How do you help woodland owners manage their acreage when their needs and expertise vary so widely? More than 60 per cent of Virginia’s forests are in private hands, but private woodland owners lack their own research teams to help manage diverse forest types and needs. Large commercial ownerships, on the other hand, which oversee less than 22 per cent of the state’s forests, often have research teams guiding their decision-making. The needs and management strategies of these groups vary; what works best for a 10,000-acre (4,047ha) forest may not be suitable for a 20-acre parcel.
That’s where cooperative extension comes in. Effectively communicating forestry and conservation research to this diverse audience is essential to help them sustain their forest resources while meeting both economic and environmental demands.
We work with private forest landowners, many of them families or individuals who manage small parcels. One of us works on the science side, researching how technologies such as remote sensing and data-driven tools can help landowners to make better decisions about their forests. The other works directly with those landowners through long-running education programmes, such as workshops and field tours, as well as one of the earliest online forestry courses in the US. Our combination of research and extension allows us to convey information to engage, build trust and solicit feedback from landowners.
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This is the essence of effective extension, or university outreach – when expertise and experience come together. In the US, community education has been conducted through the Cooperative Extension System since 1914.
Outreach needs a two-way exchange
To bridge the gap between research and application, we need to shift from one-way communication to an ongoing exchange. It is easy to push information out, but it is much harder – and more valuable – to create a pull, where people actively seek out knowledge, ask questions and apply what they have learned.
To create the pull, successful outreach programmes use a positive feedback loop that entails:
- identifying what the target group (in this case, landowners) needs
- conducting research to address those needs
- offering extension programmes based on research
- soliciting feedback to evaluate the effectiveness of the programmes
- using feedback to develop new research plans to improve extension programmes.
Listening is key. Before developing tools, resources or programmes, extension professionals must understand what challenges people are trying to solve and what they need to solve them. That insight shapes the research, delivery and communication.
Make knowledge accessible
Researchers often communicate with their peers through conferences, seminars and grant applications; they are less often called upon to explain their research to non-academic or lay audiences. Communicating with those outside of their field requires a different approach. In practice, that means:
- avoiding jargon and acronyms
- explaining concepts in plain language
- using visuals and real-world examples.
Extension aims to communicate at a level that a middle-school student could understand because while most landowners are highly educated, they are not foresters. Clarity benefits everyone.
Meet people where they are
Effective extension is not one-size-fits-all. People have different preferences for learning and different time constraints. Some prefer in-person programmes, while others rely on online resources. Some want hands-on experience; others need brief packages of focused information that they can act on quickly.
To increase accessibility, we use an evolving multi-platform approach where workshops, field days, online courses, videos and written resources all play a role. For example, when in-person programming paused during the pandemic, we expanded digital offerings – short, accessible videos and virtual sessions – and many remain popular today.
Build trust through relationships
Trust is not built through a single interaction; it develops over time. Long-term programmes, consistent communication and reliable networks all contribute to that trust. It also helps to understand the audience’s perspective. That understanding shapes how we design extension programmes – instead of overwhelming people, we break information into manageable steps.
And when it works, the results go far beyond expectations. One family who participated in an online course shared a few years later that not only had they improved how they managed their forest, but they went on to buy more land, reduce their tax burden and support conservation efforts in their wider community.
Use technology as a tool, not a replacement
New tools, such as remote sensing, machine learning and data platforms, are transforming fields like forestry. They are being deployed to identify patterns and behaviours, improve timing of management activities and promote informed decision-making. Although useful, these tools cannot replace the experience of walking among the trees. The physical connection to forests provides the incentive and motivation for landowners to learn about their forest and implement sustainable management practices.
Involve extension from the beginning
The most common mistake with university research is poor timing. If extension is treated as the final step, it is often too late. Extension should be part of the research process from the beginning. When extension professionals are involved in the grant-writing process, they can help to shape research questions, identify practical applications and ensure that outcomes are meaningful to real audiences. This leads to more efficient use of resources and potentially a far greater impact.
Keep the process going
Extension programmes are an ongoing process. Each interaction generates new questions, surfaces new needs and brings new opportunities for learning. The impact can extend beyond individual participants. Landowners share what they learn with neighbours, compare approaches and build informal networks of knowledge exchange. These peer-to-peer interactions – often happening during extension programmes – can be as powerful as formal instruction.
The role of the university is not just to provide answers but also to remain engaged – to listen, adapt, continue the conversation and identify new solutions. That is where extension goes from communication to impact – and where universities fulfil their purpose of both generating knowledge and putting it to work in the world.
Shane Furze is assistant professor of silviculture, and Jennifer Gagnon is an extension specialist in the College of Natural Resources and Environment at Virginia Tech. Gagnon also coordinates the Virginia Forest Landowner Education Program.
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