Non-Verbal Communication- Communication skills for the pharmacist

table of contents

1. Non-verbal communication
2. Vocal communication
3. THE QUALITY OF VOICE:
4. THE VOLUME:
5. The speed of speaking:
6. Varying the speed and pitch:
7. Effective use of vocal communication requires that we:
8. Body language
9. In a pharmaceutical context:
10. Body language can be broken down into several components which include:
11. Gestures
12. Do some 'people watching'!
13. Facial expression
14. Eye contact
15. Physical contact
16. Body posture
17. Personal space
18. General Area:
19. Sociable Area:
20. Personal Area:
21. Intimate Area
22. Conclusion

Non-verbal communication

The meaning of what a person says is made up of several component parts:

1. the words which are spoken,

2. the tone of voice used,

3. the speed and volume of speech,

4. the intonation and a whole range of body postures.

Non-Verbal Communication

It is generally agreed that in any communication the actual words convey only about 10% of the message and this is called verbal communication. The other 90% is transmitted by non-verbal communication which consists of:

1- how it is said (about 40%) and,

2- body language (about 50%).

Vocal communication

Sometimes called paralanguage, concerns with the vocal characteristics; the quality and fluency of the voice.

THE QUALITY OF VOICE:

Refers to the tone, pitch, volume and speed. The tone in particular can convey more meaning than actual words.

• "Thank you for asking the question"

Said in a harsh voice contradicts the words and indicates that it is not meant.

The same words in a warm tone show sincerity.

THE VOLUME:

Must be adjusted to the circumstances and can emphasize key words.

The speed of speaking:

Must enable the listener to understand.

Varying the speed and pitch:

Can make the words more interesting and hold the listener's attention.

We have all heard people who use interruptions such as 'er', 'you know' or 'like' every few words.

It makes following the message difficult and can be annoying. this indicates nervousness, uncertainty, or a lack of confidence, which may also show as: nervous giggles, long pauses, similar interruptions

Effective use of vocal communication requires that we:

• become proficient at speaking

• speak with a warm confident tone of voice

• speak at an appropriate speed and volume

• speak without interruptions or vocal mannerisms.

Body language

It is well documented that our impression of another person is very often created at first glance.

• As you get to know a person better, initial impressions are either: reinforced or discarded.
• In many situations in life the opportunity does not present itself to get to know someone better and the first impression is the one which remains.
• This will not necessarily detract from communication if the impression which was first given is a favourable one.

However, if a poor image was created, it may cause problems at future meetings or even prevent future encounters taking place.

In a pharmaceutical context:

Pharmacists who create a friendly approachable impression are more likely to find customers, patients, and doctors receptive to what they say. 

Pharmacists who make negative impressions will have to work considerably harder to gain other people's confidence.

If customers perceive the pharmacist as being unfriendly and unhelpful they will probably: go elsewhere for advice or will be unreceptive to any information or advice the pharmacist offers.

Body language can be broken down into several components which include:

1. Gestures
2. Facial expression
3. Eye contact
4. Physical contact
5. Body posture
6. Personal space

Body language is the combination of all these components which gives the overall impression.

It is important to ensure that they are all compatible. If a mixture of messages is portrayed it will cause confusion to observers.

Gestures

Hand gestures in particular are useful when: emphasizing a point or to help to describe something.

• Used appropriately, gestures can: greatly enhance communication and improve the listeners understanding
• However, it is important not to overuse them, as this can detract from the spoken word and become a distraction to the listener.
• Pharmacists should use gestures, where appropriate: to emphasize a point or describe a particular procedure

Observing other people's gestures can give useful information on how concerned, agitated or confused they may be.

Do some 'people watching'!

It is amazing how much information about people you can pick up just by quietly observing their gestures.

