Social and Behavioral Sciences Commons^™

An Investigation Of Agricultural Crisis Communications Via Social Media, Courtney Gibson, Erica Irlbeck, Courtney Meyers, Cindy Akers, Peggy Price

Journal of Applied Communications

How an agricultural organization handles the way the media reports a crisis can have an impact on the public’s perceptions of the organization, and sometimes the industry as a whole. The popularity of social media outlets as a venue for disseminating and gathering information and news makes the use of social media surrounding agricultural crises an important topic to investigate (Glynn, Huge, & Hoffman 2012; Hermida, 2010). A qualitative case study was conducted to investigate the use of social media tools during an agricultural crisis. The participants – communications directors, social media managers, and individuals with a close connection to …