24 pages, Agricultural communications scholars do not use a national research agenda to guide their research, which could be limiting the impact and rigor of the discipline. In this commentary, we argue that agricultural communications scholars should adopt the science communication research agenda published by the National Academies of Sciences, Engineering, and Medicine in 2017 because the goals of science communication, outlined in the agenda, are relevant to agriculture. Members of the committee who developed the agenda study science communication in contexts of food, agriculture, life sciences, the environment, political science, health, nutrition, and psychology, among others. They developed the agenda with the intent for it to inform and guide research in all science communication sub-disciplines or areas involving contentious public issues. We provide examples of studies that have used the agenda to inform research in agricultural and natural resources communications. We also explain how research priorities outlined in the science communication research agenda align with agricultural communications scholarship. Recognizing there are challenges unique to agriculture, we recommend agricultural communications scholars use the science communication research agenda as a research guide and adapt the relevant research recommendations for agricultural communications.
17 pages, via online journal, In disaster crises, communication among stakeholders and response organizations are important. In Florida, the role of the County Extension Director (CED) is threefold – educational programming, leadership of a county extension program, and county office administrative responsibilities. However, their primary role in disaster emergencies is to facilitate collaborations with state and federal partners. During Hurricane Irma in 2017, UF/IFAS CEDs assisted in response efforts. However, communication efforts can become challenging in such chaotic and stressful situations. This research explored communication challenges among CEDs, clients, and statewide partners in hurricane events. Insights into the communication role of CEDs could enhance UF/IFAS Extension’s communication plan for effective information dissemination post-disaster. The Uses and Gratifications Theory guided this qualitative study. Interviews occurred with nine CEDs from various counties across Florida. Results showed CEDs used numerous communication channels to connect with clients, staff, and statewide partners, mainly for the purposes of information dissemination. The main reasons for selecting these communication channels depended on its accessibility, reliability, and whether it was a usual form of communication. Some participants were unaware of available resources which resulted in duplicate efforts. Thus, they required additional information from statewide partners. Some participants also had difficulty connecting clients with people who could assist them with insurance information and aid. As such, this study recommended a central communication system to avoid redundant efforts, strengthening relationships with disaster agencies to promote information-sharing and avoid miscommunication, and developing a list of resources and contacts for CEDs’ first engagement in disaster response.
Ruth, Taylor K. (author), Rumble, Joy N. (author), Galindo-Gonzalez, Sebastian (author), Lundy, Lisa K. (author), Carter, Hannah S. (author), Folta, Kevin M. (author), and University of Illinois at Urbana-Champaign
The Ohio State University
University of Florida
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: D10430
24 pages., Via online journal., Faculty at land-grant universities are expected to engage in some form of Extension, or science communication, as part of the land-grant mission. However, critics have claimed these institutions are out of touch with their stakeholders’ needs and faculty mainly communicate with others in academia. This engagement with a homogenous group reflects the concepts of echo chambers, where people are only exposed to information that aligns with their beliefs and current knowledge and discredit opposing information. An explanatory mixed-methods design was used to understand land-grant faculty’s engagement in echo chambers. A survey was distributed to a census of tenure-track faculty in the University of Florida’s Institute of Food and Agricultural Sciences to understand respondents’ engagement in echo chambers. Follow-up interviews were conducted with 13 of the survey respondents to further explore their audiences and channels used in science communication to understand their engagement in echo chambers. Survey results indicated faculty did not necessarily participate in echo chambers, but they also did not contribute to an open communication network. However, the interviews found participants were interested in reaching new audiences yet struggled to communicate with stakeholders. The participants also reported wanting to find alternative channels to peer reviewed journals to help disseminate their work. The findings from this study indicated faculty contributed to a type of echo chamber, but rather than viewing their stakeholders’ opinions as false, they simply did not hear the opinions. Agricultural communicators should work with land-grant faculty administrators to identify appropriate audiences and channels for science communication.
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
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.
18 pages, via online journal article, Blue Bell Creameries faced an unprecedented situation when it pulled all of its products during a Listeria outbreak in 2015. Despite a very public crisis that resulted in three deaths, Blue Bell survived the disaster and maintained a large and loyal customer base. A content analysis of the Blue Bell Ice Cream Facebook page was conducted to evaluate Blue Bell’s public communications, and its followers’ public reactions to the Facebook communication during the crisis. Results indicated that Blue Bell primarily posted messages that included recall and restocking information, thankfulness to stakeholders, and details about improvements to food safety during the crisis. These messages created a sense of transparency, which can increase customers’ trust and brand loyalty. Their consumers largely responded with comments containing overwhelming loyalty themes as well as questions and messages of thanks. Recommendations for agri-food companies include operating transparently before, during, and after a crisis. Organizations should follow Blue Bell’s example and avoid publishing messages that include attacks, denial, scapegoating, or excuses during a crisis.
15 pages, via online journal article, Scientist-stakeholder partnerships are formed by scientists from academic institutions and industry representatives in an effort to address contingent science issues such as climate change, inform the public and influence public policies. Such organizations often lack expertise in communicating to the public and conducting outreach which are crucial components to building a good reputation. This study selected Florida Water and Climate Alliance [FWCA] as an example of such an organization, exploring its media attention and media framing to assess the visibility and reputation of [FWCA]. Results showed very limited media attention had been devoted to [FWCA]. The framing analysis results indicated that the coverage of [FWCA] is mostly introductory and descriptive information from public institutions, collaborators and funding agencies. These results demonstrate the need for such organizations to increase media visibility and build their reputations through strategic communication. Scientist-stakeholder partnership organizations like FWCA could gain from strategic collaborations with agricultural communications professionals and academic researchers. To better assist in building the reputation for these organizations, recommendations include developing strategic communication plans and conducting research about stakeholders’ and collaborators’ perceptions of an organization’s reputation.
Sellnow, Timothy L. (author), Parker, Jason S. (author), Sellnow, Deanna D. (author), Littlefield, Robert (author), Helsel, Emily M. (author), Getchell, Morgan C. (author), Smith, Julia M. (author), Merrill, Scott C. (author), and University of Central Florida
The Ohio State University
Morehead State University
University of Vermont
Format:
Online journal article
Publication Date:
2017
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 4 Document Number: D10178
17 pages., Via online journal article., Crises, by their nature, demand effectively designed and quickly delivered instructional messages that compel stakeholders to take appropriate actions to protect themselves and their assets. The challenges of crisis communication are intensified in crises involving unanticipated and relatively unknown disease outbreaks with the potential to spread exponentially. This study assesses the communication challenges and opportunities in such volatile crises through an analysis of the Porcine Epidemic Diarrhea virus (PEDv) outbreak that severely threatened the United States pork industry in 2013 and 2014. Interviews were conducted with 13 individuals directly involved in developing and distributing risk and crisis biosecurity messages during the PEDv outbreak. Participants were selected based on affiliation with the National Pork Board, American Association of Swine Veterinarians, university extension, or their swine industry expertise. Four generalizable implications emerged: 1) the advantage of maintaining flexibility in crisis communication planning; 2) the value of audience analysis and message adaptation; 3) the importance of understanding not only what to do, but also why the recommended actions are essential; and 4) the utility of risk/crisis communication and education both prior to and during a crisis event.
