How is Extension portrayed in the media?Are the new initiatives receiving attention?What can Extension personnel do to improve the image of the Cooperative Extension System and its programs?To seek answers to these questions, the U.S. Department of Agriculture's Extension Service (ES-USDA) asked a national clipping service to collect articles from weekly and daily newspapers during May 1989.At this time, the Cooperative Extension System (CES) was celebrating its 75th anniversary.Throughout the United States, Extension Services in each state were organizing special events and making concerted efforts to obtain media coverage.Many newspaper articles reported the anniversary and Extension's history and programs.ES-USDA communications personnel in Washington took a number of actions to facilitate media coverage.They provided state media personnel with information packets containing historical and current information.They had a logo designed for the 75th anniversary and commissioned a book on the Cooperative Extension System.They publicized the theme, "Investing in America's Future," and also organized a national video teleconference that included time for call-
Calvert et al. (Sat,) studied this question.