Southern Region Middle Management 2003 Reaching Underserved Audiences

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Southern Region Middle Management 2003Reaching
Underserved Audiences
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Today

• Group interaction
• Points of reference
• Implementation strategies in Virginia
• Sharing efforts and successes in your states

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Why be concerned about underserved audiences?

• We already
• Promote educational programs through print media
• Market on radio and TV
• Circulate flyers to schools and other public
  locations
• Inform our Extension clientele through
  newsletters

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Why be concerned about underserved audiences?

• We already
• Advertise programs as nondiscriminatory and open
  to the public
• They must not think our programs are beneficial
• Some of them say they want our programs but never
  show up
• We have great educational programs for them but
  they dont seem to be interested

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Why should we be concerned about underserved
audiences?

• Cooperative Extension has a history of not
  serving all segments of the community
• Preconceived notions about our programs
• Potential clients unaware of our needs-based
  programming process
• Inability to access our information
• Multiple differences among clientele base
• Changing demographics in communities

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Why should we be concerned about underserved
audiences?

• Diverse groups of people and organizations should
  be engaged in a collaborative process for
  determining community needs
• Groups should be demographically representative
  of the community
• True engagement can create a sense of ownership
  and support for programs
• Federal, state, and local expectations dictate
  that programs be far-reaching

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Considerations for Underserved

• Age
• Class
• Community status
• Culture
• Disabled
• Educational level
• Ethnicity
• Gender
• Geographic location
• Income

• Income
• Language
• Limited access to technology
• Literacy
• Race
• Religion
• Sexual orientation
• Transportation availability

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How do we identify the underserved in a community?

• Conduct a situation analysis to determine
  population makeup of community/area to be served
• Develop community/area profiles
• Determine if program participants are (contacts)
  reflective of the defined community demographics?
• Determine which segments are not participating in
  our programs

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Basics for reaching underserved audiences

• Involve a diverse cross-section of people in the
  identification of community needs
• Facilitate community participation in Extension
  education programs
• Express the expectation that faculty and staff be
  committed to reaching underserved populations
• Evaluate outreach strategies, efforts, and
  outcomes
• Leadership must be committed to doing the right
  things

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Virginia practices for reaching underserved
audiences

• Agent Personal Action Plans include specific
  planned outreach strategies and educational
  activities for including underserved audiences
• Consider more than just race and gender 
• Planned strategies and efforts are discussed and
  approved by District Director
• Strategies, efforts, and outcomes are considered
  during annual evaluation

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Extension Leadership Councils (ELCs)

• The primary means for Virginia Cooperative
  Extension (VCE) to facilitate community
  participation in Extension educational
  programming.

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Extension Leadership Councils

• Are representatives of the community
• Primary partner for community involvement
• Key to VCE Being a Community Resource that is
  Meeting the Needs of Virginias Communities

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ELC Mission

• To develop and implement a program plan that will
  direct Extensions resources toward the
  resolution of identified issues and concerns.

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ELC Vision

• To identify the needs and concerns that exist in
  their planning area and share a commitment to
  determining solutions, implementing them, and
  evaluating and reporting results.

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Membership

• The group will be diverse in terms of race,
  ethnic origin, color, religion, sex, age, veteran
  status, national origin, disability, or political
  affiliation.

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Membership

• The diversity of the group enhances discussions,
  deliberations, and actions. There is an
  acknowledgement that each person brings unique
  experiences and information that will contribute
  to the process.

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Membership

• Consider personal characteristics, access to
  community resources, geographic representation,
  skills and expertise, current involvement,
  self-interest, and a willingness and ability to
  commit and participate in the ELC partnership.

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Roles and Functions of an ELC

• Identify community problems, concerns, and issues
• Assess current Extension programs
• Identify other possible opportunities for
  cooperation and collaboration
• Design and implement program plan
• Monitor and adjust program efforts
• Evaluate and report results
• Advocate for Extension and its programs

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http//natldiversity.extension.oregonstate.edu/ind
ex.htm