Principles and Techniques of Veterinary and AH Extension

OBJECTIVES AND TECHNIQUES 

Objectives

1. To reach large number of people quickly and simultaneously at low cost
2. To provide accurate, motivating, credible and distortion-free information
3. To provide support to other extension methods
4. To facilitate use at convenience and to serve as a future reference

Techniques

Planning and preparation

• Select a topic of economic and practical importance, for which information is needed by the audience
• Estimate the time required to prepare the manuscript, print and dispatch, and plan the publication in such a way that it reaches the audience in time
• Check up availability of funds and decide on the number of copies to be printed. It maybe useful to have more copies at less cost, than a few copies at high cost

Implementation

• Collect relevant information on the topic from all available sources
• Contact specialists relating to relevant disciplines
• Prepare the draft in clear, simple, short and direct sentences, keeping the target audience in view
• Arrange in short paragraphs, in logical sequence
• Give suitable title to the publication and sub-heads to the paragraphs
• Devote the first paragraph in highlighting the economic and other benefits. Print this in bold letter
• Present all weights and measures clearly and directly. For example, instead of writing percentage of a solution, write how much quantity of the material is to be added to a unit quantity of water. Similarly, instead of writing amount of nutrients, write how much quantity of different fertilizers are to be applied in a unit area
• Revise the draft twice or thrice. Discuss the draft with the specialists also. Avoid writing more than what is necessary
• A write-up for the farmers may be pre-tested with sample farmers which shall enhance its understandability
• Select suitable photographs and diagrams and indicate where these are to be placed. Photographs and diagrams should be simple, bold and contrasting. Their inclusion should not greatly enhance the cost of publication
• Below the press line put the name of the department and the organization under whose authority it is being published. Acknowledge assistance of departments and scientists who have made significant contribution. Give the name and address of the printing press, year of publication and number of copies printed.
• Prepare the manuscript on one of the paper and send it to the printing press with necessary instructions for layout, design, colour, size, quality of paper date of delivery etc
• Correct the proof at least thrice and ensure that there is not a single mistake in the publication. This is very important
• Be in close personal contact with the press and get the publication printed as desired.

Follow-up

• Arrange timely despatch of the publication to the target audience and for the extension programmes
• Despatch publications to the media persons and others according to mailing list
• Attend to requests for publications promptly
• Try to get feedback information from the users
• Store publication in convenient packets suitably labelled in a dry and relatively dark place. Check periodically against damage and deterioration of stock
• Maintain appropriate records for free distribution and sale of publications

Limitations

• Can not be widely used in areas of low level of literacy
• May lose its significance if not carefully prepared and used
• Periodical revision is necessary to keep the publications up-to-date.