Kerry J. Byrnes Collection, In-Service Training Institute Peradeniya, Sri Lanka 19 pages., This study reports the findings of a followup study of 20 of the 33 participants to the Fertilizer Marketing Course, held May 31 to June 10th at the In-Service Training Institute, Peradeniya, Sri Lanka. A primary objective of the course was to train the participants so that they, in turn, could develop training courses and materials for other fertilizer marketing personnel and farmers.
20 pages., via online journal., For over 70 years the use of opinion leaders in a two-step communication process has been employed and validated. However, despite the accepted importance of communicating with opinion leaders as a means to cascade information to opinion leaders’ networks of influence there have been few empirical studies specifically examining agricultural and natural resource opinion leader communication channel preferences, particularly from an audience segmentation perspective. The results reported in the study capitalize on previous research data examined from a unique perspective. Specifically, communication channel preferences were analyzed according to opinion leader self-reported demographic categories serving as audience segments. Associations between sex, age, level of employment, level of education and geographical region and communication channel preference were analyzed. The results of the study are descriptive and foundational in nature. Overall, the results indicate a dedicated web page or blog is the most preferred communication channel across all audience segments and conference calls are the least preferred communication channel across the majority of audience segments. The Facebook group communication channel had the most variability between audience segments and the LinkedIn group communicational channel had the largest observed effect sizes among audience segments.
7 pages., Article #:3RIB1, via online journal., As online communication becomes more important to Extension professionals, understanding how promotional strategies affect the number of people accessing online content also becomes more important. We tracked website visits resulting from four different promotional efforts to understand relative effectiveness of these efforts. Each effort was unique in cost, efficacy, and efficiency. We found that using multiple promotional approaches to drive traffic to educational content can increase engagement over time and allow for reaching larger audiences.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: KerryByrnes4; Folder: Green Revolution Game File Document Number: D01632
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Kerry J. Byrnes Collection, Outreach division, 6 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: KerryByrnes2 Document Number: D01243
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Kerry J. Byrnes Collection, Socioeconomic evaluation in fertilizer use evaluation, 10 pages, This paper outlines a program of fertilizer use evaluation based on the agro-socioeconomic research concepts and methodology currently being developed and tested by the IDRC-supported IFDC/CIAT phosphate project in Colombia.
