Date

3-2013

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

The following study aims to investigate the misconceptions in agricultural communications, why they exist, and what communicators can be doing to further the development, management and assessment of agricultural communication messaging. Agricultural issues are a source of media attention, from policy changes like Proposition 2 or Proposition 37 in California, to commercials such as the Dodge RAM Super Bowl spot in 2013. By studying what professionals are currently doing in the fields of public relations, marketing, and agricultural communications to reach and educate the consumers, it becomes clear the strategies that should be taken when presenting key messaging. This study focuses on uncovering these strategies, and ends with recommendations for practice for experts in the field to build on: use emotion to your advantage, engage in two-way dialogue, and develop an integrated message across platforms.

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