CV 


PROFESSIONAL EXPERIENCE

Program and Policy Analyst, Public Service Commission of Wisconsin, 2022 - present

Research Consultant, Farmers Market Coalition, 2022 - present

Assistant Professor, Greenlee School of Journalism and Communication, 2018-2022

Public Information and Education Officer, Dane County University of Wisconsin-Extension, 2009 to 2013

EDUCATION

Ph.D. – University of Wisconsin-Madison, 2018, Mass Communications through the Department of Life Sciences Communication

M.S. – University of Illinois Urbana-Champaign, 2009, Natural Resources and Environmental Sciences

B.S. – University of Wisconsin-Madison, 2005, double major in Zoology and Journalism and Mass Communication

AWARDS

  • Vicky Lee Hirsh Academic Merit Award, University of Wisconsin-Madison (2017)

  • Jean Fewster Life Sciences Communication Award, University of Wisconsin-Madison (2015)

  • Cora I. Jayne Academic Merit Award, University of Wisconsin-Madison (2015)

  • Honored Instructor, University Housing Academic Initiatives, University of Wisconsin-Madison (2014)

  • Annie’s Sustainable Agriculture Scholarship, Annie’s Homegrown (2014)

  • University Fellowship, University of Wisconsin-Madison (2013)

  • Ball Fellowship in Horticulture, University of Illinois Urbana-Champaign (2007)

  • Wisconsin Idea Undergraduate Fellowship, University of Wisconsin-Madison (2005)

PUBLICATIONS (REFEREED)

Williams, E., & Witzling, L. (2024). How communication infrastructure impacted New York City restaurants’ ability to access resources during the COVID-19 pandemic. Journal of Foodservice Business Research.

Witzling, L., Shaw, B.R., Comito, J., Wald, D.M., Ripley, E., & Stevenson, N. (2023). Promoting agricultural conservation on Facebook: An exploration of the performance of farmer identity frames across age and gender. Sustainability Science.

Witzling, L., Williams, E., & Wald, D.M., Comito, J., & Ripley, E. (2023). Virtually the same? Understanding virtual and F2F farmer audiences. Journal of Extension, 61(1).

Witzling, L., & Wald, D.M., & Williams, E. (2022). Conservation in the news: Comparing news coverage of nutrient reduction in agricultural and non-agricultural news outlets in Iowa. Journal of Applied Communications, 106(2).

Witzling, L., & Shaw, B.R. (2022). Building a bridge between civic agriculture and civic engagement: Farmers markets as communication infrastructure. International Journal of Sociology & Social Policy, 42(7/8).

Witzling, L. (2021). Fresh, grown, made, and proud: How state governments use stewardship to collectively promote their state’s food products. Journal of Applied Communications, 105(4).

Witzling, L., Wald, D., & Williams, E. (2021). Communicating with farmers about conservation practices: Lessons learned from a systematic review of survey studies. Journal of Soil and Water Conservation.

Runge, K.K., Shaw, B., Witzling, L., Hartleb, C., Peroff, D. & Yang, S. (2021). Social license and consumer perceptions of farm-raised fish. Aquaculture, 530(15). 

Witzling, L., Shaw, B., S., Yang, K.K., Runge, C.F. Hartleb, & D.M. Peroff. (2020). Predictors of environmental policy support: The case of inland aquaculture in Wisconsin. Environmental Communication.

Witzling, L., Shaw, B., Strader, H.C., Sedlak, C., & Jones, E. (2020). The role of community: CSA member retention. British Food Journal.

Witzling, L., Shaw, B., Wilson, M., & Morales, A. (2019). Promoting farmers’ markets: Preferences of farmers’ market leaders. Journal of Extension, 57(3).

Witzling, L., Shaw, B., & Trechter, D. (2019). Which communication channels shape normative perceptions about buying local food? An application of social exposure. Agriculture and Human Values, 36(3), 443-454.

Witzling, L., & Shaw, B. (2019). Lifestyle segmentation and political ideology: Toward understanding beliefs and behavior about local food. Appetite, 132(1), 106-113.

Wilson, M., Witzling, L., Shaw, B., & Morales, A. (2018). Contextualizing farmers’ markets needs: Assessing the impact of community type on market management. Journal of Food Distribution Research, 49(2).

Witzling, L., Shaw, B., & Seiler, D. (2016). Segmenting boaters based on level of transience: Outreach and policy implications for the prevention of aquatic invasive species. Biological Invasions, 18(12), 3635–3646.

