Shelly Sitton
Instructor
Oklahoma State University Agricultural Communications

Doug R. Ullrich
Assistant Professor, Department of Agricultural Sciences
Sam Houston State University

Abstract

This paper examines the effectiveness of the methods used to deliver Extension news in Oklahoma. All Oklahoma Cooperative Extension Service agents were surveyed to determine their use of news releases prepared and distributed by the Oklahoma State University agricultural communications unit. Results indicate most agents perceive contacting the media is their responsibility, but that perception often did not translate into actual media contacts. Analysis is based on a 86 percent response rate. Results of this survey brought about a change in how the Extension news is currently delivered in Oklahoma.

Cooperative Extension is the lay personís educational arm of the land-grant universities located within each state. As the university develops new technologies, [innovations] or new methods for using old technology, Extension provides the means for disseminating these technologies or methods (Sanders, 1966). The United States Cooperative Extension Service is a large organization requiring the time and effort of many people. Like all organizations, its value lies in its accomplishments and in the desired changes it effects or to which it contributes. Every agent seeks to implement programs that achieve desired results with minimum time and resources (Reeder, 1974). Cutbacks in Extension funding, as well as a growing percentage of Extension clientele working with set hourly schedules, have made it more difficult for agents to use the more personal communication methods such as meetings, field days, and workshops (Fett, Shinners-Gray, Duffy & Doyle, 1995).

Extension uses a wide range of educational methodology and has made effective use of mass media, including newspapers, magazines, radio broadcasts, and television programs. Beck and Cilley (1994) found that public relations efforts were developed in a drastically different method than before. Warner and Christenson’s study (as cited in Fett et al., 1995) reported that in a nationwide survey 99 percent of people who used Extension information received the information from newspapers and other printed materials while only 39 percent had attended an Extension meeting or workshop within the last year. Steele (as cited in Fett et al., 1995) found 80 percent of Wisconsin residents had some contact with Extension during the previous two years, with 98 percent receiving Extension information via mass media. Fett et al. looked at the use of mass media in Brown County, Wisconsin, and found respondents viewed the mass media as the most important source of Extension information.

Prior to April 1994, the Oklahoma State University agricultural communications press unit distributed two packets of different stories each week as Oklahoma Cooperative Extension Service press packets: one packet to field staff and one directly to Oklahoma’s media outlets. Due to expansion of writing staff job responsibilities and a need to select one press packet distribution method, the OCES associate director chose to send all press packet materials to the agents for media distribution. Beginning April 11, 1994, press packet materials were sent only to OCES field staff for media use (D. R. Stotts, OCES communications specialist, personal communication, December 2, 1997).

This study deals with an evaluation of the materials and methods of information dissemination used by the Oklahoma Cooperative Extension Service.

This study was developed to evaluate the utilization of the OSU press packets and the efforts of agents in regard to public relations efforts with newspapers and radio stations within their assigned counties. Specific objectives for the study were as follows:

1. To describe demographic characteristics of the agents in the Oklahoma Cooperative Extension Service.
2. To determine the proportion of agents who distribute Cooperative Extension news materials from the prepared press packet to their local news media.
3. To determine the level of personal interaction between agents and news media personnel.
4. To determine what percentage of news materials in the press packet were delivered to news outlets.
5. To compare the use of Oklahoma Cooperative Extension press packet materials by OCES districts.

Data for this study were collected using a researcher-developed instrument in the Fall of 1995. Content validity of the instrument was determined by a panel of experts made up of agricultural communications staff in the Department of Agricultural Education, Communications, and 4-H Youth Development, Oklahoma Cooperative Extension Service district directors, 10 OCES agents, and five members of the news media as well as agricultural education graduate students. The scope of the study included the Cooperative Extension Service field staff in the state of Oklahoma. A total of 199 extension personnel were included in this study and were identified by the OCES as being employed as of June 1995. The instrument was mailed with a cover letter and instructions to return it through OCES pouch mail. The district directors also addressed the importance of the study at district agents’ meetings. Surveys were received from 128 agents (64.3%) after the first mailing. A second mailing was conducted, and 48 additional surveys were returned. A follow-up of non-respondents was not conducted.

The total response rate was 86.4 percent with 176 of the 199 agents responding. The instrument consisted of 16 forced response type questions concerning responsibility and usage, frequency of utilization, delivery time, press packet utilization, and demographic information. The last section included an open-ended question to gather personal comments from the agents. The nature of the instrument made the determination of a reliability coefficient inappropriate. Percentages, frequencies, means and Student-Newman-Kuels test for variability were utilized to analyze the data using SAS.

The responding OCES agents represented all OCES districts. The Northeast District had the most respondents with 52 (30.20%) followed by the Southwest with 51 (29.70%), the Southeast with 38 (22.10%) and the Northwest with 31 (18%). A nearly equal percentage of the respondents were male (49.41%) and female (50.58%). The agents’ length of service within the OCES was seemingly balanced throughout the selected groupings. The largest group was the 0-5 year range which included 27.90 percent while the smallest was the 16-20 year service group. (see Table 1).

