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Outreach partnership perspectives from the regional directors
“Regardless of their appointment, all faculty members in the Department of Agricultural Economics and Rural Sociology are expected to engage in outreach activities. Our outreach activities have made an important contribution to guiding research in the department. Much of the research that we conduct is applied research and is directed to real-world problems and policy issues. Faculty involvement in outreach activities has helped them to focus their research on issues of greatest importance to the citizens of the Commonwealth. One example is the range of research currently under way on environmental issues. Faculty often serve as ‘resource people’ locally and around the state.” —Dr. David Blandford Department Head, Department of Agricultural Economics and Rural Sociology Professor of Agricultural Economics “Our department is heavily engaged in outreach activities. The outreach activities related to research have definitely enhanced the level of scholarship in the department. These activities have been the subject of many conference presentations, as well as scholarly journal publications. Teaching has also been related to outreach scholarship (especially through the World Campus) since many faculty in our department are interested in distance education and technology. Applications with external constituencies have been the basis for teaching and research.” —Dr. Eunice N. Askov Distinguished Professor of Education Co-director, Goodling Institute for Research in Family Literacy Co-director, Institute for the Study of Adult Literacy “Several years ago, the Department of Astronomy and Astrophysics was discussing possible ways to disseminate our research more widely into nonscientific communities. Our faculty decided to take a somewhat unusual direction for physical scientists by providing astronomy-based in-service training to secondary school teachers. Shortly thereafter, President Graham Spanier made his call for increased outreach throughout the University. At the same time, NASA, the National Science Foundation and other federal science agencies all made a commitment to encourage and support educational outreach. ... This convergence of forces has really begun to refocus many faculty and encourage us to make room in our research for educational outreach. In our case, it’s working quite well. Continuing Education, the Pennsylvania Space Grant Consortium and the great leadership of the Eberly College of Science have worked together with lead faculty to deliver academic workshops that can reinvigorate the work of Pennsylvania educators.” —Dr. Eric Feigelson Professor of Astronomy and Astrophysics “I think that there has to be a way to clearly communicate to faculty the way in which an outreach activity can function on the three levels that are required for their tenure and promotion. For example, in the last symposium I organized, I wrote all the grants. We raised $200,000 for this upcoming conference. ... My whole rationale for doing these symposiums is not just to bring events to Penn State. I learned that the best way to do research on the cutting edge of the discipline of the subject that I’m dealing with is either to go out there and find the artists or bring them here, so the symposium becomes a moment of research—a gathering of all the minds, scholars and artists to talk about the topic and then to record that dialogue and from there to identify the content that you need for an exhibit or book or set of articles. If you can have an interconnected kind of workload, it then gives you a tremendous amount of fulfillment, because you don’t see your life and your professional work as disparate. You don’t have to juggle—they’re all interconnected.” —Dr. Charles Garoian Director, School of the Visual Arts Professor of Art Education “The Department of Pediatrics’ mission is to promote the well-being of children and young adults through education, research and compassionate care. Inherent in all of these missions is an element of community service and outreach to those communities. We believe wholly in the World Health Organization definition of health as the ‘state of complete physical, mental and social well-being, not merely the absence of disease or infirmity.’ This naturally leads to a partnering with our regional physicians, hospitals and communities. Every division within Pediatrics has developed outreach programs in keeping with our mission. ... As part of Penn State, the Milton S. Hershey Medical Center defines itself as a teaching hospital and organization, but I think we would benefit from being a better learning organization, one that can go into our communities and learn through inquiry how we can better partner with them.” —Dr. John Neely Physician of Pediatric Hematology and Oncology Penn State College of Medicine at the Milton S. Hershey Medical Center “The Department of Business Logistics has had a long and active role in the outreach efforts of the University. Presently, the department is an active participant and leader in Penn State’s World Campus and offers a certificate program at the undergraduate and graduate levels. The World Campus offerings, both synchronous and asynchronous, help to fulfill the outreach mission. The development of World Campus course materials is strongly integrated with campus course offerings. World Campus course development provides time for an instructor to step back and focus on the structure of a