Rethinking Extension Communications: Is Issues Programming the Key?

Extension\u27s internal and external publics are increasing their demands for greater program accountability. At the same time, researchers have documented that many Extension communicators have been unhappy with being left out of the program-development process. This article examines the evolution of the role of communicators and shows how it is relevant to the current discussions of issues programming. The authors recommend administrators and communications units adopt a public relations model to better meet Extension\u27s objectives