Action Team Issues – Public Issues Education
Anyone attending a recent Husker games has probably noticed how quickly the marketing effort by Keystone XL pipeline was pulled. Controversial issues can produce quite a “stink” for those not recognizing the challenges with public issues education (PIE). An extension professional entering into PIE must recognize the differences from our traditional technical information role. However, a successful PIE program can be a big boost to the relevancy and value of Extension for many stakeholders.
A 1992 Extension Committee on Organization and Policy report, “ Public Issues Education: The Cooperative Extension System’s Role in Addressing Public Issue”, and a North Carolina State publication, “Extension’s Role in Public Issues Education and Dispute Resolution”, can provide a good starting point for those willing to engage in PIE. A few lessons from those references include:
• Know your role: Will you serve as a “Content Expert” providing research-based information and analysis or a “Process Expert” bringing stakeholders together and facilitating a discussion leading to a better understanding of the alternative views and possible common solutions. An individual extension professional may be most successful serving only one role.
• There are three types of information in a public issue: Facts, Myths, and Values. Extension’s role may include 1) replacing myths with facts, 2) creating a respect for different values, and 3) helping groups and individuals recognize the implications of their values.
• There is no room for Extension professionals in an advocacy role. Successful PIE educators must check your personal biases at the door. A successful PIE educator must understand the facts and values of all key stakeholders. “Content Experts” often are not good PIE educators if they focus only on an issue’s research basis and not recognize the value-based positions of stakeholders.
• Know all key stakeholder groups before beginning. Individuals or organizations will a stake in an outcome may attempt to destroy any PIE process if
Action Team Updates
Resources on Keystone XL Pipeline: The Water Center has published a set of summaries on issues associated with the Keystone XL Pipeline found at http://watercenter.unl.edu/Archives/2011PipelineResponses.asp.
Other References for Public Issues Education: Don’t forget our umbrella Extension web sites for good technical information on many public issues. CropWatch, Food, Water, Acreage, and 4-H.unl.edu all provide excellent information from a broad range of experts on a variety of public issues. In addition, our systems national web presence, eXtension.org, is another resource for finding the Facts needed to replace the Myths.
Signature Outcome Teams Plans for 2012: Fall Conference should be used as a time for Signature Outcome teams to meet and finalize their plans for 2012 and well as their Impact Report for 2011. Coordinate timing of your meeting with your Action Team leaders and share your plan with Linda Tempel.
-- Kathleen Lodl and Rick Koelsch