NDSU Agriculture Communication presentation for NDSU Extension orientation, Dec. 2013

1. Working with the Media,
Key Messages and
Social Learning
Becky Koch & Bob Bertsch
NDSU Ag Communication

2. Goals
• Who is your target audience?
• What do you want them to do?
Flickr: mrgreen09

3. Media
• Mass
• Social
• Create key
messages to
use in a variety
of mass and
social media

4. Creating Key Messages
Goal:
“improving the health of
our country through diet
and in many cases
reversing childhood
obesity” – Tom Vilsack,
U.S. Secretary of
Agriculture

5. Creating Key Messages
Key Messages:
• Eat healthier
• Eat a little more than
25% vegetables, a
little less than 25%
fruits, a little more
than 25% grains and
a little less than 25%
proteins
• Learn more about
food and nutrition

6. Creating Key Messages
Better Key Messages:
• Make half of
everything you eat
fruits and vegetables
• Use smaller plates to
help you eat less

7. Creating Key Messages
• Provide a roadmap –
what to do and how to
do it
• Shrink the change –
don’t give too many
options
• Focus less on what
you want people to
know and more on
what you want them
to do

8. Key Messages
• Write out
• Practice
• Bridge to key
messages in
interviews

9. The Interview
• Pause to gather your thoughts
• Answer in complete sentences, bridging to
your key messages
• Keep responses to 20-second sound bites
• Avoid acronyms, speculation
• Don’t say, “No comment”
• Nothing is off the record

10. TV Interview Tips
• Keep eyes on interviewer
• Put one foot forward
• Wear solid colors, not
white
• Don’t feed the mic or fill
dead air
• Avoid hats
• Use natural gestures

11. Media Contacts
• News releases
– Most important information first
– Who, what, where, when, why, how
•
•
•
•
•
Media advisories
Fact sheets
Emails
Phone calls
Relationships

12. Media
• Many options to
communicate and
educate
• Mass and social
media just a few

13. Online Communication &
Transformational Education
Both high content
transmission and a
high level of
process are the
most effective in
helping people and
communities to
solve problems or
address issues.

14. Online Communication &
Transformational Education
We need to bring
high process to our
already high content
to begin using
online
communication as a
critical element of a
lifelong learning
network that helps
people improve their
lives and
communities.

15. The Communications and Knowledge
Landscapes have Changed
Extension's customers access information through
devices and media that didn't exist 13 years ago.
2000
2013
46% of adults use Internet
5% have broadband at home
<20% watch video online
53% own a cell phone
0% use social networks
85% of adults use Internet
70% have broadband at home
78% watch video online
91% own a cell phone
72% use social networks
Slow, stationary connections built around
my computer
Fast, mobile connections on
outside servers and storage
- Pew Internet & American Life Project, http://www.pewinternet.org/

16. % of Online Adults
Using Social Media
Date
All
internet
users
18-29
30-49
50-64
65+
2/2005
8
9
7
6
–
8/2006
16
49
8
4
1
5/2008
29
67
25
11
7
4/2009
46
76
48
24
13
5/2010
61
86
61
47
26
8/2011
64
87
68
49
29
2/2012
66
86
72
50
34
8/2012
69
92
73
57
38
12/2012
67
83
77
52
32
5/2013
72
89
78
60
43

17. “Sure there’ll be Mastadons around for a while, but
the ice age is over. They can move to higher
ground, or migrate towards the poles, but these are
temporary moves.”
- from an Amazon book review of “11 rules for creating value in the social era.”

18. Active Learners
• Able to build & grow an online personal learning
network
• Comfortable communicating in online social spaces
• Understands best practices for maintaining privacy
in online spaces
• Understands and follows best practices for
maintaining security in online spaces
• Understands and leverages the power of online
networks
• Able to narrate work in online spaces

19. What is a learning network?
a deliberately formed network of people and
resources capable of guiding our
independent learning goals and professional
development needs.

