Abrams CV page 1

Current Position

Visiting Assistant Professor, Charles H Sandage Department of Advertising / Agricultural Communications Program, Aug. 2010—Present University of Illinois, Champaign-Urbana campus

Education

Doctorate of Philosophy in Agricultural Education & Communication, August 2010 University of Florida, Gainesville campus

Dissertation: The power of food labels: Marketing environmental impacts and animal welfare as gains versus non-losses and the influence on attitudes and voting intention Chair: Tracy Irani, Associate Professor

Masters of Science in Agricultural Education & Communication, May 2007 University of Florida, Gainesville campus

Thesis: Naturally Confused: A Focus Group Study Describing Consumers' Perceptions of All-Natural and Organic Pork Chair: Tracy Irani, Associate Professor

Bachelors of Science in Agricultural Communications, May 2005 Purdue University, West Lafayette campus

Teaching Experience

Instructor, AGCM 220 Presenting Information University of Illinois

1. Implemented new learning objectives as identified through Illinois Agricultural Communications Strategic Planning Committee

2. Incorporated current agricultural and environmental issues into all assignments and instruction

3. Utilized Compass to manage course grades and deliver supplemental instructional material to students

4. Integrated hands-on instruction with relevant social media and industry-standard communications software

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Instructor, AGCM 320 Educational Campaign Planning University of Illinois

1. Developed course specific to this curriculum’s needs based on similar courses taught at other land grant institutions’ public relations and agricultural communications academic programs

2. Integrated service-learning through use of business/organization related to agriculture 3. Utilized Compass to manage course grades and deliver supplemental instructional material to

students 4. Incorporated team building activities and evaluations for group-based work

Instructor, Spring 2009, Spring 2010 AEE 4035/5032 Advanced Agricultural Communication Writing University of Florida

1. Updated feature writing and print design course to develop decision-making and critical thinking skills necessary in the field of communication

2. Developed several rubrics to assess visual communication skills 3. Incorporated service-learning opportunities and encouraged students to get published 4. Integrated a wiki to facilitate peer critiques 5. Mentored two teaching assistants in 2009

Teaching Assistant, Fall 2009 AEE 6300 Affecting Change: Theory and Practice (On-campus and distance-delivered)

1. Assisted professor in teaching and managing 18 on-campus graduate students and 20 distance graduate students in course covering change processes and communicating to achieve change

2. Prompted and engaged distance students in online discussion forum using distance-learning course management software (E-Learning)

3. Taught the on-campus class occasionally 4. Coached on-campus students that are working in a group to achieve an organizational

change

Instructor, Spring, Summer Semesters 2009 Web design independent study

1. Taught graduate students Web design skills using Photoshop and Dreamweaver 2. Discussed strategies for using the Web in teaching and learning

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Instructor, Summer, Fall Semesters 2008 Teaching Assistant, Fall Semester 2007, Summer Semesters 2009 and 2010 AEE 3033 Research and Business Writing for Agricultural and Natural Resources University of Florida

1. Engaged a large lecture of 90 undergraduate students in learning through the integrated use of multimedia, skits, games, group activities, and lecture

2. Developed several rubrics and example work 3. Consulted with students individually to help them with concepts from class and assignments 4. Integrated new technology tools such as E-learning and a wiki

(http://collaborgator.pbwiki.com) to encourage collaboration and manage the large group of students

5. Mentored 3-4 teaching assistants in grading and handling individual student issues 6. Mentored peer instructor in summer 2009 7. Helped pilot distance-delivered version of the course summer 2010

Instructor, Spring 2008 Co-Instructor, Spring Semester 2007 AEE 4036/5037 Advanced Agricultural Media Production University of Florida

1. Updated Web design course for agriculture students to include modern design and usability theory in instruction and learning assessments

2. Brought in real-world clients to give students the opportunity to engage in service learning 3. Developed new lectures and incorporated hands-on software lessons for 12-15

undergraduate and graduate students

Research Experience

Research Assistant, 2006-2010, University of Florida

Focus Group Methodology

1. Conducted and compared live focus groups to online focus groups using Elluminate Live, Summer 2009, 2010

2. Carried out qualitative program evaluation (moderated focus groups) and assisted with quantitative data collection (Howard Hughes Medical Institute grant ), Summer 2009

3. Focus group moderator for three focus group sessions with college students to determine perceptions of environmental horticulture fields and career opportunities, Spring 2008

4. Focus group moderator for two sessions to gather home horticulturists' feedback on a radio program about gardening in Florida produced by the University of Florida Institute of Food and Agricultural Sciences, Spring 2007

5. Assistant focus group moderator for two sessions to gather selected Florida consumers’ perceptions of all-natural and organic pork products, Summer 2006

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Instrument Development

1. Developed survey instrument to evaluate one of Florida's largest extension programs, Florida Yards & Neighborhoods, Spring 2009

