30 pages., via online journal., Effective communication requires a good message delivered through an effective channel and received by a receptive individual. When that communication is successful, the result is enhanced credibility and trust between the sender and the receiver. Telling the Extension story effectively requires both relevant, credible data to compose a clear message and appropriate communication channels to deliver the message to various audiences. This article describes the approach taken by Florida Extension to gather better statewide data to improve communication about the impact of its Extension work, primarily through the use of infographics. With credible data, and working together, Extension data analysts and communicators can enhance Extension’s reputation, trust, and support with key stakeholders.
13 pages., Via online journal., Based on research-to-policy narratives provided by UC Cooperative Extension (UCCE) academics, we argue that current, effective Cooperative Extension (Extension) practices support a broader, more convincing account of Extension's public value than its leaders often articulate. This proposed account incorporates the familiar Extension narrative in which technical expertise and objectivity are emphasized. It also incorporates the insight, derived from our data, that Extension can achieve its greatest relevance in policy circles when it weaves together its ability to provide trustworthy technical knowledge with its capacity to influence policy dialogue, debate and practice across multiple settings and over the long term. In a policy world often marked by short-term thinking and polarization, Extension's ability to foster deliberative, context-sensitive and future-oriented policymaking is a critical contribution to society. Interview data reveals three approaches to effective policy-oriented relationship building: community-government partnership building; stakeholder-oriented experimental research; and community empowerment. Understanding these approaches can help reframe the story that we in the Extension system tell ourselves and the public about the public value we create.
16 pages, via online journal article, Purpose: In this paper, the knowledge dynamics of the farmer–rural extensionist’ interface were explored from extensionists’ perspective with the aim of understanding the matchmaking processes between supply and demand of extension services at the micro-level. Design/methodology/approach: Forty semi-structured interviews were conducted with extensionists whom work in the North-Eastern, Argentine provinces. Findings: Two different, general types of knowledge dynamics were identified: one moderately diffusionist, based on a hierarchical relationship and the prioritisation of experts’ knowledge, and the other constructivist, based on horizontal processes of co-construction. Interestingly, some extensionists support beliefs pertaining to both approaches. They also highlight the importance of unceremonious trainings, interpersonal trust and making recommendations that take into account farmers’ rationale. Practical implications: Results show the persistence of diffusionist rural extension and that extensionists have different, even contradictory, extension approaches, which renders inappropriate any attempt to generalise their perspectives. Theoretical implications: This study suggests that farmers’ demand is the result of a constructive, interactive process, and thus is not prior to the interaction between the demand side (farmers) and the supply side (extensionists). Consequently, the knowledge and power dynamics that take place within the farmer–extensionist interface should be considered the nucleus of demand construction and the matchmaking process. Originality/value: This paper addresses the dynamic matchmaking process between supply and demand of extension services at the micro-level, suggesting it is a constructive process and showing the core role played by power dynamics.
