{"id":24989,"date":"2022-01-04T19:47:12","date_gmt":"2022-01-04T18:47:12","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=24989"},"modified":"2022-01-04T19:47:12","modified_gmt":"2022-01-04T18:47:12","slug":"alvaro-bordas-no-emotion-no-communication","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/alvaro-bordas-sin-emocion-no-hay-comunicacion\/","title":{"rendered":"\u00c1lvaro Bordas --<\/span> \"Without emotion, there is no real communication\"."},"content":{"rendered":"

\u00c1lvaro Bordas<\/strong><\/a> is an expert in Communication and Institutional Relations, focused on the food sector. He was Director of Communication and IR at Danone for ten years (2007-2017) and Director of Communication and Head of the President's Office at Pascual. Previously, he worked in leading companies such as Alcampo, Rayet and Holcim. Bordas has also spent 30 years dedicated to training in communication skills, spokespersons and strategy.<\/p>\n

You once said that \"<\/strong>good communication is about having something to say, saying it and shutting up when you have said it\". <\/strong>\u00bf<\/strong>Qu<\/strong>\u00e9 <\/strong>risks involved in continuing to speak out? <\/strong><\/p>\n

What can be understood with four words is confusing with eight. Communication requires an exercise of concreteness in words in order to leave clear messages that can remain in the mind of the listener.<\/p>\n

On the other hand, as we keep talking, our brains can start to play tricks on us, from focusing on a constant repetition of the same message to starting to say what we didn't mean to say. When we are in front of others and we have to speak, nerves and fear of what people will say make us feel that we must fill the space with sounds and, although at first we may say something else we had in the inkwell, what we had prepared is soon finished and the brain goes crazy in its anxiety to look for wood to feed the fire of words and it throws in everything it can find. And at that moment, what we would never have wanted to say becomes something essential based on the principle of 'why shouldn't I say it'. From that moment on, the phenomenon of the warming of the mouth arises and we cease to be masters of our silences and become slaves of our barbarities.<\/p>\n

That is why it is so important to have proper training and to prepare very well for each interview by being clear about what you want to say, how much you want to say and how you want to say it. And once you have said it, there is no better friend than silence.<\/p>\n

Do you think that the most important skill<\/strong>The most important skill of a communicator is the ability to listen.<\/strong>The human being has two ears and one mouth, and it is so that he hears twice as much as he speaks. <\/strong>Why<\/strong>\u00e9?<\/strong><\/p>\n

Well, that sentence is self-explanatory. When even nature itself indicates it to us, it is difficult to avoid the fact itself. But, leaving aside the fact that listening allows us to learn, to find out and, above all, to respect those who question us, in an interview, many times, especially when we do not have the right training, we are so focused on what is happening around us, on seeking the approval of our words on the face of the listener, on the stage fright we may suffer, that we listen only half-heartedly and end up answering what, in a moment of calm, we would never have wanted to say.<\/p>\n

\u00bf<\/strong>Qu<\/strong>\u00e9 <\/strong>What are the challenges of communication in the food sector?<\/strong><\/p>\n

Eating is one of the very few activities that human beings do between three and five times a day, every day of their lives, from birth to death. What we put in our mouths is extremely important to us; first out of necessity and then to take care of our health and improve our quality of life.<\/p>\n

In the wake of this unusual interest, typical of a society that has gone from the years of hunger to those of superabundance, all kinds of characters have emerged in recent years who have made their business in the heat of fashion. Many of them have come up with theories that are totally grotesque, if not conspiratorial and anti-system.<\/p>\n

In the midst of this morass, the Spanish food industry, one of the best in the world, is affected by constant attacks from one side or the other, based on fear - a constant in the society we live in today - and which affect sales in a significant way. The food sales cycle is very short, on a daily basis, and this means that any negative news affects the whole sector immediately.<\/p>\n

