The study described here assessed Extension agents' perceived barriers and benefits concerning a new Florida agricultural and natural resources awareness initiative and Web site. A total of 186 agents responded to a statewide Web-based needs assessment, for an overall response rate of 58%. Results highlighted several barriers to communicating about agriculture and natural resources, including (a) a lack of interest, knowledge, and awareness among the general public, government, clientele, and media, (b) a lack of agent access to resources/contacts, and (c) inconsistent/ineffective message delivery methods. Concerning the Web site, most respondents wanted information to be presented via fact sheets, economic facts, and downloadable brochures.

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