animal behavior consulting: theory and practice: fall 2007

Animal Behavior

Consulting:

Theory and Practice

Vol. 3, No. 2Fall 2007

A publication of The International Association

of Animal Behavior Consultants

2

Animal Behavior Consulting: Theory and PracticeFall 2007

Animal Behavior Consulting: Theory and Practice

Vol. 3, No. 2 Fall 2007

PresidentDebbie Winkler

EditorsBeth Adelman, MS, CABC

Mychelle Blake, MSW, CDBC

The International Association of Animal Behavior Consultants

The International Association of Animal Behavior Consultants, Inc. is a professional association for the field of animal behavior consulting. The association represents the professional interests of behavior consultants throughout the world. It is involved with the problems, needs, and changing patterns of animal-owner relationships, and helps to ensure that the public’s needs are met by trained practitioners. The association provides the tools and resources animal behavior professionals need to succeed. It works tirelessly to nourish the animal-human bond.

The association’s members meet rigorous standards for education and training and are held to the highest ethical standards of the profession. Clinical members qualify as Certified Animal Behavior Consultants (CABC). They work with multiple species, including dogs, cats, horses, birds, and other animals. They have met the highest standards of the profession for education and clinical experience. Associate members are consultants in clinical practice, on the path to Clinical membership. The IAABC facilitates research, theory development, and education. It develops standards for education and training, professional ethics, and the clinical practice of animal behavior consulting. Animal Behavior Consulting: Theory and Practice is the professional journal of the IAABC and is published semi-annually. All published work contained within is copyright 2007 The International Association of Animal Behavior Consultants, unless otherwise indicated.

Animal Behavior Consulting: Theory and Practice is published in accordance with the purposes of the sponsoring organization, the International Association of Animal Behavior Consultants, Inc. (IAABC). The IAABC Mission is to assist and educate owners and handlers of companion animals to prevent problems and to interrupt the cycle of inappropriate punishment, rejection, and euthanasia of animals with behavior problems that are resolvable. This mission is accomplished by providing state-of-the-art education and training to animal behavior professionals, so they can analyze, predict and resolve problem behaviors, and by advocating and promoting humane intervention.

The IAABC Journal accepts articles on the following topics:

• Case studies

• Research reviews and studies

• Animal behavior consulting practice

• Book and DVD/video reviews

• Essays

Articles are selected on the basis of appropriateness, clarity, significance, timeliness, and contribution to the field of animal behavior consulting. Authors need not be members of the IAABC to submit manuscripts. No remuneration is paid for accepted manuscripts.

Business matters are handled by IAABC’s business office. Inquiries should be addressed to IAABC, 505 Timber Lane,

Submission Guidelines

3


Jefferson Hills, PA 15025. Phone: (412) 384-2677, or e-mail [email protected].

Copyright on all materials published in Animal Behavior Consulting: Theory and Practice is held by the authors. Permission to reproduce such copyrighted materials must be obtained through IAABC and the authors. Requests can be made by emailing [email protected]. No portion of an article may be reproduced without permission in writing. Reprint orders for individual articles are handled by the IAABC business office. If the manuscript contains more than 100 words of material previously published elsewhere, the authors must obtain written permission from the copyright holder to include this material in publication of their manuscript in Animal Behavior Consulting: Theory and Practice. Any costs associated with obtaining this permission are the responsibility of the author or authors.

Manuscripts should be submitted to [email protected] by electronic submission. Microsoft Word or RTF files are the preferred format.

Manuscripts are accepted for consideration with the understanding that they have not been published previously and are not being considered simultaneously for publication elsewhere. The right to reject any manuscript or return it to the author for format, style, or other revisions before accepting it for publication is reserved by the editor-in-chief. Submission of a manuscript by the author(s) assumes acceptance of editing by the Animal Behavior Consulting: Theory and Practice editorial staff.

Please submit with your article

• highest earned degree(s).

• professional certifications (e.g. CPDT, CDBC).

• current professional or departmental affiliation if applicable, and location.

• any changes in affiliation subsequent to the time of the study if this is a research submission.

• previous presentations of the paper, grants, or thanks and acknowledgments.

• contact information including e-mail.

Citations

The guide for citation style is the Publication Manual of the American Psychological Association (5th ed.). This guide can be obtained from the Order Department, American Psychological Association, PO Box 92984, Washington, DC 20090. The guide can also be ordered on the American Psychological Association’s Web site, www.apastyle.org/pubmanual.html. A more detailed description of citation style and formatting can be obtained from the editors.

PLEASE NOTE: Articles with incorrectly formatted references will be returned to the author for corrections.

A note regarding terminology: There is controversy, frequently quite heated, over whether a person who keeps a companion or service animal should be called that animal’s “owner” or its “guardian.” Because usage here often reflects a writer’s strongly held ethical beliefs and political opinions, to impose another term may effectively misrepresent his or her point of view. The editors of Animal Behavior Consulting: Theory and Practice have concluded that it is best to let each writer make the choice of terminology. Therefore, the use of terminology regarding animal ownership or guardianship is a reflection of the author or authors’ own beliefs and not necessarily a reflection of the beliefs of the editors or the IAABC. We ask our readers and members to bear in mind that whatever our differences in this respect, we are united in our goal of working with animals and people in the most scientific and compassionate way possible.

If you wish to submit photos with your article, they must be in 200 dpi or higher resolution.

4


Animal Behavior Consulting: Theory and Practice

Vol. 3, No. 2 Fall 2007

Table of ContentsPresident’s Message ....................................................................................................................................................... 5 Debbie Winkler, CABC, CDBC, CPDT

What’s the Point of Peer Review? ................................................................................................................................ 8 Beth Adelman, CABC

What We All Learned From the Pet Food Recall ....................................................................................................... 9 Steve Dale, CABC

Rehabilitating an Umbrella Cockatoo .........................................................................................................................13 Debbie Winkler, CABC, CDBC, CPDT

Aggression in Parrots: Another Myth .........................................................................................................................15 Jan Hooimeijer, DVM, CPBC

Survey Finds High Satisfaction with Service Dogs ...................................................................................................23 Pamela S. Hogle

When Good Parrots “Go Bad” .....................................................................................................................................32 Liz Wilson, CVT, CPBC

Growing Your Animal Behavior Consulting Business .............................................................................................35 Lee Livingood, CDBC

Letters to the Editor may be sent to [email protected].


5

President’s MessageDebbie Winkler, CABC, CDBC, CPDT

As the New Year begins it is a time for reflection and appreciation as the IAABC continues to grow.

I am so appreciative of our founder and past president, Lynn Hoover, and all of our past and present board members, committee members, editors, contributors, volunteers and members of the IAABC. We are a wonderful group of dedicated professionals.

The Journal is something that I am especially proud of and it is an excellent member benefit for both contributors and readers alike. The Journal provides an opportunity for members to present and share their experiences and views. It is my hope that submissions will continue to increase and make this an even more notable publication.

Wishing everyone an enjoyable holiday season and a happy New Year!

Debbie WinklerActing President

We wish to extend our congratulations to

Amy Shojai, CABC

Winner of the Cat Writers Association of America’s Sticky Paws Training Award for 2007

for her article, “Cat Meets Dog: Bringing Home Magic”

Animal Behavior Consulting: Theory and Practice, Spring 2007 Issue

6


THE IAABC BOARD OF DIRECTORS

Debbie Winkler, CPDT, CDBC, CABCActing President

Liz Wilson, CPBCTreasurer

Mikel DelgadoSecretary

Chris Bach, CDBCMember

Sue Bulanda, MA, CDBCMember

Chris Hamer, MS, CDBCMember

Mira Jones, CDBCMember

Marilyn Krieger, MA, CCBCMember

Debbie Strother, MS, BCBA, CABCMember

Janet Velenovsky, CPDT, CDBC-TACMember


7

IAABC DIVISONS

Cat Behavior Consulting DivisionPam Johnson-Bennett and Marilyn Krieger, Chairs

Dog Behavior Consulting DivisionSue Bulanda, Chair

Horse Behavior Consulting DivisionDebbie Strother, Chair

Human-Animal Mutualism Division Janet Velenovsky, Chair

Parrot Behavior Consulting Division Liz Wilson, Chair

8


What’s the Point of Peer Review?Beth Adelman

As animal behavior consultants, we have two parts to our job. The first part is to understand the animals we work with and find ways to help them better fit with human expectations for their behavior. The second part is to understand the humans who live with these animals and help them better understand their animals and learn about humane, effective approaches to modifying their animals’ behavior. This involves communicating what we know about animals to other humans. When we become better communicators, we also become better animal behavior consultants. And peer review helps here, too. That’s because the other very important part of peer review is making sure everything is clearly explained and follows logically from point to point. This is something only a neutral observer, someone who is not already familiar with your work, can do. When you write, you know what you mean and everything is therefore clear to you. But that’s no guarantee that it is clear to others. Perhaps when you write an article, you show it to friends or colleagues or family members for their opinions. Feedback from all these people can be valuable. But your friends and colleagues and family members are familiar with how you do things, your philosophy, your thought processes. If anything is missing in your writing, they simply fill in the blanks from their own knowledge of you. Anything they read that was written by you will seem to be missing nothing, because if it is missing something, if something is difficult of follow or to understand, they will subconsciously fill in the information without even knowing they have done so. They’ll never notice the problem, because it’s not a problem to them. That’s why a review by someone who knows you and your work is of very limited value. It will never give you an accurate idea of what a general reader who does not know you will experience when they read your work. And that is why every writer, whether it’s Ernest Hemingway or Charles Dickens or John Grisham, works with an editor. And why every serious journal submits its articles to peer review—even articles by B.F. Skinner and Marian and Bob Bailey. When the best and most highly respected people working in animal behavior today publish in serious journals, they submit their work to peer review. Can we do any less?

Animal Behavior Consulting: Theory and Practice is a peer-reviewed journal. That means that in addition to our panel of editors, who review every submission, every article is also reviewed by your peers—members of the International Association of Animal Behavior Consultants who are certified in the species the article is about. Peer reviewers comment on the technical accuracy of the article and point out areas where more explanation and/or detail is required and areas where citations are required. Because our members encompass a variety of methodologies and viewpoints (along the LIMA-first spectrum), reviewers are asked to give positive regard to each member who has written an article and review the article based on how well the author explains himself/herself and the topic, rather than based on the reviewer’s own particular methods and viewpoints. Articles are sent to peer reviewers with no information about who the author is, and the author is not told who the peer reviewers are. Every article published in our journal goes through this peer review process. Why do we insist upon this? There’s a short answer and a long answer. The short answer is that we must if we want to have any credibility in our profession. All scholarly journals have a peer review process in place. Peer review is a well-accepted indicator of quality scholarship. Articles accepted for publication through a peer review process implicitly meet the discipline’s expected standards of expertise. If we want our journal, and our work as animal behavior consultants, to be highly regarded by other professionals, we must have a peer review process. Now for the long answer. The peer review process makes everyone’s work better and stronger, in a number of ways. The peer review process pushes us to be more thorough in our work. No one, no matter how many years of experience they have, has seen every study, read every book and journal, spoken with every expert in their area of expertise. It’s just not possible. Peer reviewers bring to our attention information we may not have been aware of. It’s important to remember that the per review process is not a criticism—it is an opportunity to learn and be better. As members of a professional organization, we embrace all learning opportunities. None of us are finished learning yet.


