Communicating Impact and Public Value. An 1890 Perspective on Impact Statements

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1 Communicating Impact and Public Value An 1890 Perspective on Impact Statements

2 Back to the Basics To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others. Anthony Robbins

3 Back to the Basics The single biggest problem in communication is the illusion that it has taken place.

4 Back to the Basics What is the shortest word in the English language that contains the letters: abcdef? Answer: FEEDBACK - an essential element of good communication.

5 Back to the Basics Tell me and I ll forget. Show me and I might remember. Involve me and I will understand. Benjamin Franklin

6 Communicating IMPACT What is IMPACT? Who is IMPACTed? Who Cares about IMPACT and Why? Best practices and Results

7 What is Impact? IMPACT, by stakeholder definition, reflects a change in behavior, conditions or knowledge, influences policy, advances the field of agriculture and nutrition and prepares students for jobs.

8 Where to begin?

9 What is Impact? Changes in behavior, conditions or knowledge

First-time homebuyers Senior homeowners First

10 Impact for whom Under-represented and Underserved Small acreage producers Small business owners First-time homebuyers Senior homeowners First generation college families Low income and government assisted communities

11 What is Impact? Influences policy

12 Who cares and why?

13 What is Impact? Advances the field of agriculture and nutrition

14 Impact for whom

15 What is Impact? Prepares students for jobs

16 Impact for whom

17 The Starting Point Multi-media solutions Blogging Social media Printed publications Video productions Podcasts and Radio Shows

18 This is How We Do It Blogging Drives traffic Establishes authority Gets you discovered on social media Creates an outlet for factsheets, white papers, and webinars Source:

19 This is How We Do It Social media Cost effective Builds brand loyalty It's LIVE with realtime interaction Meets the human need for social connection Source:

20 This is How We Do It Printed publications Tangible Allow people to unplug Perceived as more credible than web content People go to the web for answers; they go to print to ask questions and think outside the box Source:

21 This is How We Do It Video productions Engage and ignite emotions Appeals to mobile users More likely to show up first on Google with embedded videos Source:

22 Visit This is How We Do It

23 Visit This is How We Do It

24 Visit This is How We Do It

25 Visit This is How We Do It

26 Visit This is How We Do It

27 Visit This is How We Do It

28 The Results Between 2015 and connections across all social media 35,000 various printed publications in circulation 3500 views reported on YouTube 2.5% increase in pageviews (92K) and a 9.5% increase in unique pageviews (65K) Visit

29 Our Expectations Persuade Public value Sustainable or increased funding Brand recognition Increased program participation Public benefit Lower population below poverty Lower medical expenses Increased ownership and civic engagement Visit

30 Beyond Our Reach Land-grant.org Landgrantimpacts.org Agisamerica.org Multistateresearchimpacts.org

31 Beyond Our Reach See more examples at Questions?

32 Using Impact Statement How the T States Work

33 Use of Impact Statements Focus on needs of specific stakeholders One size does not fit all May require multiple statements

34 We Target Audiences Elected officials Legislative staff members Administration Program participants Program funders Other influential people

35 What We Know About Our Audience What do they care about? What do they need to know to make decisions? What are their hot buttons?

36 Texas Process Focus is primarily on economic impact Most sought after information by our key stakeholders Also focus on social impact Use of public value statements at state and local levels

40 More examples at: bout/economic-impact-briefs/

41 Tennessee Process Focus is on: Economic value or efficacy Environmental quality Social well-being Health and well-being

45 Video Impact Statement More examples at:

46 Land Grant Impacts System National repository for Extension and Research Impact Statements Access is granted by directors/administrators Every institution has people with access

47 Land Grant Impacts System Two sides to system Password Protected Controlled access for entry and editing of statements Public Information about LG system and public search of statements

48 Land Grant Impacts System System is used by various groups to demonstrate impact NIFA Kglobal Internal writing teams

52 Land Grant Impacts System Land Grant System URL Let s take a look!!!

53 Questions?

54 Communicating Impacts and Public Value Part 2 Virginia Bueno, Communications Director

55 How NIFA Showcases Your Projects

56 Share Your Science #NIFAimpacts

57 NIFA Public Web NIFA projects study the population decline of clams on Lummi Nation tidal flats

58 Social #NIFAImpacts. USDA Facebook page

59 Congressional Testimony/Outreach

60 Congressional Relations From: Stull, Josh - NIFA Sent: Monday, April 10, :33 PM To: Stull, Josh - NIFA <JStull@nifa.usda.gov> Subject: National Institute of Food and Agriculture (NIFA) Update/Items of Interest - 4/10/17 Impacts/News of Interest/Events: 1.) The link between pig production and quality - With NIFA funding, researchers at North Carolina A&T State University examined how different production systems affect the growth rate and meat quality of different breeds of pigs, including pure Berkshire pigs Hereford, Tamworth, and crossbred pigs. They tested alternative production systems, such as group housing in deep-bedded hoop barns and pasture-based production. The research revealed that alternative production systems may result in higher quality pigs. These approaches also have the potential to address animal welfare, environmental, and food safety concerns and could appeal to niche/specialty markets. here.

