Skip to main content Connect ExtensionSubgroupsUsing Mass Media for Extension Messaging

Using Mass Media for Extension Messaging

This group is for a 2019-2020 New Technologies for Ag Extension (NTAE) project led by the National Pesticide Safety Education center with partial support from the eXtension Foundation. The project is focused on using Mass Media - radio and digital ads- to drive the public to Extension resources.

Chat archive from Back to the Future webinar

00:29:17 Molly Immendorf: Yes, this will be recorded

00:29:24 Jennifer Howell: Hi, I am Jennifer Howell, Somerset County 4-H Agent for University of Maryland Extension

00:29:25 Tonya Short: Tonya Short - Purdue Extension - SW Indiana

00:29:42 Cathy Hohenstein: Cathy Hohenstein - FCS Agent NCSU Buncombe County Cooperative Extension

00:29:47 Dion Lerman: Dion Lerman, Environmental Health Programs Specialist, Pennsylvania Integrated Pest Management (PA IPM) Program/Penn State

00:30:00 Jenny Seifert: Jenny Seifert, UW-Madison Division of Extension

00:30:04 Cindy Wells: Cindy Wells - University of Missouri Extension - Youth Development Specialist

00:30:48 Karen Giovannini: Karen Giovannini, Univ of CA Cooperative Extension, Sonoma County

00:30:50 Nancy Kelley: Nancy Kelley, Area Ext Agent for Nutrition Education Program, University of Kentucky Extension

00:31:20 Elizabeth Gregory North: Great music choice, Molly! *^_^*

00:31:43 Tonya Short: audio is a little challenging

00:32:40 Marianna Langston: Marianna Langston, Southern University Ag Center, FCS Agent

00:33:13 Lacey Taylor: Thank you for offering this session!

00:35:48 Elizabeth Gregory North: Pukka beads

00:35:52 Jennifer Howell: puca shell beads

00:35:57 Shelia Ange: shell beads

00:36:34 Jennifer Howell: I have a sea urchin spine necklace from the 70's!

00:37:54 Molly Immendorf: LP Album speed

00:38:27 Molly Immendorf: Yes it will be recorded and shared in

00:40:27 Molly Immendorf: LP=long playing, RPM=revolutions per minute

00:41:49 Molly Immendorf: yes Kim

00:45:33 Molly Immendorf: unfortunately, not at this time - a copy of it is available in

00:47:10 Jennifer Howell: I do

00:47:19 Jenny Seifert: Yes, a bit

00:47:23 Elizabeth Gregory North: Yes

00:47:32 Beatriz Rodriguez: A little

00:47:32 Eric Herman: In energy we worked a bit with one of the local utility companies to get support for our volunteer energy advising program.

00:47:35 Ricky Dana: Paula J. Carter Center on Minority Health and Aging does this with minority underserved and unserved seniors.

00:47:39 Cathy Yandow: no

00:47:41 Dion Lerman: PMPs and academic info!

00:47:54 Nancy Kelley: I'm an Extension Agent, but my husband and I also own a radio station.

00:48:50 Eric Herman: Currently mainly use Zoom during COVID-19 in NYS

00:48:50 Jennifer Howell: Our office has always been text crazy

00:48:52 Rebecca Brown: mostly email

00:48:52 Kerry` Richards: Zoom doodle polls 

00:48:52 Ricky Dana: Zoom 

00:48:58 Dion Lerman: email & zoom

00:48:58 Steve HADCOCK: Zoom primarily

00:49:01 Cathy Yandow: MS Teams, email - Zoom now outlawed at my institution

00:49:01 William Augustine Augustine: Zoom and TEAMS

00:49:04 Emily Steele: Asana

00:49:04 Shelia Ange: Google drive, Zoom, doodle polls

00:49:04 Lisa Jones: Colleagues  - via Zoom, Microsoft Teams, Doodle polls, Google Drive

