Effectiveness Of Communication Outreach Strategies Of Extension Agents

Abstract

Communication is a major component of agricultural extension and extension agents utilize various methods to deliver messages to their clienteles. The paper focused on the effectiveness of communication outreach strategies of extension agents in Imo State, Nigeria. Data for the study was collected with the aid of structured questionnaire from 60 randomly selected Extension Agents in the study area. Data analysis was by the use of percentages and mean scores. Findings revealed that extension agents used several communication outreach strategies, however, result demonstration, farm and home visit, method demonstration, radio listening group, field day, agricultural shows, field trip, model farmer, office calls and inquires were the effective strategies utilized by extension agents in the study area. The important factors that influenced the use and effectiveness of the identified strategies include professional training, working condition, technical knowledge, job satisfaction, incentives, farmers' disposition, proficiency. Based on these findings it is recommended that more efforts should be geared towards putting in place adequate structure to enhance the proper use of extension communication outreach strategies. Opportunity for professional training should be made available to extension agents so that professionalism can be upheld. Also, the working conditions of extension agents should be greatly improved to motivate serious work

Keywords: effectiveness of communication outreach strategies, extension agents

Global Approaches to Extension Practice Vol. 3 (2) 2007: pp. 152-155