Rutgers Cooperative Extension, New Jersey Defining the Public Value of Cooperative Extension Concurrent Session Epsilon Sigma Phi Conference Tuesday, October 6, 2015 Presented By: Jeannette Rea Keywood Rutgers Cooperative Extension, New Jersey ESP Alpha Xi Chapter

Session Overview This concurrent session will provide an overview of the Defining the Public Value of Cooperative Extension Professional Development In-Service: Planning Structure Implementation Evaluation Program Content – Defining Public Value This concurrent session will provide an overview of the T5 Conference planning, structure, implementation, evaluation and potential for replication.

Rationale for Public Value In-Service Mini-Grant Proposal Extension professionals need to examine the concept of public value and learn how to capitalize on the value of Extension programming and its benefit to constituents. Identifying that public value, or lack thereof, is crucial in determining and prioritizing future programs and benefits to the community. In an effort to address these needs, the Alpha Xi Chapter submitted a proposal for a 2014 ESP Professional Development Mini-Grant to conduct the Defining Public Value In-Service for Rutgers Cooperative Extension (RCE) faculty and staff.

Conference Objectives To develop knowledge and understanding of public and private value and how Extension programs create public value. Train Rutgers Cooperative Extension faculty, staff and volunteers on how to create public value statements to convey program value to the public, including the economic impact. Determine how to utilize public value statements to promote Cooperative Extension programming, communicate its value to community leaders and decision makers, as well as constituents (both direct and indirect beneficiaries).

Conference Overview Hosted by the ESP Alpha Xi Chapter (New Jersey). Full day in-service. Workshops conducted by two ESP-Alpha Xi members (Sharon Kinsey & Jeannette Rea-Keywood) and Laura Kalambokidis, University of Minnesota Extension.

Conference Schedule 9:15 - 9:45 AM Registration and Light Breakfast 10:00 AM Welcome and Introductions   Module 1 - Defining Public Value & Understanding the Public Value Approach Module 2 - Skeptical Stakeholders 10:45 AM Overview of the Purpose, Value and Benefits of Building Extension’s Public Value (Laura Kalambokidis) Module 3 - Criteria for Public Sector Action Module 4 - Market Outcome vs Public Sector Action  

Conference Schedule 12:00 PM LUNCH 1:00 PM Module 5 - Public Value in Extension Programs Module 7 - Why Extension?   1:30 PM Module 8 - Demonstrating Extension’s Public Sharing Public Value Statements 2:45 PM Module 9 - Maximizing Public Value 3:00 PM Module 11 - Public Value Action Plan 3:15 PM Summary and Evaluation

Funding ESP Professional Development Mini-grant ($1,000) Registration Fee ($10.00 for members, $20.00 for non members)

Public Value Expert Dr. Laura Kalambokidis, Extension Economists, University of Minnesota Presenters took on-line course Used Adobe Connect for Laura to present the following sections and to critique the public value statements developed. value and benefits of building Extension’s public value criteria for public sector action market outcome vs public sector action

End-of-Program Evaluation 27 people attended the professional development. 84% of the participants indicated that the program content was “excellent” or “good.” 58% indicated that they feel they can apply the ideas or skills they learned in this workshop to their program area “To a Great Extent” and 42% “To a Moderate Extent”. 100% of the participants increased their level of understanding in the following: The public value of Extension programs The different ways programs can create public value The difference between public and private value How to explain the public value of the program(s) I work with Conference attended by 62 individuals representing all Rutgers Cooperative Extension Departments. Used on-line (Qualtrics) end-of–program survey. Incentives (gift cards) were used to encourage participation.

Evaluation Program area groups developed public value statements. The RCE Ag & Natural Resources Department Chair who attended the in-service developed several public value statements that are being used by faculty and staff across the state. More structure needed for roundtable discussions. Conference held in October. Follow-up evaluation distributed in February.

