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Communicating Impact and Public Value

An 1890 Perspective on Impact Statements

Back to the Basics

To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.

–Anthony Robbins

Back to the Basics

The single biggest problem in communication is the illusion that it has taken place.

Back to the Basics

What is the shortest word in the English language that contains the letters: abcdef ?

Answer: FEEDBACK - an essential element of good communication.

Back to the Basics

Tell me and I’ll forget. Show me and I might remember. Involve me and I will understand.”

– Benjamin Franklin

Communicating IMPACT

•  What is IMPACT?

•  Who is IMPACTed?

•  Who Cares about IMPACT and Why?

•  Best practices and Results

What is Impact?

IMPACT, by stakeholder definition, reflects a change in behavior, conditions or knowledge, influences policy, advances the field of agriculture and nutrition and prepares students for jobs.

Where to begin?

What is Impact?

Changes in behavior, conditions or knowledge

Impact for whom

Under-represented and Underserved

Small acreage producers

Small business owners

First-time homebuyers

Senior homeowners

First generation college families

Low income and government assisted communities

What is Impact?

Influences policy

Who cares and why?

What is Impact?

Advances the field of agriculture and nutrition

Impact for whom

What is Impact?

Prepares students for jobs

Impact for whom

The Starting Point

•  Multi-media solutions •  Blogging •  Social media •  Printed publications •  Video productions •  Podcasts and Radio Shows

This is How We Do It…

•  Blogging •  Drives traffic •  Establishes authority •  Gets you discovered on social media •  Creates an outlet for factsheets, white papers, and webinars

Source: https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht

This is How We Do It…

•  Social media •  Cost effective •  Builds brand loyalty •  It's LIVE with realtime interaction •  Meets the human need for social connection

Source: http://www.socialmediatoday.com/content/4-reasons-social-media-effective

This is How We Do It…

•  Printed publications •  Tangible •  Allow people to unplug •  Perceived as more credible than web content •  People go to the web for answers; they go to print to ask

questions and think outside the box

Source: http://contentmarketinginstitute.com/2012/10/print-content-strategy

This is How We Do It…

•  Video productions •  Engage and ignite emotions •  Appeals to mobile users •  More likely to show up first on Google with embedded

videos

Source: https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/

This is How We Do It…

Visit www.pvamu.edu/CAHS

This is How We Do It…

Visit www.pvamu.edu/CAHS

This is How We Do It…

Visit www.pvamu.edu/CAHS

This is How We Do It…

Visit www.pvamu.edu/CAHS

This is How We Do It…

Visit www.pvamu.edu/CAHS

This is How We Do It…

Visit www.pvamu.edu/CAHS

The Results

•  Between 2015 and 2016 •  5000 connections across all social media •  35,000 various printed publications in circulation •  3500 views reported on YouTube •  2.5% increase in pageviews (92K) and a 9.5% increase in

unique pageviews (65K)

Visit www.pvamu.edu/CAHS

Our Expectations

•  Persuade

•  Public value

•  Sustainable or increased funding

•  Brand recognition

•  Increased program participation

•  Public benefit

•  Lower population below poverty

•  Lower medical expenses

•  Increased ownership and civic engagement

Visit www.pvamu.edu/CAHS

Beyond Our Reach

•  Land-grant.org

•  Landgrantimpacts.org

•  Agisamerica.org

•  Multistateresearchimpacts.org

Beyond Our Reach

•  See more examples at www.pvamu.edu/CAHS

•  Questions?

Using Impact Statement…How the T States Work

Use of Impact Statements

Focus on needs of specific stakeholders

One size does not fit all May require multiple statements

We Target Audiences

Elected officials Legislative staff members Administration Program participants Program funders Other influential people

What We Know About Our Audience What do they care about? What do they need to know to

make decisions? What are their hot buttons?

Texas Process

Focus is primarily on economic impact Most sought after information by

our key stakeholders Also focus on social impact Use of public value statements at

state and local levels

More examples at:https://agrilifeextension.tamu.edu/a

bout/economic-impact-briefs/

Tennessee Process

Focus is on: Economic value or efficacy Environmental quality Social well-being Health and well-being

Video Impact Statementhttps://animoto.com/play/v8xRHXhW3HnG4PUHP1W1iQ

More examples at:https://ag.tennessee.edu/alec/Pages/EvaluationReports.aspx

Land Grant Impacts System

National repository for Extension and Research Impact Statements Access is granted by

directors/administrators Every institution has people with

access

Land Grant Impacts System

Two sides to system Password Protected – Controlled

access for entry and editing of statements Public – Information about LG

system and public search of statements

Land Grant Impacts System

System is used by various groups to demonstrate impact NIFA Kglobal Internal writing teams

Land Grant Impacts System

Land Grant System URL

http://www.landgrantimpacts.org

Let’s take a look!!!

Questions?

Communicating Impacts and Public Value – Part 2

Virginia Bueno, Communications Director

How NIFA ShowcasesYour Projects

Share Your Science

Email: ImpactStories@nifa.usda.gov

Twitter: @USDA_NIFA#NIFAimpacts

NIFA Public Web

NIFA projects study the population decline of clams on Lummi Nation tidal flats

• @USDA_NIFA

• #NIFAImpacts.

