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Public Participation: Factors to Consider When Developing and Disseminating an Education Program

Public Participation: Factors to Consider When Developing and Disseminating an Education Program. T. Allen Berthold Texas Water Resources Institute. Outreach and Education. Outreach – refers to efforts intended to raise general awareness Public Service Announcements News releases

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Public Participation: Factors to Consider When Developing and Disseminating an Education Program

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  1. Public Participation: Factors to Consider When Developing and Disseminating an Education Program T. Allen Berthold Texas Water Resources Institute

  2. Outreach and Education • Outreach – refers to efforts intended to raise general awareness • Public Service Announcements • News releases • Direct Mailings • Education – refers to technical training about a specific topic • Texas Well Owner Network • Lone Star Healthy Streams • Riparian Education and Stream Ecosystem Program

  3. EPA Steps to developing an effective I/E Program • Define I/E goals and objectives • Identify and analyze the target audiences • E.g. demographics, location, etc. • Create the message for each audience • Tied to their values • Package the message for various audiences • Distribute the message • Evaluate the I/E Program Source: Handbook for Developing Watershed Plans to Restore and Protect our Waters

  4. Adult Learning Theories - Knowles Andragogy (2003) • As a person matures, his or her self-concept moves from that of a dependent personality toward one of a self-directing human being • An adult accumulates a growing reservoir of experience, which is a rich resource for learning • The readiness of an adult to learn is closely related to the developmental tasks of his or her social role

  5. Adult Learning Theories - Knowles Andragogy (2003) Continued • There is a change in time perspective as people mature-from future application of knowledge to immediacy of application. Thus, an adult is more problem centered than subject centered in learning • The most potent motivations are internal rather than external • Adults need to know why they need to learn something

  6. Teaching Adults (Grow, 1991)

  7. Teaching Adults (Grow, 1991)

  8. Teaching Adults (Grow, 1991)

  9. EPA Steps to developing an effective I/E Program • Define I/E goals and objectives • Identify and analyze the target audiences • E.g. demographics, location, etc. • Create the message for each audience • Tied to their values • Package the message for various audiences • Distribute the message • Evaluate the I/E Program Source: Handbook for Developing Watershed Plans to Restore and Protect our Waters

  10. Diffusion of Innovations (Rogers, 2003) • The [four] main elements in the diffusion of new ideas are: (1) an innovation (2) that is communicatedthrough certain channels (3) over time (4) among members of a social system Source: Rogers, E. M. (2003). Diffusion of Innovations.  New York, NY: Free Press. 5thedition

  11. Innovation • Hardware - consisting of the tool that embodies the technology as a material or physical object • Software - consisting of the knowledge base for the tool Figure from: Rogers, E. M. (2003). Diffusion of Innovations.  New York, NY: Free Press. 5thedition

  12. Elements of an Innovation Source: Dr. Murphrey’s TAMU ALEC 640 course

  13. Elements of an Innovation • These five qualities heavily impact the adoption of innovations. Innovations that have a high level or relative advantage, are compatible with one’s way of life, are easy to understand, can be experimented with, and have observable outcomes will be adopted at a faster rate Source: Dr. Murphrey’s TAMU ALEC 640 course

  14. Communication Channels • “A communication channel is the means by which messages get from one individual to another.” • “Heterophilyis the degree to which two or more individuals who interact are different in certain attributes…” • “Homophilyis the degree to which two or more individuals who interact are similar in certain attributes”

  15. Time • A person’s innovativeness • Innovation-decision process • Innovation’s rate of adoption

  16. A Person’s Innovativeness Figure from: Rogers, E. M. (2003). Diffusion of Innovations.  New York, NY: Free Press. 5thedition

  17. Innovation-Decision Process Figure from: Rogers, E. M. (2003). Diffusion of Innovations.  New York, NY: Free Press. 5thedition

  18. Innovation-Decision Process S S S S Source: Dr. Murphrey’s TAMU ALEC 640 course

  19. Innovations Rate of Adoption

  20. Social System Considerations • Opinion leadership • Structure of system • System norms • Innovation Decisions • Optional innovation-decisions • Collective innovation-decisions • Authority innovation-decisions • Contingent innovation-decisions • Sequential combination of two or more of the above Source: Rogers, E. M. (2003). Diffusion of Innovations.  New York, NY: Free Press. 5thedition

  21. Ranks of Communication Channels Source: Dr. Murphrey’s TAMU ALEC 640 course

  22. Other Social Factors Source: Dr. Murphrey’s TAMU ALEC 640 course

  23. Overall Factors Affecting Adoption Rates Figure from: Rogers, E. M. (2003). Diffusion of Innovations.  New York, NY: Free Press. 5thedition

  24. Consequences to Consider Source: Dr. Murphrey’s TAMU ALEC 640 course

  25. Questions T. Allen Berthold 979-845-2028 taberthold@ag.tamu.edu

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