Sending Signals

Nonverbal Communication
Can Speak Volumes
Of the many business challenges leaders face, communicating
effectively with their employees is one of the most important, and
effective communication is the foundation for a number of other
leadership competencies. Leaders need to understand that they are
never not communicating. As a result, their awareness and use of
nonverbal communication may be a key factor in improving their
leadership abilities.

I magine two managers, each with

a direct report who is having prob-
lems with a project at work. Each
manager says, “Come to my office so
we can discuss your concerns.” One
manager says this quickly, almost in
you think you are saying? Although
the actual words you say constitute a
part of your communication,
researchers such as anthropologist
Ray Birdwhistell and psychologist
Albert Mehrabian have found that
passing, and walks away hurriedly, nonverbal communication represents
not even looking at the direct report. anywhere from 65 percent to 93 per-
The other manager says the same cent of the actual emotional meaning
thing in a gentle, calm, and concerned of communication.
manner, looking the direct report in Indeed, most people attend more
the eye. Which direct report do you to nonverbal cues than they do to
think would feel more comfortable spoken words. However, it is difficult
about meeting with the manager? to fully understand nonverbal com-
In communicating with others— munication, much less to recognize
whether in the hallway, during one- that even the faintest nonverbal signal
on-one meetings or presentations, in or behavior that is not congruent with
the boardroom, or elsewhere—are the conversation or situation can have
you as a leader really saying what damaging effects.

b y W i l l i a m A . G e n t r y a n d K a r l W. K u h n e r t

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 When you communicate, think cation is the foundation for several move slower, and never feel rushed.
about your voice tone and your ges- leadership competencies, such as Rhythm plays a role in social situa-
tures, posture, eye contact, facial building relationships, managing con- tions. Being out of sync with others
expressions, and even the way you flict, and developing other people. may cause confusion, anxiety, or dis-
dress. All these nonverbal cues signal comfort for both you and the people
what words may not be able to you are with.
express. Nonverbal cues may even
CHANNEL SURFING Closely linked to rhythm is use of
communicate something different It is important for leaders not only to time. How a person organizes time
from or opposite to the actual words send nonverbal signals correctly but and commitments says much more
you are saying, thereby lessening also to receive and correctly interpret about that person than the words
your integrity and authority and your the nonverbal communications of coming out of his or her mouth. Time
co-workers’ confidence, faith, and is very important to people, and
trust in you as a leader. For example, breaking time rules can become a
your sincere apology without eye glaring problem. For instance, being
contact may convey a lack of sincer- constantly late to meetings gives the
ity or authenticity. It is important for impression that one does not care for
In short, leaders are never not the attendees, their time, and their
communicating. As a result, increas- leaders not only to work. Being notoriously late may
ing their awareness of nonverbal also convey that you are self-
communication may be a key factor send nonverbal signals centered, uncaring, and irresponsible.
in improving their communication Being consistently punctual, however,
correctly but also to
skills and ultimately helping them to tells others that you are responsible
become better leaders. Of the many receive and correctly and considerate of their feelings and
business challenges leaders face, their work.
communicating effectively with their interpret the nonverbal
employees is one of the most impor- Interpersonal Space and Touch
tant. This is true not only in the con- communications The second nonverbal channel
text of getting work accomplished by involves boundaries or territories in
being clear in directives and instruc- of others. terms of space and touch. People are
tions but also in the context of work- very territorial. They have walls
ing with others. Effective communi- around their offices or cubicles and
fences around their houses. In terms
ABOUT THE AUTHORS of nonverbal communication, when
others. By becoming aware of non- someone “invades” or comes too
William A. Gentry is a verbal signals, leaders become better close to your space, you may become
senior research associate at communicators and have better inter- more attentive or more tense, uncom-
CCL. He holds a Ph.D. degree actions when dealing with and lead- fortable, perturbed, or angry.
from the University of ing others. Individuals’ personal space can be
Georgia. Researchers Stephen Nowicki Jr. imagined as a flexible bubble around
and Marshall Duke, professors of each person, which grows or shrinks
psychology at Emory University, depending on the situation.
have described the following six Anthropologist Edward T. Hall has
channels of nonverbal communica- found that Americans have four dif-
tion. ferent zones, each one deemed appro-
Karl W. Kuhnert is an asso-
priate for certain kinds of communi-
ciate professor and program Rhythm and Use of Time cation with others. In the intimate
chair of applied psychology
Have you ever noticed that some peo- zone (eighteen inches and closer),
at the University of Georgia. ple walk faster or slower than you people let only their close friends and
He holds a Ph.D. degree from do? Some people always seem to be family discuss personal issues and
Kansas State University. in a hurry, hastening through meet- feelings. In the personal zone (eight-
ings or meals and almost running een inches to four feet), they feel
from one place to the next. Other comfortable conversing with friends,
people take their time to get settled, acquaintances, and co-workers. In the