00:49:06 Cindy Wells: Zoom and Microsoft Teams

00:49:06 Lauren Cooper: Teams

00:49:07 Kerry` Richards: Basecamp

00:49:08 Jonnisha McCleod: Zoom

00:49:10 Elizabeth Gregory North: Email, Workzone (web-based project and production management system), Zoom, social media, Webex, Microsoft Teams

00:49:11 Cindy Wells: Doodle polls

00:49:11 Cathy Hohenstein: google doc and sharing

00:49:12 Faye Griffiths-Smith: WebEx

00:49:12 Chelsea Triche: Zoom and Teams

00:49:16 Eve Kindley: zoom, Basecamp

00:49:19 Cindy Wells: OneDrive, Box

00:49:22 Eric Herman: Zoom, Google Drive, Box, emails

00:49:28 Karen DeBoer: email and zoom

00:49:37 Steve HADCOCK: Exploring SMS

00:49:40 Beatriz Rodriguez: We use zoom and also share documents on Google Drive, Blackboard, or microsoft 365

00:49:45 Lauren Cooper: Email, Zoom, Teams and phone

00:49:48 Tonya Short: I also prefer phone call but try catching an extension colleague in the office!

00:50:24 Eric Herman: I work more directly with my suprvisor

00:50:28 Kerry` Richards: Any where between an hour and several hours

00:50:28 Emily Steele: 30 min to 1 hour 

00:50:29 Ricky Dana: 1-2 hours and too often

00:50:30 Lauren Cooper: Weekly, 1 hour to 2 hours 

00:50:30 Eve Kindley: too long….lol

00:50:30 William Augustine Augustine: ONCE A WEEK AN HOUR

00:50:33 Lisa Jones: Meetings multiple times per week, typically 1-2 hours

00:50:33 Rebecca Brown: 1 hour, and meet as rarely as possible!

00:50:34 Cathy Yandow: 1 hour (more than once daily)

00:50:34 Dion Lerman: 1 hr; x5 wk

00:50:34 Mirissa Scholting: usually 45 min-1 hour

00:50:39 Elizabeth Gregory North: Usually one hour, some 30 minutes, a couple of times a week

00:50:40 Jennifer Howell: We have WebEx coming down from above monthly for 1 1/2 houtd

00:50:40 Karen DeBoer: one-hour, 3-4 times/week

00:50:42 Cindy Wells: usually 1 hour; here lately 4, 5 or 6 perday

00:50:44 Shelia Ange: 1-2 hours and 17 scheduled in the next 12 days

00:50:46 Eric Herman: 1.5 for 1x a week and maybe 1-2 follow-ups for 1 hour each

00:51:00 Beatriz Rodriguez: Now, we have more meetings. Usually, we meet for 1 hour max. 2

00:51:39 Jennifer Howell: Since Coronavirus.....meetings EVERY day for something or another

00:51:58 Ron Lenth: 1-2 hours/week

00:52:46 Jennifer Howell: your millennial is

00:53:53 Jennifer Howell: Zoom mostly

00:54:01 Emily Steele: email marketing, TV advertising, direct mail, social media, media appearances

00:54:05 Cindy Wells: email, Facebook and Zoom meetings

00:54:05 Eve Kindley: website, social media, text, email

00:54:06 Lauren Cooper: Extension website , Facebook

00:54:07 Kristin Woods: fb, email lists, text

00:54:07 Beatriz Rodriguez: By zoom

00:54:08 Jeff Carter: constant contact, emails, phone

00:54:12 Jennifer Howell: still text my people to let them know about Zoom meetings

00:54:13 Cathy Hohenstein: website, email, Facebook

00:54:15 Eric Herman: E-newsletter, public outreach at events with follow-ups via email/phone call, FB