Witzling, L., Shaw, B., & Amato, M.S. (2015). Incorporating information exposure into a theory of planned behavior model to enrich understanding of proenvironmental behavior. Science Communication, 37, 1-24.

Witzling, L., Wander, M., & Phillips, E. (2010). Testing and educating on urban soil lead: A case of Chicago community gardens. Journal of Agriculture, Food Systems, and Community Development, 1, 167-185.

CONFERENCE PAPERS & PRESENTATIONS (REFEREED)

Comito, J., Witzling, L., Ripley, E., Shaw, B.R., Wald, D.M., & Stevenson, N. Which social media messages about conservation resonate best with farmers? Poster presented at the National Nonpoint Source Training Workshop, November 2023. Minneapolis, MN.

Opel, A., Willard, B., Calderon, C., Gordon, C., Typhina, E., Kinefuchi, E., Takach, G., Good, J., Halgren, L., Witzling, L., & Depoe, S. EC Education: Best Practices and Way Forward. Presented at the Conference on Communication and Environment, June 2021. Virtual.

Witzling, L., & Newell, J. Communication and composting: A service-learning case study. Presented at the International Conference on Food Studies, October 2020. Virtual.

Runge, K., Shaw, B., Witzling, L., Peroff, D., & Hartleb, H. The role of food values, trust in government regulatory agencies, and pro-economic perceptions of aquaculture in granting social license to operate. Presented at Aquaculture America, February 2020. Honolulu, HI.

Witzling, L., & Wald, D. Communication with farmers about conservation: A systematic review. Presented at the Midwest Association for Public Opinion Research (MAPOR) conference, November 2019. Chicago, IL.

Witzling, L., Shaw, B., Yang, S., Runge, K., Hartleb, H., & Peroff, D. Freshwater aquaculture: Predictors of policy support and implications for environmental communicators. Presented at the Conference on Communication and Environment, June 2019. Vancouver, BC.

Witzling, L., & Heyer, S. Inland fish farming: Public opinion and social media trends. Presented at the Iowa Water Conference, March 2019. Ames, IA.

Witzling, L., Yang, S., Shaw, B., Runge, K., Peroff, D., & Hartleb, C. Fish farming in the Midwest: Public opinion, media, and geography. Presented at the MAPOR conference, November 2018. Chicago, IL.

Witzling, L., & Shaw, B. How are consumers’ normative perceptions about local food shaped by different communication channels? Poster presented at the Agriculture, Food, and Human Values Society and Association for the Study of Food and Society Annual Meeting. May 2018. Madison, WI.

Thostenson, K., Witzling, L., Shaw, B., Knoot, T.G., Huff, E.S., & Butler, B. Understanding how urban residential homeowners perceive and manage their trees: A comparison of four Wisconsin cities. Presented at the Society of American Foresters National Convention, November 2017. Albuquerque, NM.

Witzling, L., & Shaw, B. Segmenting consumers using the food related lifestyle instrument and political ideology. Poster presented at the MAPOR conference, November 2017. Chicago, IL.

Witzling, L., & Shaw, B. Which communication channels shape public opinion regarding local food? Presented at the MAPOR conference, November 2016. Chicago, IL.

Shaw, B., Witzling, L., & Seiler, D. Audience segmentation strategies for communicating with boaters at high risk of spreading AIS. Presented at the Wisconsin Lakes Partnership Convention, April 2016. Stevens Point, WI.

Shaw, B., & Witzling, L. Local food messages: Communication recommendations to give Wisconsin farmers. Presented at the Joint Council of Extension Professionals Conference, April 2016. Wisconsin Dells, WI.

OUTREACH PRESENTATIONS (NOT REFEREED)

Witzling, L., & Wald, D. Increasing farmer engagement with conservation practices through more effective communication strategies. Presented as part of the Iowa Nutrient Research Center Highlights from a Decade of INRC Research & Impacts webinar series, April 2023. Ames, IA.

Witzling, L. Persuasion & communication tactics. Presented at the Iowa Watershed Academy, May 2022. Prairie City, IA.

Witzling, L. Leveraging social media advertising for conservation outreach. Presented as part of the Iowa Learning Farms webinar series, November 2021. Virtual.

Witzling, L., & Shaw, B. Targeting audiences in local food contexts: Lifestyle segmentation and social media. Presented at the Department of Life Sciences Communication Colloquium, University of Wisconsin-Madison, April 2018. Madison, WI.