9

the onslaught that was to follow. The FDA had reportedly negotiated with Menu Foods for the Canadian-based company to make information available to veterinarians as well as to the general public. However, to argue Menu Food was less than forthcoming is an understatement. With pet owners and veterinary professionals knowing little, desperation for information was growing, as were rampant reports of sick and dying pets. With nowhere else to turn, pet owners posted on the Internet. By now, rumors ran amuck on several Blogs. The AVMA started to mobilize, gathering what facts they could. Participating partners included the American College of Veterinary Internal Medicine (ACVIM), as well as Dr. Jim Humphries’ Veterinary News Network (VNN)—basically, a stable of “media trained” veterinarians throughout the country. They were activated and delivered a “let’s not panic but act responsible” message. Mostly, the pet food companies went underground, but at least at the start of the crisis Iams (and to a lesser degree, others) offered up spokespeople to appear in the media (Iams wisely chose to use veterinarians as these spokespeople). However, at least early on in the recall, with so much unknown, even the most informed of those delivering a media message knew very little. Despite these responsible reports—or perhaps because the only really responsible thing to say at the time was “we don’t know much”—rumors that were circulating did what rumors do: grow like a virus. As the vacuum of information continued, the Blog-o-sphere became the major go-to source of information for millions of desperate pet owners. After all, with Menu Foods and the FDA (at this point) not talking, and individual pet food companies often too overloaded or too worried to respond, even the major newspaper reporters and TV and radio news turned to the Blogs. It didn’t seem to matter there was no filter distinguishing information from misinformation, or truth from rumors. One particularly high-profile veterinarian went on national TV and appeared in major print media saying that his website/Blog was the place for consumers to file reports on pets who became sick or died as a result of the tainted food. Never mind that no one was no screening or verifying the information on this website/Blog to determine

The pet food recall was likely the most significant news story ever relating to companion animals. And as animal behavior consultants, we were definitely caught up in it—not only because of our own companion animals, but because clients turned to us for advice on what to feed their pets. Waves of information flowed out of the story, but only some of it was accurate. Sorting through it all became a challenge for all professionals who work with animals. Looking back on what happened, what was said, and when, is a cautionary tale for us all. We can all learn from history. And it turned out, this story likely changed the way many people perceive pet foods, as well as perceive the media and, in particular, Blogs. I participated in a panel discussion on the pet food recall at the Convention of the American Veterinary Medical Association (July 18, 2007). I told the veterinarians there, “During the two and a half or so months of the pet food recall, veterinarians appeared on TV more often than I Love Lucy. Also, Blogs likely played a more pivotal role in this news story than in any other before. The pet food recall story will be used as an example in journalism schools of how Blogs forever changed the course of journalism from that point forward.” Other panel members were Dr. Stephen Sundlof, director of the Center for Veterinary Medicine at the United States Food and Drug Administration (FDA); Duane Ekedahl, executive director of the Pet Food Institute; Dr. Saundra Willis of the American College of Veterinary Internal Medicine (ACVIM) and public relations council American Veterinary Medical Association (AVMA); Dr. Barbara Powers, president of the American Association of Veterinary Laboratory Diagnosticians Dr. Robert Poppenga of the California Food Safety Laboratory, Washington Post reporter Rick Weiss, attorney Marc Ullman and Dr. Karen May, assistant director of professional and public affairs AVMA. On March 16, 2007, the United States Food and Drug Administration announced that Menu Foods had recalled approximately 100 products. The recall was announced late on a Friday afternoon, when veterinary offices had already closed for the weekend throughout much of the country. Veterinarians—including the American Veterinary Medical Association—had no idea this was coming, the seriousness of the recall or

What We All Learned From the Pet Food Recall

Steve Dale

10


What We All Learned From the Pet Food Recall • Steve Dale

if these were accurate reports or not. For example, several family members potentially could post about one pet and the tally would add up to several deaths. There was also no effort to get veterinary verification on the cause of death. Also, many of those who posted assumed this was the official site to offer statements—and nothing on the site said otherwise—so many people assumed there was no need to contact the FDA. This made it even more difficult to track the extent of the problem. The FDA was not without blame, though. They took approximately a week to get their act together and to begin to accept phone calls from frazzled pet owners. Even then, the FDA phone lines were so often busy that getting through was difficult at best. Menu Foods continued to offer virtually no public information. The FDA did begin to hold regular press conferences in an effort to fill that information gap. But the public had a basic mistrust of whatever the government officials said, and even a mistrust of those of us who reported on it. So, among many—even with more reliable information available—a Blog seemed the most trusted source. Interestingly, by now the story was huge in the mainstream press, yet many pet owners complained about a lack of coverage and turned to the Blogs. Of course, the overwhelming majority of information posted on the Internet turned out to be not reputable. But, as is often the case, Blogs did discover some things that were true, even scooping the mainstream media. Some Bloggers chose to comment on events and offer their own views; other Bloggers sat back and didn’t respond to the public chatter. Some Blogs provided a service to e-mail updated alerts about recall information directly to users’ mailboxes, which, as the recalls continued, proved quite a valuable service. While the FDA website finally got its act together—to a degree—it was never particularly easy to navigate. Meanwhile, the ACVIM website posted accurate medical information, as did the AVMA site (both of those sites offered this credible information from Day One of the recalls). The AVMA site was transformed into a 24/7 news machine, cranking out accurate and up-to-date information related to the recall. All facts were checked and double-checked before being posted, more carefully verified than much of what appeared in the mainstream media, and certainly more so than the Blogs, which did little, if any, verification. In general, most veterinarians did their homework before appearing in the media to answer questions, sometimes on live TV or radio. Humphries’ VNN veterinarians had the advantage of receiving a sort of game plan, and as a result delivered a consistent and composed message. A minority but vocal group of individual veterinarians (as well as some pet book

authors) took this tragedy as an opportunity to sell books or further personal agendas. As the media clamored for more voices, the definition of the term “pet expert” expanded to include a surprising array of people, ranging from dog groomers to kennel managers. The claims of the numbers of sick and dead pets were loudly touted by one website/Blog in particular. Their numbers were based on the previously mentioned unverified posts from pet owners. The mainstream media and general public were desperate for concrete numbers. With the FDA conservatively refusing to guess at numbers of dead pets before evidence had been gathered and reports substantiated, the media went elsewhere for their numbers. They turned to this particular website/Blog, and often reported their number as fact. Widely publishing and broadcasting these numbers served to bring further attention to the individual site, but. more importantly, panicked an already frightened public. If the goal of many of these Blogs was to move consumers away from manufactured foods altogether, I’m certain that to a degree they succeeded. In fact, many of the Bloggers had preconceived notions about pet food long before the recall and were already advocating home cooking or raw food diets for pets. Meanwhile, it seemed the recalls would never end. Almost every day, the FDA was announcing a new recall. This certainly didn’t do much to bolster consumer confidence. Even some veterinary diets were affected by the recall. Still, the reality was that with even well over 100 brands recalled, only a small percent of pet foods were affected. By now, staff at veterinary clinics and other animal professionals were taking phone calls in record numbers. No matter how many pets became sick or died (a number which is still a matter of conjecture), it became evident that this was the single worst tragedy to affect pets nationwide. One message that did mange to make it through the clutter was the signs of illness pet owners should look for to determine if their pet was in kidney failure (from eating tainted food). As a result, people began to be more watchful of their pets. Others, who were just plain concerned, took no chances. Pets who hadn’t seen the veterinarian in three or four years or more were now being rushed into clinics for wellness exams. Of course, sometimes illness was discovered—as it might be in any population of pets not seen by a veterinarian for several years. Mostly, these discovered illnesses had little or nothing to do with eating tainted food. For example, illnesses ranging from heart disease to cancer were found. Just as in human medicine, early intervention may be the difference between life and death. So, a strange quirk in the pet food recall story is that while too many pets lost their lives, some lives

11


Steve Dale • What We All Learned From the Pet Food Recall

notice should another emergency arise. Sundlof, who typically does not offer a political or legislative-related comment adds, “Having a CDC [Centers for Disease Control] for animals is being discussed quite vigorously, and it would be nice if we had that in the future.”After all, had the same things happened with human foods (which Illinois Senator Dick Durbin and others said was certainly a possibility), the CDC would deal with tracking the numbers of sick people and assisting them, while the FDA (and law enforcement) would deal with figuring out what occurred to cause the food to be tainted and how to ensure no additional tainted supplies trickle into the market.Instead of relying on individual firms, another idea is to maintain dedicated toll-free phone lines—which, obviously, would have to be able to handle enormous call volume. Dial the free phone number and consumers could press 1 for human food and 2 for pet food—and then hear a list of any recalled items. Yes, the Internet is a great place to disseminate this information, but Sundlof agrees, “Not everyone has easy Internet access to learn which items are recalled. Also, if people are unsure, they could call the FDA at the supermarket or pet store from their cell phones—a good idea, since some foods recalled this spring remained on shelves, although they should have been removed,” Sundlof adds. Still another idea may be to create a system so scanners at stores would refuse to scan items that are recalled, preventing them from being purchased. “Actually, this system does exist, because Wal-Mart used it,” says Sundlof. “We thought this was a very good fail-safe mechanism.” However mandating such a fail-safe system would be a legislative issue, not something the FDA can force retailers to implement. A key problem the FDA had to deal with throughout the months of various recalls were all those erroneous reports that began by surfacing on the Internet and were often also carried into the mainstream media. One example is the account of acetaminophen (the active ingredient in Tylenol) in some pet foods. “This was actually detected by a laboratory; I believe a result of consumers sending in pet food samples to check for melamine,” says Sundlof. (Melamine combined with cyanuric acid was what tainted the pet foods in the first place.) “And that lab reported back that acetaminophen was found. The FDA asked for and received samples and found no acetaminophen. Additional labs, including the University of California, Davis, could not reproduce the finding. We feel confident there was no acetaminophen.” Dr. Barbara Powers, president of the American Association of Veterinary Laboratory Diagnosticians, said that more lab work could have been completed,

were actually saved. There were other positive outcomes, as well. In a radio interview with me, Sundlof said, “The FDA had always taken a position that foods are safe until we have a problem. We no longer believe that model is suitable. We learned, and we have to do better.” Sundlof doesn’t believe the U.S. pet food companies had a clue that tainted ingredients were being imported. But perhaps they should have. “We found out that the companies [the U.S. pet food manufacturers] had recently switched to a new supplier for wheat gluten and rice protein [where the melamine and cyanuric acid was found] for cost reasons. When we went back and looked at the prices they were paying for some of these products, it should have raised some red flags right there. They were so far below market price for what those commodities should have been.” Of course, many wonder why we’re importing wheat gluten and rice protein from China in the first place. The answer is simple economics. Sundlof puts it more diplomatically, “World trade is increasing, but that’s how you can eat strawberries and raspberries any time of the year.” Maybe so, but no one wants strawberries or raspberries that can kill you. “Exporting countries are supposed to have mechanisms in place, laws, regulations and federal oversight of those products to ensure they meet our standards,” says Sundlof. “In the case of pet foods, it turned out individuals [from the two Chinese firms targeted in the recall] were being fraudulent.” Sundlof says he understands why consumers may now be more than a little cautious about any imported ingredients in pet foods, particularly from China. “Ultimately, if consumers don’t regain trust, it’s a failure of the FDA to reassure the public that any food coming into the United States is safe, no matter where it is produced.” He concedes that trust has waned. In part, he understands. In part, he says views are based on Internet posts and rumors rather than facts. As a result of the entire pet food recall story, everyone, including public officials, could not help but notice the importance of companion animals as family members. Consider this statistic: More than 18,000 calls were made to the FDA from mid-March, 2007 through May, 2007; that’s twice as many calls as they typically receive in two years on any topic, including all items from pharmaceuticals to food to medical devices for both pets and people.Imagine attempting to handle two years worth of telephone calls in just three months. Sundlof concedes the FDA wasn’t prepared to deal with the crisis. He says one solution is to put together a legion of trained volunteers who would be ready at a moment’s

12


What We All Learned From the Pet Food Recall • Steve Dale

and more expeditiously, if there had been an organized procedure in place to pay for it. She suggests either a private fund be created for emergencies such as a pet food recall, or that the government finance the lab work. (She concedes the latter isn’t likely). Ekedahl maintains the pet food industry hasn’t taken a hit. But it seems just from reading those Blogs that, at the very best. trust has been eroded. And it’s likely, at least for a time, that some consumers have moved away from manufactured food in favor of home-cooked diets. Hopefully, no story this big will threaten our companion animals again for a very long time. One lesson learned is to believe some Blogs some of the time, but mostly don’t take their word for it. And be wary of some websites, even those run by “pet experts” and veterinarians, since some have their own agenda. Clearly, the Blog-O-Sphere reaches many people. Certainly, many people don’t have computers, and many who do many have no interest in Blogging. Still, for the first time in media history, in this story the Blogs were definitely a player. Only history will tell whether that was a good thing. While the mainstream media doesn’t always get it right, there’s generally no agenda and at least a good faith effort to understand the story and tell it accurately. In this case, the source that most often had accurate, up-to-date news was the AVMA website (www.avma.org), where there was an understanding of medical nuances and only verified information was posted.


13

Rehabilitating an Umbrella CockatooDebbie Winkler, CABC, CDBC. CPDT

the moving of the cages, the vacuum, the mop and other birds, and began to do these things in the same order daily. Within the month, when I said things like “mop” he would look at the mop and knew what to expect. His feather plucking continued to diminish until it finally extinguished in approximately four months At this time, I wanted to teach him how to accept the necessary husbandry procedures. He had no interest in food rewards to start but was beginning to enjoy attention. I determined this by his interest in approaching the front of his cage when I entered and his decrease in retreating when the cage was opened. Attention was the only tool I had to use as a reward in the beginning of his training. He seemed to enjoy it when I spoke to him, especially when I said “hi” and opened the cage. His enjoyment was evident since he approached the front of the cage and vocalized. We failed with the husbandry procedures at this point because of his reluctance to be handled. He shrieked, while attempting to bite and panicked when I attempted to touch him with the cage door open and retreated when I attempted to touch him through the cage rails I decided instead to try to teach him to move part of his body in any direction in exchange for some additional attention. When he would pick up his foot to obtain a piece of food, I would wave my hand and then provide attention. He was a fast learner and within a few days I tried waving and he picked up his foot and moved it slightly up and down. I always laughed when he did this and soon he began to mimic my laugh after waving. All along, I had been giving him all types of food such as peas, carrots, apples, and broccoli, as well as other fruits and vegetables, most of which he ignored. He finally began eating small pieces of apples. He also began to enjoy a “shower” in the cage every other day. I used a spray bottle and desensitized him to being sprayed by naming it ”spray,” and misting once and dropping a small piece of apple into a bowl. Gradually I increased the amount of spraying, which he thoroughly enjoys now. It is self-reinforcing and he no longer needs the food reward. He also began to enjoy getting a drop of water from the sprayer. I used another sprayer to hold some apple juice. Since I finally had a suitable food reward, I taught him both the terminal and intermediate bridges using a small drop of juice as a primary reinforcement.