For all these reasons, the main challenge for the sector, but also for society, is to come to its senses and work together again to achieve increasingly better food and nutrition that will contribute to developing a healthier society. And in this challenge, didactic communication, explaining the principles of food and nutrition very well and in a simple way within everyone's reach, will play a decisive role in achieving success, both on the part of science and industry.<\/p>\n

As a teacher, has the academic level dropped?<\/strong>\u00e9<\/strong>What is the economic and social impact of a career in journalism?<\/strong><\/p>\n

On the one hand, the level of training with which students arrive at university has fallen. With the culture of effort rejected, curricula have focused on making things increasingly 'easier' for students who are absorbed in a world that is more virtual than real. I am speaking in general terms, there are some admirable exceptions.<\/p>\n

And all this leads to an attitude on the part of the student, which is not to learn and take an interest in the subject of study, but to pass courses and obtain a qualification that will enable them to get a job.<\/p>\n

It is also true that a degree in journalism should focus more on the engineering of information and literature and contemplate, from an approach that is more present in the development of reality, all the possibilities that this degree has from this conception, which is key in a society that communicates so much that it has reached unprecedented levels of infoxication.<\/p>\n

Studies should focus on moving from infoxication to infoteligence (if you will allow me to create such a 'word'), that is, to the selection, control and intelligent use of information, returning to criteria and transcendence as a way of selecting news as opposed to the anecdotal and the funny, with that thick-sketched humour that is so prevalent nowadays.<\/p>\n

When we talk about communication, we often refer to external reputation management (relations with the media, stakeholders, etc.).<\/strong>\u00e9<\/strong>s, customers, etc.). However, do<\/strong>what <\/strong>What role does communication play in the process of involving employees in the values and challenges of an organisation so that they feel proud to belong to it?<\/strong><\/p>\n

Years ago, when we talked about communication, we used to say that there was external and internal communication, and a third one that I called 'mediapension'. This is the one that comes from employees to the outside in an informal way, because everyone talks about their work at home, with friends and, now, in the networks.<\/p>\n

And it is thanks to the networks and the impact that thousands of employees - and even a single one - can develop with their comments about their work on the networks, that the space previously occupied by this 'half-pensioner' communication is now immense and of vital (and viral) importance for the company. And it must be managed and, as far as possible, exploited as part of the company's communication strategy.<\/p>\n

This is why employees must be brought closer to the philosophy, values and objectives of the company as a whole, because understanding the absolute helps to understand and improve the way of doing the partial.<\/p>\n

Employees, from this point of view, become a multiplier of the company's communication strategies and actions, with the added value of the credibility that comes from an employee talking about his or her work. However, this collaboration cannot be forced but is the result of the individual conviction of each person and their free desire to share on the networks. This is why the generation and enhancement of pride of belonging is of paramount interest for any company that wants to take care of its image and reputation.<\/p>\n

At<\/strong> in an interview you said that \"<\/strong>laughter is the moment when creativity is born\". <\/strong>Can communication be comical in a way?<\/strong><\/p>\n

A sense of humour is essential in life and especially in communication. It teaches us, among many other things, to take things with sportsmanship and not to get too bloody when things don't go as expected. But it is also a way of awakening and developing creativity. It awakens the senses and sharpens and sharpens them to find solutions (and not necessarily humorous ones) to the most complex problems.<\/p>\n

But beyond that, like any human act, communication is emotion, of whatever kind, and without emotion, there is no true communication. But emotion is not just about making people cry, it is also about making them laugh, and even pissing them off, among many other possibilities. That is why I believe that a sense of humour is vital for communication and I encourage it in the teams I lead, in those I join and in the way I communicate wherever I am.<\/p>\n

\u00bf<\/strong>Qu<\/strong>\u00e9 <\/strong>book you recommend for 2022? <\/strong><\/p>\n