20. Content
Commentary
Research
Experience
Conversation
Experts
Colleagues
Friends
Filter
Filter
Filter
Creation
Curation
Sharing
Filter
Filter
YOU
Adapted from “Creating a Personal Learning Network,” http://www.slideshare.net/corinnew/creating-a-personal-learning-network-5016387

21. My learning network
Seek
Feedly
Sense
Diigo
Zite
Google Alerts
Scoop.it
Storify
Twitter
Facebook
Google+
Evernote
Share

22. Harold Jarche – www.jarche.com

23. Organizers
• Able to create and edit content in Ag CMS, NDSU
CMS, and/or blog
• Able to create content that is timely, valuable,
findable and shareable
• Able to create content that functions well in a mobile
environment
• Able to deliver on-demand learning
• Able to create and use multimedia to attract and
engage users

24. Why Are Restroom HandWashing Signs By the Sinks?
http://www.flickr.com/photos/akeg/

25. Formal/Informal Learning
Formal Learning (Stocks)
Informal Learning (Flows)
• Content is standardized
• Content is customized
• Delivered in a specific
space at a specific time
• Available anywhere,
anytime
• Usually a passive
setting
• Encourages active
learning

26. Formal/Informal Learning
Stocks = archived,
organized
Flows = timely, engaging
• Books
• Blogs
• Publications
• Social media
• Websites
• Webconferencing

27. Formal education is a walk through the zoo,
informal learning is a walk through the
savannah. http://stephenwhart.com/quotes
http://www.flickr.com/photos/godutchbaby/4432480199/

28. Formal education is knowing a tomato is a
fruit, informal learning is not using it in fruit
salad. http://stephenwhart.com/quotes/
http://www.flickr.com/photos/elanaspantry/3554762608/

29. Formal education is bricks and mortar,
social learning is clouds and streams
http://stephenwhart.com/quotes/
http://www.flickr.com/photos/mnsc/2768391365/

30. Formal education is the playbook, social
learning is the huddle
http://stephenwhart.com/quotes/
http://www.flickr.com/photos/whetzel/55214370/

31. Curators
•
•
•
•
Able to find & share engaging content
Able to add context to information
Comfortable using online curation tools
Understands the use of tags/hashtags for curation

32. Curation
• Find
• Filter
• Contextualize

33. Connectors
• Understand how networks that include external
clients can support their own learning, as well as
their clients’ learning.
• Able to discover, understand, and participate in selforganizing online communities of
practice/place/interest
• Incorporating social-network participation into their
current and long-term work plans.
• Able to get people connected with online resources

34. http://www.flickr.com/photos/lucgaloppin/5483259529

35. http://www.jarche.com/

36. Power/value of network
• Exposure to incidental information
– You don’t know what you need to know
•
•
•
•
Asking questions
Connectedness
Awareness of trends
What are others doing / talking about

37. “This is not the wisdom
of the crowd, but the
wisdom of someone in
the crowd. It’s not that
the network itself is
smart; it’s that the
individuals get smarter
because they’re
connected to the
network.”

38. Engagers
• Using online networks to engage and collaborate
with others
• Understands online collaboration tools
• Able to start online conversations
• Able to find and answer online questions

39. Reach, Influence, Impact
•
•
•
•
•
•
NDSU Extension Employees = 390
N.D. Adult Population = 545,700
25% of 545,700 = 136,425
Dunbar’s Number = 150
# of NDSU Extension staff needed = 910
# of impacts needed per staff = 350

40. Reach, Influence, Impact
• See audiences more as members of
communities.
• Become part of networks.
• Increase others’ talking about our work.
• Increase conversations with others.

41. More
• Forward Looking Concepts in Cooperative Extension
- bit.ly/CoopExtFuture
• Working Differently in Extension –
www.ag.ndsu.edu/workingdifferently
• Agriculture Communication –
www.ag.ndsu.edu/agcomm
• Ag Comm Web Services on Facebook www.facebook.com/NDSUAgCommWebServices