Crisis communication needs assessment: A Delphi study to enhance instruction for agricultural communicators and other stakeholders.

Leslie Edgar, Don Edgar, Abigail McGuire, Tracy Rutherford, David Doerfert, Theresa Murphrey

Research output: Contribution to journalArticle

Abstract

Agricultural communicators and industry stake­holders need to develop, prepare and implement crisis communication plans to help assure the sustainabil­ity of the agricultural industry. This study sought to determine competencies, traits, skills and tools needed by agriculture crisis communication professionals who manage public communication during times of turmoil. The researchers used a five-round Delphi to identify crisis communicator needs and the extent to which the identified competencies, traits, skills and tools exist in and with industry professionals. Eight major crisis communication need areas were identi­fied and verified in the first two Delphi rounds: (a) areas of experience; (b) communication, media and technical skills; (c) contingency plans and prepared­ness; (d) learning/training needs and opportunities; (e) media and technical skills; (f) networking oppor­tunities; (g) personal traits; and (h) supplies and tools. Round three employed a five-point Likert-type scale t
Original languageEnglish
Pages (from-to)52-62
JournalNorth American Colleges and Teachers of Agriculture Journal
StatePublished - Dec 2012

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