Facial expression

1. It has been suggested that, after the spoken word, facial expression is the most important part of communication.
2. The facial expression of the pharmacist at the start of the conversation may very well determine how respective the patient will be to any advice or information offered.
3. Facial expression says a lot about mood and emotion, with the eyes and mouth giving the dominant signs.
4. As well as ensuring that facial is encouraging and welcoming, it is important for pharmacists to be able to read the meaning of facial expressions.

In this way important points regarding a patients' level of comprehension or receptiveness can be judged.

Eye contact

• Avoiding eye contact is a very successful way of avoiding communication. This can be well illustrated by observing a class of students who have just been asked a question by a lecturer!
• The maintenance of eye contact during a conversation is vital to ensure the continuation of the process, because: it indicates interest in the subject and is also useful as a means of determining whose turn it is to speak.
• However, care must be taken. An interrupted stare can be rather off putting and may reduce the success of communication.

Physical contact

This is an important aspect of any communication process and can be used to enhance verbal communication.

1. A sympathetic touch on an arm can often say far more than any number of words. 
2. However, physical contact is governed by broad social rules which vary greatly between cultures. 
3. The British are identified as one of the least 'touching' nations. Whilst in many cultures touching between the sexes is unacceptable (Islamic – Arabic).
4. An awareness of this is important for pharmacists who come into contact with people from a wide variety of social and cultural backgrounds. What is considered acceptable behaviour in on culture could be unacceptable to another.

Body posture

We can usually control the words we say, but we are not so good at controlling our body language.

1. Thus, although we may be giving a positive verbal message, our body posture may be giving a negative message.

2. The listener may pick this up and the verbal message will be lost.

Body posture can have a major influence on how well communication progresses, or even if it gets started at all.

There are several classic body postures which have been identified as having significant meanings:

1- The Closed Position

A person standing with his arms folded would illustrate this.

This is seen as a rather negative posture and not one likely to encourage initiation of communication.

2- Feet Position

It is often found that a person's feet will be pointing in the direction in which he wants to go.

This can be used to check whether the listener is giving you his full attention or would rather be elsewhere.

3- Positive Body Posture

Leaning towards the person who is talking, or sitting in a relaxed fashion, are both examples of non-verbal language which can encourage good communication.

As pharmacists, we are constantly trying to build a complete picture of a patient's problems.

In many instances, one of the most important information sources at our disposal is the patient.

Good communication will provide much useful information which can then be used to the benefit oh the patient.

Personal space

We all have our own space in which we feel comfortable.

Personal space varies between cultures and its extent depends on the situation.

The different space zones are generally divided into four main areas:

1. General Area
2. Sociable Area
3. Personal Area
4. Intimate Area

General Area:

This is approximately 3 m or more. It is the space we would normally prefer to have around us if are addressing a group of people or are working alone.

Sociable Area:

This is approximately 1 – 3 m. It is the type of distance used when communicating with people who we do not know very well.

Personal Area:

This is approximately 0.5 – 1m. It is the space we would normally feel comfortable with, when at a business or social meeting with people we know reasonably well.

It is sufficiently close to allow friendly and meaningful communication without any individuals feeling threatened by having their intimate zone invaded.

Intimate Area

This is usually 0 – 50 cm. This space is reserved for people we know very well.

1. Husbands, wives, children, close friends and family are examples of people with whom we would be comfortable at these distances.
2. If any body else enters this so-called 'intimate zone' we feel threatened and will generally withdraw into ourselves.
3. There are occasions when we find ourselves in these sorts of situations.

Next time, you are in a crowded lift watch the behaviour of the people around you.

• They are all having their personal space invaded.
• It is unlikely that anyone will talk and eye contacts will be avoided.

Conclusion

An awareness of personal space is important for pharmacists as it can play an important role in the success or otherwise of communication.

If you carry on a conversation with someone at too great a distance it may be difficult to build up any rapport.

However, if you are so close to people that they feel uncomfortable and threatened, no meaningful dialogue will occur.

A simple enquiry, which is perfectly acceptable when asked in the general area, can feel life an accusation when asked in the personal area.

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