It is important because it conveys a message to the person you are communicating with. Body language and tone of voice make up a large part of face-to-face communication. The type of emotion you use and the volume at which you speak can have different meanings depending on how it is emphasized. Doing it incorrectly could send the other person the wrong impression. A lot of the time when communicating it’s not about what you say it’s more about how you say it and if your body language contradicts what you say then the message may not be clear to the other person. For example, when I am at the front reception I am the first person patients will speak with, and it is important that I am kind and always treat patients with respect. That is because I am the face of the business and how I communicate and express myself could affect the organisation.