Life Sciences Commons^™

Virtually The Same? Understanding Virtual And F2f Farmer Audiences, Laura Witzling, Eric Williams, Dara M. Wald, Jacqueline Comito, Elizabeth Ripley

The Journal of Extension

Agricultural and extension educators frequently employ a variety of methods to provide farmers with information about conservation practices. The introduction of virtual programming brought on in response to the COVID-19 pandemic set the stage for analysis of farmer outreach preferences with respect to face-to-face (F2F) versus virtual outreach. Using survey data of individuals who participated in field days in Iowa, we segmented participants based on their F2F or virtual attendance. We compared the groups based on key variables such as water quality concerns, communication behaviors, outreach preferences, and demographics. Our work suggests that a broad and dynamic communication strategy, including …