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.
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.
Respondents were adamant the future of AcOM lies with the ability of ACOMRs to adapt to rapidly evolving technology.
Similar to previous research studies, respondents stated the need for ACOMRs with strong writing skills (Crawford, Lang, Fink, Dalton, & Fielitz, 2011; Morgan, 2012; Sprecker & Rudd, 1997).
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.
Therefore, educators need to focus on training ACOMRs to be specialists rather than generalists.