‘Who’s out there?’ — Strengthening Internet Communication for Agriculture Through Consideration of Audience Dimensions and User Needs

“…Agricultural communicators need to understand the demands and expectations of their target audience when developing effective websites (Emery, 1999). To this end, the research objectives of this project were as follows:…”

Section: Purpose and Objectivesmentioning

confidence: 99%

“…Agricultural communicators and Extension educators can benefit from this study as it demonstrates the importance of connecting with the target audience when providing educational information and resources in a format and style that is appealing to the target audience. Unfortunately, this is not a new issue for agricultural communicators (Emery, 1999). When the website was first launched Research it was advanced in its method for delivering video to audiences via the Internet.…”

Section: Implications/recommendationsmentioning

confidence: 99%

Journal of Applied Communications vol. 96(2) Full Issue

Telg¹

2012

Journal of Applied Communications

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“…Although most organizations today, including agricultural organizations, have a Web presence, the content found within many Web sites lacks the necessary information media relies on for information harvesting. Emery (1999) asks agricultural organizations two questions concerning their Web presence, "What are you doing on the Internet and why?" (Emery, 1999, p. 28).…”

Section: Literature Reviewmentioning

confidence: 99%

Web Site Media Relations: A New Direction for Agricultural Public Relations Professionals

Ruth¹,

Bortree²,

Ford³

et al. 2005

Journal of Applied Communications

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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.

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‘Who’s out there?’ — Strengthening Internet Communication for Agriculture Through Consideration of Audience Dimensions and User Needs

Cited by 4 publications

References 5 publications

Using Horticulturalists' Input to Inform a Home Horticultural Website Redesign Process

Using Horticulturalists' Input to Inform a Home Horticultural Website Redesign Process

Journal of Applied Communications vol. 96(2) Full Issue

Web Site Media Relations: A New Direction for Agricultural Public Relations Professionals

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