I adopted a male cockatoo from an animal shelter in February 2007. His name is Charlie and he had obviously been neglected physically, emotionally, and socially. His diet consisted solely of Cheerios. He was plucking feathers and fearful of people. When approached he attempted to increase distance between himself and the person, and if he could, not, he bit. My first goals were to optimize nutrition and enrichment. The cage was 24 x 24 inches and 30 inches tall, with only one perch, one food and one water container. He stood there day and night He was placed in my aviary in a much larger cage, (3½ x 2 ½ x 5), which I partially covered because he was constantly startled by movement, and remembering that he spent so much time covered, I thought he might be more comfortable partially covered. He remained partially covered until he decided to spend more time in the other part of the cage, looking out and around. When he was spending all of his time in the open uncovered portion by his choice, I removed the cover. I chose to feed a name brand food for parrots that was strikingly similar in texture and appearance to the cereal and began to mix it with the Cheerios. I provided him with many different objects to shred, chew, and manipulate. This provided him with the ability to engage in some normal behaviors Within a week, I was amazed to discover that he was eating the parrot food and I was able to eliminate the cereal. I began to add some vegetables and it took a month for him to begin to sample them As long as he was able to put distance between us, I was able to clean his cage. He moved to one side of the cage while I cleaned it and then to the other side while I cleaned that I began to “name” my activities to increase his level of comfort and provide him with as much usable information as possible. I begin to say “knock, knock” just before entering the aviary and “hi” to inform him I was about to open the cage. This lessened his defensive behavior to a great degree and he began to say “hi” when I approached the cage. We were developing a routine that he could predict and I was able to uncover the portion of the cage I had previously kept covered. His plucking had decreased, however, when I cleaned the floor and windows, moved any of the cages, or had other birds out of the cage, he would resume plucking for a day or so. I began to “name”

14


Rehabilitating an Umbrella Cockatoo • Debbie Winkler

I could now reinforce his words and the wave. The terminal bridge signals that the behavior has been completed—the intermediate bridge is a form of feedback indicating to the animal that they are on the right track heading towards the terminal bridge As he became more comfortable, he would put his foot through the bars of the cage, and grab at my clothes or hair. I began to hold my thumb out as a target and he would grasp my thumb. I named that “shake” and soon he would grasp my thumb when I approached and said “shake.” We progressed to pole targeting. I chose to use a target with a clear Lucite handle and a bright blue Lucite ball on the end. He will target both feet and his beak to the pole and follow the pole as well. He will also hold the blue ball with his foot for about five seconds while I touch his feet. Having named the clipper “clipper,” I am able to clip one claw at a time while he holds the ball on the target pole I am allowing him to come out of his cage two to three times a day for up to an hour at a time. I also named petting and when I say “ahhh” he moves towards me and gives me his side, back, or head and I pet him. If I say “ahhh” and he does not come to me, I do not force it, I simply do not touch him—however he responds more often than not at this point The behavior bridge and target training and enrichment has helped him become a much less anxious parrot and consequently he is a much safer and healthier bird.


15

Aggression in Parrots: Another MythJan Hooimeijer, DVM, CPBC

The amount of power a parrot can exert with a lightweight skull and a lightweight beak is exceedingly impressive. By combining strong muscles and the hinge construction of the upper beak, parrot beaks can be as effective as a pair of strong, sharp pliers. Apart from eating and customizing the nesting site, the beak also has many other important functions. It is used as a third foot when the birds are climbing to keep them steady. It is used to hold objects so that the sensitive tongue can investigate them. The beak is also the instrument that is used to care for the bird’s own feathers and for those of its partner. Beaks also help adults care for young birds. Biting is a frequently cited reason for relinquishing a pet parrot, and the bird then disappears into the cycle of sale and re-sale or is dumped at a rescue center. At the Clinic for Birds, it is our experience that the arrival of a baby in the house often coincides with the departure of the parrot because of the new parents fear that their offspring will not be safe around their pet. If it’s not the concern of the parents, then it is the concern of the grandparents. That beak, after all, could do terrible damage to little fingers, little toes, little ears or a little nose!

Parrots as Prey Animals Parrots are prey animals in nature, and the fear of being killed determines a major part of their normal behavior. When a prey animal is unable to escape from a predator, the only survival strategies left are to try to intimidate the predator and/or to bite. It makes sense that under those situations, biting is meant to cause serious damage to the predator. The fear of being killed is also normal behavior in captivity, and dealing with parrots without understanding the consequences of parrots being prey animals is bound to create problems. Humans are predators. The eyes of humans are positioned like those of dogs, cats, owls and birds of prey: at the front of the head, with binocular vision. Many well-meaning people are intimidating their birds without realizing it. Being nice does not solve the problem. Demonstrating respect for the background of parrots will make a difference. Breeding pairs of parrots sit or eat next to each other, observing each other with one eye. Positive social behavior includes turning the neck and back to the other bird to show the opposite of intimidating

The following article is printed from the proceedings of the IAABC Conference in Cleveland, Ohio, 2007.

Introduction There is still a lack of awareness that parrots are non-domesticated prey animals who are kept in captivity. Living with and working with parrots as caretakers and veterinarians, it is essential to know and understand the basics of handling and manipulating the birds in a professional manner. A professional manner can prevent problems from occurring, avoiding unnecessary stress and trauma to the animal as well as the handler avoiding bites. When dealing with parrots and other animals, the major dogma within veterinary science is Do No Harm. Reducing stress is an important responsibility for everybody dealing with parrots. Without knowledge and understanding about normal behavior in the context of a non-domesticated animal, many owners consider normal parrot behavior (such as noisiness), as a problem. Many owners also underestimate the high intelligence of parrots. Therefore, when normal behavior is misunderstood and parrot intelligence is underestimated, a wide variety of behavior problems are apt to occur, depending upon the individual parrot, species and circumstances surrounding the bird. Screaming, feather picking and biting are common behavior problems. Within the Clinic for Birds, it is my experience that many parrot owners/caretakers show that they are uncomfortable interacting with a parrot. It is also not uncommon for veterinarians to also show fear of the parrot and have a problem handling and manipulating the bird. Under those circumstances, it is predictable that parrots show behavior problems. The beak of a parrot (especially a cockatoo or a macaw) is an imposing instrument that many bird owners regard with a certain amount of awe and anxiety. The power behind a parrot’s beak is well known. In the wild, beaks are used to crack open hard nuts and strong seed coverings. Nesting holes in trees are enlarged using this same powerful tool. In captivity, these same beaks are used to chew on and destroy nest boxes, tree branches are turned into matchsticks, nuts fastened with a wrench are loosened from their bolts, and toys and furniture are reduced to fragments—seemingly without effort.

16


Aggression in Parrots: Another Myth • Jan Hooimeijer

hyacinth macaws was stopped after an incident in which one male was attacked and killed by another male. We can regard biting in captivity as an expression of insecurity, and thus part of a behavior resulting from unnatural circumstances. Insecurity is observed in birds during periods of hormonal or sexual activity, and in instances of physical problems or sickness. Birds with a strong attachment to their owner exhibit bonding behavior, which in turn causes territorial behavior toward other members of the family. This territoriality is often considered aggressive or dominant behavior, although it is actually insecure and defensive behavior. Away from its own territory, or when the partner/owner is absent, the bird behaves completely differently. The most striking examples are female lovebirds who act very territorial and offensive in their cage. The same bird outside of the cage in a neutral environment shows positive social and gentle behavior. A bird should not be labeled as aggressive without understanding the specific circumstances and background of the behavior.

Biting People In Captivity Considering the interaction between humans as predators and parrots as prey animals, it makes sense that parrots have reason to demonstrate a lot of defensive behavior. There is a constant stream of stories and anecdotes from parrot owners who report having been bitten by their pets. However, according to the experience at the Clinic for Birds, instances where subsequent medical attention was necessary are exceedingly rare. This is surprising, considering the amount of damage a parrot beak could do if it was actually used with the intention to maim or injure. This shows that it is rare for parrots to intend to cause serious injury, which is amazing considering that the human predator frequently intimidates the prey birds. In the past 24 years, the Clinic for Birds has not seen a single incident of a parrot biting and causing serious injury to a child. In addition, my investigation of personal, anecdotal or media-covered experiences of bitten children has so far not uncovered a single incident. Again, considering the actual capabilities of a parrot beak and the size of a child’s finger, nose or ear, one might have expected to hear stories of severed or mutilated young appendages. There is no guarantee that accidents like this will never occur, but those accidents have to be considered extremely rare and can be considered unnatural even in captivity. The experience at the Clinic for Birds is that parrots react completely differently to children compared to the way they react to adults. Apparently, parrots view

behavior. This is quite different from human behavior among lovers. Human lovers will sit opposite each other in a restaurant, looking into each other’s eyes. Parrots would sit next to each other in a restaurant, looking with one eye. Parrots who are intimidating another parrot mimic the posture of a predator, looking straight forward with their body pointed toward the other bird. The same posture can be seen in frightened birds who have no possibility to escape. Under these circumstances, “aggression” should be considered a defensive behavior rather than an aggressive behavior.

Biting Other Parrots in the Wild It is striking that there is no significant data to support the idea that parrots inflict serious or fatal bite wounds on each other in the wild, so it is unlikely that deliberately wounding or killing their fellows is part of the natural behavior of parrots. Debilitating members of the same species does not seem to be in the interest of the preservation of parrot species. When breeding pairs are near their nesting site, territorial behavior is normal. Skirmishes certainly take place, but these are mostly displays and mock fights in which real damage is seldom done. Parrots learn early in their development to read the body language of their species and know precisely what is permitted and how far they can go in their combativeness. Playful romps with other youngsters are part of the learning and socialization process for every young parrot, and I know of no documentation that this has ever lead to serious injury.

Biting Other Parrots in Captivity In captivity, biting problems are seen most frequently among the cockatoos kept in aviculture, where males have been known to seriously injure or even kill a female. Birds of some species, such as lovebirds and forpus species, have been known to attack and even kill sick or wounded fellows. At the Clinic for Birds, serious head wounds have also been observed in budgies and cockatiels when they are housed in same-species groups. It is not uncommon that the dead birds are then cannibalized. I am not aware to what extent, if at all, this occurs in nature. In captivity, limitations in cage size often hinder normal avoidance behaviors, making it impossible for birds to respond appropriately to body language that in the wild would elicit a retreat from a confrontational situation. Unable to flee, a bird becomes insecure and defensive, often resulting in aggression. Attacking or biting other birds in such a situation can be regarded as unnatural behavior due to the unnatural circumstances of captivity. For instance, colony breeding of captive

17


Jan Hooimeijer • Aggression in Parrots: Another Myth

Preventing Biting Prevention starts with understanding the background of biting behaviors, looking at the circumstances and the body language of the parrot. Prevention is about creating circumstances in which the bird is comfortable and secure. Prevention is about showing an attitude and body language as owner and veterinarian that is respectful. Prevention is about understanding the circumstances, the reason and the consequences of biting behaviors. It is vital to determine what is rewarding the behavior. It is vital to evaluate the reason for the parrot to show biting behavior even in non-threatening circumstances. Biting behavior is frequently determined by circumstances, as it is in nature. Territorial behavior is determined by the circumstances in which a pair defends a nesting site. The same birds do not show any “aggressive” behavior toward other birds within a flock if they are gathered at a site with plenty of food or water. In captivity, the cage can be considered as the nesting site. This explains the defensive behavior of birds who are approached while sitting in or on top of their cage. The same bird can show very different behavior sitting on a separate play gym. We also see a big difference depending the height of the parrot’s perch. A parrot sitting on a high place will usually show defensive behavior when approached. Sitting on a lower position, the same parrot is often happy to step up to the hand. It explains why the same bird, sitting on the shoulder or sitting on the hand of the owner, is expressing different behaviors. Parrots need company to be the socially interactive birds that they are. Any isolated social animal will develop insecure behavior. However, we do not recommend pair bonding in companion birds. Pair bonding with the owner creates aggressive behavior toward other family members. Having a male and a female of the same species can create typical territorial behavior that will create a problem for the birds as well as for the caretakers. Having a parrot as a companion bird can be considered as a very unnatural situation; having a breeding pair of parrots as companion birds is even more unnatural. It is my experience that having different species as companion parrots can prevent many behavior problems.

Handling Parrots Who Show Aggression and Redirecting Biting Behaviors We have to realize that dealing with aggressive behavior requires dealing with the whole bird because there is never just “aggressive behavior.” The typical question, ”How can we teach the bird not to bite?” is therefore incorrect. The correct question is, “Why is the bird biting, how have we reinforced biting and

children in much the same way as human adults do. Children are not seen as threatening or intimidating and therefore do not make the birds feel insecure, creating defensive behavior. This is all the more striking when compared with the behavior of dogs. When a dog owner is afraid that his pet might bite a child, his insecurity confuses the dog and increases the chances that the dog will indeed bite the child. In spite of the fact that most parents feel anxiety about the perceived risk that a parrot will bite a child, parrots do not respond to this by biting. At most, the bird plays a game in which he pretends to bite but does not carry out the “threat.” The frightened reaction of the parents can be regarded as a “reward” for this undesired behavior, thus reinforcing it. Even in situations where one could think that the parrot had every reason to bite, as when a child “pets” the bird too hard, pulls a tail or intentionally or inadvertently teases, parrots do not inflict the expected wounds. At most, a bruise may result, and this is most often caused by pulling back of the finger or hand that was being held in the beak. Apparently, parrots have a natural inhibition when it comes to biting children. This is all the more reason to respect their natural behavior. Parrots biting children is a sad myth.