2. Collaborated with peers in the development of two telephone survey instruments to gather perceptions of the University of Florida Institute of Food and Agricultural Sciences from various target audience segments, Summer 2008

Additional Methods Experience

1. Survey, content analysis, in-depth interviews, website usability testing, facial recognition software, experimental

Professional Experience

Web Manager, July 2006-2010, UF Department of Agricultural Education and Communication

1. Overhauled department’s Web presence to recruit more students, better serve current students and faculty, and improve public image of department’s teaching, research, and extension http://aec.ifas.ufl.edu

2. Created and maintained several websites http://wlianr.ifas.ufl.edu | http://gsd.ifas.ufl.edu | http://aec.ifas.ufl.edu/trc | http://aec.ifas.ufl.edu/abrams/step/ |

3. Advised faculty on how to best utilize the Web for communicating or conducting research and grant projects

4. Created print materials (brochures, applications, fact sheets, bookmarks) for student recruitment and departmental programs

Freelance Web and graphic designer, May 2004-Aug. 2007 and as needed through present

1. Created Agricreations.com to gain consulting and client relationship maintenance experience for agriculture businesses and organizations

2. Clients included Purdue College of Agriculture, Wedgworth Leadership Institute, UF/IFAS Center for Landscape Ecology and Conservation

Web Assistant, Dec. 2005-July 2006, UF Institute of Food and Agricultural Sciences Communications http://www.solutionsforyourlife.com

1. Worked in a team that created a new, comprehensive Web site containing about 200 pages for Florida extension

2. Researched photo databases, edited and manipulated all photos 3. Developed guidelines for the utilization of photos throughout the site

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Editor/Designer, Aug. 2005-July 2006, UF College of Agricultural and Life Sciences

1. Researched and edited stories for annual magazine with large circulation (30,000) 2. Revamped design and layout of magazine with cleaner, modern design techniques

Leasing Assistant, Aug. 2003-July 2005, Cheswick Village Apartments, West Lafayette, IN

1. Helped maintain 95-100% occupancy 2. Developed invaluable people skills and conflict management skills 3. Designed and created brochures, flyers, and advertisements

Web Developer, Aug. 2003-Feb. 2004, Purdue University Dairy Science

1. Teamed up with Spanish translator to create Spanish version of online course for dairy industry employees

2. Gained skills inputting foreign language content into Web pages

Reporter, Jan.-Sept. 2003, The Exponent (Purdue's newspaper)

1. Researched potential stories out of the Purdue College of Agriculture 2. All stories published and featured on front page once 3. Worked well under pressure, met strict deadlines

Publications

Abrams, K., & Meyers, C. (in review). From opposite corners: Comparing persuasive message factors and frames in opposing organizations’ websites. Manuscript submitted for publication in the Journal of Applied Communication.

Abrams, K., Meyers, C., & Irani. T. (accepted with minor revisions). Branding the Land Grant University: Agricultural Producers' and Community Leaders' Awareness of the Tripartite Mission. Manuscript submitted for publication in the Journal of Extension.

Baker, L., Abrams, K., Irani, T., & Meyers, C. (in review). Managing media relations: Determining the reputation of a land grant institution from the perspective of media professionals. Manuscript submitted for publication in the Journal of Applied Communication.

Allen, K., Abrams, K. M., Meyers, C. A., & Schultz, A. (in press). A little birdie told me about agriculture: Best practices and future uses of Twitter in agricultural communications. Journal of Applied Communications.

Meyers, C. A., & Abrams, K. M. (in press). Feeding the debate: A qualitative framing analysis of organic food news media coverage. Journal of Applied Communications.

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Thoron, A., Myers, B., & Abrams, K. M. (in press). Inquiry-based instruction: How is it utilized, accepted, and assessed in schools with national agriscience teacher ambassadors? Journal of Agricultural Education.

Baker, L., Irani, T., & Abrams, K. (in review). Communicating strategically with generation me: Aligning students’ career needs with communication about academic programs and available careers. Manuscript submitted for publication in the Journal of North American Colleges and Teachers of Agriculture.

Settle, Q., Irani, T., Baker, L., & Abrams, K. M. (in press). Changes in participant knowledge level and intended lesson topics for an emerging pathogens workshop [Abstract]. Journal of North American Colleges and Teachers of Agriculture Journal.

Abrams, K. M., & Meyers, C. A. (in press). Conversations with gatekeepers: An exploratory study of agricultural publication editors' decisions to publish risk coverage. Journal of Applied Communications.

Abrams, K. M., Meyers, C. A., & Irani, T. A. (2010). Naturally confused: Consumers' perceptions of organic and all-natural pork products. Journal of Agriculture and Human Values, 27(3), 365-374. doi: 10.1007/s10460-009-9234-5

Rhoades, E. B., & Chodil, K. M. (2007). Effective First Impressions Online: A Case Study of Working with Industry Professionals to Analyze Web site Usability. Journal of Applied Communications, 91(1&2).