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social zone (four to twelve feet), they communicate that you are rich but you are tired or disinterested. If your
feel comfortable talking to people may also convey garish taste or a hands are in your pockets, others may
they have just met or are about to snobbish attitude. Even the color of believe you are bored. Standing erect
meet about nonspecific or nonper- your clothes can convey signals to may communicate excitement, enthu-
sonal issues that are not confidential. others. For instance, red evokes siasm, confidence, and interest.
Finally, the public zone (twelve feet power, dominance, and attention. Leaning toward a person you are
and beyond) is meant for those they Black suggests authority and power talking with communicates that you
do not know, and communication is but may also convey aggressiveness. are interested in what the person is
only by gestures. Blue is suggestive of stability and saying or that you believe it to be
In the work setting, not paying confidence. important. Even when you are at
attention to these zones may cause Many organizations have dress rest—standing in the hallway or sit-
problems in communicating with oth- codes, governing what employees can
ers. For instance, standing too close and cannot wear to work. Stylish
to someone you do not know well attire may communicate to others that
may irritate or even frighten that per- you’re up on the latest fashion, but it
son. Standing too far away from may not be acceptable at work. Standing too far away
someone while discussing personal, However, even if you understand and
confidential matters may cause abide by the workplace dress rules, from someone while dis-
uneasiness or embarrassment for that the way you dress can still communi-
person. cate many things you may not real- cussing personal, confi-
Touch, especially in the work- ize. For instance, an unwrinkled shirt,
dential matters may
place, carries extreme meanings, and pressed pants, polished shoes, and
should be used cautiously. Touch well-groomed hair conveys that you cause uneasiness or
occurs in the intimate zone of inter- are organized, neat, efficient, and
personal space. With family and confident. Coming to work with embarrassment for
friends, touch is mainly used to con- messed-up hair or a wrinkled suit
vey affection. It is generally accept- communicates that you are in a hurry that person.
able to touch people along the out- and do not have time to take care of
side of their body lines, but touching yourself, or may even signal that you
inside the body line (inside the arms, don’t care how you look in the eyes
along the sides of the chest, or inside of others.
the legs) is loaded with extreme emo- ting at your desk, for instance—your
tional messages. Inappropriate touch- Gestures and Postures posture says a lot about how you are
ing has become a major issue in the Gestures are a major part of everyday feeling.
workplace and often leads to allega- life—waving hello or good-bye,
tions of sexual harassment. Also, the pointing your finger, raising your Facial Expression
way one touches can send different hand to communicate “stop,” nodding This is one of the most important
messages. Patting, squeezing, or or shaking your head to indicate yes nonverbal cues to be aware of in
brushing, for instance, can communi- or no, and shrugging your shoulders interactions with others. Everything
cate positive messages, whereas pok- to say, “I don’t know,” to name just a from a smile, a frown, or a grimace
ing tends to send a negative message. few. In an organizational setting, ges- to raising the eyebrows, blinking, and
tures may be used to give directions eye contact can communicate a great
Objectics or add emphasis to the words you are deal. Researchers, including Nowicki
The third nonverbal channel may be saying. and Duke, have specified the impor-
one of the least recognized. However, Gestures are used more in close- tance to effective social functioning
think about your clothes, hair, jew- range conversations, but body posture and adjustment of accurately reading
elry, cosmetics, and fragrance—what can be used to communicate from and appropriately displaying facial
academicians have termed objectics. either close up or far away. Posture expressions in different circum-
These and other objectic signals com- involves most of the body, including stances in the workplace and with
municate messages to others. For hands, arms, feet, and head. Although family and friends.
instance, a ring on the left ring finger you can avoid making gestures, you What may be most important in
says to others that you are married or cannot avoid having a posture. For terms of facial expression are the
engaged. Wearing lots of jewelry may instance, slouching may convey that eyes. For instance, when you smile,