Biting as Learned Behavior As with any behavior, biting will increase when the consequence of the behavior is rewarding. There is no such a thing as “just biting.” It is not uncommon, for instance, that caretakers warn me that a parrot hates men and bites them. This is an example of a self-fulfilling prophecy. The caretakers are surprised when a man not hindered by prejudice walks away with the bird on his hand after a few minutes. Most owners do not realize that parrots use their beak as a tool to climb instead of with the intention to bite. This may explain why biting in hand-reared babies is a very common problem; babies are using their beak to explore. When normal behavior such as grabbing a finger creates a predictable response that is rewarding to the bird, the behavior will be repeated. There are always specific circumstances, reasons and consequences that make the behavior occur over and over again. Any response can be considered as a reward. Asking the bird to “be gentle” can be reason to bite again, to make you say it again. Waiting until exploring becomes hurtful and responding at that moment is creating unwanted behavior. Any punishment, and even “a time out,” can become a reward. Sometimes it’s a challenge to identify the reward that is the reason why the bird performs a behavior repeatedly.

18


Using the 5 step behavior procedure for less then a minute makes it possible to towel the parrot for a physical examination, take a blood sample, or groom the beak or nails without creating a traumatic experience for the parrot. Owners will be amazed to see that parrots, after handling, feel more comfortable than before handling. Although it is not possible to describe all the different possibilities dealing with each parrot and each species, there are common guidelines to follow when dealing with parrots. The most important aspect of dealing with parrots is the attitude of the person or persons caring for the parrot. A basic protocol for veterinarians and caregivers can be summarized in the following five steps. This protocol can also be used with any parrot showing any behavior problem, such as biting.

Step 1. Establish yourself as a leader through nurturing guidance. You must demonstrate to the parrot that you are in charge through your confidence and self-assurance. Show that you are comfortable, that you don’t have a problem with anything. Be a positive role model. This should be conveyed without looking at the parrot and without interaction. Be silly, play with an item or toss a little ball against the ceiling or wall to get the bird’s attention. Parrots feel comfortable with people who are comfortable in the presence of parrots. Your interaction around the parrot will tell him all about you. It means that people often have to act and play a role around the parrot.

Step 2. Step 2 rewards the behavior that has been manipulated by our attitude performed in step 1. The bird become comfortable by watching us and observing that we feel great/happy under all circumstances. Establish yourself as the one who shows unconditional love and caring. Tell the parrot that it’s the most beautiful creature on this planet and how precious it is to you. Mean it, because your positive attitude is a reward. Be a professional actor. Step 3 It is important to reward the intelligence of the parrot by sharing, in detail, what there is to see around it, such as birds in the trees, toys on the table, colors, shapes, sizes, objects. Establish yourself as the best teacher the parrot can wish for. At the same time, show your own intelligence. Make the bird feel important with a comfortable and positive posture. Parrots truly enjoy people who share knowledge and enthusiasm.

what can we do to reward a different behavior?” We need to approach a specific problem with a holistic approach. As with humans, the first impression is very important. We need to show a bird that the caretaker/veterinarian is knowledgeable about parrots and the specific species involved, and to show respect for the bird as a prey animal. We should approach the bird without looking at it, so we do not appear to be a predator going after a prey. Turning our back toward the parrot also shows the opposite of intimidating behavior and will allow the bird to realize you are a friend. Telling the bird it is beautiful will help the bird to relax. This positive attitude will create trust and prevent defensive behavior. This positive attitude will create a situation in which the bird is willing to cooperate and step up on the hand. In the context of the veterinary clinic, we must realize that owners may be nervous and uncertain about what to expect during the consultation, examination and treatment. The attitude of the owner can have an influence on the behavior of the parrot and it is an important factor to consider before approaching the parrot. The caregiver and the parrot need to experience a professional and friendly approach based on knowledge and experience. Professionals should show control, be nice and be interesting, because a professional is also a teacher. During an office visit, we talk about basic behavior issues with the caretaker before approaching the parrot. Not paying attention to the parrot during the conversation with the caregiver gives the parrot the opportunity to learn who you are and what your intentions are. The owners sit on a chair while I stand. The cage is put behind my back or the parrot is put on a T-stand in the corner of the room, instead of on top of the table in the middle of the attention. The caregiver is asked to look at the whole room and not the parrot. Every time the caregiver looks at the bird when it shows fear, he/she rewards and confirms the bird’s fear and uncertainty.

5-Step Behavior Protocol To Show Respect And To Prevent Behavior Problems The Clinic for Birds has developed a 5-step behavior protocol to show respect for the bird as a prey animal, to reward wanted behavior, to acknowledge the parrot’s intelligence and to redirect unwanted behavior. Using this protocol, biting is not rewarded. Touching, feeling and chewing an object becomes wanted and rewarded behavior. Using this protocol, unwanted behavior is redirected into wanted behavior using positive reinforcement.


19


within 30 seconds. It may only take a few minutes of using the 5-step protocol in the exam room, prior handling, to make sure the bird understands that the veterinarian does not intend to do harm but is using positive reinforcement to achieve positive behavior even under scary circumstances. At the Clinic for Birds, the minimum length of high-quality time spent per day with a parrot with behavior problems is 20 minutes. Working with a bird for 10 minutes, two to three times a day, can make all the difference in the world. At the same time, it’s important not to respond to the bird’s undesirable behaviors. Parrots respond to the positive circumstances that are arranged in their environment. The most powerful component of this is how the parrot is handled. This teaches the parrot and the owner to be calm and confident. It is impressive how parrots can adapt to fearful situations. Wild caught parrots have shown that over the centuries. Parrots can easily overcome fear in a way that most humans cannot. I tell my clients that I do not expect them to get the same results within 10 minutes. They should have realistic expectations, and I share my experience and knowledge as a parrot behavior consultant and avian veterinarian over the past 25 years. It is a joy to see that owners are able to make a dramatic change in their attitude, but it may take weeks or months before owners are able to consistently change their attitude toward the bird, learn the proper timing of positive reinforcement and redirect unwanted behavior.

Wing-Clipping as a Management Tool to Prevent Behavior Problems As social and intelligent animals, parrots need to be part of social interactions with family members inside and outside the home. It is also vital for any bird to be outside as much as possible because they need sunlight and fresh air. Birds who are allowed to fly around in the house generally do not come outside because their cages are often too large to handle. In my experience, very few owners are capable of dealing with a full-flighted parrot. Over the years, wing clipping has become, in many situations, a major part of taking care of a companion parrot. For parrots, flight is essential for survival, for finding food and roosting places, and to escape from predators. Flying can also be a part of their natural courtship behavior and a part of providing food for the partner and for youngsters. In nature, flying takes only a very small part of day. As we can see, in nature, flight has many functions, but most of them are no longer valid for a companion parrot or as parrot a within aviculture.

There is no question that they will listen, watch and learn. Reward the bird for listening, watching and learning.

Step 4. As a reward for listening and learning, tell the bird that it’s okay to touch your pen, toy, paper or towel and praise the bird enthusiastically for doing so. Only let it touch items when you say it is okay. Otherwise, when the parrot reaches out for something, just take it away without a word and present it again after a few seconds. Then tell the bird that now it’s okay to touch or even bite into the item. Parrots are then usually very gentle, touching with their tongue. Allow the bird to participate in the learning process by offering it new, small, unthreatening objects. Let the bird experience that it may touch and feel the objects and allow it to investigate. Praise each positive move. Each time you present your hand for the bird to step up and it does it, praise the bird enthusiastically. The parrot will perform the wanted behavior because it is being positively reinforced. Step 5 It is important to create circumstances in which we feel comfortable. When we feel comfortable, there is a reason for the bird to feel comfortable. When the parrot shows fear, do not reassure the bird or explain that there is no reason to be afraid. Reassurance can easily create more fear and insecurity because it confirms that there is reason to be frightened. From my experience, after going through steps 1 though 4, a situation is created that can be described as mutual respect and mutual trust. When the bird fears a place or object, such as the towel, be understanding and start over again with step 1 of the protocol. Soon the bird will experience which behavior is rewarded and which behavior is not rewarded. When the bird is comfortable enough to touch an object of which it was fearful to begin with, reward the bird by telling it how brave and wonderful it is. Each time it overcomes a fear, reward the bird. All parrots need to overcome fear and insecurity, and this will help to stimulate self-esteem. The purpose is to create a situation in which a parrot accepts novel situations. It can be examined, have blood taken, groomed, wings clipped, gently toweled, etc. Owners are amazed to see how comfortable the parrots are as they step onto the hand after taking a blood sample or giving injections. The 5-step protocol is a technique for desensitizing the parrot. Showing respect and trust creates respect, trust and self-esteem. It is critical to always use the five points in the right order. The whole protocol may take less then one minute and can even be performed


20


feathers. It takes about three to four weeks to grow a new feather that is the same length as the clipped feathers. The number of times new feathers have to be clipped depends on the species and the molting activity of the individual bird. Owners are educated to perform the procedure of wing clipping as a daily routine to ensure that the procedure is experienced as a positive part of the daily activities, ending with rewarding the bird for its behavior. This daily routine also ensures that the parrot cannot “suddenly” fly again. The same procedure is advised for trimming with the nails using a file. n my experience, we see fewer problems with wing-clipped parrots when manipulating them for a physical examination, treatments and injections. They show respect and trust when we need to do the nails and beaks and show self-confidence afterwards. They do not develop what would be described in human behavior as “hard feelings.” In my opinion, birds who are not wing-clipped generally show more fear and are more difficult to handle, experiencing a simple procedure as a stressful event. They show a lack of trust and no self-esteem. It has been my experience that wing clipping as part of good parrot management can prevent common problems. Wing clipping provides the birds more freedom and joy than having the opportunity to fly free in the house and not being taken out for a walk outside and becoming a part of “the human flock.” In my opinion, this is the only way for the average parrot owner to take care of their bird and ensure the health and well-being of that bird. Wing clipping can also have advantages for parrots within aviculture when the birds are housed in cages too small to give them the opportunity to really fly. Wing clipping enables the aviculturist to take the birds out of their cages and interact with them in a positive and trusting way.

Avoiding Shouldering to Prevent Aggressive Behavior There are major misunderstandings concerning the issue of parrots being allowed on the shoulder. Insecure parrots look for a higher position, which is the main reason parrots want to sit on the shoulder. Shouldered parrots often show defensive behavior. This behavior is often interpreted as “dominant” behavior, although the behavior actually is based on insecurity. These birds are usually shy, show a strong bond to one person and show unreasonable fear of certain objects or situations. Most birds that sit on the shoulder bite, scream and feather pick more often. The owner has no control over the bird on the shoulder

Parrots with clipped wings have many advantages. • Birds develop increased self-esteem and show less fear in new circumstances. • The parrot can join the caregiver in more activities, ensuring better bonding. • Parrots show less fear/insecurity/aggression and other unwanted behaviors. • Birds can be taken out daily, into the garden, hiking or biking into the woods, on a boat trip, etc. • Other members of the family and friends are able to take the bird on the hand and interact with it. Fully flighted birds are not able or allowed to participate in all kinds of family activities and are confined to spending their time in a cage waiting till the family comes home. At the Clinic for Birds, wing clipping is never performed just because it benefits the owner. Wing clipping is only done with a thorough behavioral consultation. Wing clipping is more than just clipping wing feathers; it has to be part of responsible care of the needs of a parrot who is kept as a member of the family. We do not perform wing clipping until the owner is well educated about the risks of flying parrots. Wing clipping should be done only on parrots who have learned and practiced flying as part of their physical development. In young parrots wing clipping should be done gradually over a period of several weeks. At the Clinic for Birds, the first wing clip is only done in combination with a serious behavioral consultation that takes at least an hour. Owners receive a written report and recommendations, and are asked to call after 7 to 10 days with an update. The caregivers are encouraged to keep a log book to write down specific situations and questions that arise. The next behavior consultation is done after four weeks, to re-evaluate the situation, to answer questions, to discuss the future possibilities and to further educate the caregivers. Wing clipping can be done in a series of sessions and must always be symmetrical so the bird is always in balance and can exercise with wing flapping as a normal part of its behavior. Wing clipping is done so that the bird is able to fly about six feet, to prevent injuries. The number of outer wing feathers that are clipped depends on the species. For African grey parrots, we clip about eight feathers, for cockatiels we clip more. The feathers are clipped about half an inch from the coverlet feathers. Wing clipping is a reversible procedure. During molting, clipped feathers will be replaced by new


21


both wild and in captivity. The Parrot Walks have become one of the most rewarding days as an avian veterinarian and parrot behavior consultant over the past 25 years. Clients look forward to the next parrot Picnic/Parrot Walk. At this moment, we have about 1,000 families on the invitation list for the next event. We are also creating a network of dedicated owners to ensure that when problems occur within families, others are available to help, including a network of families that are willing to become foster homes for those parrots whom we have to rehome. In this way, we are trying to create a social network to ensure the well-being of the parrots under our care. We are fortunate that the list of possible adoption homes is longer then the list of parrots who need to find a new home. I would like to encourage everyone to organize these events and networks. Avian veterinarians, bird clubs and parrot rescue organizations can organize them. They help to make everyone aware of the responsibilities of taking care of a parrot. They are also a great way to bring attention to the many parrots who are living under devastating circumstances all over the world because of ignorance, neglect, or being used just for commercial purposes.

