Nelson Higher Education

Higher Education

Agricultural Communications in Action: A Hands-On Approach, 1st Edition

  • Ricky Telg
  • Tracy Anne Irani
  • ISBN-10: 1111317143
  • ISBN-13: 9781111317140
  • 368 Pages | Hardcover
  • COPYRIGHT: 2012 Published
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About the Product

Packed with real-life illustrations and practical applications, AGRICULTURAL COMMUNICATIONS IN ACTION: A HANDS-ON APPROACH helps students become better equipped as effective communicators. With a high degree of correlation to the AFNR Standards, this exciting First Edition is focused specifically on skills-building and communication concepts. It helps students understand the broad methods utilized in communication--whether it be in journalism, through social media, or in other outlets. With the text's breadth and depth of coverage, students can master communications development concepts quickly and then immediately put them into action. Current communication trends are integrated throughout this practical, "how-to" text. It also includes insight from real professionals in various agriculture-related industries, illustrating how they tackle communication issues and problems. Communications skills are critical to student success in high school, college, and their careers. By learning and applying the contents of this book, students will be better able to communicate the importance of agriculture to the world around them.


  • Agricultural Communications in Action: A Hands-On Approach showcases a comprehensive range of communication skills, knowledge, and styles--making it a "one-stop shop" for instructors.

  • Proven practitioners and professors, the authors bring the ideal mix of real-world and classroom expertise.

  • Practical and reader friendly, the book explains concepts in easy-to-understand and easy-to-apply ways with plenty of hands-on applications, including end of chapter activities and questions.

  • Engaging real-life examples and sidebars from agricultural professionals illustrates how to tackle communication issues and problems in a wide range of settings.

  • Specific written communication topics covered include message development, research methods, writing, and document design.

  • Coverage of visual communication discusses how to design posters, fliers, displays, and projected presentations; how to shoot and edit digital photographs; and how to speak in public.

  • Video and online communication coverage emphasizes basic principles of Web page design and how to integrate "new media"--including social media--into effective communications messages.

  • Working with the media discusses how to work with news media to get information out about events and activities and how to communicate during a crisis situation.

  • "Putting It All Together" takes the content from the previous chapter and applies it to developing persuasive messages, planning special events, and developing communication campaigns.

About the Author

Ricky Telg

Ricky W. Telg, Ph.D., a professor at the University of Florida, has taught communication courses on digital media development and news writing for more than 15 years. Before joining UF's Department of Agricultural Education and Communication in 1995, he worked as a television reporter, radio personality, and newspaper reporter and editor. At UF, Dr. Telg advises the collegiate organization Agricultural Communicators and Leaders of Tomorrow and serves on several college and university committees that focus on enhancing undergraduate education and communication skills. He has served in leadership roles in several national organizations, including the National Agricultural Communicators of Tomorrow--where he was national ACT adviser for five years--and the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE). Dr. Telg has received UF's College of Agricultural and Life Sciences' Undergraduate Advisor of the Year and Undergraduate Teacher of the Year awards. In 2010 he was selected as one of two national U.S. Department of Agriculture Food and Agricultural Sciences Excellence in Teaching Award recipients, and in 2008 he was named the North American Colleges and Teachers of Agriculture's (NACTA) Southern Region Outstanding Teacher. Dr. Telg has presented numerous papers at regional, national, and international meetings and has published many articles on distance education- and agricultural communications-related topics. He has a bachelor's degree and doctorate from Texas A&M University and a master's degree from the University of North Texas.

Tracy Anne Irani

Tracy A. Irani, Ph.D. is a professor at the University of Florida, teaching courses in communication campaigns, public relations, Web design, and critical and creative thinking. Previously she worked in marketing, public relations, and advertising. Dr. Irani holds a teaching and research appointment in the area of agricultural communications. She is currently development director for the Florida Center for Public Issues Education in Agriculture and Natural Resources in UF's Department of Agricultural Education and Communication. Her research interests focus on critical thinking, problem solving, and decision making with respect to controversial science, communications, and technology issues. She is a certified administrator of the Kirton Adoption Innovation (KAI) inventory. She is a past chair of the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE) Research and Academic Programs Special Interest Groups and is a past president of UF's chapter of Gamma Sigma Delta, the international agricultural honorary society. In addition, Dr. Irani is past head of the Association for Education in Journalism and Mass Communication's Science Communication Interest Group. She has authored numerous research articles and made presentations at local, national, and international meetings on marketing communications, new and social networking media, branding, problem solving and decision making, and distance education. Dr. Irani received a bachelor's of arts degree in journalism and communications from Point Park College, a master's degree in corporate communications from Duquesne University, and a doctorate in mass communications from the University of Florida.

Table of Contents

1. Introduction to Agricultural Communications.
2. Effective Communication and Message Development.
3. Research Methods.
4. Business Writing.
5. News Media Writing.
6. Document Design.
7. Public Speaking.
8. Visual Communication.
9. Digital Photography and Photographic Editing.
Section IV: Video and Online Communication.
10. Video and Audio Production.
11. Web Design.
12. New Media.
13. Media Relations.
14. Risk/Crisis Communication.
Section VI: Putting it Together.
15. Persuasion and Persuasive Information and Educational Campaigns.
16. Special Events.
17. Communications Campaign Development.
18. Future of Agricultural Communications.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

ClassMaster  (ISBN-10: 1111317151 | ISBN-13: 9781111317157)

The ClassMaster CD-ROM to accompany Agricultural Communications in Action: A Hands-On Approach is a unique and complete instructor's teaching package on CD-ROM composed of innovative tools designed to correlate to and reinforce the text. It includes: An Instructor's Guide consisting of additional assignments, discussion topics, chapter resources, and teaching tips; PowerPointsTM Presentations; Computerized Testbank containing questions for creating and administering exams; Instructional videos; A Toolkit including worksheet activities; Associated Press Quizzes/Answers; Campaign Planning Guide; Program Tutorials.