The article reports findings of a media-use survey conducted among agricultural communicators attending a meeting of the National Association of Farm Broadcasting. A majority of respondents reported using a variety of social media for work, with smartphones being the most common device used. Among other recommendations, authors suggested that respondents should continue to use Facebook and Twitter to engage their stakeholder groups in conversations about agriculture. The survey identified stakeholder groups of the communicator respondents.
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.
Hirsch, Darya (author), Heuschkel, Zoe (author), and Terlau, Wiltrud (author)
Format:
Paper
Publication Date:
2018
Published:
Germany
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 106 Document Number: D10930
Notes:
2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck, Austria. International European Forum on System Dynamics and Innovation in Food Networks. 5 pages., Urban food systems consist of many stakeholders with different perspectives, different interests and different governance tools. This study aimed at developing potential future scenarios for the food system of Cologne by analysing the system with a Delphi approach. In our research-design, the suitability of the Delphi-method was evaluated not only as a tool for future modelling and scenario design, but also as a communication tool among the group of participants on a multistakeholder platform. As a case study, the Food Policy Council of Cologne, Germany was used. Cologne can be seen as a forerunner among German cities in the development of a new urban food policy. Some of the successful steps to re-envisioning food as an urban system include joining the Milan Urban Food Policy Pact, the decision of the City Council to become an edible city and the establishment of a Food Policy Council. For the study it was important to capture participants’ visions of a common goal regarding the governance of the urban food system and also to identify mental ‘silos’. It was obvious that the municipality of Cologne together with the Food Policy Council made great efforts towards participatory processes to build a vision for a sustainable and regional food supply. However, many stakeholder-groups in the process still work exclusively among themselves and do not actively practice the confrontation with the viewpoints of other relevant groups. This supports the maintenance of ‘silos’ and leaves little room for face-to-face discussions. Therefore, the primary aim of this study is to explore key components of food provisioning in the future for Cologne while confronting all stakeholders (municipal administration and politicians, farmers and food activists) with the perspectives of all group members. We used a multi-stakeholder Delphi approach with 19 panellists to find out essential components of the municipal regional food provisioning system in Cologne. Unique in this Delphi study is the bringing together of municipal administration, regional urban farmers and food activists. The research is still on-going, but preliminary results show that more communication among all relevant actors, especially horizontally among different city departments, in the urban food system is needed.
9 pages., via online journal., Residents of Mexico City experience major hydrological risks, including flooding events and insufficient potable water access for many households. A participatory modeling project, MEGADAPT, examines hydrological risk as co-constructed by both biophysical and social factors and aims to explore alternative scenarios of governance. Within the model, neighborhoods are represented as agents that take actions to reduce their sensitivity to exposure and risk. These risk management actions (to protect their households against flooding and scarcity) are based upon insights derived from focus group discussions within various neighborhoods. We developed a role-playing game based on the model's rules in order to validate the assumptions we made about residents' decision-making given that we had translated qualitative information from focus group sessions into a quantitative model algorithm. This enables us to qualitatively validate the perspective and experience of residents in an agent-based model mid-way through the modeling process. Within the context of described hydrological events and the causes of these events, residents took on the role of themselves in the game and were asked to make decisions about how to protect their households against scarcity and flooding. After the game, we facilitated a discussion with residents about whether or not the game was realistic and how it could be improved. The game helped to validate our assumptions, validate the model with community members, and reinforced our connection with the community. We then discuss the potential further development of the game as a learning and communication tool.
24 pages., Open access and online via ScienceDirect., The suggested model involves interactions and integration among knowledge (K), social practices (P), and values (V). Authors contemplated bottom-up relationships among scientists, environmental managers, science journalists, and other citizens operating within a context of top-down institutional constraints. They emphasized values and social practices, as well as knowledge, in addressing institutional change.
12 pages., Online via UI electronic subscription, Analysis of five cases of peak social media activity in the Dutch livestock sector. Findings indicated that social media hypes revolved around activism, scandals, and conflicts - each with characteristic patterns of activity, framing, interaction and media interplay. "Our results show the need to adopt a proactive and interactive approach that transcends the view of social media as a mere communication channel to respond in crisis situations."
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.