Crisis Communications in a Natural Agricultural Disaster

Wildfires in Texas, Oklahoma, and Kansas in the late 2010s caused seven deaths and catastrophic damage to millions of acres of ranch and farmland. Because of the rural location of these disasters, agricultural communicators were releasing information to media, internal stakeholders, social media, and other agricultural audiences. The purpose of this study was to explore the communications efforts made and subsequent lessons learned from agricultural communicators during the fires. Through a qualitative case study, researchers interviewed 14 agricultural communicators about their experiences in disseminating information about the fires. Most of the findings align with pre-existing literature; however the researchers found that communicators should be prepared to develop a system to communicate about and accept donations, develop a network of organizations that can be supportive in a crisis situation, and let people be the subject of the messaging. The data also indicate that an undergraduate course in crisis communications would be beneficial

See You On TV: A Phenomenology of Careers on Extension Television in Oklahoma

Extension specialists are under increasing pressure to interact with audiences through emerging digital media including video. In an effort to understand how such interactions affect the careers of engaged specialists, this study seeks to explore the career effects on Extension subject-matter specialists that resulted from long-term, regular participation in an Extension television effort. Using Cultivation theory and source credibility as a lens, a qualitative phenomenology was conducted by interviewing individuals who have contributed to one such program on a weekly or bi-weekly program for multiple decades. Participants reported improved career effectiveness via increased credibility in face to face communications as well as enhanced communication when broadcast messages were seen as a continuation of in-person communications. Early career advancement was said to have resulted in spite of broadcast participation rather than as a result of participation, however, administrative attitudes toward broadcast have shifted in favor of such efforts

Are We There Yet? Toward an Agricultural Communications Academic Organization

As agricultural communications has grown and evolved since its origins more than 100 years ago, the future directions of the discipline related to teaching, research, and as a professional organization are discussed with a challenge to the members of the profession to be engaged in future discussions and decisions

Agri-Science Faculty Perceptions of Communication Activities at Texas Tech University, a Non-Land-Grant Institution

Due to the direct impact science has on society, it is important for scientists to communicate with the general public (Rose et al., 2020). There are various means of communication that scientists may choose to disseminate their research. Recently, Bowman et al. (2018) assessed how often Extension personnel at a land-grant institution used various communication skills, how important they perceived each skill to be, and how comfortable they were performing them. Land-grant institutions have different communication expectations for their faculty than those at non-land-grant institutions. Therefore, this study focused on the Use, Comfort, and Importance of communication skills according to faculty members at a non-land-grant university. Survey data were collected from 57 (N = 57) faculty members at Texas Tech University, a non-land-grant institution, within its College of Agricultural Sciences and Natural Resources. Average Use, Comfort, and Importance scores were calculated for each communication skill and categorized as high, average, or low. These scores indicated whether the faculty members at this non-land-grant institution had adopted each communication skill according to Rogers’ Innovation Diffusion Process

Salmonella and the Media: A Comparative Analysis of Coverage of the 2008 Salmonella Outbreak in Jalapenos and the 2009 Salmonella Outbreak in Peanut Products

The purpose of this study was to catalog and compare data from the coverage of two different Salmonella outbreak events in the United States through the lens of framing theory. Using qualitative content analysis, the transcripts of television newscasts that covered the 2008 Salmonella outbreak in tomatoes and jalapenos and the 2009 Salmonella outbreak in peanut products were researched and analyzed. These transcripts were taken from ABC, CBS, NBC, and CNN for both outbreaks. The researchers determined that while the manner in which the stories were framed was similar in some respects, such as story presentation and attitudes, there were also differences, particularly in regard to interview sources used. Tomato growers were used as sources in the 2008 outbreak, but peanut farmers were not used in the 2009 outbreak, where victims and politicians were favored. However, it was determined this had no overall effect on the accuracy, fairness, or overall economic or social impact of the stories presented

Blue Bell\u27s Facebook Posts and Responses During the 2015 Listeria Crisis: A Case Study

Blue Bell Creameries faced an unprecedented situation when it pulled all of its products during a Listeria outbreak in 2015. Despite a very public crisis that resulted in three deaths, Blue Bell survived the disaster and maintained a large and loyal customer base. A content analysis of the Blue Bell Ice Cream Facebook page was conducted to evaluate Blue Bell’s public communications, and its followers’ public reactions to the Facebook communication during the crisis. Results indicated that Blue Bell primarily posted messages that included recall and restocking information, thankfulness to stakeholders, and details about improvements to food safety during the crisis. These messages created a sense of transparency, which can increase customers’ trust and brand loyalty. Their consumers largely responded with comments containing overwhelming loyalty themes as well as questions and messages of thanks. Recommendations for agri-food companies include operating transparently before, during, and after a crisis. Organizations should follow Blue Bell’s example and avoid publishing messages that include attacks, denial, scapegoating, or excuses during a crisis

