Reaching Diverse Audiences Dallas L. Holmes, USU Extension Adapted from an article by Lisa A. Guion, Florida State University Cooperative Extension, 2005.

Reaching Diverse Audiences Changing demographics necessitate changing Extension services to reach diverse audiences. Changing demographics necessitate changing Extension services to reach diverse audiences. In Utah, the Hispanic/Latino ethnic group is the second most represented population at 9%. Logan 8.2%Salt Lake City 18% Provo10%Ogden23.5% 2000 Census,

Reaching Diverse Audiences Why Should Extension Reach out to Diverse Populations? As a publicly funded organization, Extension’s mission is to serve all Utah citizens. As a publicly funded organization, Extension’s mission is to serve all Utah citizens. Having diverse participants enriches the Extension class setting (new ideas, thoughts, etc). Having diverse participants enriches the Extension class setting (new ideas, thoughts, etc). Changing demographics may eventually mean change in political power structures, perhaps beginning at the local levels. Thus, it is important for Extension to have political advocates. Changing demographics may eventually mean change in political power structures, perhaps beginning at the local levels. Thus, it is important for Extension to have political advocates. Diverse Ethnic groups are experiencing increased financial viability, which has implications for financial support of Extension. Diverse Ethnic groups are experiencing increased financial viability, which has implications for financial support of Extension.

Reaching Diverse Audiences Barriers Fear of the unknown Fear of the unknown It can be difficult to contact people and build relationships with people you know little about. It can be difficult to approach people from a culture that is foreign to you.

Reaching Diverse Audiences Barriers Preconceptions and Stereotypes Preconceptions and Stereotypes Our perceptions are based on our own experiences, beliefs, values and environment. Our experiences are normal, everyone else is “WEIRD” “Preconceptions and stereotypes function as negative lenses through which people perceive others who look, think or behave differently.” --Mikel Hogan-Garcia

Reaching Diverse Audiences Overcoming the Barriers Understanding and communicating with a diverse group is a learned skill or habit. Understanding and communicating with a diverse group is a learned skill or habit. A melding of desire, knowledge and skill is necessary to be an effective communicator. A melding of desire, knowledge and skill is necessary to be an effective communicator.

Reaching Diverse Audiences Overcoming the Barriers Be an active learner Be an active learner Active learning involves lifestyle changes, seeking opportunities to communicate with diverse groups. You must voluntarily get involved in their community. Use critical thinking Use critical thinking Learn to identify your own biases and then disregard them. Insist on accurate information. Look at the humanity in everyone Look at the humanity in everyone Regardless of differences, most people want health, safety, economic security and their children’s success.

Reaching Diverse Audiences It is easy to value commonalities in people. It is far more difficult to honor, appreciate, and respect differences. It is easy to value commonalities in people. It is far more difficult to honor, appreciate, and respect differences. It is necessary, in the increasingly diverse climate we live in, to embrace those differences and allow them to improve the quality of our programs and services. It is necessary, in the increasingly diverse climate we live in, to embrace those differences and allow them to improve the quality of our programs and services.

References Corey, M.S., & Corey, G. (2003). Becoming a Helper. Pacific Grove, CA: Brooks/Cole. Corey, M.S., & Corey, G. (2003). Becoming a Helper. Pacific Grove, CA: Brooks/Cole. Guion, L.A. (1999). The Diversity Challenge: Programming in Extension in the New Millenium. North Carolina Cooperative Extension, NC State University Guion, L.A. (1999). The Diversity Challenge: Programming in Extension in the New Millenium. North Carolina Cooperative Extension, NC State University Guion, L.A. (2005). Reaching Diverse Audiences. Florida Cooperative Extension, FL State University. Guion, L.A. (2005). Reaching Diverse Audiences. Florida Cooperative Extension, FL State University. Hogan-Garcia, M. (2003). The Four Skills of Cultural Diversity Competence. Pacific Grove, CA: Brooks/Cole Hogan-Garcia, M. (2003). The Four Skills of Cultural Diversity Competence. Pacific Grove, CA: Brooks/Cole