UGA Bulletin

Course Description

This course will use a critical thinking approach to analyze and discuss the pros and cons of emerging conversations and communication techniques used surrounding agricultural and environmental science innovations. The course will introduce and cover strategies and tactics for communicating most effectively about innovations with the scientific community, decision makers, and the general public.

Athena Title

Communicating AES Innovation

Equivalent Courses

Not open to students with credit in AGCM 8700E

Non-Traditional Format

Additional assignments include science communication analysis papers and a communication campaign effectiveness report.

Semester Course Offered

Offered fall

Grading System

A - F (Traditional)

Student learning Outcomes

Students will assess how the constantly changing communication environment impacts the way we can and should communicate about AES innovation with different groups.
Students will conceptualize strategic communication as it relates to the goals of translating and disseminating scientific information and research.
Students will analyze the effectiveness of AES innovation communication efforts/campaigns based on communication theory, previous research, and faculty experience.
Students will develop a strategic approach to communicating about AES innovation with the academic community, decision-makers, and the public.

Topical Outline

Science communication as a concept
Unique aspects of communicating about AES science
Audience segmentation
Communicating with the scientific community
Interdisciplinary nature of AES
Goals highlighted by NIFA, NSF, and UN
Communicating with the scientific community
Communicating with decision-makers
Political dynamics - identifying what decision-makers care about – constituent needs versus reelection
Communicating with decision-makers at the local and state level
Communicating with the public
Use of mass versus social media
Use of video online
Communication strategies
Risk communication
Communication strategies
Proactive vs. reactive communication
Communication campaign analytics
Importance of sentiment
Future challenges and how we prepare for an uncertain future

Institutional Competencies Learning Outcomes

Communication

The ability to effectively develop, express, and exchange ideas in written, oral, interpersonal, or visual form.

Creativity & Innovation

The capacity to combine or synthesize existing ideas, images, or expertise in original ways and the experience of thinking, reacting, and working in an imaginative way characterized by innovation, divergent thinking, and risk taking.

Critical Thinking

The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.

Syllabus

publish

Communicating about Agricultural and Environmental Scientific Innovation