The latest buzz around Extension is "E" as in e-Extension. I like to think of it as Extension's response to the age of technology and current economic challenges. Like other organizations, Extension must continue offering quality products with fewer dollars and less staff. To remain competitive, it must rethink the way it does business, while positioning itself for the next generation. A solution is e-Extension!
For over a century, land-grant universities (LGUs) have offered products and services to communities, organizations, youth, families, and individuals. e-Extension will allow expert teams comprised of representatives from LGUs and the Cooperative States Research, Education and Extension Service (United States Department of Agriculture) to continue that tradition.
Through the Internet, consumers have the opportunity to obtain products and services around the clock and from any place in the world. Since Extension is geared toward enhancing the quality of life for individuals, it only makes sense that it uses this tool to offer the best of what it does to consumers who want quality products and services at reasonable prices, and as quickly as possible. e-Extension promises to meet that challenge by packaging research-based information and education, loading it up at accessible locations, and making it readily available for the techno-savvy consumer.
The interest for e-Extension began with two gentlemen by the name of David King and Michael Boehlje who wrote an article titled e-Extension/USA: Building a Business Model. The article discussed a virtual Extension that delivers information to segments of the population as needed or what is more commonly referred to as "just-in-time" learning. The Southern Region of the National Association of State Universities and Land-Grant Colleges was intrigued by Boehlje and King's idea and submitted a proposal to the Extension Committee on Organization and Policy to investigate the possibility of creating a national information technology network, thus e-Extension was born.
e-Extension is expected to deliver the results of current research in multimedia formats such as publications, graphics, photos, audio and video clips/streaming, learning modules, evaluation instruments, and other resources. In addition, end users will be able to interact with subject matter experts, enjoy learning from a comfortable environment such as home, provide direct feedback to Extension by helping to identify emerging consumer needs, and possibly use the Extension resources in new and nontraditional ways. So, it's not a question of whether e-Extension is coming, but when. But what does this mean for Extension staff and administrators?
While Extension staff has always adapted and responded to consumer needs, they must be willing to buy into the e-Extension program. This means being flexible to technology and remaining patient as such issues as intellectual property rights, copyright, online security and privacy, and other issues are ironed out. It means the time has come to rethink how we do business and interact with consumers and the world around us. It means that it's time to determine how to become effective partners in the race for a piece of the Internet pie.
References
Accenture. (November 7, 2003). e-Extension pre-select business case. Case Study.
Frequently asked questions. e-Extension. Retrieved March 9, 2004.
Washington State University Cooperative Extension. e-Extension: A vision for extension's future? Focus. Retrieved March 9, 2004.