|Abstract: ||The digital media landscape fundamentally mediates consumers’ understanding of agriculture,
farming, and food. Web 2.0 has created many opportunities and challenges for both audiences
and organizations of all types (private, public and non-profit). Through a case study, this project
provides insights regarding digital public relations, specific to the agriculture industry in Canada.
In particular, this research investigates how the Dairy Farmers of Canada implement digital
public relations tactics in a Web 2.0 media environment. It shows how an organization
representing dairy producers and farmers in Canada have adapted communication efforts to
consumers in a digital media environment in an attempt to close to farm-to-plate knowledge gap.
It supports prior research regarding the need to redefine public relations’ control paradigm and
strategic focus in the context of an interactive, participatory media landscape.|