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Course Information
Agricultural Education
Introduction to Ag Communications
This is a one credit course that introduces the broad field of agricultural communications and provides for the development of knowledge and skill in specific areas related to communications theory and practice. Content includes the meaning and process of communication, the role and history of print and electronic media, legal aspects of agricultural communications, news and feature writing in agriculture, news photography, layout and design, and ethics in agricultural communications. Content may also include web design and broadcast journalism in agriculture. Students will be encouraged to begin developing a portfolio in an area of interest such as print media, electronic media, or public relations. FFA and supervised experience will be included as appropriate.
Kurt Murray
(405) 743-5489
Introduction to Agriscience

Unit ACO1: The meaning and importance
of agricultural communications (6 hours)

Benchmark ACO1-1: Students will discuss
the role and importance of communications in the agricultural industry.

Benchmark ACO1-2: Students will identify
and discuss trends in the communication of agricultural information.

Benchmark ACO1-3: Students will explain
the meaning and importance of five areas of agricultural communications,
including print media, public relations, broadcast media, web design, and
photographic journalism.

Unit ACO2: Career entry and advancement
in agricultural communications (8 hours)

Benchmark ACO2-1: Students will
identify occupations in agricultural communications and the competencies needed
for occupational entry and advancement.

Benchmark ACO2-2: Students will name
and describe important personal skills for success in agricultural
communications careers.

Benchmark ACO2-3: Students will explain
the importance of a portfolio and begin developing such for occupational entry
and advancement in agricultural communications.

Benchmark ACO2-4: Students will explain
the role of communications skills in agricultural industry careers.

Unit ACO3: Personal and occupational
safety in agricultural communications (4 hours)

Benchmark ACO3-1: Students will assess
personal and occupational safety situations in agricultural communications work
and choose appropriate safety practices.

Benchmark ACO3-2: Students will
properly select, use, and maintain appropriate personal protective equipment
when working in agricultural communications careers.

Unit ACO4: Communication theory (12

Benchmark ACO4-1: Students will define
communication and explain components of the communication process.

Benchmark ACO4-2: Students will
identify barriers to communication and explain ways of overcoming barriers.

Benchmark ACO4-3: Students will explain
the meaning of listening and identify important listening skills.

Benchmark ACO4-4: Students will
identify approaches to use in overcoming interference in the communication

Benchmark ACO4-5: Students will compare
and contrast verbal and nonverbal communication.

Unit ACO5: Written communications (17

Benchmark ACO5-1: Students will discuss
the importance and use of written communications in agriculture.

Benchmark ACO5-2: Students will name
important methods of written communications in agriculture.

Benchmark ACO5-3: Students will explain
the importance of using appropriate spelling and grammar when writing.

Benchmark ACO5-4: Students will discuss
the importance of planning and outline preparation in written communications.

Benchmark ACO5-5: Students will
demonstrate correct business letter writing skills.

Benchmark ACO5-6: Students will
demonstrate appropriate resume preparation skills.

Benchmark ACO5-7: Students will
demonstrate appropriate writing skills in preparing a short news release story
using an acceptable format.

Benchmark ACO5-8: Students will
demonstrate appropriate writing skills in preparing a feature article using an
acceptable format.

Benchmark ACO5-9: Students will
demonstrate the ability to research and prepare a technical report on an
agricultural topic that is technically accurate, well-organized and written,
and professionally presented.

Benchmark ACO5-10: Students will
demonstrate ethical writing and avoid plagiarism.

Unit ACO6: Electronic communications
(12 hours)

Benchmark ACO6-1: Students will explain
the meaning and scope of electronic communications in agriculture.

Benchmark ACO6-2: Students will prepare
a professional email message on an agricultural subject.

Benchmark ACO6-3: Students will prepare
a simple, professional web page on an agricultural topic.

Unit ACO7: Oral communications (19

Benchmark ACO7-1: Students will explain
the meaning and importance of oral communications in agriculture.

Benchmark ACO7-2: Students will
demonstrate proper grammar, vocabulary, and pronunciation in one-on-one oral

Benchmark ACO7-3: Students will list
and explain kinds of public speeches.

Benchmark ACO7-4: Students will
identify the characteristics of a good public speaker.

Benchmark ACO7-5: Students will
demonstrate the preparation and delivery of a prepared public speech on an
agricultural topic.

Unit ACO8: Graphics in agricultural
communications (15 hours)

Benchmark ACO8-1: Students will explain
the nature of graphics in agricultural communications.

Benchmark ACO8-2: Students will
describe the use of photographic images in agricultural communications.

Benchmark ACO8-3: Students will discuss
the use of line art drawings and graphs in agricultural communications.

Benchmark ACO8-4: Students will
demonstrate the layout of a one-page flyer that incorporates important
principles of design.

Unit ACO9: Communication campaigns (10

Benchmark ACO9-1: Students will explain
the meaning and use of communication campaigns.

Benchmark ACO9-2: Students will
demonstrate team work to plan a communication campaign related to agriculture.

Unit ACO10: Mass media (10 hours)

Benchmark ACO10-1: Students will define
mass media and list examples used by the agricultural industry.

Benchmark ACO10-2: Students will use
videography to prepare a short feature on an agricultural topic.

Unit ACO11: Agricultural education (7

Benchmark ACO11-1: Students will manage
an appropriate supervised experience in areas of agricultural communications.

ACO11-2: Students will identify opportunities for participation and advancement
in the FFA related to agricultural communications.

Agricultural Communications: Entry Level Agricultural Communications Specialist - CTTC

Communications and Media in Agriculture - CEV Multimedia

Agricultural Communications: Oral and Written Communication-CIMC

Agricultural Communications: Advertising, Marketing and Public Relations - CIMC

Agricultural Communications: Electronic Media-CIMC

Developing Leadership and Communication Skills, 2nd Edition, Lee, Hunter, Scheil, Stewart, Fraze, and Terry, Prentice Hall Interstate - 2004

Communicating in the Agricultural Industry, Graves; 2005. Delmar-Thomson Learning.

Career Majors That Sequence This Course
Career Cluster Pathway Career Major
Agriculture, Food & Natural Resources Ag Communications Agricultural Communications