epp, Donald J. (author), Fisher, Ann (author), King, Robert (author), Maretzki, Audrey N. (author), and Department of Agricultural Economics, Penn State University
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08020
James F. Evans Collection, This article describes the development and preliminary evaluation of model materials designed as one step in helping consumers understand how scientists assess food risks, how that information is used in food safety policy decisions, and what individuals can do to protect themselves from residual risks. Focus groups provided feedback on draft materials, and experts reviewed the simplified descriptions of specific food risks to assure consistency with current scientific knowledge. We used pilot tests to examine (1) whether initial factual questions would prompt more learning, and (2) the relative effectiveness of two formats: a paper version similar to typical government pamphlets and an interactive computer version. People learned about food safety from either version. There was little evidence that the "prompting" questions led to more learning, nor did subjects learn more from the computer version. Results suggest that the materials made respondents more comfortable about their own ability to choose and prepare safe food and increased their confidence in actions taken by government and industry. (original)
Campbell, S. Michael (author), Gamon, Julia (author), Roe, Roger (author), and Department of Agricultural Education and Studies, Iowa State University, Ames, IA
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08021
James F. Evans Collection, All of the 100 county Extension offices in Iowa have a set of six water quality videotapes available for use by clientele. The state water quality Extension specialist designed the high quality tapes, each 20 minutes long, to be viewed at home by clients who had water questions. The question was: "Should video by used again as an educational delivery method?" Responses to a telephone survey of county office assistants indicated a wide variation in the use of video tapes, although over 75% liked the idea of information via tapes. The counties needed assistance with publicity and displays, something that area media specialists might provide. (original)
James F. Evans Collection, Videoconferencing has many uses in education and management, and the University of Georgia Cooperative Extension Service tried a new application of the technology. In an attempt to involve as many county, district, and state staff members as possible, an interview was conducted via videoconference for the position of Field Operations Assistant Director. The results of a follow-up survey showed that interviewing candidates via videoconference can be a cost-effective alternative to face-to-face interviewing. (original)
Smith, Edward J. (author), Telg, Ricky W. (author), Tomlinson, Don E. (author), and Department of Journalism, Texas A&M University, College Station, TX; Television Communication Specialist, Texas Agricultural Experiment Station; Department of Journalism, Texas A&M University, College Station, TX
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08023
James F. Evans Collection, The purpose of this study was to learn about print news units within agricultural communications departments across the land-grant university system, specifically: (1) How much is invested into print news, (2) The type and nature of projects produced, (3) How audiences are defined, and (4) Answers to questions relating to production, distribution, marketing, and demographics. A questionnaire was mailed to all 52 land-grant university agricultural communications departments (50 states plus Puerto Rico and the Virgin Islands)> The return rate was 80.8 percent. Among the findings: reporters overwhelmingly had a journalism/mass communications employment background; almost half of the news release output was of a "feature story" variety. Print news components (called PNCs by the authors) placed the most emphasis on "production agriculture" (producing most releases about this subject) and "nutrition or personal health". Marketing was primarily a function of geography, rather than audience demographics. (original)
search through journal, As the profession of agricultural communication continues to develop and refine its mission in society, we must relate this mission to our academic programs. Therefore, we must continually examine the profession where our graduates will find professional positions. By doing so, we continually refine our programs for academic content, gain new knowledge to realistically advise our students, and therefore produce graduates who will meet the expectations of our profession. This article looks at selected characteristics of practicing agricultural communication professionals from six professional organizations and give insights into concepts we must consider as we plan our academic programs and advise our students. (original)
Fett, John (author), Mundy, Paul (author), and Department of Agricultural Journalism, University of Wisconsin; International Institute for Rural Reconstruction
Format:
Journal article
Publication Date:
1995
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08446
search through journal, This study evaluated disseminating annual crop variety trial results through supplements in agricultural newspapers. Results indicate that the supplements were a cost-effective method to reach a large percent of the state's farmers with timely information. Two-thirds of the respondents recalled seeing the supplement and nearly all of these read at least part of it. Nearly one-half of those who read the supplement saved it for future reference. Most county extension agricultural agents approve of disseminating this kind of information through supplements. However, some oppose distributing copies of supplements through the extension office when these supplements contain advertising. (original)
