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Program Marketing in
Agricultural and Extension Education

Class 12:
Computer, book, and direction sign for class objective section 		Handling Communication Crisis/Assessing Risk Perception

After completing this class, learners will be able to:
Learning objectivesPlan a comprehensive marketing plan tailored for their programs.
Learning objectivesImplement a comprehensive marketing plan tailored for their programs.
Learning objectivesEvaluate a comprehensive marketing plan tailored for their programs.

Specifically, learners will be able to:
Learning objectivesHandle a communication crisis with appropriate marketing efforts.
Learning objectivesAssess perception of risk.
Assignments:
Computer keyboard for assignments section
  1. Teasing facts from emotion can be challenging when dealing with controversial topics (Think E. coli, hog manure, etc.). Read chapter 24 in the text to gather tips for dealing with crisis situations.
  2. Have you ever encountered a crisis in the profession? Get advice for dealing with such a situation from this article entitled "Responding to Farm Crisis".
  3. Read the Journal of Extension article - Telephone hotlines can help diffuse crisis situations by providing factual information.
  4. Remember the alar scare. Read about risk assessment in chapter 27 in the text.
  5. Mad cow, foot and mouth disease and E. coli poisoning have raised concerns over consumption of beef and other animal products. Surf for articles concerning these issues. Do you believe the writings were factual? Save sites for activity section.
  6. The Rothstein Catalog on Disaster Recovery offers a host of books, videos, etc. involving crisis management.
  7. Remember to spend time preparing your class paper that is due next week.
Learning Activities:
Computer for learning activity section
Computer depicting learning activity Have you had, or do you know of a communication crisis involving work within agricultural or Extension education? Send an email and explain how you or the teacher or agent handled the situation. Please remember to protect names of those involved.
Computer depicting learning activity Share one of the sites found in assignment #5. Give your perception of the article's presentation. Tell how you, as an agriculturist, could help educate the general population on the issue in a "just the facts" manner.
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