Iowa Corn and Soybean Producers' Use of
Communication Channels

Licht, Melea Ann Reicks; Martin, Robert A.

doi:10.4148/1051-0834.1264

Cited by 7 publications

(6 citation statements)

References 18 publications

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“…Crop advisor/consultant and the professional/industry magazines were sources explicitly used by the 4R campaign, while the Farm Bureau is an organization that communicates information about agricultural innovations to agricultural communities, including information about the 4R principles (Snyder, 2018). These conclusions are broadly consistent with research by Licht, and Martin (2006) who found that Iowa corn farmers used a variety of channels including mass media or general information and interpersonal communication for specific information (p. 19). Consultants were identified as primary sources of information while extension agents were used in evaluating information provided by other sources.…”

Section: Discussionsupporting

confidence: 90%

Diffusion of Innovations and Public Communication Campaigns: An Examination of The 4R Nutrient Stewardship Program

Seeger¹,

Wilson²

2019

Journal of Applied Communications

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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.

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Section: Discussionsupporting

confidence: 90%

Diffusion of Innovations and Public Communication Campaigns: An Examination of The 4R Nutrient Stewardship Program

Seeger¹,

Wilson²

2019

Journal of Applied Communications

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“…The highest-ranked communication channels of University of Idaho CES professionals were individual communication, with one channel falling under group. This finding was consistent with the most prevalent communication type usage and previous research that suggests constituents believe individual communication is more reliable and tailored to their specific needs (Licht & Martin, 2007;Rogers, 2003). Individual communication provides an opportunity for messages to be specifically framed for the individual (Jenkins et al, 2020), but lacks the reach of group and mass communication types, such as social media.…”

Section: Conclusion Discussion and Recommendationssupporting

confidence: 87%

The communication preferences of University of Idaho Extension professionals and their constituents

O'Brien,

Bush,

Wolf

et al. 2023

Adv Ag Dev

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As Cooperative Extension Services (CES) grow, agriculture evolves, and urbanization increases, Extension professionals are challenged to continue meeting the needs of their constituents by providing reliable, research-backed information to their communities. This includes utilizing appropriate communication means to reach their constituents. Therefore, the purpose of this study was to examine the communication preferences of University of Idaho CES professionals and their constituents and the communication types and channels most used. We used a cross-sectional descriptive census survey design and administered the survey to all University of Idaho CES faculty and educators. We analyzed the data via descriptive statistics, Wilcoxon signed rank tests, and paired sample t-tests. University of Idaho CES professionals ranked mainly individual communication channels as their preferred method of communication. However, they felt their constituents may prefer mass or group communication channels more than they do. CES professionals should utilize audience segmentation to serve their constituents better. COVID-19 also significantly increased the time spent preparing communications and utilizing mass communications. While technological-based communication increased during COVID-19, it is important to consider access and availability to constituents. Understanding what resources constituents have available and how they prefer to receive their information, can help CES professionals maintain relationships with their audiences.

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“…The producers involved in this research had a variety of opinions of Internet communications and education information transmission. Usage of the internet varied from daily usage to total avoidance (Licht & Martin, 2006).…”

Section: Farmer Educationmentioning

confidence: 99%

“…Past research has recognized that YBFR tend to be more excepting of new technologies. Although some commonalities exist, research has found that young producers prefer different delivery formats than older producers (Telg & Barnes, 2012;Howell & Habron, 2004;Licht & Martin, 2006).…”

Section: Educational Delivery Formatsmentioning

confidence: 99%

Educating the Future of Agriculture: A Focus Group Analysis of the Programming Needs and Preferences of Montana Young and Beginning Farmers and Ranchers

Bailey¹

2014

JAE

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Iowa Corn and Soybean Producers' Use of Communication Channels

Cited by 7 publications

References 18 publications

Diffusion of Innovations and Public Communication Campaigns: An Examination of The 4R Nutrient Stewardship Program

Diffusion of Innovations and Public Communication Campaigns: An Examination of The 4R Nutrient Stewardship Program

The communication preferences of University of Idaho Extension professionals and their constituents

Educating the Future of Agriculture: A Focus Group Analysis of the Programming Needs and Preferences of Montana Young and Beginning Farmers and Ranchers

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