search through journal, This study examined the daily influences that affected the behavior of agricultural communications personnel as professional communicators. If focused on the conditions that the employees perceived as influencing their behavior and how these phenomena related to the total communications process of the department. The researcher used Strauss and Corbin's grounded theory method of qualitative research. The findings of this study suggest that changing organizational needs are affecting the professional behavior of communications personnel. The relationship between agricultural communications departments and their clientele, both internal and external, is changing because of budget-slashing priorities common throughout institutions of higher education. (original)
search through journal, This assessment was requested by AG*SAT, a consortium of land-grant universities created to plan, coordinate, and deliver distance education in the agricultural science. The perspectives of department heads regarding the delivery of credit instruction using AG*SAT and related technologies were assessed. The heads indicated that their departments will subscribe to one-of-a-kind courses and courses taught by nationally recognized faculty. Most of those surveyed support faculty involvement in distance education, but they perceive that faculty need in-service education in order to teach distance courses effectively. Several programming issues were identified that have implications for ag communicators. (original)
search through journal, During the summer and fall of 1992, both on-site and mail surveys were conducted to determine: (1)How Oklahoma farmers receive and prefer to receive agricultural health and safety information from selected mass media, and (2) How Extension agricultural engineering departments communicate agricultural health and safety information. The study revealed that approximately one-half of the farmers identified television as their primary mass media source for general news and information. More farmers identified magazines as their primary source for safety and health information than any other medium. Three-quarters of the farmers in the study received their agricultural information from magazines. More than half of the farmers preferred to receive health and safety information from magazines. Agricultural engineers identified fact sheets, newspapers, workshops, videos, newsletters, radio, television, brochures, and magazines as methods for communicating health and safety information. In this article, recommendations are provided for agricultural health and safety educators. (original)
search through journal, University of Nebraska Cooperative Extension provides educational programming through various methods of delivery. As part of the Family Community Education (FCE) Program, Extension specialists provide leader training lessons to Extension educators and assistants. Survey data were collected from Extension educators and assistants involved in the FCE Program to find out their needs involving the delivery of leader training lessons. The data revealed that satellite broadcast is a viable source to deliver leader training lessons and other programming material to Extension educators and assistants throughout Nebraska. Sixty-three percent of the respondents preferred satellite delivery, as opposed to 35 percent who liked in-person training at district meetings.
search through journal, University of Nebraska Cooperative Extension provides educational programming through various methods of delivery. As part of the Family Community Education (FCE) Program, Extension specialists provide leader training lessons to Extension educators and assistants. Survey data were collected from Extension educators and assistants involved in the FCE Program to find out their needs involving the delivery of leader training lessons. The data revealed that satellite broadcast is a viable source to deliver leader training lessons and other programming material to Extension educators and assistants throughout Nebraska. Sixty-three percent of the respondents preferred satellite delivery, as opposed to 35 percent who liked in-person training at district meetings.
Doyle, Cara (author), Duffy, Kathleen (author), Fett, J. (author), Shinners-Gray, T. (author), and Department of Agricultural Journalism, University of Wisconsin-Madison
Format:
Journal article
Publication Date:
1995
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08573
Donnellan, LaRae M. (author), Montgomery, F.S.Dodrill, S. (author), Whiting, Larry R. (author), and West Virginia University; University of Idaho; Ohio State University
Format:
Journal article
Publication Date:
1996
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 101 Document Number: C08671
Bouare, Dasse' (author), Bowen, Blannie E. (author), and Bouare: Agricultural Extension Agent, Republic of Mali, West Africa; Bowen: Rumberger Professor of Agriculture, Department of Agricultural and Extension Education, Pennsylvania State University, University Park, PA
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04137
Reisner, Ann (author / Assistant Professor of Agriculture, Department of Agriculture, University of Illinois at Urbana-Champaign) and Assistant Professor of Agriculture, Department of Agriculture, University of Illinois at Urbana-Champaign
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04138
Reisner, Ann (author / Assistant Professor of Agriculture, Department of Agriculture, University of Illinois at Urbana-Champaign) and Assistant Professor of Agriculture, Department of Agriculture, University of Illinois at Urbana-Champaign
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04139
Donnellan, LaRae M. (author), Ross, Susan M. (author), and Donnellan: Extension Associate Professor and Acting Head, Office of Information, University of Vermont, VT; Ross: Assistant Professor of Communication, Clarkson University
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04140
King, James W. (author), Rockwell, S. Kay (author), Tate, Thomas G. (author), and Rockwell: Evaluation Specialist, Cooperative Extension Service, University of Nebraska, Lincoln, NE; King: Extension Specialist, Cooperative Extension Service, University of Nebraska, Lincoln, NE; Tate: Program Analysis Officer, Extension Service, U.S. Department of Agriculture
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04141
