Posts Tagged: outreach

Outreach lessons for the information age

In the information age, helpful information can be amazingly hard to find. Certainly for agriculture, the landscape is rife with expertise, experience, and knowhow. But connecting to the knowledge and linking knowledge-seekers with knowledge-holders can feel like an imperfect science. Research relevant to one crop may be irrelevant to the more than 300 crops grown in California. The unique experience of an individual farmer can be difficult to transfer to another.  

As an outreach professional working with the University, I am constantly seeking new ways to engage with the agricultural community, and ways to improve how agricultural knowledge is produced and transmitted. How can solutions to agricultural and sustainability challenges be informed by farmer experience and scientific research together? And how can we best provide specific information when and where it is needed?

In the new publication, “Extension 3.0: Managing Agricultural Knowledge Systems in the Network Age” by Mark Lubell, UC Davis professor of environmental acience and policy, UC Davis ecology alumna Meredith Niles, and Matthew Hoffman of the Lodi Winegrape Commission, I've gleaned some important lessons that can guide my own work and the work of my organization in trying to effectively find solutions to California's agricultural challenges. A few to share include:

• Knowledge is produced and distributed by a network, not an individual. Understanding key linkages in a community or area of research can dramatically shorten the distance between knowledge-seekers and knowledge-holders. Track and understand how farmers and agricultural professionals learn from one another, and understand who they go to for their information and who they trust.

• Boundary-spanning partnerships across different agricultural sectors serve to connect different actors together, building social networks that co-create and distribute knowledge. This practice is common for many. But these partnerships can always grow, and unexpected partners can breathe new life into existing collaborations.

• Online information technologies can be innovative ways to connect and learn, but will never be a substitute for personal and in-person connections. A combination of the two may provide extended platforms for knowledge sharing, and help expand networks.

Lubell's article calls on extension systems and professionals to be “experimental, adaptive, and creative with program design and implementation.” At the UC Sustainable Agriculture Research and Education Program, we are working to integrate some of these principles into our own projects. One effort, the Solution Center for Nutrient Management, will incorporate in-person and online discussions about seasonally-relevant nutrient management topics. Our goals are to create helpful ways for researchers to conduct outreach, improve access to research on nutrient management, and better connect different groups to share their nutrient management knowledge and experience through social networks.

Extension 3.0 offers a strong way to harness all that's developed in the information age and turn it into useful, accessible, and trusted knowledge. Many UC offices are taking up the charge, and we're excited every time a new effort arises.

Learn more from the article, and connect with Mark Lubell, Matthew Hoffman, and Meredith Niles on Twitter.    

UC team launches 'Voices from the Drought'

Water sloshes from a fill hole atop the steel tank and strikes the dirt road in puffs of dust. With weathered hands, short nails and a once black felt cowboy hat, Adam Cline motors the water truck through the anxious herd. Piled on the floor beside him are several 40 pound bags of soybean meal, a more affordable protein supplement that protects the herd from malnourishment. Cline is fortunate: his cautious management strategies over the last two years will likely carry this operation through yet another drought year, without having to sell off any cows.

“Every rancher is equipped for an average drought,” he tells me. “But a drought like this is really hard to manage for… Emotionally it's like a battle every day to try to figure out how you can afford to feed your cows, how you're going to get water to them.”

Letters from the Dust Bowl

With as little as a quarter of the average rain in 2013, the drought in this region has now entered its third year, breaking records on a regular basis. And it may be the worst here in 500 years. Many of the University of California researchers and farm advisors helping the state's agriculture industry prepare for the coming dry summer months are comparing the water shortage to the historic Dust Bowl of the 1930s, when many Oklahoma farmers and ranchers left their homes in hopes of a better life in California. In her "Letters from the Dust Bowl," Caroline Henderson captured the voices of agriculture's most difficult era in America.

In honor of Henderson's work, a team of UC researchers is developing a project that will use digital tools to capture the voices of the farming and ranching families who are today battling the worst drought they have witnessed. On one front, the project, called Farmer and Rancher Voices from the Drought, is cultivating a following through a new Facebook group. Later print and multimedia stories will be added to a UC Davis drought page.

Today, however, we are launching a new audio component, where farmers and ranchers are interviewed and recorded by a friend, colleague or loved one. They document their stories of the drought, explaining what practices have worked for them so that others dealing with these struggles can better cope. Through the broad 100-year Cooperative Extension effort at the University of California, faculty, staff and researchers are reaching out to the extensive network of farming and ranching families across the state, encouraging each of them to share their stories.

 

 

How the 'Voices' project works

The audio component of the project is hosted on SoundCloud, where anyone can easily record and upload an audio track to share. Our team is moderating the SoundCloud group and approving each recording. The tracks will be shared across our social media and web pages, where they will hopefully gain the attention of media, as well as the general public.

Here are a few guidelines to smooth the process:

• Create an account. Recording is easy, but first you must go to the SoundCloud site and sign up. You can also download and record with their smart phone app.
  
  
• Research your strategy. StoryCorps, a nonprofit project, has an excellent instruction guide for helping you record your interview. While you're there, we encourage you to also upload your finished story to the StoryCorps DIY page, where it will be preserved at the Library of Congress.
  
  
• Keep it short. By limiting your recording to three minutes, your story will keep listeners interested while maintaining its most essential parts.
  
  
• Frame your conversation around questions. Have your interviewer select from this list and add follow-ups:

1. Provide your name, what you do and some background information on your farming or ranching operation.
2. How has your operation been affected by the drought?
3. What have been your management practices in response?
4. What will you do differently if it continues?
5. Is this the worst drought year you've experienced?
6. What are your stocking and supplemental feed rates? Or how much land is planted versus fallow? Explain.
7. What will your operation look like next year if the drought continues?
8. How has this affected you and your family?
9. What advice would you give others in similar situations?
10. What should those outside California know about this drought?

• Finally, name it. Once you have successfully loaded your conversation onto our SoundCloud group, let us know more about yourself. Send us your feedback and some details so we can follow up: an email address or phone number, the storyteller's name, the interviewer's name, the company name (if you're affiliated with an agricultural organization) and a photo.

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