Online Only

Articles/items published ahead of print or only online.

Wednesday, April 19, 2017

Communication Strategies for a Successful Practice

​By Raymond H. Hull, PhD

The critical nature of communication influences the success of any work environment, whether it be an audiology clinic, a hospital, or any business venture. Since the 1990s, companies have become dependent on e-mail as their primary connection with colleagues and patients. Even employees sitting a cubicle apart are sending e-mails instead of talking to each other. Effective communication is critical to an organization’s success; what follows are suggestions on how we can improve communication in the workplace.

Feature -Communication image.jpg


Communication specialists have observed that people have become so dependent on computers and cellphones that we have neglected, or even lost, the art of conversation—of actually talking to one another. The problem is that up to 70 percent of the meaning of what we say comes from our facial expression and body language. If we take smiles and gestures out of the picture and only interact online, the recipient of our messages may get the wrong idea, especially if the sender is not an articulate writer. Some ways to overcome this is to pick up the phone and make a call once in a while, or walk down the hallway to talk to colleagues or employees face-to-face.


A common barrier to communication in the workplace is poor listening skills. How does this manifest? We may be distracted with other thoughts. We may be listening but appear not to be because we’re not directly attending to the person talking to us. We may be constantly glancing at our watch or a clock on the wall instead of paying attention. There are various circumstances where people show poor listening skills.

To correct this, make sure to face the person you are speaking with and reflect on what he or she is saying by responding with attentive nods and thoughtful remarks like “Let me see if I understand what you are saying,” then repeat portions of what you’ve heard.​


Having different perception is a constant challenge in the workplace. But people look at the world differently. Don’t let varied perceptions become a barrier to communication by recognizing that there are always many viewpoints and opinions among those with whom we work. By listening to these diverse perceptions, we may actually get new ideas or approaches to problem-solving.


Everyone has encountered at least one micromanager in their career. Micromanagers are like shadows lurking in the background, making sure everyone is doing his or her job. They appear to feel as though they’ve hired incompetent employees. However, micromanaging may have adverse effects on employees’ morale and productivity.

When employees feel they have control of their responsibilities, they tend to feel a sense of purpose and become more invested in doing an excellent job. Employees are notably encouraged when managers provide them with the tools and freedom to accomplish their tasks. Managers need to remember this if they want the most productive workforce.​


The atmosphere of communication is another critical aspect leading to the success of an audiology practice. Many of our day- to-day interactions with patients and employees involve different forms of communication. But interpersonal communication goes beyond just talking; it is the creation of an "atmosphere" of communication that results in a positive and constructive work environment. It enables an environment that promotes productivity and creativity. And the better we are at creating such an environment, the more successful our organization will become.

People are usually drawn to others who make them feel most comfortable, those with whom they are able to communicate in a positive and supportive manner. In the work environment, successful interpersonal communication depends on not only what we say but also what we do when interacting with others. What we do may involve our body language, gestures, eye contact, and more importantly, the manner in which we listen to the person talking to us. Good listeners become good leaders.

I usually tell my audience, "Whether we like it or not, we live in a world full of people who do not communicate well. We live in a world with people who may not possess the knowledge or skill to be good communicators. It is simply that many people, including many bosses, may possess communication habits that are less than desirable."

Several factors may make it difficult to create a good atmosphere for successful communication. For example, some people may be poor listeners. Listening is a skill that is learned. Good listeners do the following:

- They give the speaker (the one to whom they are listening) cues to note that they are listening.

- They tend to act empathetic and responsive to what another person is saying by, for example, making eye contact with no side glances.

- They offer verbal expressions of feeling, such as, "That must have made you very angry."

​Some people may have poor body language when communicating—they put their hands in their pockets, constantly shuffle their feet, make poor eye contact, and hunch their shoulders. These gestures usually indicate disinterest in what another person is saying.

Another undesirable habit that makes communication un- successful is interrupting. Some people tend to interject their opinion even when the person speaking is not done. On the other side of the spectrum, there are people who are not responsive at all and fail to respond to missed calls, voicemails, or emails. Either way, these show an uncaring attitude and poor communication skills that can negatively affect the interactive dynamics in the workplace.


The art of public relations and image development is another component of successful communication in the workplace, though understood from a slightly different angle. The ability of an audiology practice to satisfy patients can make or break a business. The practice must demonstrate high-quality services, with sincere efforts that assures long-term assistance. If the professional services being provided are of the highest quality, the practice should do well, right?

Not necessarily. Many medical practices and businesses run by people with the knowledge and skills to be successful do not achieve higher levels of success because of their poor public image. Enhancing your professional image through the art of public relations involves high-level communication that is critical to the success of your practice. 

For more tips to develop the image and public relations of an audiology practice, see the full version of this article in The Hearing Journal's May 2017 issue.