How the agricultural press reports on innovations - students present project

The students examined social media posts and conducted interviews with editors of leading regional and national agricultural media, including Top Agrar, Agrarzeitung and Landwirtschaftliches Wochenblatt.

The team was supported by staff from the press office of the Federal Office for Agriculture and Food (BLE), which was also represented by guests: Tassilo Frhr. v. Leoprechting, head of the press office, and press spokeswoman Barbara Moitz attended the event. They engaged in an intensive exchange with the students, were able to confirm many of the results from their own experience - and at the same time took away new ideas for their press work.

The results of the project show: For research to find its way to the field, it needs comprehensible, practical and versatile communication - and media that actively shape this knowledge transfer. Digital formats are also playing an increasingly important role - especially in reaching younger target groups. However, many editorial teams lack the time, personnel and concepts for platform-specific contributions. The focus of reporting is always on farmers, who give journalists a credible voice from the field in their role as experts.