District 9 Plans Interpretation/Marketing Training for County Extension Agents

We all know that the formula for continued support from elected officials includes excellent programming, visibility of programs, and effective interpretation to illustrate outcomes and results. One approach to helping our agents fully understand this formula and the importance of marketing and interpretation is to conduct a training to address these areas. Our county level employees range in tenure from a few months to 30+ years. So, it is important to periodically conduct training on marketing and interpretation to help the new agents understand the process and "sharpen the saw" of the more tenured agents.

So, with input from the District Marketing and Interpretation Committee, an Interpretation and Market Training has been planned for early May. The goal of this training is to increase the agents’ knowledge and understanding of effective interpretation strategies, Extension’s Budget Request Process, and strategies to prepare for budget deficits and the 82nd Legislative session. Some of the specifics regarding this training are as follows:

• Overview of Interpretation Strategy for County Programs - Focusing on our local educational efforts to tell of our programming results to elected officials in a variety of ways - conferences, newsletters, highlight reports, involvement in showcase events, and formal interpretation.
• Grassroots Level Interaction and the 82nd Legislative Session - Importance of involving our local grassroots system to serve as advocates for Extension. Also, involving decision makers in this process to enhance their knowledge of Extension. Understanding issues for the next Legislative Session.
• Extension’s Budget Request - How does Extension development a budget request for the Texas Legislature? Are guidelines in place to set parameters for budget requests? What is the process for submitting, reviewing, adjusting, and approval of our budget?
• Legislator’s Perspective - Garner the thoughts from a local legislator on how he/she likes to be informed of Extension program results. What is his or her perspective on the upcoming session and how can agents help him or her prepare for the session and know more about Extension programs.
• Importance of Reporting Accomplishments - Reporting of educational contacts and contact hours is very important in meeting our Performance Measures as an organization. Also, narrative highlights and summaries helps administration in illustrating our successes.
• Successes of the District 9 Interpretation Initiative - What have we done well and what do we need to strengthen? ... Extension Education - "Making a Difference" document, "Making a Difference" newsletter, involvement in showcase activity, formal interpretation events, and conferences.
• Showcase of Effective Interpretation Efforts - What interpretation strategies have worked well in various counties?
• Challenges Ahead - Commitment to personnel and programs, addressing deficits, planning effective programs and planning for the future.
  

This promises to be a very worthwhile training for the agents in District 9 as we address the components of our District Interpretation Initiative. To date, there have been many positive steps in interpreting our program accomplishments to elected officials and other decision makers. The Extension Education "Making a Difference" document has made a difference with our elected officials. We continue to receive positive comments from commissioner’s court members and legislators about the extent of our programs and we look forward to their continued support.

All District Extension Administrators are encouraged to review this concept and implement similar strategies in order to redirect County Extension Agent's anxiety to a proactive interpretive focus. This and other types of approaches clearly demonstrates leadership and vision on the part of our middle managers.

Content for this article was provided by Dale A. Fritz, Ph.D., District Extension Administrator-Texas AgriLife Extension Service.