course. In addition, the interaction with practitioners in a course provides firsthand knowledge and insight into corporate practices. These examples are used in the resident courses and can point the direction for future research. We also have people we’ve met through the outreach activities visit our classrooms to provide practical insight to our students. The insight we as educators receive during these interactions also might suggest research ideas.” —Dr. Gene Tyworth Professor and Chair Department of Business Logistics “The Asynchronous Learning Network (ALN) is aimed at providing access to learners who can’t attend traditional classes because of their locations, family and job commitments. Our goal is to make learning available anytime, anywhere. Penn State has one of the country’s most ambitious and successful distance education programs, and it seemed to us that we should talk to them. It was one of the first institutions we approached. It became very apparent that we shared the same vision for ALNs.” —Dr. Frank Mayadas Program Director Alfred P. Sloan Foundation “The programs Shaver’s Creek offered [during the Governor’s Institute for Environment and Ecology] dealt with looking at the Pennsylvania environment and ecology standards. They really made an effort at Shaver’s Creek to make the entire time that we were there relevant to the classroom, regardless of where in Pennsylvania these teachers were from. At the end of the institute, the teachers were energized and ready to go back to their classrooms and put all of these things into place.” —Patricia Vathis Environment and Ecology Education Adviser Pennsylvania Department of Education	Collaboration is the key to developing new programs and continuing to offer existing outreach programs—collaboration among outreach units in each region, as well as collaboration among faculty, outreach and community organizations. Outreach Councils foster the development of partnerships and provide a forum for Cooperative Extension and Outreach faculty and staff members to share information and program ideas. Operating within regions allows councils to enjoy a diversity of perspectives while remaining rooted in the specific issues and concerns of the local area.   “Some University outreach activities can be offered across the state, but some are unique to a region, because of local needs,” said T. David Filson, regional director for the South Central Region of Cooperative Extension and Outreach.   The South Central Outreach Council welcomes input and help from all area groups involved in outreach in the region. Filson said these discussions are intensely focused on the needs of local communities.   “The momentum of our Outreach Council is increasing. More people are hearing about our outreach activities, and they are saying ‘I’d like to be a part of that.’ That’s a measure of our success,” Filson noted.   Statewide, regional Outreach Councils strive to maintain local ties between University outreach units and other community groups. Councils include representatives of University campuses and outreach units, such as Continuing Education, Cooperative Extension, PENNTAP, the Ben Franklin Partnership Program, Penn State Public Broadcasting, Technology Transfer and Pennsylvania Sea Grant, as well as representatives of community organizations, such as Chambers of Commerce, Farm Bureaus, the Pennsylvania Department of Agriculture and Department of Health, organizations serving youth, migrant education groups and other community education and community development groups. These members have tested the theory that communication will foster collaboration, and across the state, they are seeing positive outcomes. A collaboration ethic   Frederick W. Davis, regional director for the Southeast Region of Cooperative Extension and Outreach, said the Southeast Region piloted the Outreach Council concept in December 1997. Throughout the state, historical divisions in administrative structure and academic homes had hampered collaboration and even awareness between groups that shared essentially the same missions and goals. The Outreach Councils strive to overcome those barriers.   “We’ve now reached a point where we’ve had an opportunity to get to know each other—how we operate, our missions, our funding streams,” Davis said. “More importantly, we know that there are opportunities for collaboration. The real work gets done when individuals on the Cooperative Extension staff and Continuing Education staff get together one-on-one to develop program initiatives. This is one of the keys to the council’s success.”   G. Michael McDavid, regional director for the Northeast Region of Cooperative Extension and Outreach, agreed, describing the Northeast Region Outreach Council as “the operational linkage between the communities we serve and the engaged university. The council is invaluable. Council members are the ones who make this collaboration possible. Without the Outreach Council, it would be harder to connect the resources of the University to our counties in a structured, efficient way. The council ties everything together.”   The Outreach Councils also provide a good forum for the communication necessary to maintain effective partnerships.   “We are constantly looking for ways we can collaborate on what we routinely do, so that collaboration becomes ingrained in our thinking and programming,” Shirley Bixby, regional director for the Susquehanna Region of Cooperative Extension and Outreach, said. “That’s our biggest challenge. We get together to share what we’re doing to create awareness and a better understanding among members, so that we can build on each other’s expertise. We are really trying to educate each other about the things we do.”   