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Catching Up on Nonverbal Communication
Many resources—including books, First Look at the Role of Mehrabian, A. “Communication
articles, and Web sites—are available Receptive Nonverbal Without Words.” Psychology
for those who want to learn more Communication in Leadership Today, 1968, 2(9), 52–55.
about nonverbal communication. Assessment.” In N. Huber and M. Nowicki, S., Jr., and Duke, M. P.
Here are some suggestions: Walker (eds.), Emergent Models of Helping the Child Who Doesn’t Fit
Global Leadership. College Park, In. Atlanta: Peachtree, 1992.
Axtell, R. E. Gestures: The Do’s and Md.: James MacGregor Burns Nowicki, S., Jr., and Duke, M. P. Will I
Taboos of Body Language Academy of Leadership, 2005. Ever Fit In? The Breakthrough
Around the World. New York: Givens, D. B. The Nonverbal Program for Conquering Adult
Wiley, 1998. Dictionary of Gestures, Signs & Dyssemia. New York: Free Press,
Birdwhistell, R. L. Kinesics and Body Language Cues. 2002.
Context: Essays on Body Motion [members.aol.com/nonverbal2/ Prince, D. W., and Hoppe, M. H.
Communication. Philadelphia: diction1.htm], 2006. Communicating Across Cultures.
University of Pennsylvania Press, Guerrero, L. K., DeVito, J. A., and Greensboro, N.C.: CCL Press,
1970. Hecht, M. L. (eds.). The Nonverbal 2000.
Emory University Laboratory of Communication Reader (2nd ed.). Van Wagner, K. “Top 10 Nonverbal
Interpersonal Processes. [Home Prospect Heights, Ill.: Waveland Communication Tips.” [psycholo-
page.] [www.psychology.emory.edu/ Press, 1999. gy.about.com/od/nonverbalcom-
clinical/interpersonal], 2007. Hall, E. T. The Silent Language. munication/tp/nonverbaltips.htm],
Gentry, W. A., and Kuhnert, K. W. “A Greenwich, Conn.: Fawcett, 1959. 2007.

the corners of your mouth turn up. ers. When you make eye contact with topic at hand. Talking fast may con-
When you smile genuinely, crinkles people, you are telling them that you vey that you are in a hurry or that
appear around your eyes and your are interested in them—how they are what you are saying is not all that
pupils may dilate. When you fake a feeling and what they are saying. If important. Talking slowly, especially
you don’t make eye contact, others in meetings or presentations, may
may believe that you aren’t interested communicate that you are insecure or
in them or their feelings. unprepared.
Changing the emphasis or stress
Paralanguage we give to the different words in a
Everything from a
The final channel of nonverbal com- sentence may totally change the
smile, a frown, or a gri- munication encompasses all the meaning or emphasis of the sentence.
aspects of sound that accompany Nowicki and Duke use this sentence
mace to raising the eye- words, including tone of voice, loud- as an example: “Mary’s lending me
ness, speed, intensity, sounds such as her book.” If you emphasize Mary,
brows, blinking, and eye humming and whistling, the uhs and the main point of the sentence seems
ums you use when speaking, and to be that it is no one but Mary who
contact can communi- even silence. Of all the nonverbal is lending the book to me. If you
channels, paralanguage is the most emphasize lending, Mary is not giv-
cate a great deal.
important in terms of communicating ing the book to me; she is lending it.
emotional meaning when conversing If me is emphasized, the book is
with others. For instance, an mmmmm being lent to me and no one else. If
may communicate interest or liking, her is emphasized, the book is
whereas a hissing sound may signal Mary’s and no one else’s. And if
smile, no such crinkling appears and averseness. Too many uhs and ums book is emphasized, it is the book,
there is no change in pupil size. may convey that you are confused, do not anything else, that Mary is lend-
Moreover, eye contact is extremely not know what you are talking about, ing to me. The entire emotional
important in communicating with oth- or are unknowledgeable about the meaning and interpretation of the

