Building Political EffectivenessAcross Cooperative Extension

County Leadership ConferenceMarch 10, 2011

Today’s Goals

• Super Session– Part 1: Learning about and using the PE

Assessment Tool and its 4 Principles– Part 2: Learning from your peers through a

Challenge Roundtable • Safe environment – what is said here stays

here• Have fun!

WELCOME!OVERVIEW OF COOPERATIVE EXTENSION’S POLITICAL EFFECTIVENESS EFFORT

Eloisa Gómez and Kristine ZaballosPolitical Effectiveness Working Group Co-Chairs

Political effectiveness is…

1. Responsive educational programs2. Strong relationships with key decision makers3. Effective communications4. Fiscal awareness and political sensitivity

PRINCIPLE #1:

RESPONSIVE EDUCATIONAL PROGRAMS

Eloisa GómezDirector, Milwaukee County Cooperative Extension OfficeKaren Nelson Department Head and 4-H Youth Development EducatorColumbia County Cooperative Extension Office

Responsive educational programs:Have you done any of the following?

• Involved elected officials, partners, clients and friends in program planning?

• Incorporated UW system resources into program planning?

• Considered potential political impacts when planning programs?

• Other?

PRINCIPLE #2

STRONG RELATIONSHIPS WITH KEY DECISION-MAKERS

Kelly HaverkampfCommunity Development Educator, Vilas County Cooperative Extension Office

Strong relationships with key decision makers:Have you done any of the following?

• Developed a database of influential decision-makers and key supporters?

• Developed and maintain professional networks?• Worked to establish relationships with elected

officials beyond the County Extension Committee?

• Worked with other county, state and federal agencies to establish collaborative relationships?

• Other?

Mapping your Circle of Influence

• List your regular contacts in your job or position• Are they decision makers or influencers?• What are your communication points with the

influencers?• What are their communication points with the

decision makers?• How consistent are the messages along each

communication line?

County-based Community

Development Educator

County Board

County Extension

Committee

County Department

Head

UWEX Administration

UWEX Program Leader

State Legislators

UWEX District Director

Program Participants

and Volunteers

3 Levels of Communication to Build Strong Relationships

Level Relationship Principle Reaction

1. Belief Credibility I believe youI don’t believe you

2. Understanding Quality of information translation

I understand youI don’t understand you

3. Agreement Values, position, politics

I agree with youI don’t agree with you

PRINCIPLE #3

EFFECTIVE COMMUNICATIONS

Pamela SeelmanCommunications Program Manager, Dean’s Office

Effective communications

• Developed a strategic marketing or promotions plan?

• Invited key decision makers to participate in Cooperative Extension events?

• Used traditional and social media outlets to communicate the value of your programming?

• Know how to explain the work of your colleagues as well as your own?

• Other?

Communications matter!

• Engage in open and ongoing dialog• Communicate with multiple audiences • Explain the value, breadth of our programs• Share success stories, impacts and outcomes• Use evaluation tools and reports to

demonstrate accountability, program impacts• Develop an elevator speech

An elevator speech is…

• A summary that describes our work and our services

• An overview– Who we are– What we do

Name derived from

• Notion that it is delivered in a short period of time

• For example, the time it takes to travel in a typical elevator

Easy part

• You know what you do at work

Not so easy part

• Needs to be… – Short– Simple– Effective

Not so easy part

• Elevator speeches need to be tailored for the specific audience

General Audience Example…

• We educate people where they live and work, connecting them to the University of Wisconsin to help grow people, jobs and communities.

Viral example:

• Lawless:• http://www.youtube.com/watch?v=9sBaDXn

WDwY

Elevator Branding World Cup Personal Example and competition winner…

• “I am a state extension specialist. I work in the College of Agriculture and Life Sciences at University of Wisconsin Cooperative Extension; where life long learning helps the people of Wisconsin, the US, and the world make life changing decisions a reality.”– Branding World Cup winner David Kammel

Branding World Cup lessons learned:

• 1) There's no one single way to do this kind of thing well.

• 2) Stories sell -- they do not have to be fancy. • 3) Sincerity sells.

Crave Bros. elevator speech

• “We take milk from cows and make cheese.”

What is your elevator speech?

PRINCIPLE #4: FISCAL AWARENESS & POLITICAL SENSITIVITY

Rosemary PotterDirector of Government RelationsUW Colleges and UW-Extension

432 N. Lake Street608 263-7678rosemary.potter@uwex.uwc.edu

www.uwex.uwc.edu/government/

Fiscal awareness and political sensitivity

• Maintain communications with people who are influential in budget development and adoption?

• Share impacts, outcomes, successes and financial benefits of your work with key decision makers?

• Seek to understand the structure and nuance of the budgeting process?

• Know who’s influential to the budget process and know what their interests are?

• Other?

Changing our Blueprint

These are Critical Times

• Proposed cut to Smith-Lever Funds – 5%• Proposed cut to County Funds in 2011-2013

state budget – shared revenue, aid to local governments, community aids etc. The cut in these funds will differ by county

• Proposed State funds to UWEX/UWC - 11%

Changing our Blueprint

•We are Resourceful

•Keep an Open Perspective

•Continue the Conversation

Changing our Blueprint

• Make Requests

• All Perspectives Are Legitimate

• Don’t Take Things Personally

Changing our Blueprint

Developing Structures in Place to:

• Value the building of the relationship with decision makers

• Continue the conversation• Listen/contribute to the conversation in

other venues• Communicate often• Do not worry about becoming a pest

University of Wisconsin, U.S. Department of Agriculture and Wisconsin counties cooperating. UW-Extension provides equal opportunities in employment and programming including Title IX and ADA.

Thank You! Questions?

Brought to you by the Political Effectiveness Working Group