Research Presentations

Baker, L. M., Irani, T. A., & Abrams, K. M. (2010, May). Motivating millennials: Using new media to recruit the next generation into academic programs of agriculture. North American Colleges and Teachers of Agriculture (NACTA) Conference.

Settle, Q., Irani, T., Baker, L., & Abrams, K. (2010, May). Changes in Participant Knowledge Level and Intended Lesson Topics for an Emerging Pathogens Workshop. NACTA Conference.

Abrams, K. M., & Meyers, C. A. (2009, June). A Comparison of Persuasive Message Factors and Frames in Animal Agriculture Communication Campaigns on the Web. Paper presented at the Association for Communication Excellence Conference in Agriculture, Natural Resources, and Life Sciences (ACE).

Baker, L. M., Abrams, K. M., Irani, T. A., & Meyers, C. A. (2009, May). How Well do We Relate: Media Professionals’ Awareness and Perceptions of a Land Grant Institution. Paper presented at the American Association for Agricultural Education National Conference, Louisville, KY.

Abrams, K. M., & Meyers, C. A. (2009, April). A Comparison of Persuasive Message Factors and Frames in Animal Agriculture Communication Campaigns on the Web. Paper presented at the Western Region American Association for Agricultural Education Conference, Lake Tahoe, NV.

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Baker, L. M., Abrams, K. M., Irani, T. A., & Meyers, C. A. (2009, February). How Well do We Relate: Media Professionals’ Awareness and Perceptions of a Land Grant Institution. Paper presented at the Southern Association of Agricultural Scientists Conference, Atlanta, GA.

Chodil-Abrams, K. M, Meyers, C. A., Irani, T. A., & Baker, L. M. (2008, June). Branding the Land Grant University: Agricultural Producers' and Community Leaders' Awareness of the Tripartite Mission. Paper presented the ACE Conference, Traverse City, MI.

Chodil-Abrams, K. M., & Meyers, C. A. (2008, June). Conversations with Gatekeepers: An Exploratory Study of Agricultural Publications Editors' Decisions to Publish Risk Coverage. Paper presented at the ACE Conference, Traverse City, MI.

Meyers, C. A., & Chodil, K. M. (2008, February). Feeding the Debate: A Framing Analysis of the News Media Coverage of Organic Food. Paper presented at the 2008 Southern Association of Agricultural Scientists Conference, Dallas, TX.

Chodil, K. M, Meyers, C. A., & Irani, T. A. (2007, June). Naturally Confused: Selected Consumers’ Perceptions of All-Natural and Organic Pork. Paper presented at the ACE Conference, Albuquerque, NM.

Chodil, K. M, Meyers, C. A., Irani, T. A., & Telg, R. W. (2007, February). The Newest White Meat: Selected Consumers’ Attitudes and Taste Perceptions of “All-Natural” Pork. Paper presented at the Southern Association of Agricultural Scientists Conference, Mobile, AL.

Poster Presentations

Meyers, G., Meyers, C., & Abrams, K.M. (2010, October).Using a team-based approach to encourage agricultural literacy. Innovative idea poster presented at the North-Central region AAAE Conference, Manhattan, KS.

Abrams, K. M., Thoron, A., & Strickland, D. R. (2010, May). Diverse agriculture, diverse students: Using farm tours to enhance the graduate student experience. Innovative idea poster presented at the AAAE Conference, Omaha, NE.

Abrams, K. M., Thoron, A., & Strickland, D. R. (2010, February). Diverse agriculture, diverse students: Using farm tours to enhance the graduate student experience. Innovative idea poster presented at the Southern region AAAE Conference, Orlando, FL.

Meyers, C. A., & Abrams, K. M. (2010, February). Tools of the trade: Free Web resources for online content analysis. Innovative idea poster presented at the Southern Association of Agricultural Scientists (SAAS) Conference, Orlando, FL.

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Abrams, K. M., & Hightower, L. (2009, February). Using Computer Assisted Qualitative Data Analysis to Manage in Qualitative Research Economically, Efficiently and Effectively: An Analysis of Weft QDA. Innovative idea poster presented at the SAAS Conference, Atlanta, GA.

Chodil, K. M., Meyers, C. A., & Irani, T. A. (2008, February). Cultivating Communication: Evaluation of an Extension Home Horticulture Radio Show. Research poster presented at the SAAS Conference, Dallas, TX.

Invited Presentations

Abrams, K. (2009). No Pain, All Gain: Using Weft QDA for Qualitative Data Analysis. Professional workshop conducted at the ACE Conference.

