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.
Vidal, Rosa Maria (author), Grenna, Lucia (author), and World Conservation Union (IUCN), International Union for Conservation and Natural Resources.
Format:
Proceedings
Publication Date:
2003-09-07
Published:
Mexico
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 154 Document Number: C24920
Notes:
Chapter 8 in Denise Hamu, Elisabeth Auchincloss and Wendy Goldstein (eds.), Communicating protected areas. Presented to the Vth IUCN World Parks Congress, Durban, South Africa, September 8-17, 2003.
Wingenbach, Gary J. (author / West Virginia University)
Format:
Proceedings
Publication Date:
1999-03-23
Published:
USA: Association for International Agricultural and Extension Education
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 138 Document Number: C20995
Notes:
Burton Swanson Collection, 6 pages, Session M, from "1999 conference proceedings -- Association for International Agricultural and Extension Education", 15th Annual Conference, 21-24 March 1999, Port of Spain, Trinidad, 25-26, Tobago
