Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes2 Document Number: C12368
Notes:
Francis C. Byrnes Collection, Chapter 23 in Borton, Raymond E. (ed.), Case studies to accompany Getting Agriculture Moving. Agricultural Development Council, New York, NY. 1967. 302 p.
21 pages., Via online journal., This project is an examination of how strategies for innovation in fertilizer application are communicated to agricultural communities. Specifically, this project examines the 4R Nutrient Stewardship Program‒a public communication campaign seeking to encourage the use of specific strategies, tools, and best practices in fertilizer application. The campaign is advanced by the Fertilizer Institute, an industry trade association, and targets local agricultural communities within the United States. To understand how this campaign functions to encourage adoption of innovative fertilizer application behaviors, this project draws on the principles of diffusion of innovations theory as well as established concepts within public relations, including issues management.
Case experience of a cotton-related illustration that revealed lack of familiarity with cotton growing. Client refused to use it, so the artist went into the fields and revised it.
