Taking Food Fights Online: Analysis of Chipotle’s Attempt to Cultivate Conversation with \u3cem\u3eThe Scarecrow\u3c/em\u3e Video

This study examines Chipotle’s use of The Scarecrow, an animated YouTube video, to initiate conversation about food sustainability issues. Results illustrate publics were highly engaged in conversation with one another, even though the organization did not directly engage with publics or employ principles of dialogic communication. We highlight the importance of network approaches to studying online interaction between stakeholder groups for public relations scholars interested in dialogical theory frameworks

Understanding Dialogue and Engagement Through Communication Experts’ Use of Interactive Writing to Build Relationships

Dialogic communication is an important public relations theory, yet scholarship has found few organizations using it to its full potential. Meanwhile, multiple overlapping definitions exist for related terms like engagement, interactivity, and responsiveness, causing potential confusion for researchers and professionals. This research reports the results of in-depth interviews with top digital public relations professionals regarding how they use interactive writing, a form of social media engagement, to build relationships. Through their own unprompted words, the research also describes how professionals use terms such as dialogue, engagement, interactivity, and responsiveness, and corresponding definitions, to refer to their daily work. Our model clarifies relationships between similar concepts and recommends areas of future research to advance theory informed by practic

Farmed and Dangerous? A Case Study of Chipotle’s Branded Entertainment Series and Polarized Reactions to its Satirical Depiction of Farming and Agribusiness

This study follows Chipotle’s innovative strategy of using branded entertainment and satire to enhance its brand image and positive consumer perceptions, while negatively portraying an entire industry. The study explores audience reactions to Chipotle’s satirical Farmed and Dangerous program, part of the company’s broader “Food with Integrity” campaign. Increasing agricultural literacy and understanding among the general public is a priority (Doerfert, 2011). Yet marketing communication campaigns—and responses or reactions to those campaigns—that simplify issues into distinct “sides,” or focus on attacks, prevent deep discussion of the complexity of our food system and efforts to collaborate on solutions. Research presented uses a case study, supported by focus group methodology and in-depth survey responses of YouTube commenters, to examine consumer and stakeholder reactions to Chipotle’s content. Findings reveal sharply divided reactions and significant anger and frustration within the agricultural community toward Chipotle for its satirical portrayal of the food production industry. Findings also reveal generally positive attitudes toward Chipotle from those without agricultural experience, and clear perceptions of “sides” in the food debate. Discussion of Chipotle’s marketing strategy explores whether the negative sentiment the company has generated among agricultural stakeholders through efforts like its Farmed and Dangerous webisode series is worth it for the brand, considering the broader positive image the company has gained among much of the general public, as well as related implications for the company linked to more recent struggles with food safety issues and attacks from political groups

Work-Life Balance 2.0? An Examination of Social Media Management Practice and Agency Employee Coping Strategies in a 24/7 Social World

This study examines the work experiences of public relations agency professionals who specialize in social media and digital strategy for clients and those who manage employees tasked with monitoring, updating and responding to social media content. Building upon existing literature focused on work-life balance dynamics for strategic communicators, the research draws from a series of in-depth interviews and correspondence conducted with 26 agency professionals, representing a brand range of the industry. Participants were asked to describe how social media has impacted the nature and volume of their job responsibilities over the past five years, and to discuss how social media management duties have influenced career satisfaction within the industry. Interviewees were also asked about strategies their agencies are using to help employees respond to client needs and the 24/7 nature of social media. Common themes among responses were identified, as well as noteworthy anecdotal evidence. While interviewees expressed mixed emotions related to social media and its impact on their careers, personal lives and the broader industry, participants agreed the rise of social media has dramatically altered agency practice and client expectations, especially related to the speed of the workflow. Participants discussed issues of employee burnout and reported specific challenges related to keeping pace with quickly evolving technology, and the perceived need to maintain a personal brand conveying cutting-edge expertise. Others highlighted opportunities and unique challenges social media has created for more junior agency employees. Interviewees also described family dynamics and the distinct work-life challenges faced by parents, especially mothers, in juggling care-giving roles with agency responsibilities. Findings include identification of best practices and potential strategies for addressing contemporary work-life balance challenges

Engaging Dairy Farmers in Safety Messages: Values, Moral Norms, Barriers, and Implications for Communication

