SRUC has expanded the UK’s first dedicated postgraduate pathway in agricultural communications by introducing a third module, Science Communications in Agriculture, while two additional courses are currently in development.
The newest module joins a growing suite of micro-credentials that is training a new generation of professionals to tell agriculture’s story to the wide-reaching audiences interested in the agrifood sector.
Craig Davidson, Programme Leader for Agriculture at SRUC outlined why this specialism is so important for the industry. “Agriculture sits at the centre of some of the most contested public debates of our time, from net zero and land use to food security, rewilding, and the role of technology in farming. Yet the science underpinning these debates is routinely misrepresented, oversimplified or ignored entirely in mainstream coverage.
“The professionals who understand it from the inside are rarely the ones communicating it to the public, and the journalists covering it often lack the specialist background to do it justice.”
This new module tackles that problem directly, equipping learners with the theoretical knowledge and practical skills to communicate about complex scientific topics. From research findings and technical innovations to environmental issues – to diverse audiences and across multiple platforms. With a particular focus on audience analysis and message appropriateness, the module also addresses how organisations can actively improve public science literacy, in education and marketing, as well as in public policy.
Sitting alongside Agricultural Communications, and Integrated Marketing Communications in Agriculture, the new module brings the programme to three micro-credentials, with two further modules – Digital Media in Agriculture and Issues Management and Crisis Communications in Agriculture in the final stages of development.
“Each module is delivered at SCQF Level 11 (equivalent to master’s level), entirely online and at the learner’s own pace, with each module designed to be completed within 12 weeks. Enrolment is open year-round, with no fixed start date, making it accessible at any time to those in full-time work,” Craig continued.
The programme is aimed at two distinct but complementary audiences – communications and PR professionals who work with – or want to work with – agricultural clients, and those already working in agriculture or the rural sector who want to develop their public communications skills. With mainstream media giving agriculture increasing coverage but not always the specialist context it requires, the programme also has clear relevance for journalists seeking to build expertise in the sector.
The programme is mainly delivered by two lecturers whose credentials are as distinctive as the courses themselves. Dr Jefferson Miller is a tenured professor of agricultural communications at the University of Arkansas who has collaborated with SRUC for almost two decades, and whose USDA-funded research examines the relationship between media and science communication in agriculture, food and life sciences. He has published extensively on agricultural communications, presented his research internationally, and led the academic work to establish agricultural communications as a discipline in the UK.
Alongside him, Craig Davidson, Programme Leader for Agriculture at SRUC’s Edinburgh campus, brings fourteen years of agricultural education experience in California to his role before joining SRUC seven years ago, where he has been recognised as an outstanding educator by multiple awarding bodies.
Actively involved with agricultural industry boards across the UK, Craig has made agricultural communications a consistent priority – using every connection to develop opportunities for learners on the programme.
His commitment to international collaboration ensures the courses are benchmarked against global standards, meeting the needs of not only the UK industry but SRUC’s network of international partners – a commitment reflected in the programme’s wider academic connections, including contributions from Dr Lisa Lundy, Professor of Agricultural Communications at the University of Florida.
Katie Insch, who works for Jane Craigie Marketing and has been studying the Agricultural Communications module said: “Having graduated in Rural Business Management from SRUC in 2020, I already had the business and marketing background, but this programme gave me the detailed and more specific comms piece that added such great value for my career as a practicing agricultural communicator.
“Covering everything from the psychology of how messages are processed and what gets in the way of them landing, right down to how to write a press release or feature specifically for agriculture and the different audience types. It has really enhanced my understanding in a way I can apply best practice directly to my work with agricultural clients. I’ve also found it genuinely easy to dip in and out of – everything I’ve done I’ve been able to pick up outside of my working week.”
The full suite of modules is available on the SRUC website at www.sruc.ac.uk/study-with-us/study-options/micro-credentials/ with applications open throughout the year, except July and August. Those wishing to be among the first to hear when the new modules – Digital Media in Agriculture and Issues Management and Crisis Communications in Agriculture – will launch, can register their interest on the website.