Michael Boyd

Preferred presentation format: Un-refereed Paper

Affiliation(s): (1) Australian Institute of Agricultural Science and Technology
(2) Grassland Society of Victoria
(3) APEN Member

Title: Mr. Michael Boyd Position: Acting Manager Catchment and Agriculture Services, SW Victoria Organisation: Department of Primary Industries, Victoria Contact email: Mike.Boyd@dpi.vic.gov.au Contact phone: 03 55619901

Keywords: APEN, Bennett’s Hierarchy, extension, credibility, trust, KASA, tools.

As a member of APEN since 1997, I have observed a litany of presenters, papers and workshops focussed on ‘new’ emerging tools for doing extension better. Even the title of this forum suggests that the ‘traditional’ approach needs to be left behind. This paper will explore the role and purpose of many of the ‘new’ tools being developed or promoted for use in extension and questions whether this pre-occupation with the ‘new’ is distracting attention from the greatest barrier to adoption. The need for credibility and trust between the extension agent and the landholder is a fundamental component of any successful extension program involving complex decision-making. Bennett’s Hierarchy has been increasingly used in Australia to guide project planning and evaluation of extension programs. The pivotal component of this framework is the KASA section (Knowledge, Aspirations, Skills and Attitudes). This paper contends that too little attention is paid to the “Attitudes” section in this framework, but this is where significant barriers to adoption reside. Credibility and Trust of the extension agent are the keys to lowering the barriers to adoption. These can often only be achieved by having the extension agent (a) develop a strong technical knowledge/skill based and (b) living and working in and with the community for a significant length of time (5-10 years). Focussing on developing new “tools” for achieving increased knowledge, altered aspirations or skill development to practice change without a credible, trustworthy extension agent. Accepting the need for knowledgeable, experienced, local extension officers will provide significant challenges for extension if practice change is our goal.

Key learning points:

• Credibility of and trust in extension an extension agent is a key to successful extension projects.
• Focus on “new” extension tools has overshadowed the importance of the relationship between the extension agent and the client.
• The majority of “new” extension tools focus on the Knowledge, Aspirations and Skill Development of the client.