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Using a Discussion G roup to Reach an Audience and Achieve O utcomes

Using a Discussion G roup to Reach an Audience and Achieve O utcomes. By Jonie James Harvey County Extension Agent Kansas State University jjames@ksu.edu. Harvey County No Till Discussion Group. Started in Fall 2003 “No Till” was the buzz word Limited understanding of clients needs

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Using a Discussion G roup to Reach an Audience and Achieve O utcomes

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  1. Using a Discussion Group to Reach an Audience and Achieve Outcomes By Jonie James Harvey County Extension Agent Kansas State University jjames@ksu.edu

  2. Harvey County No Till Discussion Group • Started in Fall 2003 • “No Till” was the buzz word • Limited understanding of clients needs • Limited local resources/research • Formed the discussion group • to get a better understanding of what questions were being asked • to begin to gather the information that was needed to help the clients make a decision

  3. In the beginning… 1st Year - Two groups Non livestock Producers Livestock Producers 60 minute discussions small group numbers (8-10) 2ndYear – Two groups longer discussions small group numbers (10+) groups began intermixing between meetings 3rd Year –Formed 1 large group discussions lengthened (2+ hours) group numbers increased (40+ participants)

  4. In the beginning… • Challenges • Leading the discussion • uncomfortable • screen presenters • knowledgeable • comfortable engaging the group • comfortable with silence • topic selection primarily my responsibility • Build trust • room full of competitors • share their experiences • ask questions • provide feedback • Time commitment

  5. Now… (8 years later) • Self Directing Group • Ask direct questions • On farm research trials • share within the group • share at national events • No Till on the Plains • magazines articles • farm tours • topic selection group responsibility • evaluate sessions • request specific research • strong bond

  6. Why do they participate? • “I always learn something new. The presenters are always willing to answer our questions and don’t mind if the discussion doesn’t follow the script. When I look around the room, I see a wide range of age and no till experience. I like that kind of mix. It gives me hope for the future” – Phil Schmidt, farmer • “Because there is good discussion and lots of idea exchange, and timely topics. A lot of it is review for me, but it is always good to evaluate what I am doing and if I need to change what I am doing. I always learn at least 1 new piece of information.” – Rod Summerville, Crop Consultant • “Enjoy hearing other farmers ideas on topics that directly affect me.” – anonymous • “1. To learn about new ideas. 2. Add knowledge about those ideas. 3. To become comfortable with change. 4 Enjoy the social interaction.” –Robert Bacon, farmer • “Good discussion with all participants, good speakers start the ball rolling, and our local Extension people are very good.” –anonymous

  7. Evaluate • Helps you to know what the next discussion should be • Helps you to know what questions weren’t answered and what follow up information to provide. • Helps you to fill out those darn impact reports. • Helps the producers take responsibility for getting their questions answered. • Questions I ask: • 1. What did you learn today? • 2. How have you applied information you received in our previous discussions? • 3. What future topics do you suggest?

  8. Outcomes • “I’ve begun to evaluate my traffic patterns within the fields.” • “Last years cover crop discussion motivated me to try cover crops in corn stalks” • “I’ve switched from conventional till to no till” • “I have no-tilled wheat into soybean ground this last fall for 2012 wheat harvest” • “I evaluate my crop rotations more based on our discussions.”

  9. Outcomes • “We are trying to put our nitrogen fertilizer on closer to when the crop needs it. Dr. Mengel suggested that planting time until 30 days after is a good target. I don’t think that we will wait that long, but we are at least not putting all of it down in the fall like we used to.” • “I have gone with a much more intense rotation compared to what I did 3 years ago.” • 2010 Tillage Survey of Harvey County showed 37% of tillage fields were farmed no till.

  10. Other example groups: National Rural Grocery Store Summit • David Procter, DirectorCenter for Engagement and Community DevelopmentKansas State University(785) 532-6868 (1) one interested in building community support (2) one interested in addressing food distribution systems (3) one interested in creating a statewide "buy local" campaign (4) one interested in more effectively addressing the minimum food purchase requirement established by national food wholesalers. Women In Ag Groups Flint Hill Grazers (1995)

  11. Consider using a discussion group format when: • dealing with a difficult/unique topic • succession planning • estate planning • niche markets • meat goat production • farmers markets • high tunnel farming • organic livestock/crop production • retirement planning

  12. Discussion Group Format • generalized topic • market it as a group conversation • recruit a knowledgeable discussion leader • room arrangement • allow the group to be self paced • give it time

  13. Questions? • Thank you! • Jonie James Kansas State Extension Harvey County jjames@ksu.edu 316-284-6930

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