The second objective of the study was to determine the proportion of Oklahoma Cooperative Extension agents who deliver Cooperative Extension news material from the prepared press packet to their local news media. The overwhelming majority, more than 86 percent, of the agents consider contacting the media their personal responsibility and almost 96 percent are familiar with newspaper deadlines. Personal delivery of the materials to the media outlets was completed by more than 62 percent. Newspapers are considered a priority for delivery of materials by nearly 71 percent of the agents, while only about 30 percent considered delivery to radio stations a priority.

The frequency of utilization of media outlets to provide information to the public is presented in Table 2. Close inspection of Table 2 reveals that about 47 percent of the respondents never utilize radio broadcasts while newsletters are used by 88 percent of the agents. Furthermore, more than 98 percent of the agents indicated they use newsletters to distribute press packet materials, with more than 50 percent using the material within two weeks of when they received the information.

 Table 2. Agents’ Use of Media Outlets

To determine what percentage of the news material in the press packet is delivered to the news outlets, agents were asked how many of the stories from each weekly press packet are delivered to the newspapers. Forty-three percent of the respondents indicated 1-30 percent of the material was delivered, while more than 30 percent of respondents stated that 31-60 percent of the material was delivered to media outlets. When asked the same question about radio stations, more than 55 percent indicated that ìnoneî of the material was delivered. Furthermore, nearly 42 percent of the agents attested that ìnoneî of the materials were used as a basis of a regular newspaper column, while more than 65 percent of the agents indicated they used information about youth activities (see Tables 3 and 4).

 Objective five was to compare the use of press packet materials by OCES districts. Significant differences (determined with 95 percent reliability) between the four districts were found in several areas. The Northeast and the Southwest districts were found to be significantly different from the Southeast district in that the Northeast and Southwest agents personally deliver more press packet materials.

The Southeast and Southwest agents deliver materials to radio stations and they utilize radio broadcasts significantly more frequently than the agents of the Northwest and the Northeast districts. Furthermore, the Northeast district agents take significantly longer to pass along the press packet materials than do the agents in the Southwest district.

Planning media campaigns was found to be considerably different within the Southeast district than the other three districts. The agents within the Southeast district plan media campaigns significantly more often than those in the other districts.

The Northeast district used a significantly smaller percentage of press packet material for delivery to the radio stations than either of the other three districts. The Southeast, Northwest and Southwest substitute their name for the state specialistís name as a source significantly more often.

Seventy-two of the respondents offered additional comments. The length of the articles was of the most concern while several stated the materials were utilized mainly as the basis for newsletters. Other comments included several suggestions: the OCES revert back to the old system of disseminating information; there are typos and grammatical problems; and more stories are needed for radio broadcasts. Several agents indicated they need more training or that they didn't know about the press packets. Others suggested they need the packets earlier and that more information on horticulture, safety, and health is needed.

Based on the finding in this study:

1. There are approximately an equal number of male and female agents, and the number of agents is basically level throughout the years of experience except in the 16-20 year range.
2. OCES agents consider contacting the media their personal responsibility and are familiar with newspaper deadlines. In addition, the agents personally deliver materials to media outlets.
3. The delivery of press packet materials to radio stations was not considered a priority. Agents do not deliver materials to radio stations and do not use radio broadcasts to disseminate press packet information.
4. Newsletters are extremely popular with OCES agents. Furthermore, the agents used the press packet materials to develop their monthly newsletters.
5. Youth activity materials from the press packets seem to be the most popular items used by the agents in their media efforts. This may be due to the types of stories small town newspapers like to print.
6. Of the relatively few news releases delivered to radio station, Southeast and Southwest agents deliver more press packet materials to radio stations as well as use more radio broadcasts that the Northeast and Northwest district agents. In addition, the Southwest district passes along press packet material faster than the other districts.
7. Southeast agents plan public relations campaigns considerably more often than the agents in other districts.

1. Since a wide variety of findings were identified within and across the districts regarding newspaper and radio media utilization, in-depth training on the use of media outlets, press packets, article development, and agent responsibilities needs to be developed and implemented immediately by state and district staff.
2. The use of radio stations as a means of disseminating information needs to be emphasized. However, the competitiveness of the major market (i.e., Tulsa, Oklahoma City) radio stations makes it difficult for agents to access. Therefore, in-depth training in conducting radio programs should be provided by the Extension communications specialists.
3. The agricultural communications staff in the Department of Agricultural Education, Communications, and 4-H Youth Development should develop radio scripts and articles as well as OCES public service announcements for easy use by agents in developing radio programs.
4. The agricultural communications staff in the Department of Agricultural Education, Communications, and 4-H Youth Development should shorten, proofread, and format news stories in a way that makes it easy for agents to localize such stories.
5. Additional research should be conducted to verify and determine the reasons for what appears to be a negative perception of the use of radio as a medium for OCES information.

As a direct result of the information compiled from this research and an accompanying survey of Oklahoma media, the method for delivering Extension news in Oklahoma was changed June 26, 1996. Currently, the agricultural communications press unit distributes news releases directly to the media, primarily via electronic mail, electronic bulletin boards, and the Internet. A limited number of news releases must still be sent via the U. S. Postal Service where technology is unavailable. For reference purposes, Extension personnel also receive copies of the releases. According to communications specialists Bob Keating and Donald Stotts in the agricultural communications press section, there has been an increase in the use of these news releases by the media, on a local, regional, national, and international basis, since the department returned to direct media distribution (D. R. Stotts, personal communication, December 2, 1997).

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