Dr. Michelle S. Rodgers, regional director for the Capital Region of Cooperative Extension and Outreach, stressed that improving the partnership among outreach units has also strengthened University-community partnerships.   “Five years ago, we didn’t know each other or the core competencies each unit could offer. The council has created a real shift in our working environment. We now recognize the benefits of working together,” she explained. “The knowledge we gain through these opportunities feeds future outreach projects and helps sustain and build our successes. There’s a ‘let’s work this out’ attitude. I can’t say enough about my colleagues and what a pleasure it is to have this partnership.” Unique contributions   The Outreach Council’s ethic of collaboration depends upon all members learning and understanding each unit’s particular strengths and competencies.   “A key in bringing everyone together was to learn who we are and how we operate,” said Samuel M. Crossley III, Cooperative Extension director for Potter County Cooperative Extension. “This is very important. We have to understand that we are not in competition. We are complementary to each other.”   McDavid emphasized that outreach units in the Northeast Region pursue their individual missions of serving their audiences in their own unique ways, but when there are opportunities to collaborate, the council facilitates the collaboration process by increasing awareness of member units.   In many regions, learning the different unit histories and structures was the first step to fostering interunit partnerships. (See below for best practices examples and strategies.)   One of the first activities the Southwest Region Outreach Council developed was a regional outreach conference, called “Making Connections.” Brenda Bernatowicz, regional director for the Southwest Region of Cooperative Extension and Outreach, said the conference was very successful. Southwest Region Outreach Council members also are exploring the feasibility of developing a minioutreach internship program, based on the existing professional development program available to Outreach and Cooperative Extension staff members, to give Southwest Region Outreach Council members a greater understanding of outreach operations in the region.   Similarly, when the North Central Region Outreach Council formed, members organized a two-day Outreach Advance program for all outreach staff in the region. The goal was to promote greater understanding and cooperation among the region’s outreach units.   David T. Rynd, regional director for the Northwest Region of Cooperative Extension and Outreach, pointed to the valuable outcomes of these cross-unit efforts, noting, “Because of our Outreach Council, we know more about each other and our organizations. There is a sense of commitment by everyone on the council that we can all be better working together. The success of the Northwest Region Outreach Council lies in each individual’s contribution to the group effort.”   With greater awareness of all outreach units in the region, outreach staff members also gain the knowledge to make better referrals, Crossley said. For example, Cooperative Extension staff members are referring small businesses and start-up companies to PENNTAP for assistance.   “Referral opportunities are an important highlight of the Outreach Council,” he said. “Our Outreach Council has been very successful. Being able to access our outreach partners is saving us time, and knowing everyone is very beneficial to us and our clientele. The key is bringing our expertise and services to the people in the North Central Region.” Shared resources   “Through the Outreach Council, we can economize our resources and take advantage of efficiencies in services and program delivery; we can increase our communication with each other; and we can find ways to work together,” McDavid said.   A key benefit of the councils is the peripheral coordination they provide, he said.   “You meet someone at a council meeting and then later, when a new project comes up, you recall that person has knowledge or contacts that might be helpful to you,” McDavid said. “I can’t track peripheral coordination, but I know it happens. Without the Outreach Council, they wouldn’t have met other people. Good things come out of our meetings.”   In the Susquehanna Region, the community-University partnership has become a matter of day-to-day operations. Cooperative Extension, Continuing Education and Pennsylvania College of Technology share facilities and resources in a building that also houses West Branch Manufacturing and the Industrial Modernization Center. This creates an environment for informal discussions, referrals and idea generation.   As a result of being in close proximity to other outreach units and economic development organizations, the Susquehanna Region has established a working relationship between Cooperative Extension and committees of the local Workforce Investment Boards. County office staff members have participated in professional development activities sponsored by Outreach and Cooperative Extension, and the Outreach Council has served as a resource and partner in several youth grants procured by Technology Transfer at Penn College, Bixby said.   “Because of our affiliation with Penn College, the region has the potential to do a lot with technology, computers and e-commerce,” she added. “Programs in these areas are forthcoming for kids and disadvantaged populations that don’t have access to computers and technology.”   South Central Outreach Council members are also looking at ways to share resources across units. The council plans to conduct a regional needs assessment and to develop a Web-based database of outreach units, services and personnel that will help members make referrals to other outreach units.   “Outreach units share audiences, so conducting a regional needs assessment will provide broader audience input of value to the outreach units,” Filson said. “We are learning about the scope of all outreach activities in the region and the potential for outreach partners to become involved locally, building a greater understanding about outreach and the resources of Penn State. I consider this the greatest success of the council.” Shared message   Sharing resources has obvious benefits for the University—greater efficiencies and increased capacity to engage with constituents throughout the Commonwealth. These collaborations also strengthen the overall message of Penn State’s commitment to outreach by allowing units to share a single message about engagement.   Bernatowicz, who has been leading the Southwest Region Outreach Council for the last three years, said that creating a unified message was a major goal of the group. A key council role is communicating Penn State’s outreach message to the public, she noted.   “Last year, the council’s focus was on pulling together a marketing brochure that listed each outreach unit and contact information,” Bernatowicz said. Council members worked with Jacklyn Rosenfeld, director of Outreach Marketing Consulting Services, to design and produce the brochure. She described that message as “bringing Penn State to the people in the Southwest Region through the Outreach Council.”   Looking to the future of Outreach Council partnerships, Rynd sees “a lot of potential to work together. I see a bright future as we get the message out that Penn State is in the region to help people in a lot of different ways.”   “With the Plan to Strengthen Outreach and Cooperative Extension, we wanted to create a seamless network of outreach units,” Dr. James H. Ryan, vice president for Outreach and Cooperative Extension, reflected. “We envisioned an organization in which an individual, organization, business or government agency could enter the University through any outreach unit and find a window to the full resources of the University. The Outreach Councils are making this vision a reality.” Best practices of Outreach councils The eight Regional Outreach Councils operating throughout Pennsylvania have identified a number of best practices that are enhancing information sharing, collaborative program development and delivery and achievement of Penn State’s outreach mission. Outreach Councils: Embrace University engagement as an integrated part of everything the Regional Outreach Councils do and look for ways to marshal University resources through new connections among units and colleges. Invite and involve community organizations and agencies in Regional Outreach Council meetings, and invite them to address current issues important to them. Hold meetings at different locations around the region and invite host agencies to provide informational briefings on their mission and functions and tours of their facilities. Involve all outreach partners in collaborative agenda-building for Outreach Council meetings. Invite campus executive officers and deans to Outreach Council meetings to keep them informed about outreach efforts and activities. Keep outreach partners focused on making life better for individuals, communities and organizations by asking questions, such as: Where are we going? Where have we been? Identify special initiative funding opportunities for new programs and projects; collaborate on seeking grant funding for new programs to meet community goals; and explore regional and state financial incentives for new programming partnerships, such as Pennsylvania’s Stay Invent the Future and Digital Divide initiatives. Encourage the building of trust among outreach partners to enhance relationships among outreach partners in the region and to encourage creative ideas and new program development. Foster networking and communication among outreach staff members to facilitate formal and informal outreach activities and to share educational resources and skills among outreach partners. Organize regional all-outreach conferences and create unit updates for all outreach units and staff to share examples of successful program collaborations to generate new program ideas. Develop a Regional Outreach Partners brochure to share information about Penn State resources with clientele and to link community clientele to Penn State educational programs of all outreach partners. Seek expertise of University marketing and other service units to enhance strategic promotion of outreach programs. Arrange meetings between outreach units and regional directors to discuss mutual concerns, interests, program possibilities and regional goals. Foster bridge-building between outreach partners and the state-sponsored Community Educational Councils in each region.
© 2002 Outreach Communications,   Outreach & Cooperative Extension,   The Pennsylvania State University phone: (814) 865-8108,   fax: (814) 863-2765,   e-mail: outreachnews@outreach.psu.edu