Conclusions Biting behaviors need to be considered as part of a complex of behavior, determined by the circumstances. Biting is a natural defensive behavior in prey animals as part of their survival strategy. Biting is a natural territorial defensive behavior. Biting can become a learned behavior in parrots because the behavior has been (unintentionally) rewarded. Under parrot-friendly circumstances, biting is not intended to create serious injuries. Parrots have no intention at all to bite children or cause serious injuries. Biting can be prevented and replaced with positive/wanted behaviors using the 5-step protocol. There is every reason to have much respect for the intelligence and the social behavior of parrots. This is certainly the case when we realize that they are capable of adapting to extremely unnatural circumstances and, in captivity, becoming companion birds. It is up to avian veterinarians and owners to change their attitudes and behavior to create circumstances in which parrots flourish and have no reason to express aggression or biting behavior.

Acknowledgments: I want to thank Mrs. D. Arnall for helping me by correcting all the linguistic errors, which is very much appreciated.

and commonly gets bitten on the ear or cheek. In our experience, birds sitting on the shoulder may like the owner but do not appear to respect the owner. Owners often have good intentions but lack the education and experience to deal with an intelligent parrot. Owners often use the argument that it is convenient to have the bird on the shoulder. Falconers have kept their birds on their hand for thousands of years and not on their shoulder. Falconers have a long tradition of handling, dealing and working with raptors in captivity and this knowledge shows in their handling expertise. Despite all the differences between raptors and parrots, owners of parrots can learn from the expertise of falconers. Well-educated parrots show self-esteem, respect for the owner and people in general, and are playful, interested in learning and, in my opinion, do not need to sit on the shoulder.

Organizing a Parrot Walk/Picnic to Prevent Unwanted Behavior For the health, welfare and well-being of a bird and to prevent unwanted behavior, it is essential that the bird is outside as much as possible. The general rule is that a bird should be outside at least once a day to have the benefit of direct or indirect sunlight and fresh air. In the Clinic for Birds we explain that even criminals in prison have the right and privilege to go outside every day. Sunlight is an essential part of the well-being and health of humans and animals. People can develop serious psychological problems when there is too little sunlight. People are provided with light therapy to address sleeping disorders and depression. The lack of sunlight can cause serious health problems such as bone deformities. Sunlight is crucial in the formation of vitamin D3, and therefore is essential in bone formation. Go for a walk with your bird or take it to visit friends. Both you and your parrot will enjoy being outside the home and bonding. Since 2000, the Clinic for Birds has had an annual Parrot Picnics/Parrot Walks for invited clients. The event is supported by and sponsored by Harrison’s Bird Foods-The Netherlands and by the Society for Parrot and Parakeet Welfare (SPPW). In 2006, five outdoor parrot events were organized as the result of the cooperation between these organizations. Organizing a Parrot Walk for owners of parrots has proven to be a great and stimulating event. Complete strangers became friends and become more motivated to do the right thing, ensuring and promoting the welfare of their parrots. Exchanging experiences is fun and is also a learning process. These events have drawn local and national media attention in newspapers, radio and television. The media attention helps bring attention to the welfare issues of parrots,


22


14. Wilson L, Behavioral Problems In Pet Birds. In Olson GH, Orosz SE, eds. Manual of Avian Medicine, St. Louis, MO: Mosby: 2000: 125-147.

References1. Clubb, S,L K.J. S.L. Clubb, S. Phillips, and S.Wolf. 1002. ”Intraspecific aggression in cockatoos.” In: Psittacine Aviculture: Perspectives, techniques and research, ed. R,M, Schubot, K.J. Clubb, and S.L. Clubb, chapter 8 . Loxahatchee, FL .

2. Friedman S.G., Edling T,M, Cheney C. 2006. The natural science of behavior. In: Clinical Avian Medicine, ed Harrison G., Lightfood T. Spix Publishing, Inc. Fl. Palm Beach. 46-59.

3. Marquardt C. 1992. An Experiment In Colony Breeding The Hyacinth. In: Psittacine Aviculture: Perspectives, techniques and research, ed. R,M, Schubot, K.J. Clubb, and S.L. Clubb, chapter 26. Loxahatchee, FL .

4. Hooimeijer J, Organizing a Parrot Walk/Parrot Picnic: Proceedings of the Annu Conf Assoc Avian Vet, Pittsburgh , 2003.

5. Hooimeijer J. Behavior Problems of Cockatoos in Captivity. Proc. Assoc. Avia Vet, New Orleans 2004, 271-281.

6. Hooimeijer J. A Practical behavior protocol for dealing with parrots. Proc. Assoc Avian Vet, Pittsburgh 2003: 177-181.

7. Well, K. 2006. Aggressive Behavior in Pet Birds. In: Parrot Behavior Manual ed. A. U. Luescher, 211-217. Blackwell Publishing. Iowa.

8. Sant Van F. Problem Sexual Behaviors of Companion Parrots. 2006. In: Parrot Behavior Manual. ed. A. U. Luescher, pp 233-245. Blackwell Publishing. Iowa.

9. Wilson L. Biting and screaming in companion parrots. Proc Assoc Avian Vet, Portland 2000, 71-76.

10. Wilson L., Linden P., Lightfoot T.L, Early Psittacine Behavior and Development. In: Clinical Avian Medicine, ed Harrison G., Lightfood T. Spix Publishing, Inc. Fl. Palm Beach. 60-84.

11. Van Sant, F. Seeing The Rain Forest Through The Trees; Proceedings Annual Conference of the Association of Avian Veterinarians, 1993 Nashville, p. 228-232.

12. Davis Christine. Behavior Problems Unique to the Companion Psittacine Bird. Proc. Pre Conf. Spec. Progr. Assoc Avian Vet. Monterey 2001; 17-23.

13. Lightfood T.L. Captive-raised Psittacine Birds and Species Differences in the Animal Hospital Environment. In Proc Pre Conference Specialty Program of An Conf. AAV 2002, Monterey. P 25-33.



23

Survey Finds High Satisfaction withService Dogs

Pamela S. Hogle

The survey was conducted via e-mail and regular mail where an e-mail address was unavailable. All Assistance Dog Institute service dog partners received paper surveys by mail; all Susquehanna Service Dog service dog partners received the survey via an e-mail sent by the organization; NEADS service dog partners received the survey by e-mail if an address was available (75), otherwise they received a paper survey by mail (25). Seven surveys that were mailed were returned as undeliverable, and several e-mail addresses were no longer operational. It is not possible to determine how many other mailed and e-mailed surveys did not reach the addressee. Of the 225 surveys sent out, a total of 88 service dog partners responded, a very high response rate of just under 40 percent. Of these, 81 (92 percent of respondents) have active, working service dogs. The others had dogs who have retired, had service dogs who passed away, or responded for a family membe who had passed away. Service dog partners whose dogs had died or stopped working were asked to respond to questions about the dog’s skill level when the dog was actually working as a service dog. Survey responses were collected anonymously and responses were sent to me, not to the organizations that placed the dogs. I identified myself as a graduate student at Assistance Dog Institute, and assured respondents that their answers would be confidential. However, even with these safeguards, it is impossible to know whether the responses represent typical attitudes of service dog partners or are a self-selected group of people who are satisfied with their dogs. The survey, which is included as Appendix A, asks about the respondents’ relationship with their dogs, their satisfaction, their expectations, and how they deal with problems that arise. Several questions attempt to assess the dogs’ responsiveness and skill level. It is not possible to determine what training methods were used with an individual dog, both because the responses were anonymous and because, even within organizations, training methods change over time and different trainers within an organization might use different approaches. Therefore, the survey and this paper do not address differences in training methodology. This paper looks at a subset of the responses dealing with the respondents’ characterization of their relationship with their dogs

Introduction Service dogs assist their partners, usually individuals with disabilities that impair their mobility or their use of one or more limbs, with daily tasks such as retrieving specific items, including, items that have been dropped by the dog’s partner, and opening doors. Although my research found that this type of practical assistance is often a primary reason that an individual with a disability initially decides to get a service dog, once a service dog team begins working together, I learned, the relationship often becomes as important as that assistance. Service dogs usually provide much more than task assistance; they provide companionship and emotional support to their human partners that enriches both their lives and their teamwork. The Survey As part of a larger project looking at the service dog partnership from a variety of angles, I conducted a survey of service dog partners whose dogs had been trained by one of three organizations: NEADS, in Princeton, Massachusetts; Susquehanna Service Dogs in Harrisburg, Pennsylvania; and Assistance Dog Institute in Santa Rosa, California. NEADS is a national organization, although its location means that a majority of its clients reside in New England. Similarly, Assistance Dog Institute is a national organization but a majority of its clients live in California. Susquehanna Service Dogs serves clients mainly in Pennsylvania and surrounding states. These organizations were selected because each has a different approach to training and placing service dogs; because they are strong organizations that have been placing assistance dogs for many years; and because together, their client base covers most of the United States and includes individuals with a wide range of disabilities. I believe that a survey of this population constitutes a representational sample of individuals working with organization-trained service dogs in the United States. The survey was sent only to service dog partners who had been working with their present service dog for at least a year. The group was composed of 75 Assistance Dog Institute clients, 100 NEADS clients, and about 50 Susquehanna Service Dog clients. The survey was not sent to individuals who trained their own service dogs.

24


Survey Finds High Satisfaction with Service Dogs • Pamela S. Hogle

changes strangers’ public experience of me. I feel like a leper without him,” wrote one service dog partner. Approaching the question from a different angle, the survey asked respondents how often they leave their dogs at home and why. Fifty-six respondents (63 percent) said they rarely or never leave their dogs at home. An additional 14 percent (12 respondents) leave their dogs at home less than once a week. One service dog partner who responded that the dog never goes out in public also indicated never leaving the dog at home—this individual wrote in a comment, “I am always at home and so is he [the dog].” By far the most common reason partners cited for leaving their dogs at home, on the rare occasions that they do so, was doctor’s office visits and undergoing medical procedures. Other reasons mentioned included visiting friends with allergies, family gatherings, and three respondents said they leave their dogs at home when they go to school or work. Some service dog partners commented that family or friends regard the dog as a pet and view taking the dog along everywhere as “inconvenient”; others described encounters with curious or unfriendly members of the public when out with their dogs. In addition to asking respondents about their overall relationships with their service dogs, several survey questions addressed the dogs’ responsiveness to verbal commands and to their partners versus other people (family members or attendants) who give the dogs commands. Here, too, the survey found that close relationships paid off. For example, 70 respondents (nearly 80 percent) said that their service dogs always or frequently respond to requests the first time the command is given and 59 respondents (67 percent) said that they never or rarely had difficulty getting the dog’s attention. A substantial 73 respondents (83 percent) said the dog always or frequently responds to verbal commands without physical correction. The dogs are responsive to other familiar individuals as well, but less than with their partners: 30 dogs (34 percent) frequently respond the first time a family member or care attendant gives commands and 28 (32 percent) sometimes do.

and the dogs’ skill level and responsiveness. Presentation of the Data Survey respondents overwhelmingly reported very close and affectionate relationships with their service dogs, with 80 respondents (91 percent) stating they would describe their relationship with the dog as affectionate and 8 (9 percent) declining to answer this question. Asked to characterize their relationship with their dogs, 58 (66 percent) called the dog their “best friend or soul mate.” (Note that respondents could choose more than one response to this question.) The dogs do provide practical assistance in a meaningful way, as well as companionship—85 respondents (97 percent) reported that their dogs’ skills meet their needs. Although16 respondents (19 percent) said they initially expected the dog primarily to provide assistance with daily tasks, no respondents reported that to be the case—12 respondents (14 percent) say their dogs provide primarily companionship, while 73 respondents (84 percent) say their dogs provide both companionship and assistance in equal measure. An overwhelming majority, 72 respondents (82 percent), said they would get another dog if their dog stopped working. Of the respondents who would not, some mentioned progression in their disability pushing them toward moving into a nursing facility, and others were not service dog partners themselves but were responding for a service dog partner who had passed away. Respondents who indicated that they would get a successor dog were then asked whether they would seek a dog from the same organization; apply to a different organization; train their own dog; or hire a professional trainer. Of the 72 who would seek successor dogs, only two would look for a different organization, one would train his or her own dog, and three would seek a professional trainer—66 would apply for a successor dog from the same organization! Respondents were asked for free-text comments about anything to do with their service dog partnership, and several used this space to sing their dogs’ praises. “He makes having a disability—fun! I never thought I could feel this close to an animal,” one wrote. “My dog, Verne, fulfills my life and meets my needs,” commented another. “Banner is one of the best things that has happened to me. He has been a great big help with my walking. I am able to get out more,” stated a third.The survey also found that service dog partners do not want to be without their dogs. Sixty-one respondents (69 percent) said the dog always accompanies them in public, with an additional 15 respondents (17 percent) reporting that the dog frequently goes with them out in public. “The most valuable aspect of having a service dog is how he

25


Pamela S. Hogle • Survey Finds High Satisfaction with Service Dogs

While they are working, service dogs can sometimes be distracted. The dogs in the survey, however, were rarely distracted by noise, people, or other animals.

