{"id":11351,"date":"1999-01-04T13:10:50","date_gmt":"1999-01-04T13:10:50","guid":{"rendered":"http:\/\/wordpress.library.illinois.edu\/funkaces\/?p=11351"},"modified":"2018-03-04T01:15:13","modified_gmt":"2018-03-04T01:15:13","slug":"acdc-news-issue-99-12","status":"publish","type":"post","link":"https:\/\/wordpress.library.illinois.edu\/funkaces\/acdc-news-issue-99-12\/","title":{"rendered":"ACDC News \u2013 Issue 99-12"},"content":{"rendered":"

<\/a>1998-1999 Ag Media Report added to ACDC collection<\/b>.<\/h3>\n

This report highlights results of telephone interviews with 2,443 farmers in the U.S. with farm income of $40,000+. The study, sponsored by the National Association of Farm Broadcasters, featured three waves of interviews during April 1998, September 1998 and February 1999.<\/p>\n

Findings identify farm publications read, radio listening, television viewing, electronic data service usage, Internet usage and kinds of information that farmers need and want.<\/p>\n

Title to request: “Ag Media Report 1998-1999”<\/p>\n

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<\/a>“Are agricultural\u00a0<\/b>communicators really listening?<\/b>“<\/h3>\n

Julie Gay asked this question in a recent issue of the Agricultural Relations Council newsletter, ARCLight. She observed that in agribusiness communications the farmer\u2019s voice is being repeatedly filtered. “Typically one farmer message must go through the following filters,” she explained.<\/p>\n

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  1. Local dealer<\/li>\n
  2. District manager<\/li>\n
  3. Sales and\/or marketing manager<\/li>\n
  4. Market research firm<\/li>\n
  5. Market research telephone surveyor<\/li>\n
  6. Communications agency account supervisor<\/li>\n
  7. Communications agency account executive<\/li>\n
  8. Communications agency creative staff<\/li>\n
  9. Communications agency media director<\/li>\n
  10. Top decision maker in client company<\/li>\n<\/ol>\n

    “How many of these 10 filters have actually talked to the farmer?” she asked. She said the accuracy of market research also needs to come into question because “farmers aren\u2019t necessarily telling the truth when they answer the phone call, or fill out the form” \u2026and “women\u2026aren\u2019t counted.” She believes it isn\u2019t clear what will be needed to hear the farmer voice.<\/p>\n

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    <\/a>Recent references\u00a0<\/b>about crisis communication<\/b>.<\/h3>\n

    Following are several documents that provide useful background information and detailed procedures related to the growing interest in risk communication. You can see them on the AgriFood Risk Management and Communication web site\u00a0http:\/\/www.oac.uoguelph.ca\/riskcomm<\/a>\u00a0or check with us.<\/p>\n