Veterinary Extension Course

(Veterinary Ethics and

jurisprudence VET 5222)

Denis MAJYAMBERE
November 2019
 Learning Objectives
At the end of the course, students will;
Be able to define extension and the basic principles of veterinary
extension
Know the brief history of Agricultural extension globally and in Rwanda
Know the methods of agricultural extension, their types and characteristics
Know the various approaches in agricultural extension
Know what is communication and the various principles of effective
communication in veterinary medicine
Be able to outline briefly the elements of a communication process
Know the role of effective communication in agricultural extension
Know the role of ICT in extension program/ issue management
Be introduced to the concept of Veterinarian- Client- Patient- Relationship
 Definition and Basic Concepts
 Extension is a service or system which assists farm people, through
educational procedures, in improving farming methods and techniques,
increasing production efficiency and income, bettering their levels of living, and
lifting social and educational standards.

 Extension is an ongoing process of getting useful information to people (the

communicative dimension) and then assisting those people to acquire the
necessary knowledge, skills and attitudes to utilize effectively this information
and technology

Extension is a deliberate and systematic attempt – by means of the transfer of

knowledge and insight – to help and/or develop someone in such a way that
the person is able take decisions in a specific situation with a maximum level of
independence, consciousness, and conformity with his own interest and
wellbeing.
 Definition and Basic Concepts
 Extension involves the conscious use of communication of
information to help people form sound opinions and make good
decisions.

 Extension is helping behavior consisting of – or preceding – the

transfer of information, usually with the explicit intention of changing
mentality and behavior in a direction that has been formulated in a
wider policy context

 Extension is a professional communication intervention deployed by

an institution to induce change in a voluntary behavior with a
presumed public or collective utility
 Definition and Basic Concepts
Agricultural extension now has three main facets
 As a discipline it deals with the behavior of people. It is educational in
content and purposive in approach. Whether the content consists of
agriculture, medicine (preventive and social medicine), public health,
education, engineering, etc, extension is always dependent on a firm
knowledge and expertise in sociology, anthropology, psychology,
administration, economics, communication arts, political science and so on.

 As a process, agricultural extension seeks to influence the behavior of rural

people through education and information exchange. The aim is to assist
them in gaining a livelihood, improving the physical and psychological level
of living of rural families, and fostering rural community welfare.
 Definition and Basic Concepts
 As a service, agricultural extension makes the government ministry,
the university or voluntary agency as useful as possible to the people
who support it through taxes and donations.

 The concept that the broader function of extension work is to help

people to solve their own problems through the application of
scientific knowledge is now generally accepted

 The success of the extension process requires an atmosphere of

mutual trust, helpfulness and respect on the part of both extension
worker and rural people.
“If Rwanda is to realize its publicly stated national
goals of increasing agricultural productivity and
reducing rural poverty, the country must have
strong, well-trained and competent extension
workers and farmer-driven extension system”
(Comprehensive assessment of extension services in Rwanda. Feed the future report; 2011)
 History of Extension Globally and in Rwanda
Since the invention of science however, first introduced (as a course,
discipline) in 1873 by Cambridge University in England to describe a
particular system dedicated to the dissemination of knowledge to rural
people where they lived and worked. Within a short time, the idea had
spread to other parts of Britain, Europe and North America.
 The establishment of NUR in 1964 sparkled its evolution in Rwanda
 The establishment of ISAE in 1978 reinforced the evolution in
Rwanda
 Genocide against the Tutsi destroyed everything including the
extension service delivery system
 Veterinary extension services at RAB- Animal Resources Production
and Extension Services Department
 Currently by private and public veterinary extension providers (DVO,
SARO, CAHW)
 Guiding principles of extension in Rwanda
Extension must: (MINAGRI)
 Be participatory
 Utilize multiple approaches and multiple methods
 Be farmer-led (i.e. demand-driven) and market-
oriented
 Be process and results oriented
 Involve multiple actors in delivering extension
education, information, and services
 Build on already existing initiatives
 Types of Extension Methods
Definition: Extension Teaching Methods may be defined as those
techniques used to create situations in which meaningful communication
can take place between the instructor and the learners

 An extension agent’s choice of any of the methods available will depend

on his specific goals and on the circumstances in which s/he works.
Substantial number proven educational techniques exist from which the
extension worker may choose to setup learning situations and maximize
the transfer of information and skills to young and adult learners.

