Updates from APLU AHS meeting

From Extension Collaborative Wiki

As indicated in our May call minutes, several members of our group will attend a meeting with the AHS Section of APLU in Chicago May 26-27. This meeting of administrators is to look at ways they can better address national issues facing the landgrant system. It is an excellent opportunity for us to update them on our project and the planned outcomes.

After seeing the meeting agenda it is clear that we are developing the framework for identifying, developing and delivering in a coordinated way the messages they want to deliver.

After the meeting, I will share what we learned and how it can aid us in this project. My hope is that we will get administrative buy-in for our effort and funding to support research, development and training and that needs to come from this group. Check back for further updates.

Below is an outline of current projects that Frankie and I will present to them.

National Efforts Underway to Address Land-grant Issue Management

There are several efforts moving to help the land-grant system better respond to emerging issues and crisis. Here is a brief outline of the projects we are aware of, where they stand and next steps needed:

National Strategies in development:

NCERA 209 Project – Best Practices for Issue Management in the Land-grant System

This NCERA project will conduct research in how the system responds to issues, update research in successful issue management programs, develop best practices for issue management in the land-grant system and develop and conduct training for land-grant administrators, key faculty members and media. The project aims to help the land-grant system become more adept and efficient at identifying, addressing and responding to issues that that effect land-grant universities locally, regionally and nationally to reach desired outcomes. We expect that employing these best practices using a well-trained cadre of experts and administrators will result in higher visibility for the system, greater understanding of value of land-grant universities and the role we play to benefit society; successful management of emerging threats while they are still issues and before they become a crisis; and using emerging issues that support our mission to our benefit.

National Impact Reporting System

For almost a decade, CSREES supported efforts of land-grant institutions to develop, maintain and publicize the impact of our teaching, research and extension work. A selected group of communicators met annually to assemble a collection of impact reports from across the system that addressed important issues facing the nation and highlighted how the system was working to solve them. These reports were distributed to Congress members and their staffs to show the value of the system. In 2005, the program was discontinued due to lack of funding. Last year, a group of communicators historically involved in the program met to discuss revitalizing the effort based on critical need for this information. The group agreed eXtension is a viable collection and delivery vehicle for impact reports across the system, and will meet again in June to discuss next steps. As we have all faced crucial issues in the ensuing years from attacks on federal earmark funds for agricultural research to budget reductions across the system, the need for an up-to-date, readily available system of gathering this data has been critically missed.

ECOP Marketing and Communications Task Force

In 2006, ECOP formed this task force to develop and implement more effective, higher impact, and likely more integrated marketing and communications for the national Cooperative Extension System; and assist state extension systems to learn about, adapt, and adopt best marketing and communications practices. ECOP contracted with Copernicus Marketing Consulting Research to do a national survey of Extension’s brand value. States were allowed to piggyback on this data with state samplings. Surveys were completed in December 2008. A final report presented to directors/administrators at the National Extension Directors and Administrators meeting Feb. 16-19, 2009 in New Orleans was videotaped and posted at www.aplu.org in the Cooperative Extension Section. After the presentation, directors/administrators worked in groups to develop these action items being taken by the task force at their face-to-face meeting in March:

 Form a professional development Community of Practice with Co-PIs from the existing task force to support continuity and use of the existing research.

 Develop a toolkit of branding tools and tactics for Extension professionals to use in promoting and building Extension’s brand value and to strengthen the link between the 4-H brand and the Extension brand in each state, nationwide.

 The toolkit will focus on four areas: learning, practices, tools and templates, and messaging. It will also include a sharing area for users to post their own ideas or successful new methods for consideration.

 Work with the Systems Marketing and Communication Initiative to share positive, timely stories that enhance the brand value of Cooperative Extension.

 Continue to work with Copernicus to explore ways to collaborate on creative development, implementation, and the branding initiative. Some services have been offered; others may require additional funding.

 Develop follow-up communication for directors/administrators summarizing recommendations from the research study, providing an update of how the task force will use the ideas suggested, and encouraging them to stay alert for the next phases of use of the research.

Podesta marketing efforts

The APLU System Communication and Marketing Plan seeks to improve understanding and knowledge among key stakeholders and the public of exciting discoveries and education land-grant universities provide through research and extension. This plan will use compelling messaging and strategic public relations activities to develop advocates and create a climate of support for our programs.

Action steps: Development and deployment of messaging materials Targeted grassroots public relations

Tactics and products under development:

Crisis Spokesperson Training – A USDA grant-funded project is near completion to train university faculty, communicators and administrators to be better equipped to handle crisis as a spokesperson. This training was scheduled to be delivered face-to-face in March 2009 in Kansas City, but was cancelled due to lack of attendance following budget and travel restrictions. The committee has turned the curriculum over to a course designer to develop it into an online training that will be offered this year via eXtension’s professional development site. Based on available funding, this workshop could be offered as a face-to-face training for land-grant administrators or could be coupled with the training that will come from the NCERA 209 project.

Managing in Tough Times – A selected group of extension specialists and communicators met in Dallas in May to develop a national directory of recommended materials to help Extension educators work more effectively with clients on managing in this economy in a variety of areas. This effort can serve as a model for how Extension can be mobilized to effectively and quickly address national issues to save on redundancy and improve efficiency. The directory is expected to be deployed by mid- to late-summer.

ACE benefits in this process – The Association for Communication Excellence is an international organization of communicators and information technology professionals in agriculture, natural resources and life and human sciences. Most members work for land-grant universities, government agencies and other similar organizations. This association allows communicators to stay abreast of current technology, research, practices, expertise and issues that effect our work. It also is a tight network of professionals who are able to quickly mobilize however informally to address urgent issues and needs. In recent months we have done just that to help each other address the growing crisis of budget reductions and address a negative national news report about federal earmarks at our institutions for agricultural research. This group can prove infinitely valuable in managing issues facing our system. While this group can work rather adeptly though established communication and technology avenues, registration for our pending conference in Des Moines is down by a third due to budget restraints. It is through these conferences that we are able to hear presentations of research and professional programs that allow us to know who the experts are and who are the right people to assemble in these critical moments. Your support and funding for your communications staff to attend these conferences is vital to our success.

Needed Tactics, Products and Funding:

As these programs all develop, there will be a need for critical funding to support developing issue management campaigns, training, products and planning meetings. Those developing these strategies and programs must rely on administrative support and funding to bring these efforts to fruition. Your additional support to find and seek external funding for these projects will be crucial.