Johnson, Larry D. (author / Department fo Agricultural and Extension Education, University of Arkansas, Fayetteville, AR 72701)
Format:
Report
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C07909
Notes:
abstracted from M.S. thesis, 1990; search through volume, In: Jacquelyn Deeds and Demetria Ford, eds. Summary of Research in Extension (1992-1993). Mississippi State, MS: Department of Agricultural Education and Experimental Statistics, Mississippi State University, July 1994. p. 5.
Sutton, Elizabeth A. (author / Department of Agricultural and Extension Education, University of Arkansas, Fayatteville, AR 72701)
Format:
Report
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C07910
Notes:
abstracted from M.S. thesis, 1992; search through volume, In: Jacquelyn Deeds and Demetria Ford, eds. Summary of Research in Extension (1992-1993). Mississippi State, MS: Department of Agricultural Education and Experimental Statistics, Mississippi State University, July 1994. p. 6.
pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.