 Once the needs of an area or community have been identified, it’s the
task of extension workers to choose the teaching methods that will be
most effective in achieving their objectives.
 Types of Extension Methods
Individual Extension Method
 An extension worker, interacting on one-to-one basis with the people, is
utilizing and individual method.
Through working individually with the clientele, the extension worker
learns about the people of the area, how they think, what their needs are,
and how they carry on their work.
In addition, it provides the opportunity for the local citizens to get to know
the extension worker so that the personal bond between the extension
worker and the community can be established. It also provides the
opportunity for mutual discussion (dialogue) between the extension
workers and the farmers.
Generally, individual extension method involves the process of meeting
the farmer individually
 Types of Individual Extension Methods
There are several methods of individual extension. Some of these are;

 Farm and home visits

 Office calls and inquires

 Informal contacts

 Model farmer
 Types of Extension Methods
Group Extension Method
 Before we discuss about the different types of group extension
teaching method, lets discuss about the basic arguments for focusing
extension on groups.
 Why do extension people mostly want to focus on groups rather than
individuals? The important areas to think about include: Efficiency,
Effectiveness for learning and action, Equity, Demand-orientation,
Empowerment
Types of Group Extension Methods
Method demonstration, Result demonstration, Field day, Excursions,
Lecture, Panel, Symposium, Seminar, Conference, Workshop, Brain-
storming, Buzz- Sessions and Role playing.
 Types of Extension Methods
Mass Extension method
 Mass extension methods are methods in which they help to
contact a number of people at the same time.

 It may include different media such as Television, radio, printed

media, etc.

Principles of selecting the extension method

 No single extension (teaching) method is better than another.
The extension worker should choose those technique (s) best cited to
the situation. No technique is considered superior to another.
 Principles of selecting the extension method
 Use a number of teaching methods
Experience in extension work has shown that the more the number of
ways new information is presented the faster an individual learns.
Methods can overlap. No single extension (teaching) method is better
than another
 Use a number of teaching methods
For instance, if a demonstration stimulates group discussion, two
methods are utilized which will reinforce the information considered in
the demonstration.
 Use visual aids and written materials when possible
Teaching can be reinforced and supported by use of visual aids and
written materials because they facilitate understanding.
 Types of extension approaches
General Agricultural Extension approach: refers to the dominant guide
and style of action of an extension system or organization to achieve the
systems goals and objectives most effectively.
It influences:
- Planning
- Subject matter coverage
- Choice of methods
- Targeting and participation of clientele
- Determining resource requirements and resource allocation
- Monitoring and evaluation of extension activities
 Types of extension approaches
The General agricultural extension approach
 Common extension approach in the world
 Usually done by a government organization responsible for agricultural
development in almost every country
 This is reflected on its general focus on the entire farm and home improvement
 Broad agricultural and rural development goals makes this approach distinct
from others
 Extension personnel may be responsible for carrying out most Ministry
programs and activities at local level
 They may sell and distribute inputs, perform regulatory functions, arbitrate
disputes, collect agricultural data and handle subsidy programs
 Eg the system of RAB/ MINAGRI/ MINALOC
 Types of extension approaches
The Commodity Specialized approach
 Institutions and persons concerned with one particular crop or commodity
 Tends to focus on one export crop such as coffee, sugar, tobacco, cotton or
rubber
 Sometimes focuses on one aspect of farming such as livestock, dairy, irrigation,
or fertilizer
 Most of the extension workers in this approach are commodity ‘specialists’ as
compared to the agricultural ‘generalist’ extension workers.
 The aim is to increase productivity and production of the commodity of
interest, it normally carries out support functions such as research, input
supply, and output marketing
 The objective of this approach is to produce and market relatively high value
commodities efficiently and effectively (Eg NAEB In Rwanda)
 Types of extension approaches
The Educational Institution Extension Approach
 This involves participation by agricultural schools, colleges and universities in
agricultural extension activities

 For these institutions, agricultural extension is not typically their major role.

 It is an adjunct which improves the quality and relevance of everything else

they do, and also supports other agricultural extension institutions for which
agricultural extension ‘role’ is the major role.

