Decision Data Service: A New Resource For Communications Planning

Gail Snowdon
Jim Evans

While communicators benefit from communication research to guide their planning, external and internal constraints often prevent them from carrying out the research. As a result, the Office of Agricultural Communications and Education (OACE) at the University of Illinois established a new Decision Data Service. Together, the communicator and decision data specialist discuss research objectives and review options. Data are collected, analyzed, and reported by the decision data specialist to the communicator who decides how to use the information. More research for communications planning has resulted in increased cooperation from College of Agriculture staff, greater understanding of audiences, improved resource utilization, more questions about communication effects, and increased publication sales.
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