Postsecondary Students\u27 Reactions to Agricultural Documentaries: A Qualitative Analysis

Prior studies have found that television and movie portrayals of science and agriculture can influence attitudes and opinions toward the featured topic or issue. The prevalence of media in modern society emphasizes the need to better understand the possible impact representations of agriculture in entertainment media have on audience members’ attitudes. The purpose of this study was to explore the influence two agricultural documentaries (Food, Inc. and King Corn) had on students’ perceptions of agriculture. Students enrolled in two agricultural communications classes at a southwest university watched one documentary per class, and through reflective journaling, recorded their thoughts about the documentaries. These journals were then analyzed to determine dominant themes and key quotes. Overall, students stated they were upset and offended by the messages presented and sources used in each documentary. Although some students found both documentaries to contain interesting information, for the most part, they found the films to be one-sided and did not portray an accurate depiction of modern agricultural practices. The use of reflective journaling was effective because it allowed all students to provide their viewpoints in response to the films. It also allowed the students to practice writing response statements as some will work in public relations and may be expected to defend their industry should other negative documentaries about agriculture be produced in the future. Additional research should further examine the effectiveness of reflective journaling and gather student perceptions to other films or television shows that feature agriculture

A Nutty Study: A Framing Analysis of the 2009 Salmonella Outbreak in Peanut Products

The purpose of this study was to examine television news coverage of the 2009 Salmonella outbreak in peanut products through the scope of framing theory. The aim of this research was to understand how the television news media frame agricultural, particularly food safety, messages. By employing a qualitative content analysis, researchers analyzed television news transcripts from ABC, CBS, CNN, and NBC that aired during the peanut product recall. The frames found from this research were informational, anti-Peanut Corporation of America, and anti-FDA. The most commonly used sources were victims of Salmonella, politicians, and current and former FDA off icials. No agricultural frames were present, and the only agricultural organizations interviewed were one representative of the Georgia Department of Agriculture and Ag Secretary Tom Vilsack. The researchers concluded that sources did not appear to have a large impact on the way the news was covered for this study. The researchers also found a need for more scientific food safety information to be communicated to the national media

Exploring Perspectives of the Student Competencies Needed to Advocate for Agriculture

The agricultural and natural resources industries are increasingly faced with remarks and skepticism from consumers and activists alike. Equipping those in industry as well as college graduates with skills to effectively share agriculture’s story through a variety of mediums continues to increase in importance. This qualitative study sought to explore learning objectives and curriculum goals that agricultural advocates have for an undergraduate agricultural advocacy course. Phone interviews with individuals involved in agricultural advocacy revealed two-way communication skills were important when communicating with the public. Active listening, communicating with an open mind, communicating at a level of understanding, and equipping oneself with an arsenal of industry knowledge and contacts were found to be key learning outcomes for a course such as this. Further, role-playing activities, professional experiences, and online media communication abilities were also found to be important class assignments, activities, and skills that would allow students to perfect these two-way communication skills. From the findings of this study, undergraduate educators may have a better understanding of the importance of incorporating two-way communications into their curriculum as well as have a guideline for developing a course for agricultural advocacy within their agricultural education, communications, and leadership programs. The findings of this study may also help communications practitioners and Extension personnel as they prepare for agricultural advocacy efforts within their organizations

What Side Are You On? An Examination of the Persuasive Message Factors in Proposition 37 Videos on YouTube

California’s Proposition 37 was a ballot initiative to mandate labeling for products containing genetically modified organisms (GMOs). Although it eventually failed, it generated immense media exposure regarding GMOs and their possible regulatory, health, and economic impacts. The purpose of this study was to compare persuasive message factors in Proposition 37 videos on YouTube. A purposive sample was taken from an auto-generated YouTube channel, which resulted in 174 videos. Using content analysis, researchers identified the message position (for, against, or neutral), sources used, message frames, and message appeals. The majority of videos in the sample presented messages in support of the proposition. Citizens were the most common on-camera source. Proponent videos used more emotional appeals, while both videos against and neutral to the proposition incorporated more logical appeals. In addition, the research found three frames were used more by the videos in favor of the proposition than in videos identified as neutral or against. Overall, the results provide insight to how the videos representing for, against, and neutral message positions utilized various sources, frames, and message appeals. Recommendations for future research and practice are provided