 It is an adjunct which improves the quality and relevance of everything else

they do, and also supports other agricultural extension institutions for which
agricultural extension ‘role’ is the major role.
 Types of extension approaches
The Project Approach
 It assumes that the large government bureaucracy featured in some other
approaches is not likely to have the desired impact on agricultural production
and that better results can be achieved in a particular location, during specified
period of time, with large infusion of outside resources.

 The project operates within a specified time frame and therefore its continuity
is not anticipated

 However, sometimes it is assumed that successful methods and techniques

demonstrated inside the ‘project’ will latter be replicated in other locations
 Types of extension approaches
Train and/ or Visit (T and/ or V) Extension approach
 The particular approach to agricultural/ veterinary extension by means of the training
and visit system.
 The T and V system of extension has been widely adopted in many countries.
 One reason for the rapid spread of the system has been the impressive increase in
agricultural production that have been associated with its introduction especially in
irrigated agriculture
 It was developed into a coherent system only in the mid- 1970s
 The main idea of the approach is to have competent, well-informed village level
extension workers
 The methods to achieve this may change from place to place to suit particular
agricultural, social, and administrative conditions.
 Main characteristics; continuous training and regular, fixed visits by staff solely
occupied with agricultural/ veterinary extension, in built supervision, continuous
upgrading of staff, monitoring and evaluation of all extension activities and minimal
office and paper work must be closely followed every where
 Types of extension approaches
The Farming systems Research (FSR) approach
FSR is an approach that:
 Views the whole farm as a system.
 Focuses on the interdependencies between the components under the control
of members of the farm household
It views farming system as a whole means
 Studying the many facets of the farm household and its setting through close
and frequent contact with household members on their farms.
 Considering problems and opportunities or their influence on the whole farm.
Setting priorities accordingly.
Recognize the linkages of the subsystems.
Evaluating research and development results in terms of the whole farming
systems.
 Types of extension approaches
The Cost sharing agricultural extension approach
Is an extension approach where the cost of agricultural extension is supposed to
be shared between the clients and agricultural extension system
 The assumption with this approach is that an extension system is more likely to
achieve its goal if those who benefit from it share same part of the cost
 It is assumed that the program is more likely to fit local situations and
personnel are more likely to serve the interests of the clientele of the program if
the costs are shared between the ‘outside’ sponsors of the program and the
‘inside’ target groups for the program
 It also assumes that farm people are too poor to pay the whole cost.
Therefore, central and regional governments typically provide most of it. Eg
Cooperative extension services in some countries like USA
 Lets discuss the pros and cons of the mentioned veterinary extension
approaches!!!!!
 Criteria for selection of extension approach
Each approach can be characterized by the following seven dimensions:
 The dominant identified problem to which the approach is to be applied as a
strategic solution, which is referred to here as the basic assumption made by
those who establish it. i.e. problems and issues perceived that require a
particular strategic approach to solve them.
 The purpose for which it is designed to achieve; Purpose’ refers to the
rational. i.e. why has an approach been designed or established? What is it
supposed to achieve?
 The way in which the ‘control of program planning’ is carried on and the
relation of those who control program planning to those who are the main target
audience for the program.
 The nature of the field personal including such aspects as their density in
relation to clientele, level of training, reward system, origin, gender etc.
 The resources required, and various cost factors, such as heavy reliance on
man power compared with mass media etc.
Implementation techniques used in executing the programs/ service.
 Effective communication in veterinary extension
 Originates from the word ‘communis’, which means
'common‘
 Communication is an act by which a person shares the
knowledge, feelings, ideas, information, etc., in ways such
that each gain a common understanding of the meaning,
intend and use of message
 Leagan’s definition, "it is a process by which two or more
people exchange ideas, facts, feelings, or impressions in ways
such that each gains a common understanding of the message
 Brooker’s definition, "anything that conveys meaning that
carries a message from one person to another
 Effective communication in veterinary extension
Therefore, from the above definitions one can learn that;
 Communication is a process of social interaction
 Influences the ideas, attitudes, knowledge and behaviour of each other.
 It is an exchange of information between two or more persons.
 Some kind of change occurs as a result of interaction or exchange of
views.
