Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.

Rethinking Outreach in the 21st Century

Susan T. Ratcliffe, Ph.D.Director, North Central IPM Center

Department of Crop Sciences, University of Illinois

Issues Facing IPM Outreach

• Agriculture has increased risk– High input costs– Climate volatility– Pest and weed resistance– Invasive species

• Stakeholders are concerned about: – Food safety– Conservation of natural resources– Nutrient management– Pesticide risk mitigation

Demand Driven Changes in Outreach

• Change in delivery practices– Diversification of Extension roles– Growing clientele base needs pest management

knowledge beyond traditional agriculture– Shrinking Extension workforce

• Shift in consumers’ attitudes– Desire for instant knowledge– Internet at their fingertips– Self education

Be Relevant

• Listen to our stakeholders– Give them a voice in delivery of IPM information

• Identify their priorities– Understand the needs of our clientele groups

• Address their issues– Show them their issues are our issues

• Tailor your program to meet their needs– Show them we are responding to them

Be Strategic

• Define our mission• Articulate our goals (long and short-term)• Describe strategies to achieve goals• Identify core outreach activities • Develop a business plan • Use benchmarking to evaluate our programs• Revisit our outreach plan annually because of

rapid changes in technology and stakeholder needs

Be Proactive

• Make opportunities– Influence policy and legislation

• Market our programs– Use events and media to raise visibility

• Leverage funds– Become a financial partner with stakeholders

• Share our accomplishments– Highlight our programs’ impacts

Be Accountable

• Show how funds benefit stakeholders– Increase financial transparency

• Monitor expenses– Review budgets annually for potential savings

• Coordinate programming efforts– Make sure we invest funds wisely

• Collaborate, collaborate, collaborate– Reduce duplicity and increase efficiencies

Be Accessible

• Know our partners• Encourage engagement at all levels• Ask questions and solicit input • Build relationships• Continue to participate in meetings and

events • Give our time and talent generously

Be Innovative

• Consider new ideas• Add new approaches to proven methods• Create new partnerships• Continue to expand our audiences• Deliver audience-focused messages• Make our programs memorable

Outreach Session Highlights • Use of conventional, digital and social media to

meet the needs of our changing clientele • Incorporation of bed bug education in to

classroom curriculum for grades 3-5• Innovative methods to meet challenges from

new invaders and drift issues in fruit and vegetable production

• Expansion of IPM research and extension collaborations at the multi-national level

Outreach Session Highlights • Use of triple-layer plastic bags for cowpea

storage in West and Central Africa• eXtension COP for organics • Grower-based marketing incentives for IPM

implementation through self-assessment, surveys and certification

• Standardization of education of new urban IPM technicians and urban engagement with cities

Outreach Session Highlights

• IPM and sustainable food production systems to meet the world’s growing population

• Collaborations to increase the availability of green products for consumers

• Evaluation of pest damage to coconut by-products and use of integrated vegetable cropping sequences to suppress nematodes

Outreach Session Highlights

• Use of IPM practices to assist the Native American community address pest issues with a blend of indigenous knowledge and modern western science while protecting human health and the environment

• Collaboration on an IPM education plan that identifies the required knowledge base and provides various types of curricula to support knowledge transfer

Parting thoughts from “The Extension Workers Code” by T.J. Talbert (1922)

• Believe in your work• Stick to the truth• Have a smile for everyone• Make opportunities• Be energetic – do more than “get by”• Have a vision• Keep your eye on the big things

All photos courtesy of USDA