For decades, farmers and ranchers learned best practices and better ways to raise their crops and livestock through printed publications and in-person gatherings called field days. Both methods were spearheaded by scientific experts from the university and delivered by extension agents. They were — and are — efficient and successful means of sharing knowledge. Whatever their individual choices, person-to-person contact remains at the center of their communication. The difference is in the delivery.
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Hackett, Jason (2017) "Communicating Science for Everyday Use," Seek: Vol. 7: Iss. 2.