Moreover, respondents stated it is crucial for ACOMRs to meet consumers' wants and needs to gain trust.
When asked what future skills would be required for ACOMRs to succeed in industry, respondents often said it was too difficult to anticipate the future because of the quickly shifting communications field.
Respondents attributed communications channels and audience demand for short pieces of information as posing a challenge to ACOMRs who are tasked with communicating technical and complex agricultural issues.
ACOMRs need to "come together as a community" (I2) to gain credibility as an industry, instead of attacking sectors, such as organics or livestock production.
Creating this personalized message helps generate trust between consumers and ACOMRs. By choosing to stay in a comfort zone and not responding to the shift in consumers' preferences, respondents warned, the consumer disconnect will continue in the future.
Respondents were adamant the future of AcOM lies with the ability of ACOMRs to adapt to rapidly evolving technology.
Although technology has changed the profession of ACOM, the basic principles of communication have and will continue to be important for successful future ACOMRs. A total of 24 respondents (92%) stated the importance of understanding the audience.
Specifically, ACOMRs are faced with the challenge of becoming a generalist or a specialist within the profession.
To be effective within the profession, ACOMRs need to collaborate to develop a united message about food production and systems.
ACOMRs have the opportunity to effectively educate and communicate to the public if there is willingness to create a unified voice during the message development process.
Based on this research, ACOMRs should consider efforts to create a unified voice for ACOM.
ACOMRs must find ways to relate the message to their audience and garner the public's trust.