An older communication method is still the primary way that members of Florida’s agricultural organizations like to be communicated to, according to a recent study.
The UF/IFAS Center for Public Issues Education in Agriculture and Natural Resources (PIE Center) surveyed members of several agricultural organizations in Florida to identify the sources they most often use and trust for information on agriculture, food, water and natural resources.
Survey results indicate that agricultural organization members prefer that their organizations communicate with them through email newsletters over newer communication methods, like social media.
“The survey indicated that, while members are open to social media and other communication methods, they still like information provided through email,” said agricultural education and communication professor and PIE Center director Ricky Telg.
The majority of members indicated that they prefer to be contacted by their organization either once a month or once a week about agricultural and natural resource issues.
Additionally, when respondents were asked which types of communication were most likely to motivate them to contact an elected official, 72 percent preferred an email newsletter. Other types of communication more highly favored by members were a printed newsletter and phone calls.
When given a selection of agricultural and natural resources information sources, members rated local Extension offices, the University of Florida/Institute of Food and Agricultural Sciences (UF/IFAS) and the PIE Center as the most trustworthy sources. Members rated social media and network and cable television as the most untrustworthy sources.
The survey also asked participants which agricultural and natural resources issues were the most important to them. Members responded that their top five most important issues were water quality, agricultural production, management of invasive spec
ies, adequate work force and agricultural water use.
“The issues that survey respondents said were most important to them are ones the PIE Center researches regularly,” Telg said. “It’s important for the PIE Center to see that our research is reflective of the needs of Florida’s agricultural community.”
Ninety-one percent of members said they believe that contacting an elected official about issues affecting Florida agriculture is the responsible thing to do.
The survey was conducted in May 2018 and included 439 members of Florida’s agricultural organizations. Members from the following organizations were surveyed: Florida Farm Bureau; Florida Cattlemen’s Association; Florida Nursery, Growers and Landscape Association; Florida Fruit and Vegetable Association; and Wedgworth Leadership Institute.
Media contact:
Ashley McLeod, ashleynmcleod@ufl.edu or 352-273-0793
Ricky Telg, rwtelg@ufl.edu or 352-273-2094