Abrams, K. (2009). A Comparison of Persuasive Message Factors and Frames in Animal Agriculture Communication Campaigns on the Web: Summary of Results and Recommendations for the Animal Agriculture Alliance. Research presented to the Animal Agriculture Alliance Board of Directors.

Abrams, K. (2009). Reaching the urban audience. Professional workshop conducted at the Animal Agriculture Alliance Summit.

Rhoades, E., & Chodil-Abrams, K. (2008). YouTube, Blogger, Delicious, Oh My! Professional workshop conducted at the ACE Conference.

Guest Lectures in College Classrooms

Abrams, K., & Cochie, M. (2010, March). Creating a winning communications portfolio. Lecture and Q&A for agricultural communications senior capstone class. University of Florida.

Abrams, K. (2009, Nov.). Diffusion of Innovation. Lecture and in-class activity for undergraduate Human Communication Theory. Palm Beach Atlantic University.

Abrams, K. (2009, Nov.). Persuading people to change their behavior. Lecture and in-class activity for undergraduate Persuasion. Palm Beach Atlantic University.

Abrams, K. (2007-2010). Managing your online presence. Lecture in AEE 3033: Research and Business Writing. University of Florida.

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Service

2010-Present: Reviewer for Journal of Applied Communications

2010-Present: Conference Paper Reviewer for Southern Association of Agricultural Scientists Agricultural Communications Section

Aug. 2010-Present: Assistant Adviser for Illini Agricultural Communicators and Leaders of Tomorrow

April 2010-Present: Agricultural Communications Strategic Planning Committee at the University of Illinois

Nov. 2010: Oversight of Pressroom Internship Program at North American International Livestock Expo

2008-2010: University of Florida Agricultural Education and Communication Advisory Council Ph.D. Student Member

2009: American Angus Association National Junior Angus Show Creative Writing Contest Judge

2008: Florida 4-H Public Speaking Contest Judge

Leadership

Vice Chair-elect, Academic Special Interest Group, 2011, Association for Communication Excellence Conference in Agriculture, Natural Resources, and Life Sciences (ACE)

Vice President, 2009-2010, Agricultural Education and Communication Graduate Student Association Graduate Committee Representative, 2008-2009

National Editor, 2004-2005 National Agricultural Communicators of Tomorrow

President and Webmaster, 2004-2005 Purdue Chapter of Agricultural Communicators of Tomorrow

Awards

Top Two Logo Design Logo selected out of hundreds submitted from around the world to potentially represent the organization 2010 Association for Education in Journalism and Mass Communication

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First Place Innovative Idea Poster Diverse agriculture, diverse students: Using farm tours to enhance the graduate student experience. 2010 S-AAAE

Third Place Research Paper A Comparison of Persuasive Message Factors and Frames in Animal Agriculture Communication Campaigns on the Web 2009 ACE

Outstanding Innovative Idea Poster Using Computer Assisted Qualitative Data Analysis to Manage in Qualitative Research Economically, Efficiently and Effectively: An Analysis of Weft QDA 2009 SAAS: Agricultural Communications Section

Outstanding Master's Thesis 2008 ACE

First Place Outstanding Graduate Student Research Paper Branding the Land Grant University: Agricultural Producers' and Community Leaders' Awareness of the Tripartite Mission 2008 ACE

First Place Outstanding Graduate Student Research Poster Cultivating Communication: Evaluation of an Extension Home Horticulture Radio Show 2008 SAAS: Agricultural Communications Section

First Place Outstanding Graduate Student Research Presentation Feeding the Debate: A Framing Analysis of the News Media Coverage of Organic Food (2nd author) 2008 SAAS: Agricultural Communications Section

Newbern Scholarship University of Florida 2007–present

First Place Outstanding Graduate Student Research Paper Naturally Confused: Selected Consumers’ Perceptions of All-Natural and Organic Pork 2007 ACE

Silver Image Award Marketing campaign for Gardening in a Minute radio program 2007 UF/IFAS

Outstanding Graduate Student Research Presentation The Newest White Meat: Selected Consumers’ Attitudes and Taste Perceptions of “All-Natural” Pork. 2007 SAAS: Agricultural Communications Section

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Graduate Student Assistantship University of Florida 2005–present

3rd place Web design 2005 National ACT Critique and Contest

1st place digitally manipulated photo 2005 National ACT Critique and Contest

1st place Web design 2004 National ACT Critique and Contest

Outstanding Junior in Agricultural Communications 2004 Purdue University scholarship

Computer Expertise

Proficient in Mac OS, Windows, and Linux platforms, along with the following software and skills:

Adobe InDesign Adobe Dreamweaver Adobe Flash Microsoft Office

Adobe Illustrator HTML and CSS Weft QDA Qualtrics (online survey tool)

Adobe Premiere Adobe Photoshop SPSS Prezi (web-based presentation tool)