LECTURE ELEVEN IMPROVING COMMUNICATION SKILLS AND EXTENSION AS

LECTURE ELEVEN IMPROVING COMMUNICATION SKILLS AND EXTENSION AS PUBLIC RELATIONS ACTIVITY By Seth Awuku Manteaw, Ph. D (Department of Agricultural Extension, University of Ghana)

Introduction Communication is an art and your ability to communicate effectively is a skill The communication is effective only when you are able to communicate to your audience, the audience understands your message, and gives you the anticipated or desired feedback. Effective communication is dependent on efficient communication which also includes both the physical means of communication and the ways in which the communication is achieved

Communication skills fall into four main areas: What we say How we say it Our body language and the body language of the other person Ability to observe feedback and use it to your advantage (How to read persons by observing them)

1. 2. 3. 4. 5. 6. What We Say Effective communication can be achieved by the communicator’s ability to decide rightly what is to be communicated: the Message The message is the words we use to express facts, opinions, emotions, beliefs Plain language is a fundamental requirement for most of the written and spoken communication Applying plain language principles is good for the writer or speaker. It forces one to think more clearly about the content of the message To improve the effectiveness of what we say, we must: Instead of long or complex words, use shorter words. Instead of long phrases (circumlocution), use one word or fewer words where appropriate Avoid the use of clichés or old-fashioned expression Be consistent Get more active rather than passive Be factual in the presentation of your message, use non-technical language and include all relevant details

How We Say It Another means of achieving effective communication is the ability of the communicator to determine rightly how the message is to be communicated: the Medium In communication what we say (i. e. Message) is as important as how we say it (Medium) Once the message is determined, the next step is to decide how it is to be communicated This means your ability to choose the right medium to carry the extension message i. e. mass media (radio, television, newspaper etc) interpersonal (one-on-one) or through groups It also involves your ability to combine the verbal and nonverbal means to enhance the effectiveness of the communication The sender’s communication skills can be measured by his or her ability to choose the most effective channel that can communicate the message

Effective Use of Body Language A communicator’s use of body language contributes to the effectiveness of the communication and reflects his or her communication skills Such skills in communication become more relevant during the act of public speaking Many people are likely to prefer face-to-face communication and the existence of body language is one of the biggest reasons why Scientists claim that up to 92 per cent of communication is non -verbal These are the clues people pick up from the way we move our faces and bodies, as well as our physical appearance Body language plays an important role in conversations, encouraging talkers by nodding, making regular eye contacts, smiling, etc

Effective Use of Body Language (CONT’D) Body language can be limited to facial expression (smiles, frowns, winks, anger, or disbelief), gestures (thumbs up, shakes of the head, pointing fingers etc), movements (quick pacing up and down, leisurely strolling, transmitting impatience, boredom or relaxation) physical contact (shaking hands, transmitting greetings, insistence or friendship) posture (standing straight and erect, sitting hunched up, leaning forward, spreading oneself in a chair, transmitting alertness and care, selfconfidence, nervousness or ease).

Effective Use of Feedback Feedbacks, which may be verbal or nonverbal, play a major role in the complete communication process Effective feedbacks depend on a combination of communication skills They begin with establishing respect and trust, accurate observation and asking questions In some cases, they may involve leading effective discussions with groups or setting up ongoing systems One can learn whether what one is saying is being received in a positive manner or a negative one, whether the audience is open or defensive, interested or bored Such feedback helps the communicator to modify his or her message to communicate it more effectively Feedback can warn a communicator that he should change, withdraw or do something different to get the desired results For instance, if a communicator finds out that members of the audience at a meeting are sleeping, what should he or she do to change the situation?

Public Relations as Extension Activity The extension agent is a Public Relations Officer who serves as a link between the organization and the public He or She is a spokesperson who speaks on behalf of his or her organization He is a communicator who gives information to shape a good image for his organization The agricultural extension agents work for extension organization and in the process undertakes PR activities

What is Public Relations? Public Relations, according to the Institute of Public Relations (IPR)-UK is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. ” The following key points in the definition are worth noting: PR is an effort (planned and sustained) PR establishes and maintains goodwill and mutual understanding Between an organization and its publics PR ensures that the relationship between an organization and its publics are mutual and beneficial

Who are the Publics of an Organization? The publics of the organization are individuals and groups whose actions and inactions can affect positively or negatively the smooth operations of the organization. The publics of the organization are divided into the internal publics and external publics The internal publics are the staff of the organization The external publics are people who do not work in the organization They are clients/customers and other groups, apart from the employees, whose actions can determine the success or failure of the organization

PR and Image PR is also about the image of an organization The image of an organization is what people think about the organization or perceive it There are three things PR can do to the image of an organization. If the image of the organization is bad, change it for the better If the image is good, reinforce/strengthen it or make it better than it is If the organization has no image i. e. it is not known to the public, create a good image for it PR does these three things by undertaking PR activities and giving information to the public to shape a good image for the organization

THANK YOU AND GOD BLESS YOU