00:54:15 Elizabeth Herron: Websites, email listerve, workshops, Facebook

00:54:17 Rebecca Brown: mostly person-to-person and pdfs on websites

00:54:18 Dion Lerman: email & web almost exclusivly

00:54:20 Karen DeBoer: webpages, Facebook, newspaper, radio, Twitter

00:54:21 Ron Lenth: social media/weekly radio program/e-lists

00:54:23 Elizabeth Gregory North: Television, radio, newspapers, web, social (FB, Twitter, Instagram, SnapChat, TikTok), podcasting

00:54:25 Lauren Cooper: Phone calls as well

00:54:26 Nancy Kelley: Radio, print, social media, bus wraps, billboards

00:54:26 Cathy Hohenstein: constant contact

00:54:37 Lisa Jones: Social Media, newsletters, Zoom, email, listservs, some phone calls

00:54:38 Jennifer Howell: yes, and Facebook

00:54:49 Beatriz Rodriguez: we use Facebook, bulk email by Highrise to share information, and zoom meetings

00:55:11 William Augustine Augustine: EMAIL, Zoom, TEAMS, and Social Media

00:55:18 Cathy Yandow: much is decentralized, handled by specialists and staff in field -- centralized tools include webinars, news, some social media - we also have a 65-year-old daily TV show ("Across the Fence") on local CBS affiliate

00:58:16 Molly Immendorf: I agree Collette! Lotys of pivoting going on these days

01:04:29 Elizabeth Gregory North: But a landing page is also a specific page with a specific URL for each ad placement, to allow for measurement as Kara describes. (The content can just be duplicated.)

01:07:42 Terri James: Could you share your screen with the examples?

01:09:33 Jeremiah Mowen: Wow!

01:12:10 Eric Herman: Are we going to touch on tips for using mass media?  I was hoping that would be more of a focus for this webinar.

01:13:39 David Keto: people should be aware that depending on how landing pages are built and what software, tracking and CRM it can be a big privacy concern. Our university uses hub spot and I’m an admin. The university can see/track all of my clicks and views anywhere on our university website for the last 5 years (and this is not happening because I’m an employee)

01:15:31 Elizabeth Gregory North: Thanks, David, for that comment. Collecting individualized data and using it for targeting is definitely a privacy concern.

01:18:05 Steve HADCOCK: Folks can check out for some good resources.

01:18:47 David Keto: if people are thinking about a large scale campaign they should check with their university marketing and communications office. They may want to be involved and also they may already have the relationships and resources to help.

01:19:37 Kara Maddox: Yes, great point, David - this is a must

01:19:42 Kara Maddox: You’re welcome, Kim!

01:21:10 Elizabeth Gregory North: Following up on David’s comment, I would recommend working with your Extension communications group.

01:22:32 David Keto: Another resource in our state is the state broadcasters association. They can reach lots of mass media outlets at once and often times can work deals (for PSAs or other types of non-profit ad space). Depends on the scale you need

01:24:37 Kara Maddox: I’m seeing many requests to see the landing page. We haven’t released it - we will put that link on Extension Connect.

01:24:39 David Keto: On a local level I suggest just cold call your radio or TV  stations and be prepared to adjust and provide a product that fits their needs and time slots available. The idea of creating bite size info is key in these efforts. At least in our state they’re hungry for content

01:25:46 David Keto: Yes! And as you build a longer media list those release reach further

01:27:00 Molly Immendorf: 1-min evaluation:

Add Comment

Comments (0)

About the Extension Foundation

The Extension Foundation is a non-profit designed to be the engine fueling U.S. Cooperative Extension’s advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. Extension Foundation is embedded in the U.S. Cooperative Extension System and serves on the Extension Committee on Organization and Policy (ECOP). The Foundation provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs. This work is supported by your membership dollars and funding from USDA-NIFA, grant no. 2020-41595-30123. For more information on Extension Foundation membership, please visit You can also find our Terms of Servicee here

© 2021 Extension Foundation. All rights reserved.

Link copied to your clipboard.