Strategije interpersonalne komunikacije savetodavaca sa poljoprivrednim proizvođačima

Abstract

The modern concept of agricultural advisory is basically not only the transfer of information and knowledge in the field of agronomy, from their creators to agricultural producers as end users, but a comprehensive approach based on modern methods aimed at helping users of advisory services in solving problems and making decisions that will help them achieve their goals. Agricultural Advisory and Expert Service (PSSS), which represents one of the agricultural and rural development pillars in Republic of Serbia, in order to respond to such a complex task of advising, it is necessary to develop and improve the communication competencies of the advisors, simultaneously with continuous improvement in the field of agricultural profession knowledge modernization. Given that the individual approach is the most widely used method of providing advisory services to farmers, it deals with a special emphasis on interpersonal communication. From the point of view of agricultural advising, interpersonal communication has a great importance in terms of the impact on the quality of jobs, because it is not enough to have professional knowledge/ information alone. It is of great importance how it will be transmitted or understood by farmers. From the aspect of advising, interpersonal communication competence is reflected, not only in the ability of an advisor to devise a strategy, but also by realizing it, adapting it to a concrete communication situation. The aim is consistent and appropriate behavior, and successful or effective action, which may be determined by a range of competences that the advisor can have / develop. The aim of the paper is to point out the importance of communication as a factor for the business success of an individual (agricultural advisor) and organization (agricultural advisory services) as well. Major segment of work is dedicated to the importance of communication strategies in interpersonal communication, with a special emphasis on the communication trilogy, which consists of the building of knowledge, information and actions. In the final part of the paper stands strong recommendation on need for advisers' continuous education in the field of communicology.