Empowering Advisory Board Members: building partnerships and Communicating with policymakers

The Changing Political Environment Understand the changes Determine how to build support Interpret and communicate accomplishments Availability of public funds is cyclical with the economy. As a result, there is more emphasis on accountability for public funds. The question is whether the Cooperative Extension Service is a priority program that justifies future funding. Accountability focuses on the impact (value) of the Cooperative Extension Service programs. The emphasis is on specific outcomes, not generalizations. Policymakers are interested in and supportive of programs that have a future impact on society. Historical contributions are of little interest. The Cooperative Extension Service must conduct programs that are seen as contributing to significant economic, community and social issues. The American population wants changes in government programs. People believe that government is inefficient and wasteful of their tax dollars. Building and maintaining a strong base of support is a continuous process. It is not adequate to build support only at the time of a crisis. There must be constant public relations activity in prosperous times and lean times. The Cooperative Extension Service must package its message around special interests. Effective communication must be stated in terms of the issues of interest to the public and policymakers. Many new policymakers do not understand or support the Cooperative Extension Service. There are many new individuals, many of which do not have rural or agricultural backgrounds or have direct experience with the Cooperative Extension Service programs elected to public office. The Cooperative Extension Service needs to re-examine its support base. As programs focus on new issues, the challenge is to build an expanded support base around the issues and yet maintain the traditional base.  The Cooperative Extension Service advisory groups and clientele need to be able to interpret the results of the Cooperative Extension Service efforts and be empowered to communicate accomplishments to ensure sustainability. Note: for tips on teaching adults to become effective advocates, review and use companion SEAL lesson, “Understanding Adult Learners” by Allisen Penn.

Principles Guiding the Strategy Multi-levels/multi-audiences Investment in the effort(s) Leadership roles and responsibilities Real life examples and personal experiences A long-range strategy with concrete action plans for communication at each political level is needed: various local clientele and support groups; local elected officials; state legislators; and federal Congressional representatives. An effective strategy will address all levels and assign responsibilities for each public relations activity and communication effort. Examples might include sharing accomplishment reports with local officials, hosting a state legislative appreciation breakfast, Congressional aide’s tours, etc. There are multiple audiences, each requiring a different emphasis and communications technique. The message communicated must be simple, clear, and futuristic. The message and the methods must be adapted to suit the audience. A DVD or website information about the economic impact of the program may be suitable for a civic group, but an informal discussion on access to University resources may be more effective with a local official. The Cooperative Extension Service staff and advisory groups must be willing to invest substantial time and energy to the support effort. Attitudes and beliefs cannot be changed overnight, nor can they be significantly changed in a two-hour meeting or a one-shot press release or brochure. An effective communications strategy needs time, intensive effort, and a planned, continuous sequence of specific activities and communications addressed to a variety of audiences in a variety of different ways. Publications, media relations, one-on-one meetings and planned events take time and resources. But only a significant investment in continuous activities of this nature will yield long-term results. The challenge for the Cooperative Extension Service is to effectively implement a well-planned support strategy. The plan should assign specific leadership roles and responsibilities for each level and type of communication in the plan. Local real-life examples and personal experiences of the Cooperative Extension Service programs carry the strongest message of their values and contributions to people and society. A member of Congress concerned about the small business development will be interested in economic development efforts in his/her district, while a local political executive may be concerned with beautification/recycling programs in his/her county. We must plan to capture real life results and share them appropriately.

Meeting with a Public Policymaker Know the protocol Be organized Be specific Be courteous Appropriate follow up Utilize Handout 1: “Steps for Meeting with a Public Policymaker”

The Message Education—programs based on knowledge/research of university Access—the door to the university Relevance—helps people improve lives Linkages—partnership and network Value—an excellent investment! The Cooperative Extension Service is an educational institution. The programs are based on the knowledge/research base of the University. This base of knowledge provides people with the basis for making decisions – that affect and impact their lives and the communities in which they live. The Cooperative Extension Service is the door to the University for people throughout the state, wherever they live and work. University research, knowledge and resources are available through the local the Cooperative Extension Service offices and a wide variety of modern delivery methods. The linkage between the campus specialist and the local agent is the bridge between people’s needs and the knowledge base of the University. The Cooperative Extension Service helps people improve their lives. Programs have to change in order to focus on the most critical issues and needs and the Cooperative Extension Service has responded to these important new issues. The Cooperative Extension Service’s linkages with the people and constantly emerging research insures that programs are relevant, on the cutting edge, and have a significant impact on the highest priority issues facing people, businesses and communities. The Cooperative Extension Service is a federal/state/local partnership and a network. The Cooperative Extension Service is the lead agency for practical problem-solving education, coordinating the roles of many other cooperating agencies and organizations. The Cooperative Extension Service’s strong linkages with public and private groups, funding partners, countless volunteers and clientele are crucial in helping the Cooperative Extension Service identify and address critical issues with relevant programs. In communicating the message about the value of the Cooperative Extension Service, we must recognize the importance of accountability to political decision-makers. Public officials at the federal, state and local level are making tough decisions about limited resources. The Cooperative Extension Service is in the enviable position of being able to demonstrate a continuing impact on people and communities in a very efficient structure. The Cooperative Extension Service is an excellent investment. Note: for tips on delivering the message, review and use companion SEAL lesson, “Advocating for Extension: Storytelling” by Allisen Penn.

Steps to Communication and Building Partnerships with Policymakers Preliminary correspondence/actions Communication guidelines Know your policymakers Developing an action plan Follow through with assignments and timeline Use corresponding handouts with bullet points: (Step 1 & 2) Share Handout 2 - Communication Guidelines for Corresponding with a Policymaker (Step 3) Share Handout 3 - Do You Know Your Policymaker? --- Discuss how to obtain information; i.e. websites, directories, etc. (Step 4) Assist with Handout 4/Introduction, Part 1 and Part 2 - Communicating with Policymakers: Plan for Building Partnerships --- Using the handouts: review “Determining an Action Plan”, follow directions for completing the goal sheet and plan of action and assist participants with completing at least one plan of action for building partnerships with policymakers. (Step 5) Discuss ways participants may communicate information with others involved in their organization, and the importance of follow through with communication action plans.

Summary Building partnerships with public policymakers involves communication strategies within the organizational structure. Developing and implementing a plan with multi-strategies/multi levels should be exercised on a continuum. Stronger partnerships with policymakers will result in increased understanding, communication and support for Extension. It is up to us to develop strategies of communication with our public policymakers. “If you fail to plan, you plan to fail!” It is important to build awareness year round. When possible, involve policymakers in the programs. Building partnerships includes formal opportunities, such as implementing a plan of action and taking advantage of informal activities. Developing support for Extension occurs gradually over a long period of time. It is not something that is accomplished in one conversation or one activity! Every chance we get to discuss Extension, we should take advantage of it—whether a planned event or at the ball game, the grocery, or the restaurant!