2009/747 Can they hear me? Modern and innovative strategies to talk to the seafood industry

By Jane Ham, Stephen Madigan, Emily Mantilla and Rachel King

This project explored new ways to effectively communicate with the seafood industry using the Australian oyster consortium industry participants in the pilot study. The outdoor nature of many within the industry, along with time pressures, means that traditional extension tools are often ineffective. Advances in mobile technology provide an innovative opportunity to communicate with those normally out of reach.

The six month trial sent a Short Messaging Service (SMS) message to participants with a website link that immediately downloaded the two minute news video (known as 'Seafood Industry News') onto their mobile phone. The report was backed up by summarised research articles on the Australian Seafood CRC website. Those unable to receive a video download on their phone were sent a brief text version of the report via SMS, with some receiving an e-mail version.

The concise, filtered, oyster industry specific nature of the information provided in the video was a key to making it relevant, suggesting that uptake by industry will be maximised. Overall, participants found the delivery method convenient and easy to use. The majority of concerns raised in the survey related to difficulties accessing information via a mobile phone and hardware (i.e. screen size too small; data not enabled) or network problems such as inconsistent coverage. It is likely that these aspects will reduce over time as mobile communication becomes more commonplace and technology improves.

The project has demonstrated that emerging technologies, such as mobile phones, provide a valuable tool that can be used to provide concise, relevant and targeted information direct to stakeholders regardless of their location. The pilot project enabled participants from SA, NSW and Tasmania to be quickly informed of current information on oyster research and key outcomes. Nearly all participants (94%) indicated that they would be interested in receiving future editions of Seafood Industry News if available.