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Identification of strategic communication competencies for county extension educators: a Delphi study

Caldwell, Cassandra Denise

Abstract Details

2005, Doctor of Philosophy, Ohio State University, Agricultural Education.
The purpose of this study was to identify strategic communication competencies for county Extension educators nationally as perceived by a panel of experts. The objective of the study was to obtain consensus regarding strategic communication competency statements for county Extension educators in the United States. The researcher used a modified Delphi Technique to identify the competency items essential for county Extension educators to perform strategic communication functions. A purposive sample of twenty professionals familiar with Extension and communication served on the panel of experts. Fifty-five competency items achieved consensus. Fourteen competency items failed to achieve consensus. The results of this study might be a useful guide for developing seminars, training programs, and workshops for county Extension educators to help gain competence in strategic communication. Conclusions from the study indicated that there are four strategic communication competency areas including: research, strategy, tactics, and evaluation. The panel of experts agreed that county Extension educators should demonstrate nine strategic communication research competencies including: the ability to systematically segment community members of clients into need-based demand-driven Extension groups; and the ability to analyze political issues that affect Extension communication at the local level. The panel of experts agreed that county Extension educators should demonstrate 18 strategic communication strategy competencies including: the ability to set communication task management goals; the ability to relate the organization’s mission into its communication plan; and the ability to target special publics with specialized messages. The panel of experts agreed that county Extension educators should demonstrate 21 strategic communication tactical competencies including: knowledge of communication experts in the Extension organization who can assist with the communication aspect; knowledge of how to work with local media agents; and the ability to display professional interpersonal communication skills. The panel of experts agreed that county Extension educators should demonstrate seven strategic communication evaluation competencies including: the ability to determine shifts in public opinion about the Extension organization; the ability to measure communication impact at the cognitive level; and the ability to evaluate behavioral communication outcomes.
Robert Agunga (Advisor)
217 p.

Recommended Citations

Citations

  • Caldwell, C. D. (2005). Identification of strategic communication competencies for county extension educators: a Delphi study [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1133289155

    APA Style (7th edition)

  • Caldwell, Cassandra. Identification of strategic communication competencies for county extension educators: a Delphi study. 2005. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1133289155.

    MLA Style (8th edition)

  • Caldwell, Cassandra. "Identification of strategic communication competencies for county extension educators: a Delphi study." Doctoral dissertation, Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=osu1133289155

    Chicago Manual of Style (17th edition)