Dairy farms pose many hazards to farmers and their employees, including the risk of injury caused by handling animals. On many farms, there is a lack of consistent information and training related to farm safety topics, including stockmanship, or safe animal handling. The purpose of this qualitative research was to explore effective communication strategies that support the application of stockmanship practices and more broadly support health and safety measures and the adoption of new behaviors by farmers and their employees. Research was conducted in three stages via in-depth farm tours and in-person interviews, a qualitative survey, and follow-up phone interviews with dairy farmers. Findings identified four values and moral norms important to dairy farmers and four barriers to implementation of farm safety practices. The research also revealed publications and in-person meetings as key channels of communication and on-farm consultants as important influencers. From the research findings, three major recommendations emerged. These include using a train the trainer educational model, engaging with professionals and encouraging farmer-to-farmer communication, and leveraging digital resources

Talking Plants: Examining the Role of Podcasts in Communicating Plant Pathology Knowledge

Extension programs must constantly evaluate communication plans and platforms to determine if they are worth the investment of time, money, and resources. Podcasts are growing in popularity as a communication platform for education and entertainment. With the VARK model of learning styles and core plant pathology concepts as a guide, researchers evaluated the prevalence and type of plant pathology information in podcasts to better understand how podcasts could benefit Extension plant pathology programs. Using keywords related to plant pathology, researchers searched popular mobile podcast listening applications and evaluated relevant podcast episodes using content analysis methods. Results indicated few podcast shows discuss plant pathology topics. The podcast shows identified, however, covered eight fundamental units of plant pathology knowledge: basics of plant pathology, plant pathology techniques, biology of plant diseases, biology of plant pathogens, management of plant diseases, influence of the environment, other causes of plant disease symptoms, and importance of fungi. Results suggested that podcasts can effectively communicate different types of plant pathology information to audiences. Plant pathology Extension programs can utilize the findings of this study to create new plant pathology podcasts that meet the changing needs of plant pathology Extension clientele. It is worthwhile to further explore the use of podcasts in plant pathology Extension programs

Perceptions of Science Communication’s Domain, Practices, and Identity: What Concerns Members on the Peripheral Edge of a Community of Practice

This research shares insights from qualitative interviews with scientists in agricultural and environmental science programs (n=26) to better understand how occasional, peripheral, or emerging members of the science communication community of practice perceive its domain, practices, and identity. Findings suggest concern about personal risks of communicating, especially control over messaging, interactions with disagreeable audiences, being incorrect, and reputation damage. However, many believe that communication is broadly important for their field and resources. Scientists did not have clear agreement on boundaries of science communication, and advocacy and uncertainty were points of contention. Suggestions for strengthening science communication training are proposed

Insights from Industry Leaders: A Maturity Model for Strengthening Communication Measurement and Evaluation

Much scholarship has been devoted to identifying barriers that prevent the advancement of communication measurement and evaluation. This research focuses on the characteristics, objectives, and practices of chief communication officers (CCOs) with successful measurement and evaluation programs. Three key dimensions of practice emerged from in-depth interviews: communication executives’ measurement practices and evaluation programs were used to adjust communication strategies; were aligned with other business units; and were integrated with business priority plans. Interviewees also focused on the ability of communication measurement practices and evaluation programs to provide insights for executives, to align communication with the work of other business units, and to connect the organization with the outside environment and stakeholders. This study extends strategic communication scholarship by discussing how overcoming barriers and advancing measurement and evaluation work relates to roles adopted by organizational leaders. This article also offers a preliminary, scalable maturity model that aids in the development, formalization, and optimization of strategic communication measurement and evaluation. This study demonstrates the capacity for communication evaluation to overcome perceived barriers, realize appropriate stature with organizations, and grow communication functions accordingly

Feeling lonely vs. being alone: loneliness and social support among recently bereaved persons

pre-printObjectives: Despite increases in social support following widowhood, loneliness is among the most frequently reported challenges of bereavement. This analysis explores the dynamic relationship between social support and loneliness among recently bereaved older adults. Methods: Using longitudinal data from "Living After Loss" (n=328), latent growth curve modeling was used to estimate changes in loneliness and social support during the first year and a half of bereavement among older adults age 50+. Results: Both loneliness and social support declined over the first year and a half of bereavement. Greater social support was associated with lower levels of loneliness overall, but the receipt of social support did not modify one's expression of loneliness over time. Loneliness was more highly correlated with support from friends than family. Together, social support from both friends and family accounted for 36% of the total variance in loneliness. Discussion: There is conceptual and empirical overlap between the concepts of loneliness and social support, but results suggest that loneliness following widowhood cannot be remedied by interventions aimed only at increasing social support. Social support, especially that from friends, appears to be most effective if it is readily accessible and allows the newly bereaved an opportunity to express him/herself