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Communication of information on pesticides
Message delivery
Message delivery is transferring information, usually in a one-way mode, e.g.,
the education activities carried out through radio, television, and newspapers.
The training of farmers by agricultural extension workers also frequently
involves face-to-face message delively
Group communication
Communication in a group involves two-way discussion and can be used to
create or reinforce group identity. Group communication has often been used
to enhance the effectiveness of message delivery and to increase the likelihood
of changes in behaviour. An example of group communication would be the
organization of a number of local farmers into a group to discuss their
problems, exchange solutions, and conduct a demonstration plot.
Feedforward and feedback
The feedback function of communication is the circulation of messages in a
system for the purpose of adjusting the system. It is a means of gauging how
well the delivery system is achieving its stated goals. Feedforward, on the
other hand, is the collection of information from and about a target group that
helps shape the system's objectives. An illustration of feedforward communication
would be a needs-assessment survey conducted to ensure that the most
useful kind of program is initiated. Feedback would be the subsequent monitoring
of information from the field to see how well the program is able to
meet those needs.
Communication within an organization
Organizations can be viewed as systems of communication. Organizational
communication is often adopted to reach larger portions of a population,
especially those in rural areas, and to overcome problems of transport, poorly
trained personnel, and large size and complexity of an organization. The larger
an organization and the more geographically dispersed it is, the greater the
importance of good communication to manage and coordinate its activities.
For example, poorly trained agricultural-extension workers at the ruralservice
level will rely heavily on communication links to provide consultation,
administrative supervision, and continuing education.
At present, several agencies are trying to implement strategies to inform
farmers on the hazards associated with pesticide use. The Department of
Agricultural Extension within the Ministry of Agriculture and Cooperatives
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