ACDC Newsletter

A new agricultural communications textbook

Can help fill a major gap in classes, seminars and other discussions about this broadening, dynamic field of academic and professional interest. The book is:

Kristina Boone, Terry Meisenbach and Mark Tucker, Agricultural communications: changes and challenges. Iowa State University Press, Ames. 2000. 134 pp.

Existing classroom resources in the U.S. often deal with the “micro” dimensions of agriculture-related journalism and communications. Such dimensions involve writing, broadcasting, planning communications programs and applying other skills for effective communicating. In their new book, the authors encourage students and other readers to examine some broader aspects of agriculture-related communications. It addresses:

Reference: Information about the book is available online at www.isupress.edu

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U.S. consumers bought nine million extra gallons of milk in two days

As the result of an unusual promotion described in the February 2000 issue of American Demographicsmagazine. This 10 percent jump is huge in an industry that often is pleased with any increase in milk consumption.

The key? “A modest little magazine entitled The Best of Nickelodeon that appeared in stores across the country last October. Some 4.5 million copies of the custom magazine, packed with the usual assortment of games, puzzles, and articles – and nothing but ads for milk – also came wrapped with a belly band that read ‘Buy Two Gallons of Milk, Get This Magazine Free.’ Just do the math.” The National Fluid Milk Processor Promotion Board sponsored this experiment with custom publishing, which the author describes as one of the fastest-growing segments of the magazine industry.

Reference: Use title search (“Milk, the Magazine”) for the full citation.

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Agricultural advertising on the Internet –a good investment or not? 

Two advertising executives drew a standing-room-only crowd when they discussed this question at a seminar during the recent National Agri-Marketing Association meeting. And, in turn, they had more questions than answers in their response to this question.

Their review of Internet “reach,” cost per thousand, role of “banner” ads and other factors led them to suggest: “In our view, there are certainly situations where the Internet can play a role in the media plan, but it isn’t nor should it be automatic. It has to fit within your overall objectives.”

Reference: Use author search (Hogan) or title search (“Agricultural advertising on the Internet”) for the full citation. Check with the Center about access to the paper.

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You will find these new links on the “Useful Links” page of the ACDC web site:

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Media selection in the computer age. Duck soup?

Not really. Media consultant Erwin Ephron estimates that 20 years ago buyers of national television advertising needed to select from about 1,024 schedule combinations. By 1998 they faced more than 1.125 quadrillion schedule combinations from which to choose for a media plan.

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“Americans have positive image of the environmental movement.” 

That’s the title of a report from The Gallup Organization summarizing Gallup’s new Earth Day 2000 poll. “When presented with a list of eight important social movements active in recent decades and asked to rate them in terms of their impact on our nation’s policies, three-fourths of Americans (76%) rate the environmental movement as having had either ‘a great deal’ or ‘a moderate amount’ of success. This places it behind the civil rights and women’s rights movements, in a virtual tie with the abortion rights and gun-control movements.”

Reference: Results of the poll are available at: www.gallup.com/poll/releases

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Consumers unsure about the health advantage of organic foods.

A recent nationwide survey by the American Dietetic Association suggests that American consumers hold divided opinions about this matter. About one-half (52%) of the respondents said that organically grown fruits and vegetables, and naturally produced beef and pork, are healthier than “regular” products. By comparison, 90% said they believe that whole-grain breads and cereals are healthier than “regular” products.

Reference: Use title search (“Americans rate whole-grain, low-fat foods as healthiest”) for the full citation. News release posted on: www.eatright.org/pr/2000/010300h.html

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The great digital divide.

“Rural areas are currently lagging far behind urban areas in broadband availability,” according to a new report, Advanced telecommunications in Rural America: the challenge of bringing broadband service to all Americans. The U.S. Departments of Commerce and Agriculture prepared it in response to requests from federal legislators and administrators. According to one study, “while less than five percent of towns of 10,000 or less have cable modem service, more than 65 percent of all cities with populations over 250,000 have such service.”

Reference: Use title search (above) for the full citation. The report is posted online at www.usda.gov/rus/

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Staying abreast of today – and the past.

In the Documentation Center we work hard to identify and add current literature about the communications aspects of agriculture, food and related topics. Current literature holds high priority. We also place high priority on adding relevant documents from the past. During recent weeks, for example, we have added two dozen articles, reports and books published between 1922 and 1977. Will they help guide your communications decisions today? Maybe, or maybe not. In any case, we view them as nuggets in a gold field. All contain valuable perspective and context related to this field of interest.

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Professional meetings approaching.

Following are the approaching meetings of some. professional agricultural communicator organizations:

June 24-27, 2000
Cooperative Communicators Association (CCA) Institute in Whitefish, Montana.
Information: http://www.CoopComm.com

June 28-July 2, 2000
South Region Meeting of the National Association of Farm Broadcasters at Sandestin Resort, Destin, Florida.
Information: Lee McCoy at 334/741-9672.

July 23-26, 2000
U.S. Agricultural Communicators Congress (USACC) in Washington, D.C. Involves professionals from Agricultural Communicators in Education (ACE), American Agricultural Editors’ Association (AAEA), National Association of Farm Broadcasters (NAFB), Agricultural Relations Council (ARC) and Agricultural Communicators of Tomorrow (ACT).
Information: USACC2000@aol.com

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“It’s an information jungle out there.”