By far the most troublesome distraction is food, followed by other dogs. Eight dogs were reported to be “always” and 9 “frequently” distracted by food, a total of 19 percent; 5 are “always” and 9 “frequently” distracted by other dogs, a total of 15 percent. On the other hand, 17 dogs were “never” and 25 were only “rarely” tempted by food (a total of 47 percent); while 16 “never” and 25 “rarely” paid attention to other dogs. In a free-text comment area, a few respondents mentioned fearful or distracted responses when their dogs encountered waving banners or flags, and several mentioned fear responses to thunderstorms. The good news, though, is that only a very small number of dogs are “always” or “frequently” distracted by even these tough challenges. Partners of these dogs, however, find the dogs’ distractibility troubling. One respondent whose dog is “always” distracted wrote that “the distraction problem can be a nuisance.” Another wrote that her dog’s behavior in restaurants is so problematic that she avoids any but the most casual eating establishments while working to resolve the issue. Service dog partners tend to use the training equipment that the training organization issues at the time they receive their dogs, or they simply use a flat collar and leash. Two respondents said they use spray collars for barking problems and one uses a shock collar but did not specify why. Thirty-five teams use a Gentle Leader or other head collar; nine use a martingale or “limited slip” collar; and eight use a training or “choke” collar. Conversations with trainers at the various organizations indicate a strong correlation between results and the equipment issued by the organization. However some organizations vary the equipment they issue according to the needs of the team or have changed their training approach and no longer issue items, such as a choke chain, that were once used. Therefore, it is impossible to know exactly which teams have begun using equipment

Retrieving is an essential skill for most service dog teams, so the survey singled out retrieve performance for special examination. Sixty-nine respondents (78 percent) said their dogs always or frequently retrieve requested items immediately and 42 respondents (48 percent) said their dogs rarely or never drop items or require several attempts to retrieve them. An additional 30 respondents (34 percent) said the dogs sometimes do. The survey did not distinguish between retrieves of dropped items or specifically requested items. All three participating service dog organizations routinely train service dogs in both types of retrieve, and will even train a dog to retrieve a specific item, such as a cane, a lunch box from the refrigerator, or a cell phone, if the service dog applicant requests this skill.

The close relationships between service dog partners and their dogs pay off in an additional, unexpected way: Most service dogs are doing more than merely responding to commands; they are figuring out what their partners need without being asked. The survey found that 79 percent of the dogs always or frequently anticipate their partners’ needs and 16 percent sometimes do that.

26


are forming good relationships with their clients, while also pointing to the importance of making follow-up training available and maintaining contact with graduates. Of course, the possibility that only “satisfied” service dog partner responded must be considered, but the very high response rate shows a large proportion of satisfied partners.

that was not issued to them at the time of placement.

When they do have problems with the dogs, more than half (45 respondents) train or problem-solve on their own; and most of the rest (32 respondents, or 37 percent) return to the organization that trained the dog for assistance. Only three respondents said they had consulted a professional trainer in their area for additional training or problem-solving assistance.Summary and ConclusionsFor more than 30 years, service dogs have offered people with mobility-limiting disabilities the possibility of greater independence and freedom from reliance on other people for some daily tasks. However, the overwhelmingly positive responses indicate that service dog partners are gaining more than a competent, responsive practical assistant. The close bond provides them with a companion, in many cases a best friend and soul mate. Respondents’ positive assessments of their relationships with their dogs and their dogs’ performance were consistent across the survey, which is good news for all three participating organizations. Public access is critical for these service dog teams because, as the results show, the teams go everywhere together. Service dog organizations could see this, along with several comments about access problems or ignorance of laws enacted as a result of the Americans with Disabilities Act, as an indication that educational efforts aimed at both clients and the community at large about access rights and responsibilities should be a priority.Few respondents mentioned any strong negatives to having a service dog, though one commented, “It is work. It is much like having a child and every day you must put forth effort. However, the result is worth it, if you’re willing to put in the effort.”The positive responses and strong inclination to seek problem-solving help—and successor dogs—from the same organization shows that these organizations


27


Appendix A: Service Dog–Client Partnership SurveyThank you for participating in this confidential survey on service dog–client partnerships. Your responses will assist service dog trainers and organizations in improving their training and placement methods to better serve the needs of future service dog clients. Your answers are confidential, and I will not receive personal or identifying information with your responses unless you choose to include it. The survey will take about 30 minutes to complete. If you would like more room to answer any question, please attach additional sheets of paper.Do you currently have a working service dog? Yes / No

How was your service dog trained? ___I trained my own dog ___Privately, with professional trainer ___Service dog organization: (Please specify ________________________________)

If you currently have a working service dog, please skip to question # 6.

When did your service dog stop working (month and year)? ___________________

Why did your dog stop working? ____Dog was ill (or dog passed away) ____Dog retired because of his/her age ____I was unable to continue working with the dog (please explain below)

Why did you decide not to get a successor service dog?

Respondents who do not currently have a working service dog, please skip to question # 12.

When did you get your service dog (month and year) ? ___________________

Is he/she your first service dog? Yes / No

If your dog retires due to age or illness, will you get another service dog? Yes / No

If Yes, would you prefer to: ___ Train your own service dog ___ Hire a professional trainer ___ Get another dog from the same organization ___ Get a dog from a different organization If No, why not?

Which statement most accurately describes your relationship with your dog: ___ Constantly working to improve it or struggling for control


28


___ The dog works effectively for me ___ Best friends or soul mates

Would you characterize your relationship with your dog as affectionate? Yes / No

Since placement, has your relationship with your dog: ___ Become problematic or shown a decline in dog’s skills or in team performance ___ Remained the same since placement ___ Steadily improved over time ___ We were instant soul mates and that continues to be the case

When you got your service dog did you expect primarily: ___ Assistance with daily tasks ___ Companionship / emotional support ___ Both in equal measure

Does your dog primarily provide: ___ Assistance with daily tasks ___ Companionship / emotional support ___ Both in equal measure

How much time per day does the dog spend: Working for you ___hrs/day Exercising and playing ___hrs/day Other interactions with you ___hrs/day Sleeping ___hrs/day

Is it difficult for you to get your dog’s attention? ___Always ___Frequently ___Sometimes ___Rarely ___Never Does your service dog indicate an interest in or anticipate your needs? ___Always ___Frequently ___Sometimes ___Rarely ___Never When you give a command, does the dog respond to your first request? ___Always ___Frequently ___Sometimes ___Rarely ___Never

When an attendant, family member, or facilitator gives a command, does the dog respond to the first request? ___Always ___Frequently ___Sometimes ___Rarely ___Never When your dog is working does he/she: Make eye contact with you ___Always ___Frequently ___Sometimes ___Rarely ___Never


29


Pull on the leash ___Always ___Frequently ___Sometimes ___Rarely ___Never

Approach people without permission ___Always ___Frequently ___Sometimes ___Rarely ___Never

Respond to voice commands without physical correction ___Always ___Frequently ___Sometimes ___Rarely ___Never

Retrieve requested items immediately ___Always ___Frequently ___Sometimes ___Rarely ___Never

Play with or chew retrieve items ___Always ___Frequently ___Sometimes ___Rarely ___NeverDrop items or require several attempts to retrieve an item ___Always ___Frequently ___Sometimes ___Rarely ___Never

Is your dog distracted by: People ___Always ___Frequently ___Sometimes ___Rarely ___Never Dogs ___Always ___Frequently ___Sometimes ___Rarely ___Never Food ___Always ___Frequently ___Sometimes ___Rarely ___Never Other animals ___Always ___Frequently ___Sometimes ___Rarely ___Never Noise ___Always ___Frequently ___Sometimes ___Rarely ___Never

Does your dog ever show fear or nervousness? Yes / No If Yes, in what situations?

Does your dog ever refuse to perform a command? Yes / No If Yes in what situations?

What do you do if your dog refuses a command?

Does the dog have the skills you require in a service dog? Yes / No

What additional skills would you like your service dog to learn?

Are there any behaviors occurring which are or might become problematic?

How do you obtain additional training or resolve problems? ___ Train or problem-solve on my own ___ Get assistance from the organization where the dog was trained


30


___ Hire a private trainer or go to training classes ___ I don’t do any additional training or problem-solving ___ I don’t know where to obtain assistance ___ Other — Please explain below:

Do you feel that you have comfortable control of your dog? Yes / No If No please explain: Does the dog go out in public with you? ___Always ___Frequently ___Sometimes ___Rarely ___Never Do you leave the dog home: ___Part of each day ___1-3 times a week ___Less than once a week ___Rarely or never

Why do you leave the dog at home (check all that apply): ___Going to school or work ___Having medical procedures ___Exercise / gym visit ___Errands ___Dining out ___Other (specify _______________________________________________________) What training devices do you use besides a leash and flat collar (check all that apply):

___Martingale collar

___Training collar (choke chain) ___Pinch collar ___Head collar such as Gentle leader or Haltie ___Chest-fastening harness such as Sense-ation or Premier Easy-walk ___Electronic (shock) collar ___Other (specify _______________________________________________________)

How have these devices helped you?

Is there anything else you would like to share about your experience working with a service dog?

Would you be willing to participate in an in-depth telephone interview or email conversation about your service dog partnership? If so, please enter your contact information and indicate when you prefer to be contacted:


31


Thank you for participating in this survey. Your responses will be helpful in improving the ability of service dog trainers to meet your needs and the needs of other service dog partners. Unless you have entered your own contact information, your responses will be completely anonymous. If you have any concerns or questions, please contact me at [email protected] or at Pam Hogle, P.O. Box 31, West Boylston, MA 01583.


32


When Good Parrots “Go Bad”Liz Wilson, CVT, CPBC

moved farther away from the wall. If the chewing is happening when the bird is out of the cage, the bird is not being adequately supervised. So preventing parrots from damaging woodwork is not a parrot problem, since no behavioral change should be demanded of the parrot. A human, not a psittacine, is directly responsible for any damage done by a parrot. When my Blue and gold macaw gets into the corner cabinet and chews up cereal boxes (which drives my normally exquisitely patient husband bonkers), that is not HER fault. It is MY fault. Chewing on wood is a behavior that is embedded in psittacine psyche. Therefore, wood needs to be provided for safe and satisfying chomping. Indeed, many parrot owners find that frequent offerings of safe woods with bark and leaves (not chemically sprayed, please) can effectively distract that psittacine beak for hours at a time. So instead of trying to change a natural behavior (both impossible and detrimental), we look for ways to step around the problem.

Early Morning Screeches The situation of Myrtle’s early morning serenades also falls into the Whose Problem Is It? category. Myrtle the Yellow-nape is only doing what comes naturally to many species of birds when she performs of her morning arias. Ornithologists have repeatedly documented a phenomena called “the dawn chorus,” when many avian species loudly proclaim the joy of the new day, the rising of the sun, their survival through the night, the borders of their territory, etc. In The Parrot Who Owns Me, Berger comments on the gut-wrenching, strident screeches of Amazon parrots, “who sound each dawn as though they’ve been set on fire and are slowly burning.” Once again, this is a problem only because humans are expecting a parrot to be something other than what it is. Does this mean that anyone who lives with psittacines has therefore signed away his or her sleeping late for as long as they both shall live? Not necessarily. Circumventing an apparent instinct, however, should only be done occasionally, and only with forethought. Rather than give up his beloved languorous sleep-in Sunday morning, one ingenious client hit on the perfect compromise with his Green-winged macaw. Every Saturday night, he would put his macaw to bed as usual in his sleep cage, which was set up in an unoccupied guest room. This room

Angel the ten-year-old Umbrella cockatoo is ripping up the woodwork and her owners are rapidly losing patience with the constant repairs. Myrtle thefive-year-old Yellow-naped Amazon is screaming every morning at sunrise, and her owners can no longer enjoy sleeping late on weekends. Marti the nine-month-old Congo grey is suddenly biting viciously, drawing blood “for no reason,” according to his owners. All of these birds “used to be fine,” according to their owners. What has happened that has changed them so completely from “good” to “bad”? Is it someone’s fault that things went wrong? And if so, whose? While each scenario is different, they all have something important in common: a breakdown in communication between the two dramatically different species of human and psittacine bird. Examining these situations will prove helpful.

