Exploring Communication Strategy in Agricuture Based Organization (S/O: 14696)

• Main Authors: Yusof, Norhafezah, Ramli, Romlah
• Format: Monograph
• Language: English
• Published: UUM 2021
• Subjects: HE Transportation and Communications
• Online Access: https://repo.uum.edu.my/id/eprint/31655/1/14676.pdf; https://repo.uum.edu.my/id/eprint/31655/

This report presents an overview of strategic communication on agricultural-based organization. The main aim is to comprehend communication strategy of the selected management team in transfering innovation to the targeted recipients. The study is based on the experiences of five experienced officers in the federal, regional, and district-based organizations. In depth interviews was chosen as the method in data collection. The findings showed that conventional communication strategy is appreciated and bureaucracy issue versus communal needs represent a dilemma among agricultural agency officers in ensuring the effectiveness of technology transfer in agriculture area. Moreover, micro and macro communication strategies need to be combined in offering effective communication strategies to the innovation recipients. Therefore, balancing bureaucracy practices and securing community trusts is vital in ensuring the sustainability of successful technology transfer in agricultural setting. In addition, a taskforce to administer communication strategy can be created at district, regional and national levels to facilitate agency officers in managing transfer of innovation to the farmers. In future research, the perspectives of stakeholders on agricultural-based agencies impacts towards rural and urban agricultural community can be ventured