Strategically addressing the needs of agricultural producers in times of financial and legal distress

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dc.contributor.author Swendson, Lana Ann
dc.date.accessioned 2013-11-26T15:08:26Z
dc.date.available 2013-11-26T15:08:26Z
dc.date.issued 2013-11-26
dc.identifier.uri http://hdl.handle.net/2097/16933
dc.description.abstract The purpose of this study was to identify the needs of Kansas' agricultural producers in relation to financial and legal matters at a local level. The following research questions guided this study: 1) what services, identified by local producers, are needed in communities across Kansas to assist producers in times of financial and legal distress; 2) what are the perceptions among producers of the Kansas Agricultural Mediation Services (KAMS); 3) what brand attributes, names, and taglines would appeal to producers for an organization addressing their financial and legal distress; 4) how can organizations effectively market financial and legal services to producers? A qualitative study design was used in order to assess the research questions. Six focus groups were performed throughout the state in three different geographic locations. Participants were selected using purposive sampling in order to have one group of people familiar with the organization (KAMS) currently helping producers with their legal and financial issues and one unfamiliar group in each location. Grunig’s excellence in public relations model served as the conceptual framework for this study. Results of this study concluded that rural Kansas’ communities see a need for service organizations similar to KAMS. Participants value assistance with family farm transition planning as well as financial assistance. Participants saw marketing and promotion of the current services offered just as critical as having the services themselves. Participants felt these services should be marketed through two-way communication channels, such as social media, an organizational representative for face-to-face interaction, and collaboration with extension. Additionally, participants voiced strong opinions about various brand attributes. en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject Financial assistance en_US
dc.subject Legal assistance en_US
dc.subject Two-way communication en_US
dc.subject Family farm transition planning en_US
dc.subject Branding en_US
dc.subject Marketing en_US
dc.title Strategically addressing the needs of agricultural producers in times of financial and legal distress en_US
dc.type Thesis en_US
dc.description.degree Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Communications and Agricultural Education en_US
dc.description.advisor Lauri M. Baker en_US
dc.subject.umi Communication (0459) en_US
dc.date.published 2013 en_US
dc.date.graduationmonth December en_US


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