Download our Diploma in Agricultural Communications brochure

The Diploma in Agricultural Communications is designed for agricultural managers, communication and public relations officers, agrologists, journalists and freelance professionals. Enhance and strengthen your ability to communicate complex issues about agriculture, agri-food, the environment and life sciences within industry organizations, government, non-governmental organizations, and special interest groups.

Benefit from the insights offered by pioneers and champions of agricultural communication. A highly-qualified team of instructors and coaches from across North America, led by the University of Guelph, will share leading-edge practices and expertise to help you become a more effective communicator and professional. Faculty with a wide range of experience - journalists, communication practitioners, instructors, and researchers - are available for your education and training.

Enhance and develop your skills through your studies, which incorporate the right mix of communication theory and applied knowledge.

Take advantage of the exciting opportunity to interact with peers and industry professionals dedicated to agricultural communications, and expand your professional network of contacts.

Access professional education and training at your convenience through our customized web-based delivery.

Gain an international perspective to help you effectively link local and national matters of interest to global issues and trends.

Much of this Diploma program is conducted online via the World Wide Web. Online courses give you the same opportunity to learn, except that they are MUCH MORE FLEXIBLE. You don't have to be in a certain place at a certain time in order to participate. You will be guided through each step of your program – learning activities, resources, discussions with your coach and course mates - just to name a few. We will suggest a weekly schedule for you to follow with your classmates, but you can choose the time - day or night - to get online. And although our online courses are "web based", many come with other materials such as course manuals, CDs, or readers.

Effective January 2007 - Online courses will have the following hardware and software requirements:

SYSTEM REQUIREMENTS
COMPONENT	REQUIRED	RECOMMENDED
Operating system	Windows 98, 98SE, ME, 2000, 2003, XP or Mac OS X (Note that some courses require access to a Windows-compatible computer)
Video	SVGA monitor set at a minimum resolution of 800 x 600	Resolution of 1024x768 or greater
Peripherals	CD-ROM drive • Speakers
Browser (Windows)	Internet Explorer 6.0 Netscape 7.2 Firefox 1.5
Browser (Mac)	Netscape 7.2 Safari 1.3, 2.0 Firefox 1.5
Internet speed	56K modem	DSL or Cable modem
Java script	Enabled
Cookies	Enabled
Software	word processing software

SCHEDULE
COURSE		COURSE START DATE	COURSE COMPLETION DATE
Agricultural Communications Studio I (12 weeks)
Agricultural Communications Studio II (12 weeks)
Agricultural Communication Theory in Action (8 weeks)
Ethics in Agricultural Communications (8 weeks)
Agricultural Communication Internship (12 weeks)

Agricultural Communications Studio I provides experiential learning through the development and application of advanced, integrated communication skills that will help professionals understand where these skills fit into the broad role of an agricultural communicator or journalist. Studio I provides an opportunity to engage topics that reflect the local, national and global nature of agriculture and agri-food. Objective news delivery is explored through the development of specific skills including research for story development, writing for print, broadcast and WWW publishing, website maintenance, and digital photography.

Agricultural Communications Studio II broadens the knowledge and skills gained in Studio I, focusing on subjective news delivery through the development of columns, opinion pieces, ghost writing and freelancing. The importance of perspective and standards in communications is presented and analyzed. The various elements of a communication plan, responding to a crisis, and differentiating writing for media and public relations are explored with opportunities to apply effective strategies to relevant scenarios and assignments.

Agricultural Communication Theory is designed to teach communication theory and concepts as they apply to important agricultural issues. The history and evolution of agricultural communications as a professional discipline in North America is reviewed and discussed. The main objective of the course is to enhance the ability to think critically and to develop effective strategies and tactics that draw on theoretical frameworks and methodologies central to the communication process. Developing a strategic approach to communication that is specifically related to agricultural communications media, audiences and organizational systems is achieved through case studies, presentations and assignments.

Ethics in Leadership explores issues in the use and application of ethical standards by agricultural communication professionals. Relevant theory and practical application provide greater insight into the requirements, responsibilities, and consequences of effective ethical leadership. An ethical framework provides opportunities to assess leadership and communications skills relating to agricultural issues and case studies.

Agricultural Communication Internship will enable students to gain a better understanding of the theoretical framework learned through their course of study. Through a mutually agreed upon project, students will have an opportunity to apply learned skills and concepts within the context of an agricultural workplace. The project-based internship will be developed in conjunction with a media outlet, industry organization, professional association or commodity group.