GUIDELINES FOR EDUCATING DECISION MAKERS ON EXTENSION PROGRAMS

Developed by
NACAA Life Member Committee
Chaired by Richard Curran
portions from
Robin Orr – EFNEP
JCEP 2004 PILD presentation

INTRODUCTION

This document gathers material from several sources including The Extension Marketing Toolbox which was originally prepared by Dr. Robin Orr at the University of Illinois for EFNEP. That document (and others) were then greatly modified by the Life Member Committee of the National Association of County Agricultural Agents to include all aspects of Cooperative Extension nationally and to incorporate many other items that they felt could also be of assistance. The purpose of this publication is to assist agents to better communicate with elected officials and stakeholders. It is important that Extension staff, especially those who are new, offer effective interpretation of their programs to their decision makers.

Why is it so important to communicate with these officials and stakeholders at this time? Cooperative Extension currently is having serious budgetary problems. As agents retire, many vacancies are not being filled. In some states, the traditional county programming has been changed to regional programming, causing additional workloads for agents. With decreasing budgets there is more competition from other government agencies for funding. Therefore, it is of utmost importance that Extension staff make contacts with their legislators. These contact need to take place at the county, state and federal  levels, to inform them of the excellent programs agents are conducting.

There are numerous methods to use in order to communicate with decision makers. A letter, newsletter, fax or e-mail describing successes of Extension clientele can be sent. Often an informal visit to meet with an elected official and/or that person’s staff can be helpful. The agent may wish to include other Extension staff and advisory committee
members to support the programs to be discussed. An invitation to decision makers to attend a large Extension event is an excellent method to show these persons successful programs.

Depending on timing, one of these methods may be more feasible than another at a given time. It is important that Extension staff communicate frequently with decision makers. Experts suggest that it takes seven contacts to get and maintain interest. It may be helpful to consider developing an interpretation plan over a period of several years. The first
year, contacts could be made with decision makers and then plan larger events during the following years.

STRONG PROGRAMS GENERATE SUPPORT

A strong, well planned and effectively delivered program is hard to beat for generating support for the work- and worth - of a County Agent, a Regional Specialist, or Statewide Specialist.

To be successful such a program must be designed to meet the specific needs of the clientele as identified, at least partially, from their input.

Most often campus research is key to this success. The research may be from any number of states, or regions, but  research is key. Even though in many states it is difficult to manage - the ideal strategy is a team approach. The players would include the research station scientist, an Extension specialist and a County Agent cooperating with a group of growers to address a particular demand within an sector. (This can be Youth programming, Natural Resources, Food Safety, Agriculture or other sectors of the economy).

Several years ago one of the speakers at our annual meeting stated that the greatest educational accomplishment in our country’s history was (and still is) the Extension Program. He added that we specifically identify our audience and solicit their input so that we can assess their most pressing challenges. We then design, develop and deliver a program that meets these requirements - which as we all know - are constantly changing.

Yet in today’s world the extension of knowledge derived from these efforts is particularly vital not only to our clientele, but also to the policy makers in local, state and federal government as well as the regulatory agencies that so greatly  influence our economic and social well being.

An added bonus is that the strength built through this kind of program development and delivery, encourages others outside the Extension system to tell their success stories to “decision makers” - a vehicle much ore potent than trying to tell our story by ourselves.

Guidelines for Educating “Decision Makers” on Extension Program

I Who are the “decision Makers” that impact your program?

A) It is important to identify the people who decide your extension program budget and/or direction.

1) On the local level

2) The Land Grant University

3) State Government

4) At the National Level

II How do you inform / educate these “Decision Makers”

III Who is the Administrative Assistant or Secretary to the “Decision Maker”? How
do you contact them?

IV Who advises the “Decision Makers” on factors that impact extension program?

V There are many retired individuals (Ag producers, Extension Agents, Industry professionals, Youth educators, Teachers, Farm Bureau Managers, other agency personnel, and nearly everyone you have taught) who can speak well for you and your Extension programs, if you keep them informed.

VI There are industry leaders who can and will tell your story rather than you.

VII Selecting an Advisory Committee

VIII Once the Advisory Committees are selected one must use them effectively.

IX What is your University’s Policy on Educating Decision Makers?


Introduction | Table of Contents | Citizen Advocacy | Dealing with Legislators | Communication | Decision Makers | Marketing Tips | Educating Decision Makers | Political Environment | Support Base | Advisory Boards | Perceptions | Ideas | Resource Links | Challenge | Credits

Prepared by the Joint Council of Extension Professionals