Research

Meaningful Messages: The Process of Communicating Best Management Practices (BMPs)

Authors

• • Lauri M. Baker View profile of Lauri M. Baker. lauri.m.baker@ufl.edu Email Lauri M. Baker. (compose email, opens in email app.) Lauri M. Baker ORCID profile. (opens in new tab)
  • University of Florida View ROR record for University of Florida. (opens in new tab)
• • Jarred A. Shellhouse Jarred A. Shellhouse ORCID profile. (opens in new tab)
  • University of Florida View ROR record for University of Florida. (opens in new tab)
• • Caitlynne Youmans
  • University of Florida View ROR record for University of Florida. (opens in new tab)
• • Emma Matcham
  • The Ohio State
• • Osvaldo Gargiulo
• • Kelly Morgan
• • Jay Capasso
• • Lincoln Zotarelli
  • Co-Principal Investigator; University of Florida
• • Ricky Telg
  • University of Florida View ROR record for University of Florida. (opens in new tab)
• • Michael D. Dukes
  • University of Florida View ROR record for University of Florida. (opens in new tab)

Abstract

Best Management Practices (BMPs) are evidence-based strategies designed to help agricultural producers optimize productivity while minimizing environmental impact. Despite their scientific foundation and policy support, BMP adoption remains inconsistent across regions and stakeholder groups. This applied qualitative study investigates how BMP communicators (Extension agents, specialists, and government agency employees) perceive and navigate the rhetorical, semiotic, and messaging challenges inherent in BMP communication. Guided by a conceptual framework integrating Communication Accommodation Theory (CAT), Audience Design Theory, and Semiotics, the study explores how language, audience perception, and symbolic meaning shape the reception and implementation of BMPs. Using a phenomenological approach, researchers conducted two focus groups and four interviews with 18 regional communicators. Participants also completed a card-sorting activity evaluating 41 BMP-related terms. Data were analyzed using constant comparative methods and descriptive statistics. Four themes emerged involving (1) conflicting meanings depending on context; (2) adapting language to align with stakeholder expectations; (3) confusion about terms undermine trust; and (4) scientific authority and jargon complicate accessibility. The card-sorting activity supported these findings, with 97.56% of terms identified as problematic by at least one participant. Terms such as "digital agriculture," "proximal sensing," and "sequestering agents" were frequently flagged, while only "scouting" was consistently understood. Findings suggest effective BMP communication requires more than accuracy, it demands audience awareness and intentional language design. Implications include developing plain-language resources, training in adaptive communication strategies, and creating stakeholder-friendly glossaries to improve comprehension and support BMP adoption.

Keywords: Best management practices, qualitative, rhetoric, communication accommodation, audience design, semiotics

How to Cite: Baker, L. M. , Shellhouse, J. A. , Youmans, C. , Matcham, E. , Gargiulo, O. , Morgan, K. , Capasso, J. , Zotarelli, L. , Telg, R. & Dukes, M. D. (2026) “Meaningful Messages: The Process of Communicating Best Management Practices (BMPs)”, Journal of Applied Communications. 110(3). doi: https://doi.org/10.4148/jac.20882