Communication

1
Communication

• The basis of agricultural extension (2)
• Effective meetings (9)
• Applied learning theory (3)
• Face-to-face communication (4)
• Extension writing(5)
• Media (6)
• Public speach (7)

2
Communication The basis of agricultural
extension
3
The communication process
Recievers
Message
Action/results
Sender
Communication channels
4
The sender
Superiors
Private sector Other departments
groups Media End users, farmers, communities
Specialists Researchers Subordinates Students Publ
ic
5
EO must

• Good relations with farmers
• Identify understand current farming practices
  ensure relevant messages
• Assist farmers to diagnose problems
• Identify alternative solutions
• Development of linkages for farmers
• Assist farmers to aquire relevant knowledge
  skills
• Reinforce positive decisions by farmers

6
MESSAGE
EXTENSION
Farmers communities

• Relevant
• Simple
• Defined
• Structured
• Repeat
• Use different channels
• Comparative contrastive

RESEARCH
7
COMMUNICATION CHANNELS
8
RECIEVERS

• Understand and know target groups
• Value systems
• Culture
• Saying 7 thinking of community
• Type of farmers
• Characteristics
• Literacy levels
• What influence decisions
• Socialise etc.

9
Communication barriers

• Tradition
• Culture
• Pride dignity
• Relative value of technology
• Physical environment
• Pre-occupation with own thoughts
• Hostility
• Stereotyping
• Past experience
• Defensiveness

10
How successful extensionists communicate

• Spend time energy to get message across and
  have greater contact with farmers
• Consider farmers needs
• Work with empathy
• Use right mix of communication channels
• Work through local leaders
• High credibility from community
• Enhance independent decision making