1. Rethinking Outreach in the 21st Century
Susan T. Ratcliffe, Ph.D.
Director, North Central IPM Center
Department of Crop Sciences, University of Illinois

2. Issues Facing IPM Outreach
Agriculture has increased risk
High input costs
Climate volatility
Pest and weed resistance
Invasive species
Stakeholders are concerned about:
Food safety
Conservation of natural resources
Nutrient management
Pesticide risk mitigation

3. Demand Driven Changes in Outreach
Change in delivery practices
Diversification of Extension roles
Growing clientele base needs pest management knowledge beyond traditional agriculture
Shrinking Extension workforce
Shift in consumers’ attitudes
Desire for instant knowledge
Internet at their fingertips
Self education

4. Be Relevant Listen to our stakeholders Identify their priorities
Give them a voice in delivery of IPM information
Identify their priorities
Understand the needs of our clientele groups
Address their issues
Show them their issues are our issues
Tailor your program to meet their needs
Show them we are responding to them

5. Be Strategic Define our mission
Articulate our goals (long and short-term)
Describe strategies to achieve goals
Identify core outreach activities
Develop a business plan
Use benchmarking to evaluate our programs
Revisit our outreach plan annually because of rapid changes in technology and stakeholder needs

6. Be Proactive Make opportunities Market our programs Leverage funds
Influence policy and legislation
Market our programs
Use events and media to raise visibility
Leverage funds
Become a financial partner with stakeholders
Share our accomplishments
Highlight our programs’ impacts

7. Be Accountable Show how funds benefit stakeholders Monitor expenses
Increase financial transparency
Monitor expenses
Review budgets annually for potential savings
Coordinate programming efforts
Make sure we invest funds wisely
Collaborate, collaborate, collaborate
Reduce duplicity and increase efficiencies

8. Be Accessible Know our partners Encourage engagement at all levels
Ask questions and solicit input
Build relationships
Continue to participate in meetings and events
Give our time and talent generously

9. Be Innovative Consider new ideas Add new approaches to proven methods
Create new partnerships
Continue to expand our audiences
Deliver audience-focused messages
Make our programs memorable

10. Outreach Session Highlights
Use of conventional, digital and social media to meet the needs of our changing clientele
Incorporation of bed bug education in to classroom curriculum for grades 3-5
Innovative methods to meet challenges from new invaders and drift issues in fruit and vegetable production
Expansion of IPM research and extension collaborations at the multi-national level

11. Outreach Session Highlights
Use of triple-layer plastic bags for cowpea storage in West and Central Africa
eXtension COP for organics
Grower-based marketing incentives for IPM implementation through self-assessment, surveys and certification
Standardization of education of new urban IPM technicians and urban engagement with cities

12. Outreach Session Highlights
IPM and sustainable food production systems to meet the world’s growing population
Collaborations to increase the availability of green products for consumers
Evaluation of pest damage to coconut by-products and use of integrated vegetable cropping sequences to suppress nematodes

13. Outreach Session Highlights
Use of IPM practices to assist the Native American community address pest issues with a blend of indigenous knowledge and modern western science while protecting human health and the environment
Collaboration on an IPM education plan that identifies the required knowledge base and provides various types of curricula to support knowledge transfer

14. Parting thoughts from “The Extension Workers Code” by T. J
Parting thoughts from “The Extension Workers Code” by T.J. Talbert (1922)
Believe in your work
Stick to the truth
Have a smile for everyone
Make opportunities
Be energetic – do more than “get by”
Have a vision
Keep your eye on the big things
All photos courtesy of USDA