Earlier this year, the U.S. Sustainability Alliance (USSA) collaborated with the International Federation of Agricultural Journalists (IFAJ) to conduct the Journalist Benchmark Research Survey.
This initiative aimed to assess agricultural correspondents’ perceptions of U.S. forestry, fisheries and farming practices – and how these perceptions are influenced by engagement and how they compare with those of general consumers.
The survey was designed to identify shifts in journalists’ perceptions after interacting with the USSA through meetings, events, calls, or press trips. The study also aimed to benchmark these perceptions by comparing them with those of general consumers and assessing differences between journalists who had and had not engaged with USSA.
The survey was conducted via a digital platform, co-hosted and promoted by IFAJ, and the resulting data has allowed us to establish a benchmark for international media perceptions.
The research findings are now being shared with IFAJ members. The resulting report has also been distributed to USSA members and other stakeholders to help inform future strategies and initiatives. Read the report here.