Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM...
-
Upload
alex-kirkpatrick -
Category
Documents
-
view
215 -
download
0
Transcript of Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM...
![Page 1: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/1.jpg)
Rethinking Outreach in the 21st Century
Susan T. Ratcliffe, Ph.D.Director, North Central IPM Center
Department of Crop Sciences, University of Illinois
![Page 2: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/2.jpg)
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
![Page 3: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/3.jpg)
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
![Page 4: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/4.jpg)
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
![Page 5: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/5.jpg)
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
![Page 6: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/6.jpg)
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
![Page 7: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/7.jpg)
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
![Page 8: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/8.jpg)
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
![Page 9: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/9.jpg)
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
![Page 10: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/10.jpg)
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
![Page 11: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/11.jpg)
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
![Page 12: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/12.jpg)
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
![Page 13: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/13.jpg)
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
![Page 14: Rethinking Outreach in the 21 st Century Susan T. Ratcliffe, Ph.D. Director, North Central IPM Center Department of Crop Sciences, University of Illinois.](https://reader036.fdocuments.net/reader036/viewer/2022062511/5513d99f5503463a298b5529/html5/thumbnails/14.jpg)
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