212-430 Communicating Agricultural & Environmental Technology

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Objectives:

In professional employment in agriculture, forestry or elsewhere it is necessary to communicate effectively with clients, employers and employees. This subject aims to provide an understanding of the principles of effective communication, the practical skills to communicate effectively, and the development of skills in critical analysis of communication problems.

On completion of this subject, students should be: aware of the important role of people in agricultural and environmental systems; able to understand the role of agricultural and environmental advisory and consulting services as processes of information exchange and guided change, as systems for facilitating the flow of information between agencies and the general public, and as systems for assisting users of technical information to make better decisions; aware of the role of government agencies, commercial firms and private consultants in information exchange; familiar with the theoretical background to the communication of agricultural and environmental technology; able to complete simple analyses of communication problems; able to plan communication strategies involving use of different media as well as face-to-face communication; able to carry out practical methods of communication; aware of ethical issues related to extension practices; able to determine producers' goals and appreciate the variation in individuals' goals and objectives.

Content:

Communication of agricultural and environmental technology as processes of information provision and exchange; for assisting information users to make better decisions; and for facilitating information flow between individuals and between agencies and individuals. The communication skills of writing, speaking, body language, establishing rapport, questioning and listening. Community consultation and mass media techniques. Working with groups, including leadership, conflict management, managing difficult people, and assertiveness. Marketing, including selling vs. marketing, and finding out clients needs. Adult learning, adult learning models, and influencing human behaviour. Interpretation of natural resources including forest to the general public. Business decision making; project management; evaluating the effects of communication projects. Public vs private extension, Australian and overseas extension models, extension in less industrialised countries. The ethics of social influence applied to extension and communication. Case studies.

Industry project: The industry project provides an opportunity to study and learn about communication and marketing techniques used by an agricultural or forestry business or government department and to apply the issues studied in lectures to industry. Students will be expected to visit and observe or work with a business for two days and during that time undertake a project related to communication or marketing.

Assessment:

Prescribed Texts:

• van den Ban A W and Hawkins H S, Agricultural Extension, 1st ed. 1988 Longmans.