Association for Communication Excellence

The Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE) is the primary professional organization for academicians and communication practitioners whose major focus is agricultural and applied communications at colleges, universities, and government agencies. The international organization was first established in 1913 as the American Association of Agricultural College Editors (AAACE). Other U.S. agricultural communication milestones of this era included the offering of the first university agricultural journalism course in 1905, the beginning of Cooperative Extension in 1914, and the first radio news broadcast in 1916.

AAACE changed its name to the Agricultural Communicators in Education in 1978 and to its current name in 2003. The organizational name changes reflect the evolving professional roles of ACE members from largely publications and print-media-based communications in the early 20th century to today's wide range of expertise in publishing, marketing, management, and information technologies. The new nomenclature also reflects expansion of land grant university communications beyond primarily agricultural subject matter to environmental and consumer science areas.

ACE fulfills its mission by raising the visibility of this specialized communication field and by providing professional development opportunities for its members. Professional development needs of ACE's 550 members are served through 14 special interest groups that span such areas as electronic media, graphic design, distance education, writing, research, management, diversity, and international affairs. Professional development is also offered through ACE's popular Critique and Awards Program, which recognizes excellence in members' communications work. ACE also recognizes nonmembers' significant contributions to the field of agriculture, natural resources, or life and human sciences with its prestigious Reuben Brigham Award, established in 1947. The award is named for one of the venerable early leaders of the profession who also served as the organization's 11th president in the mid-1920s.

The organization's flagship activity is its international conference, which has been held annually for the past 95 years except for 1 year during the Great Depression and 3 years during World War II. ACE conferences offer dozens of professional development sessions, demonstrations of new technology, well-known speakers and presenters, networking opportunities, and panel discussions focused on critical industry issues. Technology interests of ACE members are further served through joint meetings held every 2 years with the National Extension Technology Conference. Also offered are regional meetings and special workshops and educational programs such as the Media Relations Made Easy national workshops and ACE's newly developed Leadership Institute. Throughout the year, ACE disseminates information to its members and to the profession through its Web site and electronic lists focused on various communication subjects. Finally, ACE publishes a periodic newsletter, which has been distributed under various titles since 1919, and special publications such as The Communicator's Handbook, now in its fourth edition.

Agricultural communication and agricultural journalism faculty who teach, conduct research, and administer academic programs participate in ACE [Page 64]special interest groups in which they share curriculum materials, present research, and discuss topical issues in the field. Although they constitute a minority of the ACE membership, academicians make distinct contributions to the profession through specialized research and evaluation programs that help guide communication practitioners' activities. They also make contributions to a growing scholarly literature of agricultural and applied communication. ACE supports college and university programs in agricultural communication by collaboration with and mentoring of student members of the Agricultural Communicators of Tomorrow national student organization, established in 1970.

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