There are many disciplines that contribute to ag producers make positive change within their businesses. They include biological, social and behavioural research, communication, education, and economics. While all these disciplines are important, their contribution is mostly associated with knowledge generation and one-way transfer of that knowledge. Extension on the other hand is a cross-functional discipline that is the “link between on-farm and off-farm domains” (Jess Jenning – “The Origin of Extension’ in “Shaping Change: Natural Resource Management, Agriculture and the Role of Extension”). Of all the disciplines associated with practice change in ag production, Extension has the most emphasis on connecting and engaging with producers and, in many ways, is the one role that connects all the other disciplines to help facilitate practice change.
While it is critical that extension practitioners, first and foremost, develop an adoption mindset (as discussed in previous resources), it is also important to develop skills and knowledge in the areas of facilitation, communication, education, negotiation and relationship-building. Too often extension is mistakenly seen as just a communication exercise i.e. to pass on information. “In reality, farmers have excessive information (e.g. from consultants, banks, accountants, agronomists, agribusiness firms, other landholders), some of which is conflicting, and they are almost never passive recipients. Recognising its place within this complex web of information sources, extension needs to be more focused on credibility, reliability, legitimacy, and the decision-making process” (Pannell et al. 2006)
Developing these skills and learning the associated methods are important to “support the co-creation of knowledge and the empowerment of stakeholders” (“Enabling Change in Rural and Regional Australia – Frank Vanclay and Greg Leach from “Shaping Change: Natural Resource Management, Agriculture and the Role of Extension”).
When it comes to extension skills and knowledge there are many different models and frameworks for consideration. Keep an eye out for new posts in this resource that offer insights into effective engagement through extension.
For further information
“Enabling change in rural and regional Australia” – Frank Vanclay and Greg Leach. In J. Jennings, R. Packham, & D. Woodside (Eds.), Shaping Change: Natural Resource Management, Agriculture and the Role of Extension (pp. 6-11), 2011, Australasia Pacific Extension Network1
“The Origin of Extension’ – Jess Jennings. In J. Jennings, R. Packham, & D. Woodside (Eds.), Shaping Change: Natural Resource Management, Agriculture and the Role of Extension (pp. 1-5), 2011, Australasia Pacific Extension Network1
Understanding and promoting adoption of conservation practices by rural landholders, Australian Journal of Experimental Agriculture, 2006, 46, 1407–1424 – D. Pannell, G. Marsh, N Barr, A Curtis, F. Vanclay and R. Wilkinson https://doi.org/10.1071/EA05037