 This change may be seen in their knowledge and behaviour.
 Communication can occur even with out words with the help of senses.
 Communication is a two way process.
 Communication may be direct or indirect, verbal or non-verbal.
 It can be informative, commanding or instructing, influential or
persuasive, compelling or convincing and entertaining
Principles of effective communication
 Principles of effective communication
For transmitting effective written or oral messages, certain principles
must be followed. These principles are advocated by Francis J. Bergin
and provide guidelines for choice of content and style of presentation
adapted to the purpose of the receiver of the message.
They are also called the seven Cs of communication.
They are:
 Completeness
 Conciseness
 Clarity
 Correctness
 Consideration
 Courtesy
 Concreteness
 Principles of effective communication
Completeness
 Every communication must be complete and adequate.
 Incomplete messages keep the receiver guessing, create
misunderstanding and delay actions.
 Basing on intended objective or behavior change, the
extension material should be adequate
 If skills acquisition is intended, remember to focus on
practical training strategies
 Don’t promise what you can not deliver
 Think about how to evaluate the effectiveness of the
message delivery
 Principles of effective communication
Conciseness
 You should be brief and be able to say whatever you have to
say in fewest possible words without sacrificing the other C
qualities.
Conciseness is desired because of the following benefits:
a) A concise message saves time and expense for both sender
and receiver.
b) Conciseness contributes to emphasis; by eliminating
unnecessary words, you let important ideas stand out.
C) Every message transmitted should be non-destructive,
straight to the point.
 Principles of effective communication
Clarity
 Clarity means getting your message across so the receiver will
understand what you are trying to convey.
 You want that person to interpret your words with the same
meaning you have in mind.
 Accomplishing that goal is difficult because, as you know,
individual experiences are never identical, and words have different
meanings to different persons.
Here are some specific ways to help make your messages clear:
1. Choose short, familiar, conversational words.
2. Construct effective sentences and paragraphs.
3. Achieve appropriate readability (and listenability).
4. Include examples, illustrations, and other visual aids, whenever
desirable.
 Principles of effective communication
Correctness
 Right level of language and accuracy of facts, figures and words
 If the information is not correctly conveyed, the sender will
lose credibility.
 Transmission of incorrect information misleads decision
making process.
 Transmission of incorrect information to outsiders will spoil
the public image of the firm.
 To convey correct messages, grammatical errors should also
be avoided.
 You should not transmit any message unless you are
absolutely sure of its correctness
 Principles of effective communication
Consideration
 Consideration means that you prepare every message with the
recipient in mind and try to put yourself in his or her place.
 Try to visualize your readers (or listeners)—with their desires,
problems, circumstances, emotions, and probable reactions to your
request.
 Then handle the matter from their point of view
This thoughtful consideration is also called "you-attitude," empathy,
the human touch, and understanding of human nature. (It does not
mean, however, that you should overlook the needs of your
organization.)
 When you adapt your language and message content to your
receiver's needs, then you make your message complete, concise,
concrete, clear, courteous, and correct
 Principles of effective communication
Courtesy
 Courteous messages help to strengthen present business
friendships, as well as make new friends.
 It is not merely politeness with mechanical insertions of
"please's" and "thank-you'd.“
 Be sincerely tactful, thoughtful, and appreciative.
 Omit expressions that irritate, hurt, or belittle.
 Grant and apologize good-naturedly.
 Be kind, considerate and empathic
 Principles of effective communication
Concreteness
 Communicating concretely means being specific, definite,
and vivid rather than vague and general.
Use specific facts and figures.
Put action in your verbs.
Choose vivid, image-building words
 Make sure all the necessary information is provided
 Inadequate information takes away credibility of the sender
 Try to be convincing
 Factors that influence effective communication
Interpersonal factors include:
 Climate
 Trust
 Credibility
Sender-Receiver Similarity
Organizational factors include:
 Status
 Hierarchical Transmission
 Condensation
 Closure
 Expectation and Association
 Factors that influence effective communication
There are also other communication barriers and these are often referred to
as NOISE. It prevents the message from being heard by or carried over
clearly to the audience partly due to:
 Failure of a channel to reach the intended audience.
 Failure on the part of the communicator to handle channels skilfully.
 Failure to select channels appropriate to the objective of a communicator.
Failure to the channels in accordance with the abilities of the audience.
 Failure to avoid physical distraction.
 Failure of the audience to listen or look carefully.
 Failure to use enough channels in parallel.
Use of too many channels in a series.
 Styles of communication
 Friendly, Sociable

