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12. Printing and mailing for the brand: An exploratory qualitative study seeking to understand internal branding and marketing within University and Extension communication services units
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zagonel, Anissa (author), Baker, Lauri M. (author), King, Audrey E.H. (author), and Kansas State University Oklahoma State University Association for Communication Excellence
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10433
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 15 pages., Via online journal., Investment of employees in a brand can lead to greater public understanding and positive impressions of a brand by external stakeholders. However, this can be challenging in public organizations with multiple brand segments and a large number of employees spread across great distance with limited funds for marketing. While previous work has looked at Extension agents, faculty, and volunteers’ brand perceptions, no studies have looked at communication services employees’ investment in the brand. The purpose of this qualitative study was to discover how well employees in a university and Extension printing and mail entity understood the Extension brand and their investment in the brand. Research questions that guided this study were: 1) What perceptions and investment do communication services employees have in the Extension brand? And 2) what are employees’ perceptions of the organization’s branding and marketing efforts? Each of the 18 interviews included a series of questions focusing on employees’ story related to Extension and employees’ thoughts on branding and marketing efforts. Results in this study with communication services employees indicate these employees are not invested in the brand with the majority having little to no understanding of the mission of Extension. This contradicts previous research with employees in other brand segments of Extension. Implications of this work include a need for training on the Extension mission for communication services employees, a shift in culture to encourage investment in the brand, and inclusion of all Extension employees in the mission of Extension.
13. Reaching Florida urban opinion leaders: uncovering preferred communication channels
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Ruth, Amanda (author) and Lundy, Lisa (author)
- Format:
- Journal article
- Publication Date:
- 2004
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C22143
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 88(4) : 7-21
14. Recruiting and retaining shareholders for community supported agriculture in Texas
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hall, Kelsey (author), Meyers, Courtney (author), Doerfert, David (author), Akers, Cindy (author), and Johnson, Phillip (author)
- Format:
- Journal article
- Publication Date:
- 2013
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 190 Document Number: D02177
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 97(4) : 33-46
15. Reporting on vital agricultural news in Ireland – a comparison between mainstream print media and the farming press
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Cormack, Claire Mc (author) and Wims, Pádraig (author)
- Format:
- Journal article
- Publication Date:
- 2022
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12623
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- V. 106, Iss. 2
- Notes:
- 21 pgs, The purpose of this paper is to compare the reporting of vital agricultural news between the mainstream print media and the farming press in Ireland. To achieve this, this study examined coverage of a recent and significant agricultural news event by mainstream Irish newspapers and the Irish farming press. Taking the 2018–2019 Irish beef sector crisis as the case study for examination, researchers conducted a comparative content analysis of the most widely circulated mainstream national newspapers’ (n = 5) and farming newspapers’ (n = 2) coverage of the story over a 14-month period. We analyzed the timing, frequency, and placing of some 294 articles published to communicate issues regarding the beef crisis at three specific stages—before the national farmer protests, during the farmer protests, and after the farmer protests. We found mainstream newspapers to be significantly slower to start reporting on the Irish beef sector crisis of 2018–2019 compared to the country’s farming newspapers—although national print media coverage of the event increased as the crisis escalated. This early underreporting of the event by mainstream newspapers is compelling considering the importance of the agri-food sector, and beef farming in particular, to Ireland’s economy. Building on existing international, but very limited Irish, research on agricultural journalism, we concluded that farming newspapers are more in touch with the critical issues affecting Irish farmers while mainstream newspapers appeared slower to cover a vital agricultural issue of public importance.
16. The rest of the story : print news components in agricultural communications programs at land-grant universities
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- 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
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 78 (2) : 34-46
- Notes:
- 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)
17. Using critical thinking styles to inform food safety behavior communication campaigns
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Leal, Arthur (author), Rumble, Joy N. (author), and Lamm, Alexa J. (author)
- Format:
- Journal article
- Publication Date:
- 2017
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08978
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(2) : 19-32