An EXCELLENT QuestionWhen dealing with problem situations with parrots, the first question to ask is one put forward by Doane and Qualkinbush in My Parrot, My Friend (Howell Book House, 1994). The question is deceptively easy: “Whose problem is it?” Simplistic though it sounds, it is a critical question that must be answered to fully understand the situation. For example, Angel chewing the woodwork is clearly not Angel’s problem. She is obviously having a grand time! Chewing wood is a natural psittacine behavior, and it is built into their DNA. Parrots are not like puppies who go through a chewing stage as their teeth come in and then outgrow it. Parrots cannot be expected not to chew. So Angel is not being “bad.” Instead, Angel is just being a parrot. Consequently, chewing woodwork is a human problem, not a parrot problem. (Note: The potential toxicity of the woodwork is not within the scope of this article, and will not be addressed here.) Since this is the human’s problem, it is up to the human to figure out how to prevent it. By far the easiest way to prevent the chewing of woodwork (and furniture, upholstery, lamps, computers, sound systems, important papers, etc.) is to prohibit the parrot from contact with them. If the parrot is reaching wood it isn’t supposed to chew through the cage bars, then the cage needs to be

33


Liz Wilson • When Good Parrots “Go Bad”

gently but firmly push away the offending hand repeatedly. Then he would escalate to nipping, and resort finally to drawing blood. When analyzed in this manner, the picture changes quite dramatically. Instead of the grey viciously attacking, we have an animal who is simply trying to politely discourage a behavior that he does not enjoy, only resorting to violence when the human completely fails to understand the bird’s multiple attempts to communicate politely. So who is actually at fault here? OBVIOUSLY, not the parrot. If your answer is that the parrot SHOULD want to be petted, then I am afraid you misunderstand something very fundamental about psittacines, and animals in general. I have worked with many different species of animals over the years, avian, reptile and mammalian, domestic and wild, and I have come to an uncomplicated conclusion regarding petting. Simply put, there is only one animal on this planet who is likely to want to be petted whenever a human wants to pet it, and that animal is the dog. (We cat owners already know what happens if we try to force ourselves on a cat when it is not in the mood to be petted!) And a parrot is NOT “a dog with feathers.”

But He Used to Like It! Marti’s owners wish to interject that it is a recent development that Marti stopped wanting to be petted, so they are justified in their confusion as to his motivations. After all, if he used to like it, then why doesn’t he like it now? This raises another issue entirely. The reality is that parrots are extremely long-lived, intelligent animals, and with intelligence and long life come the ability to change. For several years, my niece used to eat only one brand of cereal for breakfast. She can’t even stand to look at the box, now. As a young adult, I adored putting together plastic models, but those little teeny pieces drive me buggy now. We humans generally change a lot through the years, and so do parrots. Marti is starting to grow up, which is not to be confused with “becoming hormonal” or “getting into reproductive mode.” As an integral part of no longer being a baby, Marti is beginning to develop some independence (visualize an eight-year-old boy, here) and form his own opinions about things. For instance, he is changing his attitude toward being petted. He may have liked cuddling and stroking as a baby, but like most eight-year-old boys, he is developing a strong resistance to it now. Just because Marti’s owners want to pet him, that does not make Marti BAD because he does not wish to oblige. I am not someone who wishes to be fondled by lots of people, and I have the perfect right to enforce my beliefs if someone steps over that line. So do parrots.

was equipped with blackout shades and a white noise machine. The shades totally blocked out the light and the white noise machine blocked the early morning sounds of the birds outside, allowing blissful late sleep on Sunday mornings. So this sensible gentleman developed a compromise between his once-a-week luxury and his macaw’s natural behavior. Other things that fall into the “human problem” and not the “parrot problem” category would be such things as food flinging and generalized messiness, plus “normal” noise levels for specific psittacine species. In other words, if it is the human’s problem, then humans need to look carefully at whether or not their expectations are unrealistic regarding what parrots are … and are not. After all, parrots can be loud, messy and destructive, and the humans who cannot tolerate living with loud, messy and destructive animals should not be trying to live with a parrot. It is totally unfair and absolutely futile to expect an animal to be something that it is not. This would be tantamount to expecting me to be able to sing opera!

Marti, the “Vicious Biter” The situation with Marti, the nine-month-old Congo grey who is biting “for no reason,” is obviously the parrot’s fault, don’t you agree? The owners of this animal would be completely justified in giving up on trying to resolve this problem, since an animal who is aggressive with no justification is clearly bad, yes? Actually, there is no such animal. Instead, this is a sad example of blatant cross-species miscommunication. It is a misconception that ANY animal (humans included) does anything “for no reason.” Instead of, “for no reason,” the words should be rephrased to say, “for no reason that the humans understand.” Once we do this, our understanding of the situation abruptly changes quite dramatically. Since all animals do things for a reason, there is a rationale for the grey’s aggression. If the human is motivated to stop the biting, then the human needs to figure out what the parrot’s motivation is and eliminate it. This is a lovely way to resolve most problems, because when the motivation for the behavior is removed, the behavior will cease. In Marti’s case, after much analysis, the owners were startled to realize that Marti’s aggression was totally predictable. He was most likely to bite when someone was trying to pet him. More scrutiny revealed that there were multiple steps that led up to the grey’s assault. Prior to biting, if he could, Marti would scamper away from the hand that was trying to pet him. If he could not move away, he would lean waaaaaaay back and growl when the hand tried to reach around him to stroke him. As the human persisted in the attempts to fondle him, Marti would

34


Different Perspectives When we parrot people find ourselves in conflict with our psittacines, we need to step back from the situation and try to gain some perspective as to what is actually happening. Careful and perceptive observation of psittacine body language is immensely useful. Indeed, that is the crux of their communication with us. By paying careful attention, we often find that our birds are clearly communicating why they are doing what they are doing. By watching for patterns, we can learn what situations can get our parrots into trouble, and easily avoid them. With careful analysis, we usually find that parrots are only being parrots, and as the “higher life forms” that we like to consider ourselves to be, it is up to us humans to figure out a compromise. Living with a parrot means living with instinctual behavior. Expecting a parrot to be something other than a parrot is futile and sure to end in failure for all concerned. Some behaviors are instinctive (like chewing and vocalizing), and instinctive behaviors are not “bad.” Caretakers will need to evaluate each situation and determine the basis for the behavior and proceed accordingly. Because of miscommunication and misunderstanding, many companion psittacines behave in unacceptable ways, such as screaming for hours or biting everyone around them. It is important for parrot people to understand that negative behaviors need not be written in stone. These behaviors can be changed with patience, understanding and consistency. In other words, a parrot is NEVER a lost cause.

This article was first printed in Bird Talk Magazine, February 2004

When Good Parrots “Go Bad” • Liz Wilson


35

Growing Your Animal Behavior Consulting Business

Lee Livingood, CDBC

• Identifying ways to market at little or no cost • Where and how to look for new business

The Marketing Plan You’ll find many sample outlines and plans by simply doing an Internet search. I’ve incorporated the one provided by Deb Milliron, which is simple enough for anyone to use effectively. It involves only five steps. The parts of the plan are appropriate regardless of whether you are a single proprietor, as I am, or if you have a compliment of employees or partners. What is it? A marketing plan is your road map to getting you where you want to go. Why do I need one? In the mid or late 1970s there was a popular book called If You Don’t Know Where You Are Going You’ll Probably End Up Somewhere Else. There isn’t much else to say. Define what needs to be done. Describe what action or actions people should take as a result of your marketing activities. Visit your web site? Call? Schedule an appointment? Attend your workshop? What are you marketing? Is it a product or a service? What are the results you are looking for? Would you like to generate more sales, more leads, more referral partners? Which marketing techniques are you planning to use? • Paid advertising: placing an ad in some form of media whether print, online billboard or radio/TV • Referral advertising: word of mouth • Free PR: producing informative news articles about you/your service or an issue/specialty you are involved with Can you write a press release, newsletter or know someone who can? Go to www.marketingsource.com/pressrelease and see the release kit. There are templates and articles and you can purchase a sample kit for about $15. There are a range of articles and samples available and a variety of services you can purchase. Or barter services with someone who has skills/expertise that you don’t. Templates for online marketing, search engine optimization, article marketing, newsletter publishing are all there too.

Overview Marketing is not a dirty word. Unless you don’t care about paying the rent or you are doing consulting as a hobby and can afford to operate at a loss, you need to constantly find sources of new business. If we do our jobs well, we lose our clients because their companion animals improved and they no longer need our services. It sure feels great when it happens. But that also means we have to constantly find ways to replace that lost revenue.

Introduction While we’ll cover a number of topics, my focus will be on specific techniques that will help you grow your behavior consulting business without breaking the bank. This presentation will be directed primarily at people who are just starting out and have little if any money to spend on marketing. While the emphasis will be on behavior consulting, the process and the ideas also apply to people who run training classes as part of their business. The information that I’m presenting today comes from three primary sources. The first and most important source is a former student/client of mine, Deb Milliron, who owns Aldus Design and Advertising in Harrisburg, Pennsylvania. In exchange for picking her brain to help flesh out this material, I’m giving her a free in-home session for her family and their dog. The second source is a book called Guerrilla Marketing for Free by Jay Conrad Levinson. And the third source is a condensation of the things that have worked for me. I want to note however, that because something worked in my market or fit my style doesn’t mean it’s right for you. I do want to be clear about one thing: No matter how you market, no matter what techniques you use, everything you do has to remain true to who you are. It doesn’t matter how great an idea is for me or someone else. If it doesn’t fit you, it won’t work. We’ll talk about: • The marketing essentials that any business needs today • Marketing Plans—what they are and why you need one

36


Growing Your Animal Behavior Consulting Business • Lee Livingood

If you answer “pet owners,” think some more. Do you want all pet owners or only those with cats, for instance? On my business card I say that my services are directed to cats and dogs. Do you want clients in only one defined geographic area? Do you want a certain kind of client, such as seniors or families? The more clearly you define that, the more effective your strategies are likely to be. There is no sense in targeting a population that cannot afford your services or isn’t likely to need/want them. So define you audience in smaller pieces. A better answer to the question, who is your target audience? might be “cat owners who live within 25 miles of my office.” Your best source of information about your target audience is your client base. Once you have established a relationship with your clients, ask them to complete a simple questionnaire. Explain why you are asking. Find out who your clients really are. Ask what type of work they do, if you do not already know. Maybe one of them will be a marketing whiz and may be willing to trade services. Ask them to list the three main reasons they chose your service. Find out what kinds of magazines and newspapers they read—especially local publications. On your intake forms or class applications, you should be asking for the source of the referral and the name of their veterinary clinic. Who are your competitors? Again, turn to your clients for answers. Ask what other consultants/trainers they considered and how they learned about them. Ask them which of those trainers or consultants they would consider to be your primary competition. Go to the places where you get referrals now and see whose business cards are displayed. Go to pet events and see who’s listed in the program or who are the vendors. What sets you apart from your competitors? Some of the things that may set you apart are: • Your location • The types or kinds of services you offer • The quality of your client service • Your qualifications • Your fees You need to be able to communicate what you stand for in about 15 seconds. That means perhaps 30 words. Keep it simple. That message must come through in all of your marketing materials. Putting it all together. Once you have your marketing plan developed, create your Marketing Calendar. If your Marketing Plan is your road map, then your Marketing Calendar is your itinerary for the journey. Its purpose is to help you determine what is working and what isn’t. This is where you break your

The better you define what needs to be done, the easier it will be for you to put your marketing plan into motion. Understand the marketing process. It is really difficult to apply a marketing technique if you do not have a good understanding of the process. For example, if you do not know how to use article marketing to promote your business, you will not be able to use it to market. Learning about marketing is essential. It will help you market now, and you can use your newly acquired marketing knowledge to continue marketing your business for years to come. Break your plan into bite-size pieces. Divide and conquer is a proven, time-tested technique for managing complicated tasks. If your goal is to optimize your customer base within the first year, then concentrate on exposure and educating the public about your unique service or specialty. It is much easier to follow along when you map out the steps. Track your results. Tracking your results (or lack thereof) helps you understand what has produced results and what hasn’t. It also helps you compare different marketing methods and determine which one(s) produce better results for your business. Don’t try to do everything at once. Don’t start using five marketing techniques at the same time. You will simply end up jumping from one method to another without spending a proper amount of time on any one of them. If you do not devote sufficient time to applying a marketing technique, you will not get results. Take some time to learn and apply a new marketing technique. Then, once you are seeing results, move on to the next one. Develop a budget. What is your budget (expressed as a percentage of your gross annual income). It is up to you to determine what an appropriate percentage is for you. If you are short on cash then your marketing plan has to focus on the areas that will bring the most revenue from the fewest resources. The Yellow Pages® are great, but there is no sense spending money there if it means fielding a lot of phone calls that won’t yield anything. If you can find less expensive ways to target your efforts to the group of people who are most likely to actually use your services, do it. I’ve never had an advertisement or a listing in the Yellow Pages®. To some, not having such a listing borders on sacrilege. So where do we go from here? Once you understand the steps, you need to identify your audience. Who is your target audience/market and your competition? How do you define your audience? What kinds of people or groups of people are you trying to reach?