This heading on a poster caught our eye recently in the office of a University of Illinois library staff member. Indeed, it often seems that way. Those of us in the Agricultural Communications Documentation Center stand ready to help you hack your way through the information jungles that you may face from day to day. Having trouble finding some reference for which you are looking? Need a customized information search? Let us know.

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

“Don’t waste your time at trade shows” 

Is the title of a recent article in CCA News, the newsletter of Cooperative Communicators Association. Author Pamela Karg of Karg Communications, Baraboo, Wisconsin, offers seven tips for effective participation in trade shows.

Reference: Use title search (above) for full citation.

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A practical guide to development communication has been published by the Department for International Development, the UK government aid agency.

A. Burke, Communications and development: a practical guide. 1999

This guide explores the importance of communications in development and presents guidelines for implementing development communications programs. It features the use of various media, such as drama, television, radio, Internet, e-mail, public relations and networks.

Reference: Use title or author search for detailed citation. For online view of the full text, search on “communication” in the Eldis website: http://nt1.ids.ac.uk

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Public relations: battleground or meeting ground?

Use of the Internet in public issues such as food safety is sparking anew some active debate about the philosophy of public relations. Is it a “win-lose” war of minds as interest groups fight to prevail over each other? Is it a “win-win” process of shared insight and understanding?

You can see within the ACDC collection some recent documents that reflect this debate. Conduct a “subject” search online, using terms such as “communication theory,” “biotechnology” and “public relations.”

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Scientists as communicators.

Following are the titles of several documents that have been added recently to the ACDC collection about the communications challenges that face agricultural scientists these days, and their skills in handling them:

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Stealing agricultural information.

“This was brought home to me one day when I came upon a website, where, to my horror, I saw our Agri Marketing Services Guide.” Lynn Henderson, president of Doane Agricultural Services Corporation, reported this experience last October to the U.S. House Judiciary Subcommittee on Courts and Intellectual Property. “The hard work of our staff, from establishing relationships with firms so they agree to participate in the sharing of data to the setting up of distribution networks, was bypassed by this fellow, who was looking to make advertising revenue off of our labors.” On behalf of the Agricultural Publishers Association, Henderson urged legislation to protect databases.

Reference: Search on title (“Testimony of the Agricultural Publishers Association before the House Judiciary Subcommittee on Courts and Intellectual Property”) for full citation. Text is posted on http://www.house.gov/judiciary/106-hend.htm.

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Farm broadcaster interviewed on CBS “60 Minutes” – for speaking out.

Illinois farm broadcaster Rod Thorson’s story about pressure from a farm organization appears in “Amber waves of gain,” a report by Vicki Monks. The report charged Farm Bureau with abusing its farmer-based membership in order to profit in various agribusiness ventures, at the expense of family farmers and the environment. The “60 Minutes” crew explored this story, which included Thorson’s experience of being fired by his station because of complaints from the Farm Bureau about his stance on the controversial issue of large-scale livestock operations. He favored regulating such facilities. “If the large farms were allowed to continue, there wouldn’t be a market left for the small, family farms.”

Reference: Use title search (“Illinois broadcaster receives national spotlight on CBS”) for the full citation of one of the news accounts.

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Moving beyond “shouting match” approaches to GMO dialogue.

The format of a recent international conference illustrates a constructive communications approach that seems rare in current debates about biotechnology. Sixty participants from a diverse group of US and European firms, agencies and organizations met for two days last October to search for solutions in the GMO debate. Here’s how the format operated:

Reference: Use a title search (“Search for solutions in the EU-US GMO debate”) or author search (Hill or Battle) for full citation. Contact Lowell Hill at l-hill3@uiuc.edu about a copy of the proceedings.

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“Soft” reporting about the GMO issue?

An observer in Australia writes, “From a rural media perspective….I’ve been finding the reporting extraordinarily soft. The mainstream media in Australia are asking a few tough questions (while struggling with the detail and complexity of the issue), yet the rural media are only asking very easy questions of GMO proponents.”

Do you know of research being conducted about this matter? If so, please let us know.

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Professional meetings approaching.

Here are the approaching meetings of several U.S. professional agricultural communicator organizations:

May 21-24, 2000
“Fast chips and hot salsa.” National Extension Technology Conference (NETC) in College Station, Texas.
Information: http://netc2000.tamu.edu

June 1-4, 2000
West Region meeting of the National Association of Farm Broadcasters in Minneapolis, Minnesota.
Information: Don Wick at wick@wcco.com

June 24-27, 2000
Cooperative Communicators Association (CCA) Institute in Whitefish, Montana.
Information: http://www.CoopComm.com

June 28-July 2, 2000
South Region Meeting of the National Association of Farm Broadcasters at Sandestin Resort, Destin, Florida.
Information: Lee McCoy at 334/741-9672.

July 23-26, 2000
U.S. Agricultural Communicators Congress (USACC) in Washington, D.C. Involves professionals from Agricultural Communicators in Education (ACE), American Agricultural Editors’ Association (AAEA), National Association of Farm Broadcasters (NAFB), Agricultural Relations Council (ARC) and Agricultural Communicators of Tomorrow (ACT).
Information: USACC2000@aol.com

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

Summaries from the 1999 Rural Telecommunications Congress came into the ACDC collection recently.