 Directive, Persuasive, Demanding, Blaming

 Speculative, Intuitive, Searching, Exploring, or Intellectual

 Disclosing, Revealing, Explicit, Responsive, Accepting, and Aware

 Communication strategies in extension
A simple template known as the “five management decisions” has been
developed for designing a communication strategy:
 What types of stakeholders should be involved?
 What is the desired change in behavior?
 What messages would be appropriate?
 What method or media of communication would be most effective?
 How will the communication process be monitored and evaluated?
NB: In case of sizable veterinary extension projects, communication
strategies are developed by communication specialists
 Communication Tools
 Audio
 Printed Media (posters, leaflets, manuals, booklets)
 Radio and Television
 Visual and Audio-Visual Aids
 Videos
 Role play and Drama
 Local Notice Boards
 Telephone
 Village Information Centers
 Choosing a Communication Medium/tools
 Start by considering all of the different types of media and communications
formats.
 Consider how these different formats fit the SMCR criteria (source, message,
channel and receiver)
 Eliminate the media which you can not afford to produce.
 Eliminate the media which you do not have access to the equipment and
technical capability necessary for their production.
 Eliminate those media which you cannot deliver (post, broadcast etc.).
 Eliminate media which are not permissible (e.g. due to laws, policies,
regulations).
 Then examine the advantages and disadvantages of those that remain in your
list.
 ICT in Veterinary/ Agricultural extension
Few sectors have undergone as much rapid transformation recently as the ICT sector,
and many of the latest innovations have a high potential to dramatically change how
communications activities are conducted with both farmer and internal Extension
worker audiences.
There are a number of emerging ICT tools and techniques that have come up with
potential to enhance the management of information and service delivery
 In Africa we still face many challenges related to the digital divide. However this does
not mean that we cannot begin to test the applicability of the various tools.
 Through ICT, information can be conveniently conveyed to listeners in case of group
extension.
 Through ICT tools, service delivery can be more efficient, cheaper, safer or time sparing
 Lets review some of the modern technology veterinary tools/ equipment that have
eased delivery of individual, mass or group extension services in veterinary medicine.
Eg Digital Diagnostic imaging CT Scan, MRI etc, Use of Mobile App, Portable devices for
feed quality analysis, telemedicine etc
Veterinarian Client Patient Relationship (VCPR) Introduction
Is the basis for interaction among veterinarians, their clients, and their patients and is
critical to the health of your animal. A VCPR means that all of the following are
required;
1. The veterinarian has assumed the responsibility for making clinical judgments
regarding the health of the patient and the client has agreed to follow the veterinarians’
instructions.
2. The veterinarian has sufficient knowledge of the patient to initiate at least a general
or preliminary diagnosis of the medical condition of the patient. This means that the
veterinarian is personally acquainted with the keeping and care of the patient by virtue
of a timely examination of the patient by the veterinarian, or medically appropriate and
timely visits by the veterinarian to the operation where the patient is managed.
3. The veterinarian is readily available for follow-up evaluation or has arranged for the
following: veterinary emergency coverage, and continuing care and treatment.
4. The veterinarian provides oversight of treatment, compliance, and outcome.
5. Patient records are maintained
 VCPR INTRODUCTION CONT’
• Maintains recent and sufficient knowledge of an animal or group of animals or
herd to continue to provide veterinary services. What constitutes “recent and
sufficient knowledge” is a matter of the professional judgment of the veterinarian
in the individual case.

• Ensures that he or she is readily available in case of an adverse reaction to a drug

or a failure in a regimen of therapy, or informs his or her clients as to how they
can access services outside of the veterinarian’s regular practice hours, in
accordance with the After-Hours Care policy statement.

• Provides a client with adequate written notice of the termination of a VCPR,

allowing the client a reasonable amount of time in which to arrange for care with
another veterinarian
 Remember!!!!!!!!
• Veterinary/ Livestock extension involves systematic and organized rendering of
veterinary services and behavioral change capacity building, with livestock
owners with a view to helping them in such a way that the livestock owners;
- Will have healthy animals, live harmoniously with the animals and be able to
make a profit
- Obtain a better insight into their present and future position as livestock
owners;
- Acquire sufficient knowledge and skills necessary to increase production or
reduce cost of production;
- Develop positive attitudes of livestock development
- Able to choose feasible and optimum objectives;
- Able to identify problems, look for solutions, solve the problems identified;
and
- Evaluate the results within the farming system situation in which they are
operating.
 END
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