Communication Paths

With our state-wide campaign, one might think that we would be looking into large media outlets like the radio, television, or newspapers; however, our objectives require a much more localized approach to getting out our message. The first line of communication is through the website. The website is already set up, and will just add a link which will lead to a page all about Livestock Handling and Showing Ethics. It will be accessible to all demographics including the teachers, extension agents, students, and even community members who are curious. There would not be any cost to this because we already have the domain for the website, and the webmaster is already paid to work with projects such as this.

The second mode of communication will be through brochures and face to face contact. We will be sending out interns and representatives to the State Fairs, classrooms, State Convention, Alumni Camp, and even to communities to spread the word. The campaign posters, flyers, brochures, and pens will be costly; however, our efforts are being directed toward those who are involved in livestock. The best approach to teaching and educating ethics in the show ring is one on one interaction and dialogue.

The third line of communication would be through a video at Oklahoma FFA Convention. We want to have ‘commercials’ running before and during the sessions. FFA members are a main target audience. We believe that educating 4-H and FFA students will help curve any trend of unethical behavior that perhaps has been growing for the past couple years. With the se commercials, we do not want to merely do a PSA, but instead incorporate humor and catchy slogan which will stick in the young adults mind and impact them.

Another couple options might be a PSA through NPR or other community radio shows. We worry though that this is not going to our target audience and may be received negatively by others. Television is along the same lines. Because many people from all different walks of life watch TV, we worry the education might be perceived as ethics being a manifestation of a problem across all livestock shows. That is not the objective of the campaign. Instead we want to remind and reeducate how we define ethics in the show ring before something tragic happens.

Newspaper ads might be an option, but perhaps we can have extension agents and teachers write letters or facilitate that sort of dialogue. Since newspapers are a communication tool that is viewed by the masses, we would like a well respected community member making comments and references to our campaign instead of us splattering ethics at livestock shows all over the front page.

Personally, I think the brochures and promotional items will be the best. They allow representatives to talk to those who are in the show ring and who can make the adjustment. With these communication tools the objective would be shared with the correct audience. This could then lead to reform in how we treat livestock and shows where young students exhibit those animals.