Effective communication is fundamental in agricultural and food systems - innovations and updates are happening with greater frequency, so there is a critical need to understand where agricultural and food system leaders prefer to receive communications. Agricultural opinion leaders have a significant impact on the industry, so focusing efforts to effectively communicate with this group are very important. While it is widely acknowledged that delivering the right message to the right audience is essential, a critical gap exists in understanding how audience segmentation affects communication preferences—especially among Agricultural and Natural Resources (ANR) opinion leaders. Working with several amazing colleagues we analyzed the communication channel preferences of over 3,000 ANR leaders to identify what channels were preferred, or not.
Key Findings
The study identified key trends in how ANR opinion leaders prefer to receive information, with notable differences tied to demographic factors:
Web Pages/Blogs: Across audience segments, dedicated web pages or blogs emerged as the most preferred communication channel. This reflects the need for easily accessible, well-organized, and frequently updated digital content.
Conference Calls: Conversely, conference calls were the least favored, particularly among younger individuals and those residing outside the United States. This finding suggests that traditional communication methods may not align with the expectations of more digitally oriented audiences.
Audience segmentation plays a critical role in shaping these preferences, underscoring the need for targeted communication strategies that are responsive to demographic nuances.
Practical Implications
For communication practitioners in the agriculture and food system, these findings translate into several actionable insights:
Web-Based Channels: Prioritizing dedicated web pages or blogs is essential for effectively reaching ANR opinion leaders. These platforms should be consistently updated with engaging, relevant content to maximize their impact.
Conference Calls: Given their limited appeal, conference calls should be used selectively and only in cases where there is strong evidence of effectiveness for a specific audience.
Effectively communicating with ANR opinion leaders requires an understanding of their distinct preferences and the channels they are most likely to engage with. This research reinforces the importance of investing in digital communication platforms, particularly dedicated web pages and blogs, which are the most preferred channels among ANR opinion leaders. By tailoring communication efforts to these preferences, communicators can ensure that their messages not only reach their intended audiences but also resonate in ways that drive meaningful engagement. I've included the full manuscript below if you would like to read more. Please be sure to share your thoughts and insights using the comments.
Lamm, K. W., Borron, A., Holt, J. & Lamm, A. J. (2019). Communication channel preferences: A descriptive audience segmentation evaluation. Journal of Applied Communications, 103(3). https://doi.org/10.4148/1051-0834.2238
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