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(52) Agricultural and Natural Resources Extension Outreach Efforts in a Changing World
Roslynn G. Brain and Tracy Irani, University of Florida, Gainesville, Florida
Session: Poster
In an increasingly urban society, Extension’s efforts in communicating about agriculture and natural resources (AGNR) face many challenges. Although Extension literature has advocated the need for Extension to change its communication efforts (Bull, Cote, Warner, & McKinnie, 2004; McDowell, 2004; Ray, 2007), successful change in a complex system such as Extension is difficult. One way to increase the likelihood of successful change in AGNR communication efforts is through assessing the needs of agents who experience the day-to-day challenges related to such efforts.
The purpose of this study was to assess barriers and opportunities concerning AGNR Extension outreach efforts, as perceived by Extension agents. Three specific research questions guided this study:
- what barriers exist with regards to communicating about AGNR,
- what sources of information are used in conducting AGNR awareness initiatives at the county level, and
- if a comprehensive AGNR awareness website were created to assist with AGNR outreach efforts,
- how likely would agents be to use the website, and
- what features should such a website have?
A combination of quantitative and qualitative survey questions revealed that barriers to communicating about AGNR varied depending on the target audience (the general public, government, clientele, or media). For example, in communicating to the general public, lacking public interest, knowledge, and awareness was listed as the top barrier. In communicating to the media, however, a lack of effective and objective message delivery was the biggest concern. When seeking AGNR information, most agents consulted either land-grant institutions or specific governmental websites. The majority would likely use an AGNR awareness website providing it addressed many of their top-listed barriers and did so primarily via fact sheets, economic facts, and downloadable brochures. These results could be used to help overcome the many barriers involved with Extension’s efforts in communicating about AGNR.
Roslynn Brain
University of Florida
310 Rolfs Hall
Gainesville, FL, 32611-0540, USA
Phone: 352-392-0502 x238
Fax: 352-392-9585
roslynn@ufl.edu