Texas Tech University

Mission & Objectives

The Center for Agriscience Communications at Texas Tech University (CATT) was established in 1990 to enhance and advance the understanding the impact of agricultural science and natural resources through strategic communication, outreach, and engagement.  

CATT strives to achieve its mission through the following objectives:

Circular loop made up of black, gray, and red arrows leading into each other. In a clockwise motion the graphics represented in the arrows are: two hands shaking, a group of people next to a bullseye, a hand holding text boxes, a magnifying glass, and a scientific flute with a plant inside.

Strengthen and Build Collaborative Partnerships

We focus on engaging with diverse stakeholders to build a robust support network for agriculture and natural resource communication. These partnerships help us gather insights, address concerns, and build trust among different audiences. Our partners include industry leaders, farmers, ranchers, community members, non-profits, government agencies, and other academic institutions.

Identifying Communication Needs through Audience Analysis

We utilizeinnovative research techniques to determine the key problems and needs of various stakeholders, and toidentify how different audiences perceive and think about agriculture and natural resource topics. These techniques allow us to design tailored communication, outreach, and engagement strategies.

Facilitate Effective Communication, Outreach, and Engagement

We leverage innovative tools and methods to develop and provide effective communication, outreach, and engagement activities. These include virtual tours, in-person workshops for hands-on learning, and experiential learning experiences to actively engage participants.

Monitor and Evaluate the Impact

We strive to regularly assess and adapt our communication efforts to meet the evolving needs of the West Texas community and beyond. Our evaluation methods includetraditional quantitative and qualitative methods like surveys, focus groups, and interviews, as well we novel tools such as eye tracking, dial testing, and social media monitoring.

Develop Science Communication Skills in Future Agriculturists

We partner with agriculturists to enhance their communications skills, helping them effectively reach diverse audiences and raise awareness of agriculture and natural resources. As pioneers in our field, we utilize advanced tools such as visual communication techniques, digital media production, media training, artificial intelligence, and social media content creation and monitoring.
 

Center for Agriscience Communications at Texas Tech

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