The Congress took place last October in Aspen, Colorado. It provided opportunities for rural community leaders to learn about telecommunications as a tool for development in rural areas. We have deposited the following summaries of discussions about progress and current issues in the use of telecommunications:

• “Economic development and community building roundtable at Rural TeleCon ’99”
• “Educational issues roundtable at Rural TeleCon ’99”
• “Community networking roundtable at Rural TeleCon ’99”

Reference: Search on titles to get full citations for local searches. The Congress report can be viewed online at http://ruraltelecon.org/rtc99

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On scientists as communicators.

Discussions about biotechnology recently prompted a plant sciences administrator in a Canadian university to observe:

“Scientists often are not good communicators. They want to tell you too much. So it doesn’t make a good sound bite. But when you have people.in Montreal dancing around with corn cobs on their heads and little kids dressed as butterflies, it’s a nice image and you can get a nice sound bite out of that.” (Reference: “Scientist wants to replace GMO fiction with facts”)

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“We do what we need to do.” 

On a similar point about media relations (if a different agricultural issue), the head of People for the Ethical Treatment of Animals said recently:

“You can’t beat the messenger for the way the message is delivered. We do what we need to do.” (Reference: “How to win friends and alienate people”)

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Earning public confidence in university research.

Recently a columnist in Prairie Farmer magazine noted a research report sent to media from Purdue University. The title: “Transgenic fish could threaten wild populations.” Noting that the release sounded like something from a biotech critic, the writer got this reply from Chris Sigurdson, interim head of the Agricultural Communications Department at Purdue:

“Many people look to the university as an unbiased source. We talk about both the good and the bad. For people to trust us, we have to show that we’re not just researching benefits, but also risks. This story doesn’t say biotechnology is bad. It simply says there is a problem, and we need to deal with it.”

Reference: Search on title (“Pay attention to this fish story”) for the full citation.

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Manitobans place most trust in farmers and their university scientists 

When it comes to getting accurate information on food safety. A survey during February by Prairie Research Associates invited a random sample of residents to indicate how much trust they place (5=complete trust to 1=no trust at all) in information from five sources. Respondents expressed greatest trust in farmers (3.75) and University of Manitoba scientists (3.60), least trust in U.S. Food and Drug Administration (2.65) and food company representatives (2.37).

Reference: Search on title (“Manitobans and their concerns about food”) for full citation. Contact Greg Mason at admin@pra.ca for more information.

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New farm-city web site.

The National Farm-City Council offers a new website to highlight its efforts to “promote understanding and increase cooperation between rural and urban residents.” The site, under construction, will also feature activities of farm-city organizations at local and state levels, plus materials that can be used in such activities. The URL is www.farmcity.org

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“Shroud of secrecy” regarding meat irradiation.

In a commentary posted on “The Meating Place,” Dan Murphy urges meat marketers to “step up to the plate and respond to media requests” about this complex topic. He notes that whereas positive publicity has accompanied USDA regulations permitting irradiation of red meat, “there has been a concurrent trend that is decidedly negative: the shroud of secrecy that the meat industry’s leading companies have attempted to drape over the launch of irradiated meat products.”

Details: Search on title (“Commentary: if irradiation is so great, why the top-secret approach?”) for the full citation.

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More perspectives in the GMO “dialogue.“

“For Europeans, it’s not at the level of a rational discussion anymore. It’s become a battle of doctrines, of religious beliefs, of inanities.” (From a food firm spokesperson. Reference: “New genes and seeds: protesters in Europe grow more passionate”)

“We need to win the war of words, as well as the science war if the public is to be persuaded to accept GMOs.” (From a scientist urging use of positive terms – such as biotechnology-enhanced” – to replace negative ones such as “genetically engineered.” Reference: “Scientist defends biotech crops, says ‘buzz words’ key to anti-lobbyist”)

“Some leading scientists say that it has not been proven that GE foods are harmful. This is a dishonest, seriously misleading and irrelevant argument. What is relevant is that it has not been proven that GE foods are harmless. For example, DDT caused extensive damage worldwide because it was released although it was not proven that it was harmless. Leading scientists are the prime cooperation targets for biotech companies, and cannot be trusted uncritically in this issue.” (Reference: “Arguments for GE food withdrawal”)

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Professional meetings approaching.

Here are the approaching meetings of several U.S. professional agricultural communicator organizations:

May 6-8, 2000
East Region Meeting of the National Association of Farm Broadcasters in Washington, D.C.
Information: nafb-east@excite.com

May 10-11, 2000
“Communicating science: taking the risk.” A super workshop on risk communication for scientists, communicators, and administrators. Sponsored by Agricultural Communicators in Education (ACE) and Extension Service (CSREES) of the U.S. Department of Agriculture.
Information:http://www.aceweb.org/superworkshop2000/superworkshop.html

May 18-20, 2000
“T2K.” Texas 2000, the American Horse Publications annual meeting and seminar in Irving, Texas. The event will also feature a 30th-anniversary celebration.
Information: http://www.americanhorsepubs.org

May 21-24, 2000
“Fast chips and hot salsa.” National Extension Technology Conference (NETC) in College Station, Texas.
Information: http://netc2000.tamu.edu

June 1-4, 2000
West Region meeting of the National Association of Farm Broadcasters in Minneapolis, Minnesota.
Information: Don Wick at wick@wcco.com

June 24-27, 2000
Cooperative Communicators Association (CCA) Institute in Whitefish, Montana.
Information: http://www.CoopComm.com

June 28-July 2, 2000
South Region Meeting of the National Association of Farm Broadcasters at Sandestin Resort, Destin, Florida.
Information: Lee McCoy at 334/741-9672.

