Crises can occur in any organization at any time, and the results can devastate an agricultural organization, especially if there's no plan to handle it. That critical observation comes with a solution in the form of a newly published book by Erica Irlbeck, the Associate Dean for Outreach & Engagement within Texas Tech University's Davis College of Agricultural Sciences & Natural Resources.

The new textbook, The Crisis Communications Guide for Agriculture, Food, and Natural Resources, is published through XanEdu Publishing, and is available from Amazon and directly through the publisher's website. 

The book is a step-by-step guide that takes communicators through creating and implementing a plan. Using sample worksheets and a list of action steps at the end of each chapter, Irlbeck provides an applied, realistic approach to work through the planning process. 

It starts with analyzing risks, followed by risk mitigation, creating the plan, preparing spokespeople and staff, recognizing warning signs, responding, and evaluating the plan post crisis. In addition, the book provides agriculture-specific examples and scenarios, such as managing farm and ranch donations, creating a photo/video library of crops and livestock throughout the growing season, building a network of fellow agricultural communicators, and more.

In conjunction with the book's release, Irlbeck is scheduling a Davis Collage sponsored Crisis Communications Workshop focusing on risk assessment and creating a plan from 9 a.m. to 2:30 p.m. on Friday (Jan. 19) at the Dairy Barn. For more information on registration, contact erica.irlbeck@ttu.edu. 

“The workshop will be hands-on. Bring your laptop and your ideas, and we'll work through the process of creating your organization's crisis communications plan,” Irlbeck said. 

Prior to her academic career, Irlbeck worked in agricultural television news, farm radio, public relations, and advertising. She received her doctorate in agricultural education from Texas Tech. Her bachelor's degree in agricultural communications is from Oklahoma State and her master's degree is from Tech. 

CONTACT: Erica Irlbeck, Associate Dean for Outreach & Engagement, Davis College of Agricultural Sciences & Natural Resources, Texas Tech University at (806) 834-6708 or erica.irlbeck@ttu.edu  

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