Trying to Relate: Media Relations Training Needs of Agricultural Scientists

摘要

This study uses a descriptive survey to examine the perceptions agricultural scientists have of the news media and the perceived need for media relations skills. The results showed that respondents were more negative about national news coverage and more positive about local news coverage of agricultural and scientific stories. They also were more favorable in their perceptions of coverage of general science topics than of stories in their agricultural discipline. Significant differences were found in respondents' confidence in communicating with the news media on the basis of gender and age. Overall, respondents were confident in their media relations capabilities; however, areas in which respondents indicated they might take training included communicating in crisis situations and writing newspaper columns.