Эффективность университетских программ зависит не от информирования, а от поддержки практического применения знаний

‘Effective outreach closes the gap between understanding and action’ University outreach is usually built on a hopeful assumption: if people receive useful information, they will act on it. That assumption is comfortable. It is also unreliable. Over the years, I have delivered and observed many well-designed outreach efforts – clear presentations, evidence-based guidance, carefully structured programmes. Most were well received, but far fewer led to lasting change in practice. The issue is not volume or clarity of information. It is the gap between understanding something and acting on it. Outreach tends to treat that gap as incidental. In reality, it is the main challenge. - Spotlight guide: The secrets of successful university outreach - Treat outreach as an integral part of the research process - Campus Talks podcast: How co-creation and interdisciplinarity enrich university outreach In my work leading Cooperative Extension at Virginia Tech, I focus on what happens after information is received. Outreach is not simply the act of sharing research-based knowledge; it is the set of conditions that make it possible for people to apply that knowledge in their own settings. That includes timing, clarity, reinforcement and support. It also includes removing friction between knowing and doing. Start with relevance, not content Effective outreach begins by understanding what matters to the community, not what we want to say. One of the advantages of the land-grant model is that communities come to us with their questions, whether those relate to economic development, water quality, workforce readiness or public health. That input should shape the work from the outset. A simple shift – asking: “What problems are people trying to solve?” before designing a programme – can make the difference between information that is heard and information that is used. When outreach is designed around real-world decision-making, it is far more likely to be used. Build trust before expecting impact Information is only as powerful as the trust behind it. Cooperative Extension in the US has operated for more than a century, in part because of its local presence. In Virginia, we have offices – and extension faculty – in every county of the state, meaning our staff live and work in the communities they serve. They are not visitors; they are neighbours. That matters. Trust is built over time, through relationships, repetition and credibility. Universities looking to strengthen their outreach should invest in local partnerships and sustained presence, whether through schools, community organisations or regional hubs. Without that foundation, even the best-designed programmes will struggle to gain traction. Move from one-off events to ongoing support Exposure is important, but it is rarely enough on its own. If we want people to act on what they learn, they need multiple opportunities to engage. That might mean follow-up sessions, ongoing technical assistance or simply having someone available to answer questions as they arise. In extension, we think about reducing the barriers to behaviour change. That includes not just providing information but offering the support that helps people get started and continue. Outreach becomes far more effective when it is part of a longer journey rather than a single interaction. Measure what matters: behaviour change Measuring impact is harder than counting attendance, but it’s far more important. Whenever possible, outreach should be tied to outcomes that reflect real-world change. In some cases, that impact is tangible. For example, in Virginia we worked with industry partners to implement a science-based beef quality assurance programme that helps producers adopt improved practices across the supply chain, resulting in millions of dollars in added value in certain regions. That kind of outcome is not just about knowledge transfer; it reflects knowledge put into practice. In others, the impact may be seen in improved health decisions, more efficient use of natural resources or increased financial stability. Not everything is perfectly quantifiable, but asking: “What changed as a result of this work?” should be central to how we evaluate success. Make it easier for people to act One of the most overlooked aspects of outreach is the gap between knowing and doing. People are more likely to act when: - they encounter information multiple times - they receive guidance on how to begin - they have access to tools or support along the way. Universities can design for this by simplifying materials, offering step-by-step guidance and providing opportunities for hands-on application. The goal is to inform and enable. Use partnerships to extend your reach No single unit can do this work alone. At land-grant universities, extension connects faculty expertise with community needs. For researchers and educators, partnering with extension systems can significantly expand reach and reduce the cost of building new networks from scratch. The relationships, trust and infrastructure are already in place. More broadly, universities should look for partnerships across sectors – government, industry and community organisations – that can help translate knowledge into practice. Deliver on the promise of service At its best, university outreach is not just about sharing knowledge. It is about service. At Virginia Tech, our motto – Ut Prosim (“That I May Serve”) – captures that commitment. Through Cooperative Extension, we aim to be a trusted partner for communities across the commonwealth, connecting people with the knowledge and resources they need to thrive. That model is not limited to land-grant institutions or to the US. The underlying principle is universal: universities have a responsibility to ensure that their work makes a difference beyond campus. Outreach succeeds not when it informs people but when it helps them follow through. And that is where real impact begins. Mike Gutter is associate dean of the College of Agriculture and Life Sciences and director of Virginia Cooperative Extension at Virginia Tech. If you would like advice and insight from academics and university staff delivered direct to your inbox each week, sign up for the Campus newsletter.