8/28/2023

Instructors
Prof. Fatma Alzahraa Mohamad Hassan
Assist. Prof. Dr. Mohamed Anwar Hammad

Objectives
At the end of the lecture the students
should be able to:

Describe essential knowledge and

principles of communication skills
strategies
Recognize the importance of Interpersonal communication
Understand the Communication modalities
Describe the basic of effective communication skills
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Teaching and assessment Methods

• 1 Lecture × 1
• Class discussions.
• Evaluation Methods:
• Quiz 20%
• Assignment 10%
• Midterm examination 20%
• Final examination (written) 50%

• Office hrs. Sunday 12-1 pm

Introduction

• The supply of medication to a patient is an

important role for pharmacist.

• Supplying of quality and quantity of medicine is important but at

the same time it is pharmacist responsibility to instruct the patient
how to use the medications and its outcomes.

• Verbal instructions and nonverbal instruction can help the patient

or caregiver but the way to express the communication strategies
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is important task for the pharmacist.

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Cont..

• Pharmacists spend a large proportion of each working day

communicating with other people; patients, doctors, other
health care professionals, staff and others.

• The role of pharmacists in hospitals has an increasing emphasis

on talking to patients and medical staff.

• Poor communication with health care professionals or patient

may cause a range of problems.
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(e.g. Patient non-compliance or medication error)

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What is effective communication?

• Definition: Effective communication is a process of exchanging
ideas, thoughts, knowledge, and information such that the
purpose or intention is fulfilled in the best possible manner.

• In simple words, it is nothing but the presentation of views by the

sender in a way best understood by the receiver.

Definitions
• Communication is the exchange and flow of information and
ideas from one person to another; it involves a sender transmitting
an idea, information, or feeling to a receiver (U.S. Army, 1983).

• Effective communication occurs only if the receiver understands

the exact information or idea that the sender intended to transmit.
(Mistry, Jaggers, Lodge, Alton, Mericle, Frush, Meliones, 2008).

• The essence‫ جوهر‬of good communication is that the message

received is the same as the message sent.
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What is Interpersonal Communication?

• Interpersonal communication is the process by which people exchange

information, feelings, and meaning through verbal and non-verbal messages:
it is face-to-face communication.

• Interpersonal communication is not just about what is

actually said - the language used - but how it is said
and the non-verbal messages sent through tone of
voice, facial expressions, gestures ‫ إيماءات‬and body
language.
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Importance of Interpersonal communication

Give and collect information.

Influence the attitudes and behaviour of others.
Form contacts and maintain relationships.
Make sense of the world and our experiences in it.
Express personal needs and understand the needs of others.
Give and receive emotional support.
Make decisions and solve problems.
Anticipate and predict behaviour.
Regulate power.
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What is meant by professional

communication?
• Professional communication, encompasses written, oral, visual,
and digital communication within a workplace context.

• Job candidates with professional communication backgrounds are

more likely bring to the organization a sophisticated perspectives
‫وجهات نظرمتطورة‬on society, culture, science, and technology

Communication Process Model

• In communication two persons are involved, first one
Sender and the second one is receiver.

• Sender is the one who asks the question or who

begins the communication.

• Receiver is the one who answers the question or who

responds to the communication.

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Communication Model

The Sender
The sender should try to make sure that the message is
delivered correctly by:
1. Speaking clearly
2. Speaking slowly
3. Using appropriate language
4. Checking understanding
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The Receiver
The receiver can make sure that the message is
received correctly by:
1. Listening carefully
2. Asking for clarification
3. Writing down the main components
4. Repeating the message back in order to check
the message received is the one given.
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The Message
• The message we send normally consists of actual
information and “feeling” information and this is transmitted
both verbally and non-verbally.

• Usually some feedback from the receiver for the message

and the feedback will influence the action to the sender.

• This can be verbal (‫ممممم‬, I see, true) and nonverbal (eg:

positive and negative feedback such as happiness, bored,
shows interested…)
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The Communication Process

Communicating with others involves three
primary steps:
1. Thought: First, information exists in the
mind of the sender. This can be a concept,
idea, information, or feelings.
2. Encoding: Next, a message is sent to a
receiver in words or other symbols.
3. Decoding: Lastly, the receiver translates
the words or symbols into a concept or
information that he or she can understand.
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PRINCIPLES OF EFFECTIVE
COMMUNICATION

‫موثوق‬

‫مهذب‬

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What are the 8 communication skills?

