{"id":265,"date":"2013-04-29T10:37:50","date_gmt":"2013-04-29T08:37:50","guid":{"rendered":"http:\/\/proacomunicacion.es\/?p=265"},"modified":"2013-04-29T10:37:50","modified_gmt":"2013-04-29T08:37:50","slug":"the-five-lighthouses","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/los-cinco-faros\/","title":{"rendered":"The five lighthouses"},"content":{"rendered":"<p>Organised by the Association of Advertising Agencies, last Thursday I was lucky enough to take part in a seminar in Bilbao with Ferr\u00e1n Ram\u00f3n Cort\u00e9s, author of 'La isla de los cinco faros' (The island of the five lighthouses) and expert in communication. Three hours to reflect in a group on communication aimed at building relationships: how to get the public to pay attention to you, to appreciate what you are telling them and to want to communicate with you again. For those who are unfamiliar with the theory of the five lighthouses (Ferr\u00e1n's five keys to effective communication), here is a summary:<\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2013\/04\/290413_post-faro.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-268 alignleft\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2013\/04\/290413_post-faro-195x300.jpg\" alt=\"290413_post headlamp\" width=\"195\" height=\"300\" \/><\/a>1. Be clear about the message you want to give: a single big idea (and repeat it a thousand times).<\/p>\n<p>2. A different, recognisable, special, valuable idea (it will be memorable if we manage to express it through a good story).<\/p>\n<p>3. An idea expressed in the language shared by my interlocutors. That I connect easily with them, that people understand me.<\/p>\n<p>4. The message that counts is the one that is received, not the one that is sent (being in touch with the feelings of the people receiving the message).<\/p>\n<p>5. It's not about pushing people, it's about getting them to come to you. Communication is an invitation, not a coercion. I give valuable information, but everyone is free to choose. He convinces who believes in what he says.<\/p>\n<p><strong>Luis Sala<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Organizado por la Asociaci\u00f3n de Agencias\u00a0de Publicidad, el pasado jueves tuve la suerte de participar en Bilbao en un seminario con Ferr\u00e1n Ram\u00f3n Cort\u00e9s, autor de \u2018La isla de los cinco faros\u2019 y experto en comunicaci\u00f3n. Tres horas para reflexionar en grupo sobre la comunicaci\u00f3n orientada a la construcci\u00f3n de relaciones: c\u00f3mo conseguir que el [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[36,65,67,26,68,69,70,71,72,73,74,84,85],"class_list":["post-265","post","type-post","status-publish","format-standard","hentry","category-actualidad-proa","tag-agencias-de-comunicacion","tag-agencias-de-comunicacion-corporativa","tag-comunicacion","tag-comunicacion-corporativa","tag-consultora-de-comunicacion-corporativa","tag-consultores-de-comunicacion","tag-consultores-de-comunicacion-corporativa","tag-consultoria-de-comunicacion","tag-consultoria-de-comunicacion-corporativa","tag-consultoria-estrategica","tag-consultoria-estrategica-de-comunicacion","tag-mensaje","tag-storytelling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los cinco faros - Blog Comunicaci\u00f3n y Reputaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/the-five-lighthouses\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los cinco faros - Blog Comunicaci\u00f3n y Reputaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"Organizado por la Asociaci\u00f3n de Agencias\u00a0de Publicidad, el pasado jueves tuve la suerte de participar en Bilbao en un seminario con Ferr\u00e1n Ram\u00f3n Cort\u00e9s, autor de \u2018La isla de los cinco faros\u2019 y experto en comunicaci\u00f3n. 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