Getting Others to Actually Do IPM: A Communications Tutorial

A communication tutorial was developed to help Extension Master Gardeners (EMG) and Extension Professionals (specialist, agents, program coordinators) understand and use Extended Parallel Process Model (EPPM) to create messages aimed at increasing IPM behaviors.  EPPM is a venerable, scientifically driven communication theory designed to help increase adoption of healthy behaviors. This two-factor theory predicts that people tend to evaluate threats of harm in terms of 1) susceptibility and 2) severity. This IPM “train-the-trainer” tutorial fills a gap in existing training material by focusing on behavior change instead of knowledge. It consists of a 16-minute video; a pdf file of the presentation; a 7-question review quiz; and a list of IPM resources. In addition to using EPPM theory, the tutorial also employs a scientific content analysis of a representative sample of gardening questions submitted to the eXtension “Ask An Expert” database.  Using both severity (how bad it could be) and susceptibility (how likely is it) messages, EMG articulate the value of IPM by expressing threats to 1) gardeners themselves, 2) others, 3) their plants, and 4) the environment.  Part 2 of the tutorial is the presentation as a 17-page pdf file, which participants can download and print for taking notes or future use. A short 7-question quiz is Part 3 of the tutorial and verifies that participants understand the terms efficacy and threat, and encourages them to write a sample message based on typical gardening questions they have received. When completed, the quiz validates their participation with a 1 hour continuing education certificate which can be submitted to their program coordinator. Most EMG programs require continuing education. The final Part 4 of the tutorial is a list of IPM resources  on the fundamentals and how to do IPM. The tutorial is in the online campus of eXtension: http://campus.extension.org/ in the Master Gardener section and is free and available to anyone with internet access. This tutorial is a preliminary step in developing new communication methods to encourage gardeners to adopt IPM practices.