Agricultural communications in action : a hands-on approach / Ricky Telg, Tracy Anne Irani

Includes bibliographical references and index

SECTION 1 Introduction and Message Development -- chapter 1 Introduction to Agricultural Communications -- Objectives -- Key Terms -- Introduction -- Defining Agricultural Communications -- Brief History of Agricultural Communications -- Careers in Agricultural Communications -- Learning More About Agricultural Communications -- Summary -- Chapter Exercises -- References and Further Reading -- chapter 2 Effective Communication and Message Development -- Objectives -- Key Terms -- Introduction -- The Process of Communication -- Types of Communication -- Knowing Your Audience -- Tools to Help You Write Effectively -- Elements of a Message -- Messages in the Media -- Visual Aids and Presentations -- Summary -- Chapter Exercises -- References and Further Reading -- chapter 3 Research Methods Used in Communication -- Objectives -- Key Terms -- Introduction -- Sampling and Audience Analysis -- Surveys -- Content Analysis -- Focus Groups -- Summary --Chapter Exercises -- References and Further Readings -- SECTION 2 Writing and Document Design -- chapter 4 Business Communication -- Objectives -- Key Terms -- Introduction -- Business Writing -- Writing Clearly -- Components of a Business Letter -- Business Letter Formats -- Types of Business Letters -- Memos -- E-mail, Text Messaging, and Instant Messaging -- Making Telephone Calls with Poise -- Application Letters and Resumes -- Writing Personal Statements -- Summary -- Chapter Exercises -- References and Further Readings -- chapter 5 News Media Writing -- Objectives -- Key Terms -- Introduction -- What Is News? -- News Writing Style -- News Writing for Print Stories -- Feature Writing -- News Writing for Television and Radio Stories -- Conducting Interviews for News Stories -- Summary -- Chapter Exercises -- References and Further Reading -- chapter 6 Document Design -- Objectives -- Key Terms -- Introduction -- Document Design -- Document Production Process -- Getting Started in the Design Process -- Principles of Document Design -- Elements of Document Design -- Graphic File Formats -- Paper and Ink -- Brochures and Newsletters -- Summary -- Chapter Exercises -- References and Further Reading -- SECTION 3 Visual Communication -- chapter 7 Public Speaking -- Objectives -- Key Terms -- Introduction -- Types of Interpersonal Communication -- Preparing the Speech -- Writing the Speech -- Public Speaking Tools -- Types of Speeches -- Overcoming Public Speaking Anxiety -- Summary -- Chapter Exercises -- References and Further Reading -- chapter 8 Visual Communication -- Objectives -- Key Terms -- Introduction -- Visual Aids -- Visual Communication Design Principles -- Posters, Fliers, Displays, and Projected Materials -- Summary -- Chapter Exercises -- Reference and Further Reading -- chapter 9 Digital Photography and Photographic Editing -- Objectives -- Key Terms -- Introduction -- How Digital Photography Works -- Selecting a File Format -- Light, Colors, and White Balance -- Digital Photography Composition Techniques -- Types of Photos -- Photo Editing -- Saving Your Edited Photo -- Photo Releases -- Summary -- Chapter Exercises -- References and Further Reading -- SECTION 4 Video and Online Communication -- chapter 10 Video and Audio Production -- Objectives -- Key Terms -- Introduction -- Is a Video Production Right for You? -- The Video Production Process -- Scriptwriting -- Video Equipment -- Audio Equipment for Radio and Podcast Productions -- Video Shot Composition -- Other Video Considerations -- Recording Audio -- Video Editing -- Video Editing Concepts -- Video Shooting and Editing for the Web -- Video Releases -- Summary -- Chapter Exercises -- References and Further Reading -- chapter 11 Writing and Designing for the Web -- Objectives -- Key Terms -- Introduction -- Web Basics -- Writing for the Web -- What Makes a Good Website? -- HTML: The Language of the Web -- Good Design Principles for the Web -- Navigation and Links -- What Makes a Website "Bad"? -- Getting People to Visit Your Web Page -- Summary -- Chapter Exercises -- References and Further Reading -- ch. 12 New Media -- Objectives -- Key Terms -- Introduction -- The Beginnings of "New Media" Research -- A New and Converging Media -- Social Media -- Managing Your Online Presence -- Making New Media Work for You -- Summary -- Chapter Exercises -- References and Further Reading -- SECTION 5 Working with the Media -- ch. 13 Media Relations -- Objectives -- Key Terms -- Introduction -- What Media Relations Can Do -- Developing a Media Relations Strategy -- Working with the News Media -- Thinking Like Reporters -- News Releases and Public Service Announcements -- Media Interview Skills -- Summary -- Chapter Exercises -- References and Further Reading -- ch. 14 Risk and Crisis Communication: When Things Go Wrong -- Objectives -- Key Terms -- Introduction -- Risk Communication -- Crisis Communication -- Summary -- Chapter Exercises -- References and Further Reading -- SECTION 6 Putting It Together -- ch. 15 Persuasion and Persuasive Informational and Educational Campaigns -- Objectives -- Key Terms -- Introduction -- Persuasion Strategies -- Preparing Your Persuasive Paper or Speech -- Persuasion in the Media -- The Psychology of Persuasion -- Informational and Educational Campaigns -- Summary -- Chapter Exercises -- References and Further Reading -- ch. 16 Planning Special Events -- Objectives -- Key Terms -- Introduction -- Making an Event "Special" -- Stages of a Special Event -- Event Marketing and Public Relations -- Types of Events -- Summary -- Chapter Exercises -- References and Further Reading -- chapter 17 Communications Campaign Development -- Objectives -- Key Terms -- Introduction -- Communications Campaigns -- Integrated Marketing Communications -- Media Usage -- Developing an Effective Communications Campaign, Step-by-Step -- Summary -- Chapter Exercises -- References and Further Reading -- SECTION 7 The Future -- chapter 18 Future of Agricultural Communications -- Objectives -- Key Terms -- Introduction -- Trends -- Future -- Summary -- Chapter Exercises -- References and Further Reading