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This study examined the beliefs agricultural scientists have about the general public's understanding of science-particularly agricultural science. Respondents-members of the Southern Association of Agricultural Scientists-reported that the public does not understand agricultural disciplines or science in general. Respondents indicated that it is their responsibility to help people understand their agricultural discipline, but indicated less responsibility for helping people understand science in general. Similarly, respondents were more willing to work with reporters and to receive media relations training if it helped people understand their agricultural discipline than if it helped people understand science in general. Respondents agreed that they would also participate in media relations training if they believed there would be a personal benefit or a benefit to their university. While respondents agreed that it is their responsibility to help people understand their agricultural discipline, they were less certain of their colleagues' conviction of this responsibility.

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Reality television has taken America by storm with programming ranging from extreme stunts to police adventures to spoofs on segments of society. Agriculture has been a participant in the reality television boom through a series called "The Simple Life" in which two Hollywood debutantes explore the "realities" of farm life in Arkansas. This study examines the impact of this portrayal of agriculture and its effects on viewers' impressions of the industry. Four focus groups were used to investigate the potential effects of an agriculturally based reality television show on viewers' attitudes, opinions, and perceptions of agriculture. Results indicated those with agricultural knowledge viewed the portrayal of farm life as inaccurate and disturbing, while those without agricultural literacy found the program entertaining, if not exactly "real." Those viewers lacking in agricultural literacy realized that the program did not accurately portray real agricultural life, but could not discern where the program failed in its accurate representation. Viewers with agricultural backgrounds found the series did not accurately reflect the amount of labor and intellectual capacity needed to produce food and fiber. The portrayal of agriculture as "hickish" and "backwoodsy" reinforced traditional stereotypes. This study suggests that the agricultural industry may be well served in further exploration of the impact of broadcast entertainment programming on the public's agricultural literacy.

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Agricultural public relations practitioners and communicators face a challenge in following the current trend in Web-based media information dissemination. Most agricultural organizations serve a traditional clientele that prefer conventional media as a source of news and information. This may result in many agricultural communicators overlooking the information needs of the media, which in turn could be a reason for the media to neglect agricultural news. A content analysis was conducted of Web sites created and maintained by all major Florida agricultural commodity organizations to determine the percentage of Florida Agricultural Web sites that provide media information, the location of media information within the Web sites, and the type of media information provided. Results indicated that the primary objective of these agricultural commodity Web sites appears to be to provide an internal communication mechanism for members. It was evident that the agricultural sites are not created with the needs of journalists or members of the media as a priority. Certainly, it is positive that there are press releases, feature stories, and logo graphics available on numerous Web sites; however, many releases were outdated and many elements of a good pressroom were absent.

This study uses a descriptive survey to examine the perceptions agricultural scientists have of the news media and the perceived need for media relations skills. The results showed that respondents were more negative about national news coverage and more positive about local news coverage of agricultural and scientific stories. They also were more favorable in their perceptions of coverage of general science topics than of stories in their agricultural discipline. Significant differences were found in respondents' confidence in communicating with the news media on the basis of gender and age. Overall, respondents were confident in their media relations capabilities; however, areas in which respondents indicated they might take training included communicating in crisis situations and writing newspaper columns.