July 23-26, 2000
U.S. Agricultural Communicators Congress (USACC) in Washington, D.C. Involves professionals from Agricultural Communicators in Education (ACE), American Agricultural Editors’ Association (AAEA), National Association of Farm Broadcasters (NAFB), Agricultural Relations Council (ARC) and Agricultural Communicators of Tomorrow (ACT).
Information: USACC2000@aol.com

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Do you know someone who might like to receive “News and Announcements”?

If so, please refer the person to us at docctr@library.uiuc.edu – or inform us so that we can get in touch with the person about sending future issues, without charge.

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

Internet marketing for farmers.

That is the title of an informative resource offered by the King County staff of Washington State University Cooperative Extension. It is directed toward use in small-scale farming operations. Main sections include:

Reference: Search on title (Internet marketing for farmers) for the full citation. The document is posted online at: http://king.wsu.edu/Ag/internetmarketing.htm

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The ARC website is available again.

You can view the Agricultural Relations Council site at a new home: http://nama.org/arc The “Useful Links” page of the ACDC web site provides direct contact with it.

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You will also find two new links

On the “Useful Links” page. They include the Agricultural Publishers Association and a teaching/practice resource, Agricultural Communications Case Studies.

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More perspectives in the biotech “dialogue:”

“Eat margarine and go blind. It’s hard to believe that even lawyers and senators peddled such drivel (decades ago). But, then again, we do have some heavyweights in our current political arena who are raising some equally-tenuous fears about genetically-modified foods.” (Reference: “Debate over margarine still spreads a nasty echo”)

“The architects of heaven always end up designing a hell.” (Reference: “Beware the appliance of science.”)

“In both the short- and longer-term, education of the public and of opinion leaders is…. essential, if we are to avoid making public policy in a way that resembles uncannily the 17^thCentury Salem witch trials.” (Reference: “Biotech offers [baby] food for thought.”)

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Seven “attitudinal sins” of researchers and research administrators.

A science interpretive writer, Walter von Wartburg, recently described seven “attitudinal sins, the things researchers and research administrators should not do” in dealing with public issues.

Wartburg spoke, along with four other writers, during a panel discussion, “Communicating about biotechnology and addressing public concerns,” last October at an international conference in Washington, D.C. The conference, “Agricultural biotechnology and the poor,” was convened by the Consultative Group on International Agricultural Research (CGIAR) and the U.S. National Academy of Sciences.

Reference: Search by author (Persley) or title (Communicating about…) to see the full citation. The proceedings are at: http://www.cgiar.org/biotech/rep0100/contents.htm

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Contributing to agricultural communications research – after retirement.

The recent passing of John C. Baker reminds us of a special way in which dedicated professionals can contribute to what is known about agriculture-related communicating.

After John retired in 1970 he researched and wrote a 342-page book, Farm Broadcasting: The First Sixty Years (Iowa State University Press, Ames. 1981). He had been among the early U.S. farm broadcasters, starting as an extension broadcaster at Purdue University in 1930. Through his post-retirement effort, he contributed the first book dealing with radio and television programs for farmers, nationwide.

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Some recent inquiries.

Here are some kinds of questions to which Center staff members have responded recently:

Let us know if we can help you gather information for communications projects that are on your agenda.

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One way to put it.

Here’s how an unfortunate motorist described a traffic accident: “Coming home, I drove into the wrong house and collided with a tree I didn’t have.”

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Professional meetings approaching.

Here are the approaching meetings of several U.S. professional agricultural communicator organizations:

May 6-8, 2000
East Region Meeting of the National Association of Farm Broadcasters in Washington, D.C.
Information: nafb-east@excite.com

May 10-11, 2000
“Communicating science: taking the risk.” A superworkshop on risk communication for scientists, communicators and administrators. Sponsored by Agricultural Communicators in Education (ACE) and Extension Service (CSREES) of the U.S. Department of Agriculture.
Information:http://www.aceweb.org/superworkshop2000/superworkshop.html

May 18-20, 2000
“T2K.” Texas 2000, the American Horse Publications annual meeting and seminar in Irving, Texas. The event will also feature a 30^th anniversary celebration.
Information: http://www.americanhorsepubs.org

May 21-24, 2000
“Fast chips and hot salsa.” National Extension Technology Conference (NETC) in College Station, Texas.
Information: http://netc2000.tamu.edu

June 1-4, 2000
West Region meeting of the National Association of Farm Broadcasters in Minneapolis, Minnesota.
Information: Don Wick at wick@wcco.com

June 24-27, 2000
Cooperative Communicators Association (CCA) Institute in Whitefish, Montana.
Information: http://www.CoopComm.com

July 23-26, 2000
U.S. Agricultural Communicators Congress (USACC) in Washington, D.C. Involves professionals from Agricultural Communicators in Education (ACE), American Agricultural Editors’ Association (AAEA), National Association of Farm Broadcasters (NAFB), Agricultural Relations Council (ARC) and Agricultural Communicators of Tomorrow (ACT).
Information: USACC2000@aol.com

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

What do daily newspaper editors and reporters want from agricultural news sources these days?

