Maria Gonzaleza consultant for PROA Communication has interviewed Carlos SalasHe has taught communication courses to executives from Accenture, KPMG, Repsol, Indra, Gas Natural, Allianz, Google, Baxter, Greenpeace, L'Oréal, Guardia Civil, Telefónica, McKinsey, CNMV, SAS, Hogan Lovells, Mutua Madrileña, Cepsa, Grupo Santander, BBVA and GS Inima, among other companies, in Spain, Colombia and Venezuela. He teaches Communication at IESE, EAE Business School, Universidad Complutense (Journalism), El Mundo Master's Degree and APIE Master's Degree (Economic Information). Throughout his professional career he has been director of four media: The Economist, Metro, lainformacion.com y Capital. And for ten years he worked at the newspaper The Worldwhere he was editor-in-chief.
In your experience, what are the common mistakes that companies make in their communication, and how can they be avoided?
The first mistake is to think from the point of view of the company, and not of the customer, the user or the other person. This is mainly seen in websites, which are written by someone who wants to give a certain image, but is not able to interest the person who enters the website. Another mistake is to use abstract language. For example, technology companies have the same vocabulary: tool, solution, optimise, challenge, empower, referent, model... And one of the most serious mistakes is not being transparent. In cases of crisis, this is the worst thing you can do because then the narrative will be dominated by competitors or enemies. To avoid this, you should put yourselves in the hands of professional agencies.
In the context of corporate communication, what is your preferred approach to conveying a company's purpose and values to its audience?
Using stories. Using a story that users or customers can identify with. Almost all companies speak with the same spirituality of mission, vision and values, something that does not connect with anyone. They should use stories that demonstrate what their teams do, but in a very visual way. Journalists love to find good stories.
What were the most significant challenges and achievements during your time in the different positions you have held?
Change the way journalists write. Most of them came with shortcomings such as technical language full of clichés, a language that distanced them from the reader. When I had the chance to teach my teams, I corrected their texts before they were published. I changed their style. That's what I liked the most.
What do you consider to be the most relevant trend in the field of communication today, and how do you think it will impact on business communication strategies? What challenges and opportunities do you anticipate?
The most relevant trend today is the excess of information and the multiplication of channels. For companies, communicating now is a challenge because they have to catch people's attention at a time when distraction is very easy. This is impacting on communication and marketing. Many companies have not realised this and continue with their usual strategies. Others have learned to use social channels and networks, but here they should not fall into superficiality or the clickbait. They need to be able to convey an attractive image to attract talent to their companies.
As a teacher of Communication and Storytelling In various educational institutions, what are the key lessons you try to pass on to your students?
That they speak and write clearly. That they know how to synthesise, a big problem. That they tell stories. That they have an orderly narrative, because people are chaotic when it comes to exposing or writing. That they define the message.
How do you see the evolution of communication in the digital age and its impact on journalism? What role does disinformation play here?
The biggest risk is to grab attention at any cost. Many journalists do not finish their reports, or leave them half finished, and this produces a poor image in the reader's mind. They are not trusted. Others get carried away by sensationalism or the lack of verification of news and sources. Nowadays it is very easy to misinform. That is why it is so important to report fairly and accurately, and to check sources and rigour.
As a trainer for companies and communication agencies, what is the importance of the storytelling in the communication strategy of companies and their CEOs.
It seems to me that the storytelling is more and more important because stories catch the attention. If they are well done and honest, they convey a lot. But I understand that for many companies it is a risky step. The ones that know how to do it, and the agencies that know how to do it, will take the lead. You have to know how to tell stories to journalists, so that they in turn tell stories to their readers. I have written many stories in my life, and many of them I got because a communications agency knew how to tell the story behind a product, a company or a manager.
Political communication is a subject you have also dealt with in your career. What advice would you give to politicians or candidates who want to improve their communication with the public?
Let them abandon legal language and speak in the language of the people. Politicians often go into academic mode when speaking to the public. Those who speak frankly and know how to convey visually reach the hearts of voters.
What is the motivation behind writing six books dedicated to communication? What specific themes do these books address?
Helping people. To help them write and speak better. They are books full of practical advice. There are many such books. The difference is that I don't talk about myself, and I don't write academic stuff to show what I know. I write to get you to put these communication techniques into action from minute one. That's why they are still on the bestseller list in their genre.
Could you share your approach or tips for writing effective emails?
First, don't forget to address using the name of the person you are writing to. Second, use conditionals. Third, eliminate negations. Fourth, write the most important instructions in lists and, if they are numbered, the better. Fifth, use polite words such as "please". Sixth, say goodbye with more than one word and avoid saying only "goodbye", "hugs", "greetings" or "thank you".