• USDA Facebook page

Social Media

Congressional Testimony/Outreach

Congressional Relations

From: Stull, Josh - NIFASent: Monday, April 10, 2017 12:33 PMTo: Stull, Josh - NIFA <JStull@nifa.usda.gov>Subject: National Institute of Food and Agriculture (NIFA) Update/Items of Interest - 4/10/17

Impacts/News of Interest/Events:

1.) The link between pig production and quality - With NIFA funding, researchers at North Carolina A&T State University examined how different production systems affect the growth rate and meat quality of different breeds of pigs, including pure Berkshire pigs Hereford, Tamworth, and crossbred pigs. They tested alternative production systems, such as group housing in deep-bedded hoop barns and pasture-based production. The research revealed that alternative production systems may result in higher quality pigs. These approaches also have the potential to address animal welfare, environmental, and food safety concerns and could appeal to niche/specialty markets. here.

Congressional Relations

2) Discovering virus-resistant peanuts - Leaf-spot diseases and drought stress are major factors that result in economic losses for peanut farmers. Researchers at Auburn University are using NIFA funding to identify molecular markers directly linked to these two challenges. After examining 118 peanut genotypes, researchers found four that were resistant to tomato spot wilted virus (TSWV). These highly resistant genotypes could be used to develop TSWV-resistant cultivars in a peanut-breeding program that will improve yields and profits.

3.) Parasitoids may control emerald ash borer population - The emerald ash borer is an invasive species that poses a major threat to the American ash tree. Researches at University of Kentucky’s Forest Entomology Lab have discovered a closely related native ash borer species that is kept in check by natural enemies, parasitoids. Researchers are investigating whether the native parasitoid can discover and control the invasive emerald ash borer. To that end, the Forest Entomology lab, in partnership with the Kentucky Office of the State Entomology, have released over 150,000 parasitoids across the counties since 2010.

USDA Invests $13.6 Million in Citrus Greening ResearchWASHINGTON, Jan. 19, 2017 – The U.S. Department of Agriculture's (USDA) National Institute of Food and Agriculture (NIFA) today announced four grants totaling more than $13.6 million to combat a scourge on the nation’s citrus industry, citrus greening disease, aka Huanglongbing.

Among past projects, the University of Florida developed bactericides to help recover fruit production in HLB-affected orchards. Research at the University of California used virulence proteins to develop strategies for creating citrus rootstocks that are immune to HLB.

All NIFA Press Releases

• Fresh from the Field –weekly impacts compendium

• NIFA Update – weekly news and information

Weekly eNewsletters

• NIFA Annual Report• Fact Sheets• Infographics

NIFA Publications

Blogs

USDA announces breakthrough for people with peanut allergiesTheBlaze.com (blog) - Aug 27, 2014

US says non-allergic peanut moves closer to commercial realityReuters - Aug 26, 2014

USDA: Non-allergic peanut moves closer to commercial realityToronto Sun - Aug 26, 2014

Researchers say they have invented non-allergenic peanutsWashington Post - Aug 26, 2014

Non-allergic peanut moves closer to commercial reality: USTODAYonline - Aug 28, 2014

Hope for peanut allergy sufferersWTSP 10 News - Aug 27, 2014

USDA announces breakthrough for people with peanut allergiesTheBlaze.com (blog) - Aug 27, 2014

US says non-allergic peanut moves closer to commercial realityReuters - Aug 26, 2014

USDA: Non-allergic peanut moves closer to commercial realityToronto Sun - Aug 26, 2014

Researchers say they have invented non-allergenic peanutsWashington Post - Aug 26, 2014

Non-allergic peanut moves closer to commercial reality: USTODAYonline - Aug 28, 2014

Hope for peanut allergy sufferersWTSP 10 News - Aug 27, 2014

Non-allergic peanut moves closer to commercial realityTimes of Malta - Aug 28, 2014

Non-allergenic peanuts could soon be a realityTech Times - Aug 27, 2014

Dept. of Agriculture: Researchers are close to creating an allergy-free peanutRaw Story - Aug 26, 2014

Allergic to Peanuts? Researchers on Track to Change ItVoice of America - Aug 26, 2014

US says non-allergic peanut closer to commercial realityReuters - Aug 26, 2014

Non-allergic peanuts may be on the wayIndependent Online - Aug 28, 2014

Share Your Science

Email: ImpactStories@nifa.usda.gov

Twitter: @USDA_NIFA#NIFAimpacts

Please Acknowledge NIFA Funding in Public Communications

• Publications• Posters• Interviews• Press Releases• Web• Videos• Press Events

Key Takeaways Today:

• Communicating NIFA-Funded Impacts/Significant Outcomes is Important

• Sharing NIFA-Funded Impacts/Significant Outcomes with NIFA is Important

• Acknowledging NIFA-Funded Impacts/Significant Outcomes is Important

“The power of telling stories isn’t just a better way to convey information; it’s a social act with social consequences.”(Source: The Conversation, May 30, 2016