They want ready access to “unbiased, non-judgmental, accurate analysis and interpretation of complex issues.” These desires emerged in the research completed recently by Sharon B. Stringer at Pennsylvania State University. Her doctoral dissertation, “An evaluation of sources of agricultural news,” (December 1999) involved a survey among 76 editors and reporters in Pennsylvania.

“Editors and reporters did not agree on the importance of their gatekeeping tasks relative to agricultural news sources. However, they did agree that agricultural news sources are important in helping them to inform the public as quickly as possible, provide problem analysis and interpretation of complex issues, and ensure that all sides of a story are presented.”

Details: Search on author (Stringer) or title (above) for the full citation. The text is available online at: http://etda.libraries.psu.edu/theses/available/etd-0112100-085353/

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Consumers and editors: differing views about the importance of food safety. 

A“significant gap” exists in the views held by U.S. consumers and newspaper editors regarding the importance of food safety. The CMF&Z 1999 Food Safety Study revealed that 83 percent of a probability sample of consumers rated food safety as “very important,” compared with 53 percent of the newspaper food editors interviewed. In the eyes of consumers, food safety is one of the most important issues associated with personal and environmental safety. It ranks high, along with drinking water safety (86 percent), crime prevention (83 percent) and health and nutrition (81 percent).

This CMF&Z study, conducted annually since 1993, also:

Details: Search by author (CMF&Z) to get the full citation and document number. Contact us about availability of the report, and of previous ones in the series.

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Other lively views in the GMO “dialogue.”

“Look, if you want us to eat this stuff it’s not enough to tell us it won’t kill us!” (from a biotech critic)

“Maybe the pro-biotechnology side needs not more facts, but more passion.” (from a Canadian seed marketer)

“It is hardly surprising that so many researchers fail to see that no scientific issue is only a scientific issue.” (from a writer in an England newspaper)

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How to locate documents about biotech-related communications

In the ACDC collection. As you know, the wording keeps changing in this dynamic subject area: genetic engineering, biotechnology, GMO, GIO, GE, etc. So when you search the ACDC collection online you might search on several subject terms. Terms such as “biotechnology” and “genetic engineering” may produce the best response for you. We are not entering “GMO,” “GIO” or “GE” as subject terms, although our search system identifies them when they appear in the titles of documents.

At a broader level, you might also use subject terms such as “risk communication” and “food safety” to identify documents related to the communications aspects of biotechnology.

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New IFAJ web site.

The web site of the International Federation of Agricultural Journalists can be reached at a new URL: http://www.uoguelph.ca/research/ifaj

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Ah, the election rhetoric

(as reported by Farmer’s Digest). The candidate, known for his anti-agricultural stand, flashed a bright smile at the audience in a packed hall.

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Professional meetings approaching.

Here are the approaching meetings of two U.S. professional agricultural communicator organizations:

May 10-11, 2000
“Communicating science: taking the risk.” A super workshop on risk communication for scientists, communicators, and administrators. Sponsored by Agricultural Communicators in Education (ACE) and Extension Service (CSREES) of the U.S. Department of Agriculture.
Information:http://www.aceweb.org/superworkshop2000/superworkshop.html

May 18-20, 2000
“T2K.” Texas 2000, the American Horse Publications annual meeting and seminar in Irving, Texas. The event will also feature a 30th-anniversary celebration.
Information: http://www.americanhorsepubs.org

May 21-24, 2000
“Fast chips and hot salsa.” National Extension Technology Conference (NETC) in College Station, Texas.
Information: http://netc2000.tamu.edu

June 1-4, 2000
West Region meeting of the National Association of Farm Broadcasters in Minneapolis, Minnesota.
Information: Don Wick at wick@wcco.com

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

Agricultural communications programs expanding – and scouting for strength.

Enrollments have grown during the past five years in eight of the nine agricultural communications programs offered by universities in the 13-state southern U.S. region. Professors Randy Weckman and Deborah Witham, University of Kentucky, and Ricky Telg, University of Florida reported this finding and others last month.

At the same time, responses from faculty members who work with those programs identified needs for increased support (funding, space, personnel), accreditation and greater understanding about what ag communications is as a field. Two-thirds of the respondents indicated that a national agricultural communications accreditation process would benefit their programs.

The paper can be viewed online at: http://agnews.tamu.edu/saas/

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Thanks to Ted Hutchcroft for adding generously to his ACDC contributions.

