Teaching/Communication/Extension/Profession,

Atkinson, T.E.

Carroll, William M.

Cummings, Gordon

Dougan, Riley S.

Klingner, C.E.

Ogg, Wallace E.

English

Research Papers in Economics

REACHING  THE  "ATTENTIVE  PUBLIC"  WITH
DISCUSSION  GROUP  FACT  SHEETS
Summary  of Panel Discussion by
T. E. Atkinson, Wallace Ogg, C. E. Klingner,
Gordon Cummings, Riley  S.  Dougan,  and William  M.  Carroll
Self-administered  discussion  groups,  a  relatively  new  approach
for reaching  the alert,  active citizenry of a state, the "attentive public,"
has  been  quite  successful.  The  states  of  Arkansas,  Iowa,  Montana,
New  York,  and  Pennsylvania  have  completed  the  discussion  phase
and are studying the opinion ballots  for implications  regarding needed
action  in  the  state  and  possible  changes  in  the  extension  program.
Ohio  has  completed  all preparations  and is  ready  to  launch  the
discussion phase in October.  Missouri, North Carolina,  and Minnesota
are in early stages of development of a similar effort.
Objective
The basic  objective  of  the program  is  to create  an  awareness  of
fundamental  public  affairs  problems  and  issues  confronting  the  citi-
zenry of the state.  The fact sheets are designed to achieve some degree
of comprehension  of the nature of the economic,  social,  and political
relationships  which  bear on  the issues.
Approach
To be successful this effort must have strong administrative backing
from  Extension  and  the university.  All  organizations  and  influential
groups  in the state must know  about  the program  and its  objectives,
and the ways in which they can contribute.  The extension organization
must  plan  the  action  phase,  including  organization,  publicity,  and
involvement  of  organizations  and  groups.
Some  of  the  activities  of  the  administrative  committee  include:
1.  Prepare  a leader  handbook  for extension  workers.
2.  Publish  a printed discussion  leader's guide.
3.  Discuss  the  proposed  activity  with  the  state  staff  and  hold
seminars  of  extension,  research,  and  teaching  staffs  on  the
issues.
4.  Discuss the proposed activity with  county extension personnel,
explaining the approach and outlining their role.  A whole day
is  needed  for  this  at  district  agents  conferences  fairly  early
in the  planning  phase.  This  activity  should  be  presented  as
12mainly  a shift  in program  approach and audience  rather than
a  new  program.
5.  Develop  a very comprehensive  mass media program-both to
publicize  the  approaching  series  and  to  support  the  series
during  the  actual  discussions.
6.  Maintain regular  and frequent communication  with agents for
six  months  before  the  discussions  to  keep  them  informed  of
various  details of the effort.
7.  Contact  all  types  of  organizations  and  groups  to  explain  the
program  and  solicit  their  support  and  to  obtain  discussion
leaders.
With this kind of preparation  to provide momentum for the effort,
final success depends on the adequacy of the subject matter.  It should:
1.  Excite  the  interest  of  the  participants.
2.  Be  factual,  clear,  concise,  and  challenging.
3.  Stimulate  questions,  a  quest  for  further  knowledge,  and  a
desire  for  action.
4.  Explain issues and consequences  of alternatives clearly  enough
that  no  further  explanation  is  needed  by  a  resource  person.
Most  of  the states  tried  to reach  and  involve  the  total citizenry.
Results
The  states  using  this  approach  were  highly  gratified  with  the
results.  They learned that adequate organization,  good subject matter,
and  timing  are  important.  New  York  reached  800  leaders  in  five
counties-their  goal.  Together  Arkansas,  Iowa,  and  Pennsylvania
involved  130,000 to  140,000 people  and those  who have heard  about
the  discussion  series  continue  to request  fact sheet  kits.
In Arkansas  and Pennsylvania,  where the emphasis was on growth
and  adjustment,  a  summary  of  opinions  on  two  judgment  questions
showed that "need of jobs" was regarded  as the uppermost  community
problem.  The  following  problems  were  rated  as  about  equally  im-
portant:  "inadequate  training  and  training  facilities,"  "inadequate
community  leadership,"  "inadequate  housing,"  "loss  of  population,"
and  "local  finances."
A feeling of urgency to understand the problems and achieve satis-
factory  solutions  is evident.
13Follow-up
The panel expressed  the opinion  that follow-up  to  the series  was
important.  Extension  should  be prepared  to  do  an  intensive  educa-
tional job on specific  issues  with leaders  perhaps through a workshop
series.  The issues  to  be treated  will depend  on problems  pointed  up
in fact sheets.  They  might include:  the process of  economic  growth,
principles  of taxation,  school  consolidation  and  reorganization  alter-
natives,  or approaches  to the farm problem.
14PART  II
Economic Development

REACHING THE "ATTENTIVE PUBLIC" WITH DISCUSSION GROUP FACT SHEETS

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