Klae D. O'Brien, Sarah A. Bush, Kattlyn J. Wolf, Maggie Elliot
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引用次数: 0
摘要
随着合作推广服务(CES)的发展、农业的演变和城市化进程的加快,推广专业人员面临的挑战是通过向社区提供可靠的、以研究为依据的信息,继续满足其服务对象的需求。这包括利用适当的传播手段来接触他们的服务对象。因此,本研究旨在考察爱达荷大学 CES 专业人员及其服务对象的交流偏好,以及最常用的交流类型和渠道。我们采用了横截面描述性普查设计,对爱达荷大学 CES 的所有教师和教育工作者进行了调查。我们通过描述性统计、Wilcoxon 符号秩检验和配对样本 t 检验对数据进行了分析。爱达荷大学 CES 专业人员主要将个人交流渠道列为首选交流方式。然而,他们认为,他们的支持者可能比他们更喜欢大众或群体传播渠道。CES 专业人员应利用受众细分来更好地服务于他们的选民。COVID-19 还大大增加了准备传播和利用大众传播的时间。在 COVID-19 期间,以技术为基础的传播有所增加,但重要的是要考虑选区的可及性。了解选民有哪些可用资源,以及他们喜欢以何种方式接收信息,有助于传播与信息服务专业人员与受众保持联系。
The communication preferences of University of Idaho Extension professionals and their constituents
As Cooperative Extension Services (CES) grow, agriculture evolves, and urbanization increases, Extension professionals are challenged to continue meeting the needs of their constituents by providing reliable, research-backed information to their communities. This includes utilizing appropriate communication means to reach their constituents. Therefore, the purpose of this study was to examine the communication preferences of University of Idaho CES professionals and their constituents and the communication types and channels most used. We used a cross-sectional descriptive census survey design and administered the survey to all University of Idaho CES faculty and educators. We analyzed the data via descriptive statistics, Wilcoxon signed rank tests, and paired sample t-tests. University of Idaho CES professionals ranked mainly individual communication channels as their preferred method of communication. However, they felt their constituents may prefer mass or group communication channels more than they do. CES professionals should utilize audience segmentation to serve their constituents better. COVID-19 also significantly increased the time spent preparing communications and utilizing mass communications. While technological-based communication increased during COVID-19, it is important to consider access and availability to constituents. Understanding what resources constituents have available and how they prefer to receive their information, can help CES professionals maintain relationships with their audiences.