His three additions to the Center last month include one rare and privately printed book, a master’s thesis and a doctoral dissertation. They include:

• William E. Ogilvie, Pioneer agricultural journalists: brief biographical sketches of some of the early editors in the field of agricultural journalism. Arthur G. Leonard: Chicago. 1927.
• Theodore Hutchcroft, The agricultural television package service of the U.S. Department of Agriculture – after five years. Master’s thesis, American University, Washington, D.C. 1959.
• Theodore Hutchcroft, The Council for Agricultural Science and Technology: an innovation in public affairs education. Doctoral dissertation, Iowa State University, Ames. 1978.

These probably are not available to you locally, so check with us if you would like to discuss access.

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Tips on promoting one’s communications business.

“Practical and (almost) easy self-promotion and marketing” is the title of a presentation made by Sharlet R. Teigen at the recent National Association of Farm Broadcasters (NAFB) meeting in Kansas City, Missouri. She is principal of S. R. Brown Marketing Communications, Camp Crook, South Dakota. Her presentation covered a wide range of ideas, from image planning to publicity methods.

Details: Use title search (above) for full citation. Contact us if you would like a copy.

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Getting breaking news to media: no longer “one size fits all.”

In the current issue of the Cooperative Communicators Association (CCA) newsletter, a director of corporate relations for a major rural cooperative emphasizes how news services are no longer the size of a business envelope. Lani Jordan of Cenex Harvest States Cooperatives outlines the pros and cons of these options: U.S. mail, fax, e-mail, web sites and distribution services. She reports: “…we’ve found that by using a combination of tools, we’re able to get our releases to the right place at the right time and get the media coverage we want.”

Details: Use author search (Jordan) or title search (Weighing the options for news release distribution) for full citation. Inquire if interested in getting access to the article.

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New planning resource for crisis communication.

The Ontario Ministry of Agriculture, Food and Rural Affairs has an informative new crisis response and communication planning manual and workbook. S.E. Grant and D. Powell, University of Guelph, prepared these resources for the Ministry (June 1999, revised January 2000).

The manual (18 pages) describes stages of crisis management, principles of planning and elements of a crisis communication/response plan. It also outlines steps and techniques for crisis communication, including guidelines for testing the plan. The workbook (30 pages) covers aspects such as the crisis audit, identification and location of resources, crisis response team membership and responsibilities, contact lists, scenario modules, crisis documentation and crisis recovery.

Details: Use author search (Grant or Powell) or title search (Crisis response and communication planning manual and workbook) for full citation. Contact the Ministry (lou_donofrio@omafra.gov.on.ca) or us about access to the documents.

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Signs of confusion among consumers about GMO.

Sixty percent of consumers in a recent Canadian survey “believed that a crop sprayed with chemicals or hormonal agents constituted genetically engineered foods.” The same survey, conducted in Quebec and Ontario, also “found that consumers believed irradiated food was also genetically modified.”

Details: Use author search (Lyons) or title search (Labels could confuse GMO issue) for full citation. Contact us about access to the document.

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Big gaps exist between U.S. consumers and farmers 

In their opinions about the impact of agriculture on the environment. Evidence appeared in 1999 Gap Research conducted by Roper Starch Worldwide Inc. on behalf of the Philip Morris family of companies and The American Farm Bureau Federation. Results indicated that consumers are more than twice as likely as farmers to think that agricultural chemicals in the water supply present a major problem. For example, 68 percent of consumers in the survey viewed pesticides, herbicides and fertilizers entering ground water as a major problem, compared with 29 percent of farmers surveyed.

Details: Use author search (Roper Starch) or title search (1999 gap research: consumer and farmer opinions about food and agriculture) for the full citation. Contact us about access to the document.

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Professional meetings approaching.

Here are the approaching meetings of two U.S. professional agricultural communicator organizations:

April 12-14, 2000
“All that jazz.” National Agri-Marketing Association (NAMA) conference and trade show. Site: Kansas City, Missouri.
Information: agrimktg@nama.org

May 21-24, 2000
“Fast chips and hot salsa.” National Extension Technology Conference (NETC) in College Station, Texas.
Information: http://netc2000.tamu.edu

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

New research from agricultural communicators at SAAS.

Here are the titles of some of the interesting conference papers added recently to the ACDC collection. They come from the Agricultural Communications Section of the Southern Association of Agricultural Scientists (SAAS), which met January 30-February 1 in Lexington, Kentucky.

• “May I take your order? Marketing Extension information in the commercial world”
• “The Florida agricultural community’s communications efforts during the 1997 and 1998 infestations”
• “Lessons learned on the journey to ‘team management’ in the agricultural communications unit”
• “A working strategy to inform urban public opinion leaders about agribusiness and its impact on economic development: a case study”
• “Hit me baby! Attracting readers to educational web sites through commercial partnerships”
• “Effective information campaigns that meet the needs of diverse audiences”
• “Firefighter public information officers’ communication effectiveness with the media during the 1998 Florida wildfires”

You can view the texts of these and other papers online at http://agnews.tamu.edu/saas/

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“Making wise choices” was the theme and purpose

Of a 1997 conference about telecommunications and rural community viability. A copy of the proceedings went into the ACDC collection recently as Document No. C10352. You can view the proceedings online at http://www.soc.iastate.edu/rdi-tech/

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How to organize dialogue meetings.

Here is an informative source of information about how to achieve dialogue through round table meetings. It comes from “Dialogue in biotechnology,” a report of a workshop conducted in Belgium during April 1998. And it offers specific “how-to” information, organized within a 10-point framework.

