communicating impact and public value - neraocneraoc.tamu.edu/files/2017/01/session-48.pdf ·...
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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
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 <[email protected]>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
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