61 Congressional Relations 2) Discovering virus-resistant peanuts - Leaf-spot diseases and drought stress are major factors that result in economic losses for peanut farmers. Researchers at Auburn University are using NIFA funding to identify molecular markers directly linked to these two challenges. After examining 118 peanut genotypes, researchers found four that were resistant to tomato spot wilted virus (TSWV). These highly resistant genotypes could be used to develop TSWV-resistant cultivars in a peanut-breeding program that will improve yields and profits. 3.) Parasitoids may control emerald ash borer population - The emerald ash borer is an invasive species that poses a major threat to the American ash tree. Researches at University of Kentucky s Forest Entomology Lab have discovered a closely related native ash borer species that is kept in check by natural enemies, parasitoids. Researchers are investigating whether the native parasitoid can discover and control the invasive emerald ash borer. To that end, the Forest Entomology lab, in partnership with the Kentucky Office of the State Entomology, have released over 150,000 parasitoids across the counties since 2010.

All NIFA Press Releases USDA Invests $13.6 Million in Citrus Greening Research WASHINGTON, Jan. 19, 2017 The U.S. Department of Agriculture's (USDA) National Institute of Food and Agriculture (NIFA) today announced four grants totaling more than $13.

62 All NIFA Press Releases USDA Invests $13.6 Million in Citrus Greening Research WASHINGTON, Jan. 19, 2017 The U.S. Department of Agriculture's (USDA) National Institute of Food and Agriculture (NIFA) today announced four grants totaling more than $13.6 million to combat a scourge on the nation s citrus industry, citrus greening disease, aka Huanglongbing. Among past projects, the University of Florida developed bactericides to help recover fruit production in HLB-affected orchards. Research at the University of California used virulence proteins to develop strategies for creating citrus rootstocks that are immune to HLB.

63 Weekly enewsletters Fresh from the Field weekly impacts compendium NIFA Update weekly news and information

64 NIFA Publications NIFA Annual Report Fact Sheets Infographics

65 Blogs

68 USDA announces breakthrough for people with peanut allergies TheBlaze.com (blog) - Aug 27, 2014 US says non-allergic peanut moves closer to commercial reality Reuters - Aug 26, 2014 USDA: Non-allergic peanut moves closer to commercial reality Toronto Sun - Aug 26, 2014 Researchers say they have invented non-allergenic peanuts Washington Post - Aug 26, 2014 Non-allergic peanut moves closer to commercial reality: US TODAYonline - Aug 28, 2014 Hope for peanut allergy sufferers WTSP 10 News - Aug 27, 2014

69 USDA announces breakthrough for people with peanut allergies TheBlaze.com (blog) - Aug 27, 2014 US says non-allergic peanut moves closer to commercial reality Reuters - Aug 26, 2014 USDA: Non-allergic peanut moves closer to commercial reality Toronto Sun - Aug 26, 2014 Researchers say they have invented non-allergenic peanuts Washington Post - Aug 26, 2014 Non-allergic peanut moves closer to commercial reality: US TODAYonline - Aug 28, 2014 Hope for peanut allergy sufferers WTSP 10 News - Aug 27, 2014

70 Non-allergic peanut moves closer to commercial reality Times of Malta - Aug 28, 2014 Non-allergenic peanuts could soon be a reality Tech Times - Aug 27, 2014 Dept. of Agriculture: Researchers are close to creating an allergy-free peanut Raw Story - Aug 26, 2014 Allergic to Peanuts? Researchers on Track to Change It Voice of America - Aug 26, 2014 US says non-allergic peanut closer to commercial reality Reuters - Aug 26, 2014 Non-allergic peanuts may be on the way Independent Online - Aug 28, 2014

72 Share Your Science #NIFAimpacts

73 Please Acknowledge NIFA Funding in Public Communications Publications Posters Interviews Press Releases Web Videos Press Events

74 Key Takeaways Today: Communicating NIFA-Funded Impacts/Significant Outcomes is Important Sharing NIFA-Funded Impacts/Significant Outcomes with NIFA is Important Acknowledging NIFA-Funded Impacts/Significant Outcomes is Important

75 The power of telling stories isn t just a better way to convey information; it s a social act with social consequences. (Source: The Conversation, May 30, 2016

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