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sentence changes each time the verbal nizable across cultures, some nonver- in the effectiveness of leaders.
emphasis changes. bal habits and expressions may mean Leaders must not only understand the
Tone of voice is also an important different things in different cultures. various nonverbal channels but also
part of paralanguage. What we say For instance, people in Western cul- correctly send and receive nonverbal
may be overshadowed by how we say tures tend to rely a lot on nonverbal signals. Much of what is communi-
it, or more important, the tone in communication. People in Asian cul- cated nonverbally depends on context,
which we say it. The subtlety of voice tures, however, tend not to use non- especially in cross-cultural situations.
tone, according to Nowicki and Duke, verbal signals and behaviors as much,
may be the most important aspect of because they believe it makes them
nonverbal communication. Talking appear inaccessible. Moreover, a
loudly may communicate excitement smile may indicate happiness in
or anger. A soft or gentle tone brings Western cultures but in Asian cultures Though the six emo-
calm. may indicate discomfort or embar-
tions of happiness, sad-
It is one thing to recognize the rassment. Here are a few more
channels of nonverbal communica- examples: ness, anger, fear, sur-
tion; it is more difficult to be continu-
ally aware that you are correctly iden- • In regard to rhythm and use of prise, and disgust are
tifying and relaying the correct time, Americans value being on time
nonverbal behaviors to fit the situa- to meetings and parties whereas peo- recognizable across
tion. Again, you should realize that ple in other cultures may attach less
you must not only give the correct importance to timeliness. cultures, some nonver-
nonverbal signals and behaviors to • In regard to interpersonal space bal habits and expres-
others but also—and possibly more and touch, American men tend to shy
important—correctly identify and away from holding hands or touching,
sions may mean differ-
interpret the nonverbal signals others but many men in Africa and the
are giving to you. Our research shows Middle East consider such actions ent things in different
that those who are better able to rec- normal. Americans also keep a bigger
ognize nonverbal expressions of emo- bubble around themselves and touch cultures.
tion in facial expressions and tone of others less often than do people in
voice believe themselves to be better most other cultures.
at certain aspects of leadership, par- • In regard to facial expression,
ticularly in the domain of relation- eye contact is expected in Western
ships. cultures, but in Asian cultures, eye Finally, if leaders approach others
contact may be a sign of disobedience genuinely and authentically, their
or aggression. Arab cultures tend to nonverbal communication can be of
CULTURAL VARIANCES emphasize strong and continued eye great value. If, however, leaders’
Much of the information in this arti- contact, whereas some cultures in main motivation is to seek personal
cle describes the U.S. or Western per- Africa believe too much eye contact gain, their nonverbal communication
spective on nonverbal communica- is rude. is likely to hurt their trustworthiness
tion. Leaders need to be aware that and credibility in the eyes of their
nonverbal signals and behaviors differ followers. As Einstein stated, “All
across cultures. Though the six emo-
THE SPIRIT MOVES means prove but a blunt instrument,
tions of happiness, sadness, anger, Nonverbal communication is an if they have not behind them a living
fear, surprise, and disgust are recog- important yet often overlooked factor spirit.”

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