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“Old School” Media Still Matters – the Value of an Omnichannel Approach in Extension Outreach

Mallory Rahe and TaylorAnn Washburn

Summary

As digital media—such as podcasts, social media, and websites—integrates with traditional platforms, Extension professionals must adopt new techniques and technologies to effectively share information, build relationships, and encourage behavior change. This case study examines a 17-month initiative delivering weekly Farm Management Minute segments focused on risk management education for Missouri producers. Each one-minute segment aired on 10 agricultural radio stations and was subsequently amplified through podcast platforms, social media, and news releases.

The project demanded cross-channel communication skills, including concise content packaging and technical proficiency to package and release information across multiple channels. Collected metrics indicate the series reached more listeners through radio and press releases than social media platforms.

Three key lessons emerged: an omnichannel approach is necessary to maximize the strengths of traditional and new media platforms, partnerships with internal and external stakeholders enhanced earned media opportunities and indirect impact, and successful outreach efforts need a robust and dedicated promotional strategy.

While advancements in reporting tools improve data collection, measuring impact, or the ability to reach individuals through different media channels, remains a challenge. In this presentation we will illustrate the outcomes of this educational initiative and share best practices and potential pitfalls for Extension professionals aiming to deliver impactful risk management education.

Details

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