A Study on Communication Behaviour of Extension Personnel of Prakasam District of Andhra Pradesh

Successful communication is the main job of an extension worker. He cannot expect change among farmers unless he is able to communicate effectively to them. This entails the extension personal to have thorough understanding of communication process. This study will be helpful in identifying important variables of extension personnel affecting their communication process. Prakasam District of Andhra Pradesh was selected by purposive random sampling. The study was conducted in 7 mandal's which were selected randomly. Respondents were Agricultural officers, agricultural extension officers, village agricultural assistants and village horticultural assistants. The total sample size for the study were 120 extension personnel. majority of the respondents were female, young aged, having high educational status, with low annual income, job experience and training exposure. Perceived work load was high, medium level of job satisfaction and low level of Innovativeness and medium level of achievement motivation and medium level of communication behaviour was observed. The findings of overall communication behaviour of extension personnel indicate that there is need to increase the communication behaviour from medium to high through suitable training programs on latest Communication technologies and communication skills, providing needed literature.