The Extension faculty in the Department of Plant Pathology collaborated with Dr. Erin Hester and Eleanor Hudd in the Department of Integrated Strategic Communication in the College of Communication and Information to better understand how stakeholders perceive Integrated Pest Management (IPM) and develop strategic messaging that will lead to behavior change and the adoption of IPM strategies. Focus groups were held on multiple dates and locations in 2023, in both in-person and virtual formats. Grain crop focus groups had 22 County Extension Agents in attendance. County Agents were selected as the primary audience since they interact most frequently with larger grain crop farmers who farm primarily corn, soybean, and wheat. Specialty crop focus groups had 43 participants that were full time fruit and vegetable growers or County Agents who farmed part time. Focus groups were conducted under University of Kentucky IRB approval #84137 and funded in part by the University of Kentucky Extension Engagement program. During the focus groups, participants were asked open-ended questions and encouraged to discuss their experiences with and understanding of IPM. Preliminary focus group results indicated that many individuals are not able to accurately define what IPM is and believe IPM is risky and time intensive. Results also indicate that farmers believe data from extension is less applicable to them than peer-to-peer or neighborly advice from other farmers. These results will be used to improve messaging surrounding IPM, including highlighting peer-to-peer “success stories,” streamlining existing IPM content, and emphasizing that IPM consists of tools that farmers already use and can often save time and money.