5.5 Types of Communication

Verbal

Verbal communication may seem obvious enough as the use of words to convey a point. However, it is worth mentioning that successful verbal communication is heavily influenced by word choice. Veterinarians have been taught to avoid medical jargon when speaking with clients. This is a typical example of how word choice can influence understanding in a verbal conversation (spoken or written). How words are presented also influences the effectiveness of the message.

In the previous scenario with Farmer Jane, the veterinarian discusses potential disease transmission sources and concepts. Consider the effectiveness of the message communicated using the wording of option 1—which was used in the scenario—versus option 2.

1. Unfortunately, there are still opportunities for disease to enter a farm, such as through interactions with wildlife, or they can be brought onto a farm on clothing or equipment.
2. Unfortunately, there are still opportunities for pathogens to enter a facility, such as through interactions with wildlife or fomites.

These two statements reference a similar message, but because of these differences in wording, they might not be interpreted the same way. Using medical jargon can lead to misunderstanding by the client as technical terms can sometimes be as foreign as a different language. In addition, this language can sometimes come across as patronizing or dismissive, which can decrease the receptiveness of the receiver to the message. Thus, changing the verbal content of a message can impact the way it is received and affect the interpreted message.

 

Nonverbal

Nonverbal communication occurs without words and includes body language, paralanguage (e.g. pitch, speaking speed, intonation, etc.), spatial relationships, and autonomic responses. Those last ones are primarily out of our control but still matter and can influence communication effectiveness. Nonverbal communication is how most communication is carried out, so the changes in our facial expressions that may be subconsciously made can have a huge impact on a conversation, interpretation, and relationship.

Nonverbal communication, as body language, shows in facial expressions, gestures, position, tension, and touch. Consider how various emotions, feelings, and thoughts are displayed with facial expressions. There is the obvious smile or frown, but even frustration, sadness, surprise, confusion, dismissal, and acceptance can be detected by slight changes in facial expression. Accompanying gestures and body position can also emphasize one’s intent. Are their hands folded across their body, closing them off? Are they leaning forward or away?

In addition, the spatial positioning between the veterinarian and the client can serve as a means of nonverbal communication. People who lack trust in others tend to put space between themselves and others. Barriers between individuals can serve as a means of guarding or protection, distance, etc. Pay attention to how you interact with your O/A clients—something as simple as moving to their side of a table or fence can indicate that you are on their side and act as a nonverbal demonstration of that concept.

Lastly, autonomic responses like flushing, blushing, tearing, sweating, respiration or pupil size changes, and other nonvoluntary responses can also convey different meanings to your client. For example, sweating and facial flushing can be conveyed as signs of nervousness or lack of confidence. While they are difficult or impossible to control, it is important to be aware of them.

Moreover, knowing how these signs can influence message communication is essential. Paying attention to these details can help you understand your client’s feelings and help you effectively communicate with them.

For example—in our second version of our farmer Jane scenario, the vet asks, “Can you share your thoughts on vaccinating your sheep and your past decisions to vaccinate or not?”

Read that statement while looking at this graphic:

Now read that same statement while looking at this graphic:

Did you feel like the nonverbal indicators changed the message? For most, the graphic with open body language seems friendlier and conveys interest in learning. While the graphic with closed-off body language, such as the arms folded, appears disinterested and less welcoming.

Combining verbal and nonverbal communication strengthens the message. It is important to both read the nonverbal cues from your client and to pay attention to how your nonverbal cues may affect any message you are trying to convey to your client.

Now that we have discussed and covered various types of communication let’s work on combining those parts into effective communication skills.

 

Open Ended Questions

Open-ended questions are questions that encourage a person to elaborate on their response. Close-ended questions are answered with a short, direct response—usually one-word—such as yes or no. Open-ended questions result in more client feedback, increase their involvement, and help them feel more engaged. Thus, this style of questioning helps enforce relationship-centered communication, which, as previously discussed, leads to better outcomes for all parties involved. Open-ended questions also provide an opportunity for the client to express themselves. This opportunity shows you value your client’s observations, opinions, and knowledge. For an agriculture group routinely misunderstood, this is a phenomenal way to communicate that you want to work with them and value their insights.

Open-ended questions encourage the sharing of details. Below are examples of how to form open-ended questions when communicating with O/A clients:

• “Tell me about ….”
• “What happened next…”
• “Share your thoughts…”
• “Describe what happened…”

The following table shows a few examples of questions phrased in an open and closed manner. You can see that the open-ended phrasing prompts a client to respond with more than a one- or two-word answer.

Closed-Ended	Open-Ended
Is your goat eating or drinking?	Can you describe what your goat is eating or drinking?
Have you given them anything?	What treatments have you tried?
Is there something wrong with your chickens?	Please explain what you think is wrong with your chickens.
Is your farm conventional or O/A?	Tell me about how you operate your farm.

Reflective listening

Reflective listening is performed by using your own words to tell the client what you heard and gathered from what they said. This skill shows your interest in the client and what they are communicating. It can help structure the conversation and allow the client to clarify points or add information. Three general styles for demonstrating reflective listening are echoing, paraphrasing, and summarizing.

Additional listening tips include:

1. When someone is speaking, be fully present and in the moment with them
2. Put yourself in their shoes
3. Pick up key points and let the client know you heard what they said
4. Keep an open mind

 

Empathetic Statements

This communication skill is based on putting yourself in your client’s shoes or trying to see things from their perspective. Using empathetic statements shows your clients you care and are trying to communicate with them in a supportive way. This can go a long way in building trust and long-term working relationships.

To expand upon this skill, try to name the emotion you sense from your client. Some examples of starting phrases are included below:

• “I see that…”
• “I am hearing that…”
• “I am feeling that…”
• “I sense that…”
• “It sounds like…”

In our second farmer Jane scenario, an example of an empathetic statement occurs when the veterinarian states, “I hear your worry about being cruel.” In that scenario, the veterinarian indicated they could sense their client’s concerns and were willing to appreciate their predicament and feelings. Communicating in this way shows care and support. The veterinarian could have improved in this scenario by adding an empathetic statement emphasizing their willingness and attempt to put themselves in farmer Jane’s shoes. Something like, “I can imagine it must be overwhelming to make these changes.” Lastly, empathetic expressions and statements can be strengthened by nonverbal communication. For example, a gesture of an open hand reaching toward the client while communicating empathy can emphasize unity and camaraderie.