Witzling, L., & Shaw, B. Using market research and communication theory to promote local food. Presented at the Department of Life Sciences Communication Colloquium, University of Wisconsin-Madison, May 2017. Madison, WI.

Witzling, L., Shaw, B., & Trechter, D. Local food marketing recommendations for Wisconsin farmers. Presented at the University of Wisconsin-Extension Community Food Systems Team In-Service, September 2016. Stevens Point, WI.

Shaw, B., & Witzling, L. Local food marketing recommendations for restaurants and retailers. Presented at the Midwest Foodservice Expo, March 2016. Milwaukee, WI.

Shaw, B., & Witzling, L. Wisconsin consumers and local food: 2015 survey results. Presented at the Wisconsin Local Food Summit, January 2016. Sheboygan, WI.

Shaw, B., & Witzling, L. Wisconsin local food consumer survey results. Presented at the Wisconsin Fresh Fruit and Vegetable Conference, January 2016. Wisconsin Dells, WI.

Shaw, B., & Witzling, L. Local food & Wisconsin consumers: Survey results for CSA farmers. Presented at the FairShare CSA Coalition Annual Meeting, December 2015. Madison, WI.

Witzling, L., Shaw, B., & Jones, E. Wisconsin consumers’ views on local food. Presented at “Bagels and Research” sponsored by the Morgridge Center for Public Service, University of Wisconsin-Madison, November 2015. Madison, WI.

Shaw, B., & Witzling, L. Social marketing principles & stormwater campaigns. Presented at the Madison Area Municipal Stormwater Partnership Information & Education Committee Meeting, September 2015. Madison, WI.

Witzling, L., Shaw, B., Amato, M., Howell, A., & Seiler, D. 2013 AIS boater & angler survey data. Presented at the Wisconsin Department of Natural Resources Spring AIS Partner Meeting, May 2014. Stevens Point, WI.

OUTREACH PUBLICATIONS (NOT REFEREED)

Shaw, B., Runge, K., Yang, S., Witzling, L., Hartleb, C., & Peroff, D. (2019). Consumer attitudes toward Wisconsin farm-raised fish: Public opinion and marketing recommendations.

Yang, S., Shaw, B., Witzling, L., Hartleb, C., Runge, K., & Peroff, D. (2019). Aquaculture in Wisconsin: Results from a statewide survey of fish farmers.

Witzling, L., Wilson, M.,Shaw, B., & Morales, A. (2018). Insights into the management of Wisconsin’s farmers markets: Results from a statewide farmers market manager survey.

Witzling, L., & Shaw, B. (2017). Marketing recommendations for community supported agriculture: Member recruitment and retention.

Thostenson, K., Witzling, L., Shaw, B., & Gorby Knoot, T. (2017). Communicating more effectively about urban forestry. Outreach and message strategies to motivate urban landowners to manage their trees and green space, based on Wisconsin survey findings.

Wilson, M., Shaw, B., Morales, A, & Witzling, L. (2017). Plan, partner, and promote: Best marketing practices from Wisconsin’s farmers market managers.

Witzling, L., Shaw, B., & Trechter, D. (2016). Wisconsin consumers and local food: Public opinion, trends & marketing recommendations.

Witzling, L., Shaw, B., & Trechter, D. (2016). Wisconsin consumers and local food: Marketing recommendations for direct market farmers.  

Witzling, L., Shaw, B., & Trechter, D. (2016). New recommendations for marketing local produce in Wisconsin. Fresh Magazine 8(2), 3-5.

TEACHING

Courses taught as the instructor of record: Journalism and Mass Communication 598: Food & Media; Journalism and Mass Communication 510: Strategies of Communication; Public Relations 321: Public Relations Writing, Public Relations 305: Publicity Methods; Public Relations 499: Professional Media Internship

Courses taught as a teaching assistant: Life Sciences Communication 100: Science and Storytelling; Life Sciences Communication 625: Risk Communication; Natural Resources and Environmental Sciences 201: Introduction to Soils

SERVICE

Editorial appointments

2022 - present, Editorial Board Member, Journal of Agriculture, Food Systems, and Community Development

Departmental service - Greenlee School of Journalism & Communication

2022 - 2022, member, Graduate Steering Committee

2019 - 2021, member, Long Range Planning Committee

2018 - 2022, member, Director’s Advisory Committee