The Story of the Institute's Storytellers

For more than a century, communications has played a vital role in fulfilling the land-grant mission of the University of Tennessee. When the Smith-Lever Act of 1914 established the national Cooperative Extension Service, charging land-grant universities with bringing research-based information directly to farmers and families, UT officials quickly recognized the need for skilled communicators.

Among the first to answer that call at the university was a man named Harry Potter. Though he didn’t spend his time battling dark wizards, this Harry Potter made his mark during five years in the job by editing, printing, and distributing seventy publications, securing newspaper coverage across the state, and compiling annual reports showcasing how UT Extension was improving life in Tennessee.

Since then, as the media landscape has continuously grown and evolved, so have the communications efforts of the UT Institute of Agriculture. What began as a one-person department serving UT Extension alone has transformed into a dynamic team of seventeen professionals, along with a host of other communicators serving UTIA’s colleges, units, and departments, working to elevate every unit of the institute: UT Extension, UT AgResearch, the Herbert College of Agriculture, and the UT College of Veterinary Medicine. Not only do they help to bring Real. Life. Solutions. to the people of Tennessee, but also they shine a light on the people and programs that make those solutions possible.

Polaroid style image of two kayaks on the Tennessee River with two paddlers and one person holding a video camera — Video producer Charles Denney films paddlers from a kayak on the Tennessee River, getting a close-up shot of the action.

From Print to Multimedia: Adapting to Changing Times

Staying true to its roots, the UTIA Marketing and Communications team continues to produce Extension publications—research-based educational materials covering a wide range of topics—publishing approximately one hundred and seventy each year, which is quite the jump from Potter’s days. Meanwhile, the media relations staff ensures UTIA’s stories reach households across the state, connecting journalists with experts and producing broadcast-ready content that amplifies the institute’s presence in the news.

As technology evolved, so have the storytellers. The shift from print-heavy communication to multimedia storytelling has grown into a modern strategy that spans television, digital platforms, and more. Today, that strategy includes UTIA’s biannual magazine, Land, Life and Science, along with vibrant social media and web presences, and a wide array of video and visual content that brings scientific discoveries, teaching, and outreach to life.

A graphic designer in their office hand-drawing an illustration on an iPad — Graphic designer Caitlynn Dowland finalizes her illustration for the cover of *Land, Life and Science’*s fall 2025 issue.

Supported by skilled photographers, video producers, graphic designers, digital communications specialists, writers, and editors, the team shares the stories of UTIA through a variety of compelling content that highlights the people and programs shaping agriculture across Tennessee and beyond the state’s borders.

Amplifying Impact Through Strategic Storytelling

Recognizing the power of effective storytelling, UTIA leadership has elevated communications as a key pillar of the institute’s strategic plan. “Communications is essential to fulfilling our land-grant mission,” says Keith Carver, UTIA senior vice chancellor and senior vice president. “It allows us to share our research and resources, as well as the stories of our people and their impact, with the people of Tennessee and beyond to ensure our work truly makes a difference in their lives.”

That mission of visibility drives the UTIA Marketing and Communications team forward. Through strategic storytelling and messaging, the team works to highlight the Real. Life. Solutions. delivered every day through UTIA’s teaching, research, and Extension efforts, ensuring that people understand how UTIA strengthens communities.

While the UTIA Marketing and Communications staff members lead high-level efforts to promote the institute, they are far from the only communicators representing the institute’s work and mission. Across our units, colleges, departments, programs, and Extension offices statewide, faculty, staff, and students share their stories and highlight the impact of their work and study. Yet their hope is the communication doesn’t stop there, that the people they serve, alumni of the two colleges, donors, stakeholders, and friends of the institute also communicate about the impacts.

A photographer taking pictures of a professor in a greenhouse — Photographer Raffe Lazarian captures images of researcher Kellie Walters at work in the Controlled Environment Plant Physiology Laboratory.

By sharing about UTIA on social media or simply telling friends and family about the important work being done here, you too can help extend our reach and amplify awareness of the research, education, and outreach efforts that improve lives across Tennessee.

As UTIA looks to the future, the storytellers across our institute make sure Tennessee knows how agriculture, science, and education are driving real progress. Together, they continue telling the story that Potter began more than a hundred years ago to show how the land-grant mission continues to deliver meaningful change to Tennessee and meaningful change not just for Tennesseans, but for people around the world.