Recommending a book is not an easy task because it is also very personal. But I will recommend three that have always accompanied me and that I consider fundamental in our communication business: 'The Art of Prudence', by Baltasar Graci\u00e1n. I think it is the book I have recommended the most in my life, not only as a manual on communication, but also as a manual on the art of prudence. management<\/em> and leadership. It was written in 1647 - yes, in the 17th century - and remains one of the most important bedside books when it comes to thinking about management and leadership. It is not a book to be read in one sitting, but to be kept on the bedside table, reading and reflecting on the many principles it contains.<\/p>\n

Secondly, the Diccionario de la Real Academia de la Lengua Espa\u00f1ola. And yes, it is an essential reading book and, at the same time, the book that should always accompany every communicator. As a child, as a young man, and even today, I play a personal game that I have also recommended many times. I open the dictionary to any page and look up a word at random. I read its different meanings and, when I find a word in the dictionary whose meaning I do not know or am not entirely clear, I look it up and repeat the exercise. In this way I have spent entire afternoons enjoying myself, learning and acquiring writing skills and knowledge that have served me well throughout my career.<\/p>\n

And finally, 'The Goal' by Eliyahu Goldratt. A book of management<\/em>written as a novel, from which I learned to turn problems around to approach them in a different way and find imaginative and different solutions.<\/p>\n

A communicator you admire? <\/strong><\/p>\n

In a discipline like Communication, with fairly recent studies, most of us learned from experience and from those who came before us. But, as I also put into practice the practice of listening with all my senses, I am a tributary of all those I see and follow in the different companies and institutions. It should also be borne in mind that, in such a specialised world, I would have to quote according to which part of the communication I was dealing with.<\/p>\n

So, as I would have to mention hundreds of people and I would always leave people out (today I would have to say, on the keyboard), I will mention a few names with the intention of letting all those who have not been mentioned be seen in them. As we have started talking about public speaking and spokespersons, I will begin with Jes\u00fas Monroy, master of masters in the art of training spokespersons; he is the one who brought this training to Spain in the CEOE, with the model of what was already being done in England by the CBI, and today he continues to be, for me, the best in this field. Carlos Mu\u00f1oz Guiral, now retired, but for many years in charge of internal communication<\/a> His capacity for deep reflection in the face of problems and his human vision were, and still are, a great inspiration. Antonio L\u00f3pez, also now retired but never inactive, is one of the great names in Spanish communication as the former head of BBVA and historical president of Dircom. Nuria Vilanova, who created from nothing an agency that is today one of the first in Spain and a benchmark here and in Latin America, and who continues to teach through columns and articles, through her work in the agency and as president of CEAPI, the Business Council, Alianza por Iberoam\u00e9rica. And many more names that I could mention and almost all of them know it because I have never shied away from telling them.<\/p>\n

 <\/p>\n

This text may be reproduced provided that PROA is credited as the original source.<\/h2>","protected":false},"excerpt":{"rendered":"

\u00c1lvaro Bordas es experto en Comunicaci\u00f3n y Relaciones Institucionales, enfocado en el sector de la alimentaci\u00f3n. Fue director de Comunicaci\u00f3n y RI de Danone durante diez a\u00f1os (2007-2017) y director de Comunicaci\u00f3n y jefe del Gabinete de Presidencia de Pascual. Anteriormente, trabaj\u00f3 en empresas destacadas como Alcampo, Rayet y Holcim. Asimismo, Bordas lleva 30 a\u00f1os […]<\/p>\n","protected":false},"author":28,"featured_media":24999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[176],"tags":[1990,2118,67,460,2117,39,347],"class_list":["post-24989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-alimentacion","tag-alvaro-bordas","tag-comunicacion","tag-comunicacion-estrategica","tag-consultoria","tag-periodismo","tag-proa-es"],"yoast_head":"\nSin emoci\u00f3n, no hay verdadera comunicaci\u00f3n<\/title>\n<meta name=\"description\" content=\"PROA entrevista a \u00c1lvaro Bordas, experto en Comunicaci\u00f3n y Relaciones Institucionales, enfocado en el sector de la alimentaci\u00f3n.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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