Abstarct:
Agricultural communicators and industry stakeholders need to develop, prepare and implement crisis communication plans to help assure the sustainability of the agricultural industry. This study sought to determine competencies, traits, skills and tools needed by agriculture crisis communication professionals who manage public communication during times of turmoil. The researchers used a five-round Delphi to identify crisis communicator needs and the extent to which the identified competencies, traits, skills and tools exist in and with industry professionals. Eight major crisis communication need areas were identified and verified in the first two Delphi rounds: (a) areas of experience; (b) communication, media and technical skills; (c) contingency plans and preparedness; (d) learning/training needs and opportunities; (e) media and technical skills; (f) networking opportunities; (g) personal traits; and (h) supplies and tools. Round three employed a five-point Likert-type scale to rank the eight identified need areas. Eleven independent items from the eight need areas for crisis communicators were noted with 100% acceptance for being highly important (M = 5, SD = 0) competencies, traits, skills and tools. There was no single crisis communication competency, trait, skill and/or tool where 100% of the participants ranked themselves as expert. Final rounds created a succinct, yet comprehensive and validated list of competencies, traits, skills and tools needed to train crisis communicators. Strategies and recommendations for improving crisis communications education and training are noted.
Key Words:
Crisis communication, strategies and recommendations
 8 Edgar NACTA Journal Dec 2012.pdf | [ ] | 470 kB |