The European Federation of Biotechnology Task Group on Public Perceptions of Biotechnology and three other organizations sponsored this workshop. The report can be viewed online at: http://www.kluyver.stm.tudelft.nl/efb/tgppb/main.htm

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Does public information drive private information providers out of business?

Not necessarily, according to four agricultural economists. S. Wu, D. Just, D. Zilberman and S. Wolf presented a paper, “Demand for agricultural economic information,” at the annual meeting of the American Agricultural Economics Association in August 1999.

They found that the government provides the very general information input used by private information providers to bring a specialized piece of information to a specific audience. Intermediaries (such as media, commercial information vendors, commodity associations and brokers) rely heavily on the government for information. However, end users (such as farmers, banks, elevators and input suppliers) do not.

Details are available online at http://agecon.lib.umn.edu/

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More interesting quotes in the GMO debate

“Let’s stop eating plants and animals altogether. It’s a shame we did not have this information millions of years ago. It would have been so easy to avoid the perils of life.” Barbara Hohn, Friedrich Miescher Institute, in response to a call for a ban on transgenic crops containing a certain promoter. (Title: Scientists avert new GMO crisis)

“Biotechology isn’t science.” B. M. Alfred, National Post. (Use title search: Biotechnology science)

“I have more respect for a critical, informed opponent than for a blind follower.”

Alan McHughen. (Title: The role of geneticists in the public debate over genetically modified organisms)

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Making money communicating with pets.

A three-CD set of calming tunes for pets has been a fast seller since its release in June 1999 by a marketing firm, Incentive Media. Pets hear soft instrumental music blended with pleasant nature sounds. Forbes Magazine considers this business idea one of the most “idiotic” of the year, but more than 50,000 units had sold by year-end.

Is this uptake surprising to agricultural communicators who know how many producers play music to livestock in dairy barns and other buildings?

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Professional meetings approaching.

Here are the approaching meetings of several U.S. professional agricultural communicator organizations:

March 7-9, 2000
Back to the future.” Annual meeting and professional development conference of Agricultural Relations Council (ARC) in Orlando, Florida. Information: arc@nama.org

April 12-14, 2000
“All that jazz.” National Agri-Marketing Association (NAMA) conference and trade show. Site: Kansas City, Missouri.
Information: www.nama.org

May 21-24, 2000
Fast chips and hot salsa.” National Extension Technology Conference (NETC) in College Station, Texas.
Information: http://netc2000.tamu.edu

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

Remembering Larry Tennyson.

Our thoughts are with the family of Larry Tennyson, recently retired South Dakota State University faculty member who died January 10 of a heart attack. He will be missed. Larry’s interests included preserving and sharing information about agricultural communications. He had, in fact, visited the Documentation Center last March to discuss progress and plans.

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The Internet is an efficient, preferred response medium

According to a speaker at the recent Agricultural Communicators of Tomorrow (ACT) workshop at the University of Illinois. Craig Pessman, business partner technical manager for IBM, offered data that compared the cost per lead from messages delivered by print, direct mail and the Internet.

ACDC reference: Use Title search (Communications & marketing in the e-life) to get the citation. Contact Center for a copy of the presentation.

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Some interesting expressions in the GMO debate

“Although food labels are much more reliable and informative than they were at the beginning of the 20^th century, modern day ‘snake oil’ claims will still be a problem in the 21^stcentury.” Bruce Silverglade, Center for Science in the Public Interest (Title: Are food labels Y2K ready?)

“The quality of information provided by many of the most easily accessed (Internet) sites is poor.” E.S. Allen, J.M. Burke, M.E. Welch and L.H. Rieseberg, Indiana University.
(Title: How reliable is science information on the web?)

“Where does the university come down on biotechnology? Are we for it or against it?” Chris Sigurdson, Purdue University, and Tom Knecht, Mississippi State University.
(Title: The academy and biotechnology)

“The biotech companies danced into this minefield with all the grace of an elephant in jackboots.” Maria Margaronis, The Nation. (Title: As biotech ‘frankenfoods’ are stuffed down their throats, consumers rebel)

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“Kinder, gentler” communications with animals

(Article by John Hiscock in the National Post, Canada). Author suggests that “kinder, gentler cattlemen are heading for a showdown with traditional cowboys over the use of ‘holistic’ herding.” This story explained that “sensitivity is now the watchword on the range. No longer are the cowpokes allowed to shout “git along” in case they hurt the animals’ feelings. Instead, they must speak softly, talk nicely and give them space and respect.”

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Some public relations lessons the tobacco industry has learned.

Jay Poole, vice president for agricultural relations, Philip Morris Management Corporation, offered these lessons at the AAEA convention in July 1999:

• Lesson 1 Opponents aren’t enemies.
• Lesson 2 Don’t view yourself as a victim
• Lesson 3 Be careful where you choose to make your stand.
• Lesson 4 Never stonewall. Issues don’t go away if you ignore them.
• Lesson 5 Never try giving anybody the silent treatment.
• Lesson 6 Whenever possible, be first with an issue.
• Lesson 7 Work to understand the groups and individuals who are making public opinion.
• Lesson 8 Look for allies.

