The science of providing advice 



Photo by Steve Wilson 



Sea Grant's marine advisory agents know that 

 research is no good if it stays in the laboratory. So, 

 they peddle information and innovations out on the 

 docks, in seafood houses and on the beach. 



The agents spend some time behind their desks, 

 answering questions and offering advice. But, part of the 

 time, they're out trying to spread the word about new 

 ways to catch fish, to shed crabs, to fiberglass a boat. 

 And, they've learned the value of knowing just who to 

 turn to in a community where they're trying to get the 

 word out. They've also learned that it's sometimes hard 

 to find the leaders in a fishing community. 



Jim Murray, Sea Grant's Marine Advisory Service 

 director, says Jeff Johnson's study of social networks, in- 

 formation flow and the adoption of technology among 

 North Carolina commercial fishermen, will help his team 

 improve the way they do business. 



"Johnson approached his study in a very scientific 

 way," says Murray. "But our agents can use the study to 

 pinpoint the leaders for themselves. They can make 

 themselves available, ask questions, and find out who the 

 highliner is in a community. With a little digging, they 

 can find him." 



Murray says the best way to find an opinion leader is 

 by asking around. "You say, 'I've got this idea. Who is 

 the best person to talk to about it.' And, pretty soon, you 

 start hearing one name repeated by most of the fisher- 

 men. 



"Once you find him, you start dealing with him on a 

 personal basis. You cultivate that relationship," says 

 Murray. 



Jim Murray 



Johnson's study is more than an assessment of the 

 social networks in Crabtown, North Carolina, says 

 Murray. There are approximately 400 Sea Grant marine 

 advisory agents nationwide. With the help of this study, 

 they'll all be able to do their jobs better, says Murray. 



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