Defining Public Value of Cooperative Extension In-Service Program Content

Module 1 Public Value Defining public value and understanding the purpose of the public value approach Building Extension's Public Value: U. of MN Extension

The Public Value Approach In Cooperative Extension, we understand the value of our programs to participants. But “public value” is the value of a program to those who do not directly benefit from the program. Building Extension's Public Value: U. of MN Extension Building Extension's Public Value: U. of MN Extension

The Public Value approach The purpose of the public value approach is to: ⦁ secure support for activities with strong public value, ⦁ open the discussion about how to fund activities that do not have strong public value, and ⦁ provide some insight to the task of prioritizing Extension’s work. Building Extension's Public Value: U. of MN Extension

Module 3 Criteria for Public Sector Action Criteria for public sector action (information, fairness, benefits created or imposed costs) Recognizing the sources of public value (criteria for public funding) Understanding the difference between private and public benefits in Extension programs Building Extension's Public Value: U. of MN Extension

Module 5 Public Value in Extension Programs Sources of Public Value for programs

How does an Extension program create public value? ⦁ Does it narrow an information gap? ⦁ Does it address a crucial concern about fairness? ⦁ Does one person’s participation benefit people who do not participate in the program? ⦁ Does one person’s participation reduce costs for others? ⦁ Does the program improve upon the market outcome? Building Extension's Public Value: U. of MN Extension Building Extension's Public Value: U. of MN Extension

Communicating Extension’s strength in creating public value Module 7 Why Extension? Communicating Extension’s strength in creating public value Building Extension's Public Value: U. of MN Extension

Module 8 Demonstrating Extension’s Public Value Identifying the changes that participants make, the outcomes that result from changes and the public value that arises from those outcomes. Building Extension's Public Value: U. of MN Extension

Demonstrating Extension’s Public Value Program participants… have been shown to change their behavior in specific ways… that have been shown to lead to specific outcomes… that directly benefit the participants. that generate public value.

Participants in an integrated pest management program… have been shown to adopt techniques that are effective against pesticide-resistant insects… which slows the spread of pesticide-resistance in the insect population… which improves yield for the participating farmers. which increases the pest-control options for all farmers in the region.

which has been shown to reduce the incidence of diabetes,… Participants in a nutrition education program… have been shown to increase their consumption of fruits and vegetables,… which has been shown to reduce the incidence of diabetes,… which directly improves quality of life for participants. which reduces public health costs for all community members. Building Extension's Public Value: U. of MN Extension

Participants Changes Outcome Private benefits Public value

Generally, a public value message: is directed to a specific stakeholder focuses on the outcome that matters to the stakeholder ⦁ uses the stakeholder’s language ⦁ is free of jargon and empty words ⦁ is believable ⦁ is short Building Extension's Public Value: U. of MN Extension

⦁ is about a specific program ⦁ doesn’t focus on the learning step ⦁ doesn’t focus on the program’s private benefit ⦁ does focus on the program’s public value ⦁ uses positive framing ⦁ tells us how non-participants—the greater community, state, world—benefit from the program ⦁ makes the case for public funding

A Public Value Message: When you support ______________program, participants will ____________________, (changes) which leads to ______________________, (outcomes) which will benefit other community members by __________________________________. (public value) Building Extension's Public Value: U. of MN Extension Building Extension's Public Value: U. of MN Extension

The Public Value Approach is not just about the message; it’s about doing the work that justifies the message. Building Extension's Public Value: U. of MN Extension

Summary & Questions Thank you for your attention!

Contact Information For more information contact: Jeannette Rea Keywood Rutgers Cooperative Extension 450 East Broad Street Bridgeton, New Jersey 08302 856-459-1900 ext. 4522 reakeywood@rce.rutgers.edu Sharon Kinsey 1301 Park Blvd. Cherry Hill, New Jersey 08002 856-216-7130 ext. 2 kinsey@aesop.rutgers.edu