Exploratory Meeting for Collaborating on a
National Agricultural Outreach Information System
Summary Report
Exploratory Meeting to Discuss Opportunities for Collaborating
on a National Agricultural Outreach Information System
Phoenix Airport Marriott
February 18, 2004
Meeting Summary
This meeting brought together thirty-four participants representing USDA, the National Agricultural Library, land-grant library and extension directors, the University of Arizona (UA), as well as the Agriculture Network Information Center (AgNIC), e-Extension, CYFERnet, and the Plant Management Network. The purpose was to explore opportunities for collaborating on developing a national agriculture-related information system that will provide an interactive learning environment to facilitate changes in knowledge, education, and behavior.
Introductions were provided by UA Cooperative Extension Director, Jim Christenson, and UA Vice Dean of the College of Agriculture and Life Sciences (CALS), Colin Kaltenbach. Opening presentations were given by USDA Deputy Under Secretary for Research, Education, and Economics Rodney Brown; CSREES Administrator Colien Hefferan; UA Vice Provost and Dean of CALS, Eugene Sander, and UA Dean of Libraries, Carla Stoffle. After a review of the agenda and meeting goals by Peter Young, Director of the National Agricultural Library, presentations were given on AgNIC, e-Extension, and CYFERnet. The meeting then broke into smaller groups to discuss four topics:
- Outline needs and expectations of extension and information services audiences
- Consider opportunities and challenges offered by network information technology
- Explore Federal, State, and institutional roles in possible collaborations
- Identify areas for potential collaboration and partnership
The results of the discussions were presented by a designated member from each group (details provided below). Although the final expectation was to conclude by shaping a shared vision of the future for agriculture information and outreach, time constraints prevented this closure. Final remarks by Dr. Brown summarized the consensus of the group in saying, “we need to have our information used”. He challenged the group by asking: How will we spend our limited time and resources in the future? We can't build a new system and keep the old one. He also called for a smaller planning meeting to be organized where specific details for a collaborative system could be discussed and developed.
Summary of Discussion
There was much consensus on the common purpose of all the groups represented:
- Education not just information
- Need to make local connections by customizing information
- System should be easy to use with ready, 24/7 access
- Local branding is essential
- Need to provide answers based on topic or life event, not on provider
- A communication tool for our customers and for ourselves
- A system that is proactive, not reactive
Summary of Follow-On Suggestions
In addition to Dr. Browns's call for another more focused planning meeting, participants expressed a general need to continue to develop partnerships between libraries and extension, other agencies, other cultural groups, and distance education colleagues. It was suggested that Extension directors ask NASULGC to facilitate this conversation. It was also suggested to bring this issue to the attention of Association of Research Libraries (ARL) land-grant library directors. Action steps and a timeline need to be elaborated.
Group Discussion Notes
Question no. 1: outline needs and expectations of extension and information services audiences
Lyla Houglum, Extension Director, Oregon State University
Quick, fast, immediate, get what I want fast
Reliable, quality, research based information
Urban and rural information and resources
Families, communities, professionals – internal and external
Anticipate issues – being pro-active
Customized to local environment/situation
Local community identification
Interactive learning environment that leads to application
Responsive to client needs no matter how obscure
Fran Wolak, Associate Dean of Extension, Clemson University
Need 24/7 access to information and resources that are packages to provide answers, not just information
Need to provide accurate information from a source trusted by users
How do we expand the local trust to a ‘national technical model'?
All the players at the meeting bring credibility
Elaine Edwards, Extension Director, Iowa State University
People want information 24/7 from home, offices, etc.
One stop shopping
Trusted sources
We need to differentiate between information and education
Expectations are for immediate access
Still want one-on-one consultations, local connection
#1 thing people want is face to face, which is a dilemma of the old model
Clients want it all - Internet and access to experts
We need to have COURAGE - here is where we are headed and refocus our efforts
We need a system that is easy to use to take in all the questions, put them through a filter, answer some of them through a knowledge-based format, others referred to experts
We need to acknowledge the generational differences of audiences; educational needs are different
Question no. 2: consider opportunities and challenges offered by network information technology
Lyla Houglum, Extension Director, Oregon State University
Getting people to your site; marketing
Name that is easily recognized – brand recognition
Need to talk with Google about how to get ranked at top of search lists; ex: arthritis goes to WebMD
Fran Wolak, Associate Dean of Extension, Clemson University
Rapid change of technological changes
Where are the software/hardware standards?
Need technology enhancement of our technical expertise
“Disadvantaged” institutions – how will they be involved? Both users and providers
Elaine Edwards, Extension Director, Iowa State University
We are getting more sophisticated questions and need to be able to answer them
Advantage…we are knowledge trusted source
Rural constituents, access is still an issue in some states and for some county offices
Variety of expectations
Teach information literacy
Evaluate information
Take advantage of technology to automate the information, facilitate the access and have more to time deliver and develop educational program
One stop shopping
Label is important, people expect local
Need immediacy of response
Provide customer service
Need to be able to focus information via topics
Refer new research/information to those communities of interest
Valid point of reference—need to maintain
Design a system that touches people/meet their needs in technology
Questions no. 3 and 4: explore federal, state, and institutional roles in possible collaborations; identify areas for potential collaboration and partnership
Lyla Houglum, Extension Director, Oregon State University
Library and extension talking with one another to take advantage of one another's expertise
More national and regional sharing rather than publishing in every state
Question no. 4
NASA/HHS/DOE – many potential agency partnerships; difficult coordination at federal level
Cultural gaps – not just translation
How to assure this is not the last conversation with have with libraries?
Need to involve distance education initiatives
Ask NASULGC to convene a “partners” session
Fran Wolak, Associate Dean of Extension, Clemson University
People look for topics not providers
Are we bringing the pieces together? Or are we building something new?
How do we track credit?
Elaine Edwards, Extension Director, Iowa State University
Branding and recognition is important; combine branding with a broader network
Metadata/search capabilities at the broader site
Peer review is an important
Someone has to do the work!
Resource issues, focus on an identified needs so we can move forward
Audience levels vary, information should be filtered and repackaged for different audiences (k-12, students at universities, researchers, lifelong learners)
Archival functions are important