Stories and Storytelling in Extension Work
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Iowa State University Extension and Outreach helps carry Iowa State’s land-grant mission beyond campus, to be the university that best serves the citizens of Iowa. With Iowa State University, we embrace the land-grant philosophy of:
- access to high-quality education
- research applied to the needs of Iowa, the nation, and world
- extending knowledge to strengthen Iowa’s economy and citizens’ quality of life
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Abstract
Deep budget cuts, increased accountability, and the growth of anti-government and anti-intellectual sentiments place Extension systems in a defensive position. In response, we're engaging in organizational change exercises, restructuring, regionalizing, rewriting mission statements, and developing strategic plans. We're spending considerable time counting and measuring our efforts to defend the public impacts and value of our work. In this article we argue that we also need to become better storytellers by learning how to craft and strategically communicate stories that capture important truths about the public value, meaning, and significance of our work.
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This article is from Journal of Extension 50 (2012): 4FEA1. Posted with permission.