Title : Utilizing extension services to broaden the impact of research in communities
Abstract:
Extension systems bring the knowledge of the university directly to communities. In the United States, Extension systems fulfil the land-grant university’s mission by interpreting knowledge and research developed by faculty and staff so communities can use the scientifically based information to better their lives, businesses and communities. The Extension system is the world’s largest non-formal educational system. Extension’s hallmark is programming delivered by professionals to address the needs of the local community while also addressing state, national, and global issues. Extension’s practical educational programs combine the needs of local citizens and communities with new research and technical information. Extension provides practical advice, sensible solutions, and realistic down-to-earth answers for agricultural producers, families and youth. Effective Extension programs rely on a deep understanding of the fundamental principles of communication. Especially in fields like agriculture, youth development and family science. Effective communication is not merely information transfer; it is the process of fostering meaningful connections to drive tangible change within communities. The communication process typically involves five core elements: the communicator, the message, the channels, the audience, and feedback, each playing a crucial role in converting knowledge into actionable practices. Presenters will highlight how Extension systems share research and will help conference participants build those partnerships. We will highlight the five core elements of Extension communication to help agricultural researchers understand the value of using Extension systems to disseminate research and information. Effective Extension communication for behavior change requires the harmonious integration of the five key elements. Presenters will discuss how this integrated approach is what transforms information sharing into a process that influences behavior. The success of this process relies on the relationship between a credible communicator and an audience whose needs and values are understood.