“The real question,” he says, “is whether we can broaden our own vision. Those of us who communicate for a living pride ourselves on our ability to see an issue from many perspectives, to be objective and non-judgmental. But when we’re honest with ourselves, we discover that each of us has a position we gravitate toward, a perspective we tend to think of as the ‘right’ one.”

Title: Public relations lessons from the tobacco industry.

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A new edition of The Communicator’s Handbook is available.

This Fourth Edition, written by members of Agricultural Communicators in Education (ACE), covers topics such as: writing, photography, graphic design, video and radio production, presentation visuals, exhibits, media relations, media campaigns, crisis management, instructional design for distance learning, the Internet, organizational marketing. It is available as a book or as a three-hole punched, shrink-wrapped package suitable for placing in a notebook. Information: ace@gnv.ifas.ufl.edu

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Professional meetings approaching.

Here are the approaching meetings of several U.S. professional agricultural communicator organizations:

January 30-February 2, 2000
Agricultural Communications Section, annual meeting of the Southern Association of Agricultural Scientists. Site: Lexington, Kentucky. Information: http://cals.agnis.vt.edu/~saas/

February 10-11, 2000
Roads to the future.” Workshop offered by the Cooperative Communicators Association (CCA) for communications and member relations professionals involved in cooperative communications within the Midwest Region. Site: DoubleTree Club Hotel Riverport, St. Louis, Missouri.
Information: lgunlock@pla-corp.com

March 7-9, 2000
Back to the future.” Annual meeting and professional development conference of Agricultural Relations Council (ARC) in Orlando, Florida.
Information: arc@nama.org

April 12-14, 2000
“All that jazz.” National Agri-Marketing Association (NAMA) conference and trade show. Site: Kansas City, Missouri. Information: www.nama.org

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.

Best wishes to you as a new year begins.

Those of us in the Agricultural Communications Documentation Center will continue to do our best to gather information that can be useful now and in the years to come.

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How many years?

We can reach back 100 years and more to find considerable information about agriculture-related communications. Will we be able to do the same 100 years and more from now? If so, what forms will the information take, what technologies will it involve and through what channels will it flow? Depositories such as ACDC face serious challenges in trying to select valuable information from the torrent passing by, then preserve it in ways that can assure it will be available across all of the changes that our future may bring.

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Improved access to historical materials about farming and agriculture 

Is available through a new U.S. Department of Agriculture web site. A searchable guide helps users explore more than 200 years of U.S. farming history (1761-1994) in the Agriculture History Collection. Totaling 650 cubic feet, the collection includes a wealth of reports, statistical tables, speeches, biographies, audiovisuals, photos and other materials. Many involve communications. Some examples: attitudes and opinions of farmers, promotion campaigns, newsletters (e.g., Farm Paper Letter), press releases, marketing research, food consumption surveys and campaigns against animal and plant diseases.

The URL: http://www.nal.usda.gov/speccoll/collect/history/index.htm

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What ethical issues are reflected in agricultural communications literature these days?

Here are some topics of ethics-related documents that have been added recently to the ACDC collection:

You can identify specific documents by using the term “ethical issues” in an online Subject search of the ACDC collection.

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“Can we not all just get along?”

That’s the title of an article by an agricultural public relations professional in the October 1999 issue of ByLine, newsletter of the American Agricultural Editors’ Association. Gary Vincent, vice president of public relations at Thomas C. Porter & Associates, has 22 years of reporting experience and 10 years of public relations experience. He says that editors and public relations practitioners can get along and, in fact, help each other be more effective in their work. He offers some guidelines for doing so.

ACDC reference: Use Title or Author search for full citation. Contact the Center if we can help you gain access to the article.

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If you have opportunities to talk with young people about careers 

In agricultural communications you should know that a PowerPoint presentation is available online. The Agricultural Communicators of Tomorrow organization added it recently to the ACT web site. This presentation deals with the need for agricultural communications as a career field and identifies some schools that offer study programs to prepare for the field. The site: http://www.ifas.ufl.edu/~natact/presentationpages.html

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Professional meetings approaching.

Here are the approaching meetings of several U.S. professional agricultural communicator organizations:

January 14, 2000
Making Lemonade in January.” Risk communication workshop organized by the American Agricultural Editors’ Association (AAEA). “To help you navigate tricky topics, earn audience trust and squeeze the most from situations gone sour.” Site: Inver Grove Heights, Minnesota.
Information: thimsen@collemcvoy.com

February 10-11, 2000
Roads to the future.” Workshop offered by the Cooperative Communicators Association (CCA) for communications and member relations professionals involved in cooperative communications within the Midwest Region. Site: DoubleTree Club Hotel Riverport, St. Louis, Missouri.
Information: lgunlock@pla-corp.com

March 7-9, 2000
Back to the future.” Annual meeting and professional development conference of Agricultural Relations Council (ARC) in Orlando, Florida.
Information: arc@nama.org

 

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Question of the week – about animals communicating.

If a hog loses its voice is it disgruntled?

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Thanks for your kind response to improvements made recently in our web site.

We welcome your suggestions about how to make the site more attractive and user-friendly, our service more effective.

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Best regards and good searching.

Please let us know if we can help you find information and/or if you can suggest documents that we might add to this collection.