• According to the eight Cs, communication needs to be:

1. Complete
2. Concise
3. Consideration
4. Concrete
5. Clear
6. Courteous
7. Correct
8. Coherent

1. COMPLETENESS
• The communication must be complete
• It should convey all facts request by audience
• The sender must take into consideration the
receiver's mindset
• FEATURES
No crucial information is missing
Give additional information
 Leaves no question

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1. COMPLETENESS
Check list for five Ws & one H for completeness
1. Who
2. What
3. When
4. Where
5. Why and
6. How

2. CONCIESNESS
• It means wordiness- communicating what you want to
convey in least possible words.
• Features
Highlight the main message
Avoid using excessive and needless words
Message becomes appealing and comprehensible to the
audience
Message is non- repetitive in nature

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2. CONCIESNESS
• Eliminate Wordy Expressions
• Use single words in place of phrases.
• Use of simple , one syllable words.
EXAMPLE
Wordy: At this time
Concise: Now
Wordy: Due to the fact that
Concise: Because

3. CONSIDERATION

• Implies “Stepping into the shoes of others”

• Take note of audience's view-points, background, mind-set,
education level.
• Envisage ‫ تكهن‬your audience; their requirement, emotions and
problems
• Do not hurt self respect and emotions of audience.
• Modify your words to suit the audience’s needs.

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3. CONSIDERATION
• Features
Emphasize on “You” approach show optimism ‫تفاؤل‬
towards your audience

Empathize ‫ تعاطف‬and exhibit interests to audience to

stimuli in positive reactions

4. CONCRETNESS
• Be particular ‫ محدد‬and clear rather than fuzzy ‫ غامض‬and general.
• It strengthens the confidence.
• Concrete messages are not misinterpreted.
• Features
It is supported with specific facts and figures
Make use words that are clean and that build the reputation
• Example
Vague: General, Indefinite
Concrete: Precise

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5. CLARITY
• Clarity emphasize a good specific message or goal at
time, rather than trying to achieve too much at once.
• Features
 It makes understanding clear
 Clarity of thoughts and ideas enhances the meaning
• Example : use simple words
Subsequent = Later Accede = Agree
Endeavour ‫ =نسعي‬Try Disclose ‫ =هنحاول‬Show

6. COURTESY ‫مهذب‬
• Shows sender’s expression and respect to the
receiver
• The sender of the message should be sincerely,
polite, Judicious ‫ حكيم‬, reflection and enthusiasm
‫حماس‬
• Features
Taking into consideration both view-points and
feelings of the receiver
Courteous message is positive and focused at the
audience

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7. CORRECTNESS
•Implies there are no grammatical errors in
communication
•Features
The message is exact, correct and well times
Correct communication boost the confidence level
Correct message has impact on the
audience/reader
Use appropriate and correct

7. CORRECTNESS
• The right form of language accuracy and acceptable
works:
Select the right level of language for communication either
formal or informal
Realize that formal language is most often used in business
communication
Apply the principle of communication to your writing

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8. Coherent

• The term coherence refers to the smooth flow of

ideas in a text.
• There are two main strategies that will make your
writing coherent:
Organizing your ideas in a logical order
Connecting them effectively by using transition words
and phrases.

8. Coherent: Logical order

• When your ideas are set down in a logical order, it is much easier for
your reader to follow your train of thought.
• Example: process writing: if you are telling someone how to do
something, you have to list the steps in the right order so that the
reader can follow them.
• The ways to order ideas, depending on the type of text you are
writing.
Process writing uses time order (also called chronological order).
-Start at the beginning and list each step in the exact order in which it must
be done.
Narration ‫ السرد‬also uses time order.
-Start at the beginning and list events in the order in which they happened.

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8. Coherent: Logical order

• Description uses spatial order, in which details are
organized according to their physical location:
Example, if you are describing a place, instead of hopping
about the scene randomly, you might start at the left and move
across to the middle and then to the right. Or you might start
with the foreground and move to the background, or vice versa.
Cause/effect and argument are often organized in climactic
order, moving from the least important cause, effect or
argument to the most important.

8. Coherent: Transition
• Transition words and phrases connect ideas and guide your readers
from one thought to another in a text. Words and phrases like for
example, also, but first and then all help to show the logical
connection between one idea and the next.
• When choosing a transition word or phrase, you must know what the
relationship is between your ideas.
• If you are adding a similar idea, you might use also.
• If you are trying to show how two ideas are different, you might use
but or however.
• If you are giving an example, you might use for example or for
instance.

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8. Coherent: Transition
• Let’s look at some other common transition words and
phrases to see what they do:
As a result: shows the consequence of what was said before
Because: introduces the reason for something
Finally: introduces a conclusion or the last step in a list
In addition: shows the addition of one point to another
In fact: emphasizes the point you are making
On the other hand: shows a complete change in point of view
Next: introduces another step in a list
So that: shows the result of what was said before

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