Lessons from extension activity related to cotton rotation impacts on soil—A scientist's perspective. (12th April 2019)

• Record Type: Journal Article
• Authors: Knox, Oliver G. G.; Osanai, Yui; Polain, Katherine; Pereg, Lily; Nachimuthu, Gunasekhar; Wilson, Brian; Waters, Warwick
• Other Names: Lobry de Bruyn Lisa guestEditor.; Ingram Julie guestEditor.
• Is Part Of: Soil use and management. Volume 35:Number 1(2019)
• Page Start: 141
• Page End: 149
• Publication Date: 2019-04-12
• Subjects: Blog -- cotton -- extension -- Gossypium hirsutum -- social media; Soil management -- Periodicals; 631.4
• DOI: 10.1111/sum.12476
• Languages: English
• ISSNs: 0266-0032

Abstract

Abstract: The role of microbiology in soil carbon and nutrient cycling under cotton systems has been the focus of our recent work; however, reporting is no longer just an exercise in journal publication and reporting to funders. Extension now has to incorporate funders, farmers, students, teachers and the general public. This results in one message being told many times in different ways, but raises questions regarding the best means of delivery, the preferred method of reception and the gathering and interpretation of audience feedback. This paper reviews our efforts to date across three main extension formats: printed material, digital material (including social media) and direct connections. Analyses indicate that no single method satisfies every potential audience and that some audiences want variety in their extension material formats. To meet this requirement, teams need to be familiar with several extension platforms, identify the key people that audiences look to for information so that the message is heard and assistance asked for from extension professionals when needed.