37


Lee Livingood • Growing Your Animal Behavior Consulting Business

The other cost associated with creating a web site is software to create the web page. Mozilla, which is a free web browser, includes a web site design function that is pretty straightforward and easy to use. There is an overwhelming number of books on creating web sites written for the novice. There are also WYSIWYG (what you see is what you get) software programs that makes it easy for anyone to design a web site. Before Mozilla included their free composition component, I bought Namo Web Editor, which now retails for about $100 but I’ve seen it online for about $75. I’m sure there are other simple WYSIWYG web editors that sell for less than $100. Check places like: • http://www.pricewatch.com/ • http://www.pricegrabber.com/ • http://www.resellerratings.com/ I also suggest you add some reference materials to your bookshelf. If you are going to write anything, it needs to look professional. Find a book on style if you are uncertain of your writing skills. Get a book on that helps you with page design. Robin Williams wrote several books on design but the two that are geared toward the more novice audience are called The Non-Designers Design Book and Robin Williams Web Design Handook. The Guerilla Marketing book series by Jay Conrad Levinson has several that are directed to low-cost and small business needs. So how do you get there? Advice from a pro. Deb Milliron offers these tips to make you stand out from the crowd. Seven Ways to put you at the top. Roll out the red carpet to everyone, but especially to those who don’t expect it. People hate to pay for poor service and to be treated differently than others. It makes them feel inferior. If you treat people special, they tend to tell everyone they know. Take time to know your customers. Unless you are selling on line and don’t need to have face time with your customer, connecting one on one makes you stand out in their minds and can be your pot of gold for referral marketing. Be easy to do business with. Customers expect single source service. Especially when it comes to a beloved pet, there is no pet like theirs and they need answers to their questions as soon as possible. If you must use answering machines and contact forms from a web site, be sure to answer promptly and take time to listen over the phone or in e-mails. They are coming to you because of what they think you can do for them. Find out the problem first by listening and then proceed to tell them out you can help. Make sure, to the best of your ability, that what you say will happen, will happen—or make it

ideas into small pieces. Create a simple table that identifies the time frame you are going to use for each of the strategies you have defined and how successful each has been. Decide which activity you will focus on in a given time frame. At the end of the time frame, give each technique a letter grade. At the end of a year, toss out any techniques that didn’t rate a B or better.

Essential tools (and some not so essential) You are your most important marketing tool. How you dress, how you answer your phone, how you relate to people and what image you project can make the difference between success and failure. The single most important item in your marketing program is your business card. A tasteful, real business card is an essential. The ones you can print off at home look like they were printed off at home because the card stock is so thin. If you spend money anywhere, spend it here. Your image is how you begin to sell yourself to people who do not know you. You should have a generous stack of your cards with you at all times. Include one in every piece of mail you send—including things like your utility payments. You never know who might open the envelope. When you place your business cards, make it easy for them to be seen. Don’t just hand out a stack. For about $1 each you can buy clear or black business card holders for each of the places that agree to display your card. Do put a non-removable label on the bottom so they know the holder is yours. The same advices applies to brochures you distribute. In today’s world you must also have a computer with word processing software, an e-mail client, and software to create simple publications. Important, but not as essential, is software to create and manage your own web site and a domain name. If your finances allow, have your own domain name. People see a more professional image of you if you have a web address like www.mycatandogservices.com than if your web address is www.aol/mycatanddogservices. While there are plenty of ways to set up a free web page, you can get your own domain name and have your own web site for less than $8 per month. The impression is far more professional. I use Blue Host for $6.95 per month. It includes a ton of services that are extra charges from other hosts. It costs another $8.95 per year for my domain name. There are many low-cost web hosts that are reliable. There are places that provide domain names for as little as $3.95 per year. Do a web search to find what you need and compare reviews of the services..

38


have a long “shelf life.” People tend to save a piece if they feel the service or offer can help them down the road. It is a physical reminder and provides a higher comfort level for the customer. They can act on the offer at their choosing and don’t feel pressured into making a quick decision. Up to $1,000/year: Quarterly newsletters to past and current customers, radio sponsorships in high traffic times (weather, road and traffic reports) or free services to radio personalities. $2,500/year and up: Hire an ad agency! You can hire a marketing professional who can steer you on the road to growth. Slow and steady growth is usually best and helps to retain your customer referral base while constantly adding new clients. If a business, especially a service business, grows too fast, burn out will come quickly and no one benefits. It’s a sure way to fail.

How I’ve approached it Developing referral/marketing relationships. The primary sources of my clients are referrals from veterinarians, current and past clients, and local animal related businesses. Word of mouth is the single best marketing tool you have and the best part is that it costs no money. What it does cost is time and a lot of effort. All of my clients and most of my students come from referrals. Other sources of new clients are the Internet, attendees at events where I speak or do demos, and the newspaper. And none of those cost me a dime.

Which relationships should you foster and how? Look first to veterinarians and animal health care providers. These may take the longest to cultivate, but will pay the largest dividends over time. You also want to focus on other pet professionals. These include independent pet supply stores, doggy day care programs, groomers, farriers, and pet sitters, for example. Think about the places your clients go to spend money on their companions and make a list that targets your audience. Use the Yellow Pages® and the Internet to find them.

Keep the relationships flourishing. Take time to get to know your clients—not just their animals. Skip Christmas cards. Send them a card for a non-sectarian holiday like Thanksgiving or a birthday card for their birthday or that of the pet with whom you worked. And make it personal. Wish Puffy a happy 10th birthday. Ask how the client’s son Johnny did at the track finals. The more you know about them

perfectly clear up front that “sometimes things can happen because animals will be animals.” But in most cases, hiring you or your service will benefit them the customer. Word of mouth advertising can turn sour really fast when the person doing the referring has experienced poor results or treatment. Move heaven and earth to make sure the customer feels he got his money’s worth. Go the extra mile and you’ll reap the rewards in future customers. Look at your business with “fresh” eyes from time to time. Notice what customers see. As an example, if you have two candy stores selling loose candy by the pound and the customer sees one vendor putting a small amount on the scale and then adding to it rather than a vendor putting a large amount on the scale and then take some off to get the right amount—guess which vendor will get a repeat customer? The one who adds and not the one who takes away. It’s a perceived value associated with the action of the vendor. It’s not different than a fresh coat of paint and some accessories added to a home that is for sale. Perception is everything. Perfect everything the customer experiences, from the way your message is delivered on your answering machine, the smile on your face, to how you do your invoices. Your customer sees and remembers it all. Smile when asked a question and look them in the eye. Wandering eyes are a sure giveaway of insincere behavior. Put customer service first and believe in it from the bottom of your soul. To be a great service provider you have to believe in serving the customer. It has to be part of the way you work and, more importantly, part of the way you think. Free or nearly free marketing strategies: Be the best at customer service. Everyone today is busy, but that is no excuse for poor treatment of your customers. If you are in an area that seems to have a lot of competition for your type of business, then customer service can be your “unique” selling point. It’s human nature…everyone wants to feel special. Under $500/year: Pick a small community with relatively new “ starter” homes and do a postcard mailing to the homeowners. The size will be from 150 homes to 300 homes. Most local print shops and mailing houses can provide you with setup, printing, addressing and mailing a postcard to a limited area. These homeowners are young couples with young children and they also have pets. Do one community at a time. Track your responses. If good, don’t change a thing. Repeat in another similar size community. If the response was poor, rewrite your message, provide more benefits, design a new look. Sometimes poor response can be nothing more than timing. Fortunately, postcards and direct mail pieces


39


that you can leave in the pediatrician’s office. Drop off flyers on kids and animal safety. Newspaper advertising and Yellow Pages® advertising are expensive. Newsletter advertising is usually very reasonable. Many local breed or all-breed rescue groups and dog clubs have newsletters. And which placement is most likely to be seen by your target audience? Your local municipality probably produces some kind of newsletter and it will be directed to families in your geographic area who are far more likely to engage your services than folks who live at the outer edges of the newspaper’s circulation area. The better way to use a local paper is to write a letter to the editor about some pet-related subject that is not controversial. Write something related to pet care that is useful because of the change of seasons. Craft something on spay/neuter or child safety that is timely because of something that was recently in the news. Just be sure your letter is non-judgmental and non-controversial. I can tell you from reading my local paper that editors must be desperate for copy. If you are in a large, metropolitan market, find the small independent papers. Foster every media contact you meet. Maintain contact so you are always the person they turn to when they are writing something about animals. Take them to lunch every now and then if they are allowed to accept gifts. If they aren’t allowed to let you pay for lunch because of the ethics standards of that paper or station, send cookies to the appropriate department to be shared by everyone. In most cases that is acceptable. I use cookies, by the way, because both men and women like them. If cookies don’t fit your style, try one of the new edible arrangements—fruits made up to look like a flower arrangement. Spend your time where your potential clients are—pet fairs, dog or cat shows, pet blessing day at your church, fundraisers for local pet related groups. If your time and talents allow, volunteer. Get on the board or join a committee for a local shelter or rescue group. There have been several times in my life that my volunteer activities resulted in a job. I recently worked out an arrangement with a local all-breed group because a year or so ago I’d offered to do free in-home evaluation for problem cats and dogs who might be bounced because of behavior issues. If the adopter needed more than one visit, the group paid me for those visits at a discounted rate. Now I receive a monthly amount to provide the services.

Cross Marketing/Fusion Marketing What businesses do you frequent that your target market may also use? What about your hair stylist?

and their pets, the stronger your relationship will be. Plan events that can include your clients or students. For instance, a local wolf sanctuary offers tours. I can organize an excursion that might include dinner or some other social opportunity, perhaps even negotiate a price that would allow my group to keep their costs lower than they might be able to get otherwise. I could do the same kind of thing when the cat show comes to Carlisle or the dog show or Paws-abilities comes to the Farm Show. Make sure your business and referral sources remember you. Do something nice for them. Since most of my referrals come from veterinary offices, several times a year I stop at a local bakery and buy trays of cookies for the staff. While my referrals come from veterinary offices, they don’t usually come from the veterinarian herself. It’s the person who answers the phone who gives your name to the client. Most veterinary offices have cards from more than one person who provides the same or similar services. Bringing cookies won’t guarantee that you get the referral. However, if they see more of you than they do of your competitors, and when they see you something nice happens, whose name is going to come to mind first? At Christmas I give each veterinarian’s office from which I get referrals a subscription to Bark magazine. Almost every veterinary office has the usual animal related magazine, but none had Bark until I sent it to them. If I could find a similar cat magazine, I would send it as well. I also give the offices who send me the most referrals a client-oriented book. And what do you think that book has on the inside cover? There is a large sticker that tells the reader that the book is the property of ABC Animal Clinic. It also saays the book is a gift from Lee Livingood. That is followed by a brief description of my services (gentle behavior solutions for cats and dogs) and my contact information. And guess what information is in the largest print? My phone number.

Think beyond the obvious. Many of us forget about the non-pet professionals with whom our target market does business. How many of you have had a client or student who came to you because they just had a baby and now they think they need a dog to complete their Norman Rockwell painting idea of a family? How many of your clients or students have children? Pediatricians see kids and kids have parents. So where do those folks spend a lot of time with nothing to do? Waiting in doctors’ offices. OB/gyns see people who are going to have a baby and may well have other children. Create a handout on child/pet safety

Lee Livingood • Growing Your Animal Behavior Consulting Business

40


Head to the local Babies-R-Us and offer to do a presentation on preparing a pet for the baby/child Elementary schools and preschools like demos on dog safety. Call the person in charge and offer to do a demo. Send each child home with something that has your name and contact info prominently displayed. I use a coloring book. Of course you are getting e-mail addresses for all of your clients or students, right? Create an e-mail or online newsletter and e-mail it or the link to it. It’s free if you already have a service provider and e-mail or a web page. You need to publish at least every two months to keep your name in their minds. Be sure you have a way for them to immediately and easily unsubscribe. Create a bulletin board/forum through your web site so you clients/students can get up to date info or share information or questions. My web host provides this software as part of my web hosting package of services. While there are many, many other potential free or low cost marketing ideas, I’ve focused on the several that seem most appropriate for this audience. And I admit to a bias in favor of those things that best fit my style and personality. In the end, after all, what you are selling is you—your image and your reputation. No matter what tools you use, they must be a reflection of who you are.

Will he let you place your card in a prominent place in his salon? Do you have a friend who is a real estate agent? You may be able to exchange marketing by having them display your business cards. You could copy her contact info onto a sticker and add it to something you distribute widely. Your real estate friend could distribute to each of her clients a flyer on preparing pets for a move—of course including your name and contact info right on the handout. They don’t have pets? So what—perhaps a neighbor or friend has been talking about a problem they are having with their pet. Whose name may come to mind? Your real estate agent friend could include the moving with pets handout in every relocation packet she sends to potential out of town clients. In exchange you could put a sticker with her contact info on a report cover or something similar that you use to distribute materials. You don’t use report covers? Why not? They look more professional, people don’t tend to throw them away as quickly, and your name and phone number are on the cover in big letters. Include your moving flyer with any other educational materials you distribute so your agent friend’s name gets out there as well. Hold a contest. Put a jar at the pet supply shop, the groomer, the day care or other appropriate business you’ve developed a relationship with. Create entry forms and each month award a prize. It can be your service or whatever prize you can comfortably afford—perhaps a squeaky toy from the pet supply store or a nail trim from the groomer who refers to you. Another possibility is a pair of tickets to some upcoming animal related event.

The gift that keeps on giving—other free or nearly free marketing ideas Newspapers may be hungry for letters to the editor, but most local organizations are desperate for free speakers. So if you aren’t Ernest Hemmingway, perhaps you are comfortable speaking in public. Read the local section or the business section of your newspaper for announcements of club and professional meetings. There is almost always a contact number to call. If you can offer a topic that the membership would have the slightest interest in, they will probably jump at the chance to have you. Offer to do a mini course for a community education program. Put together a program for a non-credit course at the local community college. Do a mini-workshop at the local library. Go to sporting events that center on children or might otherwise draw people who would need your services. Find out what it costs to put a business card-sized ad in the program. All of those kids or attendees may not have pets, but you can bet they live in neighborhoods with people who do.


animal behavior consulting: theory and practice: fall 2007

Documents