18pgs, Building a strong and trustworthy communication network to report unusual signs of disease will facilitate Australia’s response to a foot and mouth disease (FMD) outbreak. In a four-year study, the FMD Ready Farmer-led surveillance project adopted the Agricultural Innovation Systems (AIS) framework, modelling transformation of how knowledge is co-created, valued, and communicated. The FMD Ready project has highlighted the need for multiple stakeholders’ voices to be heard, and the importance of regulatory bodies to listen. Relationships take time and need to be valued as a necessary tool in a participatory, innovative approach to animal health and disease management.
Lawson, Laura (author), Drake, Luke (author), and Fitzgerald, Nurgul (author)
Format:
Book chapter
Publication Date:
2016
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08843
Notes:
Pages 141-158 in Dawson, Julie C. and Morales, Alfonso (eds.), Cities of farmers: urban agricultural practices and processes. United States: University of Iowa Press, Iowa City. 333 pages.
22 pages., via online journal., This study investigates German news media coverage and PR material of offshore wind
stakeholders from industry, politics, science and civil society thoroughly to provide
insights about offshore wind benefits and risks communicated frequently and rarely to
the public. By comparative analyses, differences between stakeholder and media
messages are revealed: while stakeholders strongly focused on the supportive argument
relevance of offshore wind for the energy turnaround, the media often discussed the
negative impacts higher costs and delays in grid connection. Furthermore, the influence
of offshore wind arguments on acceptance is measured within a survey representative of
the German population. With these results, it can be assessed how far influential
arguments were presented and which messages have been used frequently despite their
low impact. Disruptions to viewscapes, limitation of commercial fishing areas, and
hazards to shipping proved to be effective a
Moore, Lori L. (author), Gardner, Kimberly A. (author), and American Association for Agricultural Education.
Format:
Paper
Publication Date:
2008-04-19
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C29952
Notes:
Posted at http://www.usu.edu/aste/ag_ed/wraec/PDF/E2.pdf, Presented at the 2008 Western Region AAAE Research Conference, Park City, Utah, April 16-18, 2008. 15 pages.
Zagonel, Anissa (author), Baker, Lauri M. (author), King, Audrey E.H. (author), and Kansas State University
Oklahoma State University
Association for Communication Excellence
Format:
Journal article
Publication Date:
2019
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10433
15 pages., Via online journal., Investment of employees in a brand can lead to greater public understanding and positive impressions of a brand by external stakeholders. However, this can be challenging in public organizations with multiple brand segments and a large number of employees spread across great distance with limited funds for marketing. While previous work has looked at Extension agents, faculty, and volunteers’ brand perceptions, no studies have looked at communication services employees’ investment in the brand. The purpose of this qualitative study was to discover how well employees in a university and Extension printing and mail entity understood the Extension brand and their investment in the brand. Research questions that guided this study were: 1) What perceptions and investment do communication services employees have in the Extension brand? And 2) what are employees’ perceptions of the organization’s branding and marketing efforts? Each of the 18 interviews included a series of questions focusing on employees’ story related to Extension and employees’ thoughts on branding and marketing efforts. Results in this study with communication services employees indicate these employees are not invested in the brand with the majority having little to no understanding of the mission of Extension. This contradicts previous research with employees in other brand segments of Extension. Implications of this work include a need for training on the Extension mission for communication services employees, a shift in culture to encourage investment in the brand, and inclusion of all Extension employees in the mission of Extension.
