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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09903
Notes:
Presentation at the Association of Communication Excellence (ACE) conference during the Agricultural Media Summit, Scottsdale, Arizona, August 4-8, 2018. 21 pages. PowerPoint visuals and text.
Eide, Elisabeth (author), Kunelius, Risto (author), Tegelberg, Matthew (author), and Yagodin, Dmitry (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08859
Notes:
Pages 281-291 in Kunelius, Risto Eide, Elisabeth Tegelberg, Matthew Yagodin, Dmitry (eds.), Media and global climate knowledge: journalism and the IPCC. United States: Palgrave Macmillan, New York City, New York. 309 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08826
Notes:
Pages 1025-1044 in Rob Roggema (ed.), Agriculture in an urbanizing society volume two: proceedings of the sixth AESOP conference on sustainable food planning. United Kingdom: Cambridge Scholars Publishing. Pages 601-1274.
