Selling community IPM in the age of the internet: an extension challenge

Due to the high diversity of target audiences, and the customizable nature of IPM, encouraging the adoption IPM in urban communities should not be expected to follow traditional theories of diffusions of innovations. Traditional theory is based on a homogenous audience and a relatively simple innovation. Community IPM, on the other hand is not a simple innovation, and has a highly heterogeneous target audience. Successful introduction and adoption of IPM into urban communities requires recognizing and understanding these distinct audiences and customizing extension and marketing tactics to each one. Different methods of extension information delivery are discussed, and pros and cons of each identified. In addition, Extension agencies are being held to higher levels of accountability, and developing acceptable measures of success is an increasingly important task for Extension professionals. How some of these challenges are being addressed is illustrated by case studies in school IPM and IPM programs for bed bug and cockroach control in multifamily housing.