I’m going to tell you what this article actually is: a post about how to ruin a 26-year-old reputation (both personal and corporate) in 26 minutes. A post about how to lose control by giving in to improvisation and emotions, ultimately turning a public appearance into a real battleground. And, although moral lessons are usually left until the end, I’ll give you a spoiler right now: any spokesperson must prepare and carefully consider every statement in detail, and have the tools to maintain control (or regain it if they’ve lost it). Otherwise, their image will be in tatters, directly impacting the corporate reputation.

A corporate reputation is built slowly (very slowly), over years and decades, through strategic decisions and, above all, leadership based on credibility and consistency, but it can be destroyed in an instant: a single public statement made without an awareness of the role you represent and without proper preparation is enough to jeopardise decades of reputational capital. And, I think we can all agree, the press conference on 12 May by Florentino Pérez, the (still) president of Real Madrid, is an extraordinary example of this.

So, let’s take a look at the three key points that stood out during this press conference and the lessons we can learn from each of them.

When the spokesperson ceases to represent the institution

One of the basic principles of spokesperson training is that anyone speaking in public must be clear that they represent an organisation, its corporate culture and values, and that they represent these above and beyond themselves. In other words, above and beyond the spokesperson themselves. Spokesperson roles are individual, yes, but above all, they are institutional.

However, for much of the press conference, Florentino Pérez moved away from institutional matters and onto a personal level: the press conference ceased to be a corporate explanation of the club’s future and instead became a response to personal rumours, media criticism and conflicts external to the club he represents. And this loss of control had a direct impact in three areas: firstly, on the message, which ceased to be perceived as leadership and began to be perceived as a reaction; secondly, on the image of the executive himself; and thirdly, on the image of the company itself.

And that was exactly what happened.

The five lessons learnt:

1. Don’t speak without training first
2. Don’t lose sight of the main message
3. Don’t improvise
4. Don’t talk more than necessary
5. Don’t overlook non-verbal communication

The most dangerous mistake: speaking from a place of hurt

Let us always remember that the spokesperson’s emotional tone has as much, if not more, influence than the content of the message. This aspect marks a critical juncture in any public appearance: when the spokesperson ceases to steer and lead the conversation and begins to react to it and defend themselves personally.

In spokesperson training, there is one essential rule: you should never make a public statement driven by an emotional need for vindication or to settle scores, because when a spokesperson feels the need to deny something, explain themselves or seek revenge in public, they lose emotional control and their ability to exercise strategic control.

Corporate communication is not about winning debates or arguments. It is about leadership, and about demonstrating authority with confidence and transparency.

For this reason, one of the most sensitive aspects of the press conference was the constant personalisation of the conflict: naming journalists, accusing specific media outlets of orchestrating campaigns, or even using hyperbolic expressions such as “they’ll have to shoot me to get me out” are attitudes and elements that automatically shift the focus away from the institutional message and turn it into a personal conflict. And, in terms of reputation, this comes at a huge cost because the audience expects a calm, composed and controlled spokesperson who leads their statement with proportionality and reasoned arguments, especially in high-pressure situations. The spokesperson may be fundamentally right, but completely lose public support because of the manner in which they present their case, and that is one of the greatest risks in institutional communication: confusing firmness with aggression.

The five lessons learnt:

1. Do not get drawn into emotional arguments: do not react impulsively or speak out of anger
2. Do not use sarcasm or irony, nor display arrogance
3. Do not use a constantly defensive tone or threats
4. Confusing firmness with aggressiveness
5. Do not turn an official appearance into a settling of scores, nor adopt a victim mentality

When the spokesperson becomes the subject of the news

There is another fundamental rule regarding the role of the spokespersons in the field of corporate communication: the focus of the statement should never be the spokesperson. The protagonist should be the message, and the spokesperson, its messenger.

However, by the end of the press conference, the public debate was no longer centred on the elections at Real Madrid nor on the management of the club, but rather it centred exclusively on Florentino Pérez, his clashes with the press and the tone of his statements.

The ruling is clear from the perspective we are analysing: this shift in focus is one of the main indicators of communication failure. Because when public discourse strays from the strategic objective of the statement and focuses instead on the spokesperson’s behaviour, the organisation loses control of the narrative, with all that this entails for its reputation. And regaining that control often takes weeks, months or even years.

The five lessons learnt:

1. Don’t forget that you represent an institution
2. Don’t think that a reputation once established is indestructible
3. Do not make conflicts with journalists a personal matter or discredit the media
4. Do not ridicule uncomfortable questions or journalists because of their personal circumstances
5. Do not respond to provocations

Three key points and 15 lessons learned from a real-life example that highlight the pitfalls to avoid in public appearances, as they are exactly the kind of things any spokesperson should steer clear of.

A striking real-life example that illustrates how a business leader, accustomed to being in control and with three decades of reputation-building behind him, lost sight of the purpose of his appearance in the space of just a few minutes, and how this resulted in a complete loss of narrative control and emotional control. Because, beyond the political or sporting content of his statements, what is relevant from a corporate communications perspective is how a senior executive of an IBEX-listed company and a leading organisation such as Real Madrid lost the strategic focus of a speech that will take a long time to be forgotten.

That is why this is a prime example of how an institutional appearance can become a case study in poor media management. We must therefore always bear in mind one key principle: reputations can be destroyed in a matter of minutes – and almost always in front of a camera.

La entrada The case of Florentino Pérez: the three key factors in how to destroy 26 years of corporate reputation in 26 minutes se publicó primero en Agencia comma.

Communication is always a very delicate issue for companies to manage. Being exposed in public carries risks, controlling the message becomes more difficult as the degree of interaction with the press increases, and the media’s narrative may end up being very different from what the company had in mind, causing no small amount of upset and disappointment. However, there are always a number of easy-to-anticipate mistakes which, if we avoid them, will at least allow us to tread on solid ground. Below, we will outline the seven deadly sins that, unfortunately, are committed more often than they should be.

Forgetting that there is a thin line that separates communication from marketing

All executives know the theory, but in daily practice, many succumb to the temptation to approach communication with a “free advertising” approach in the news media. Every press release and every communication action must incorporate objectively interesting content with informational value. If a journalist asks a company spokesperson what they think of the current situation and the answer is “I think consumers should buy my product because it is the best on the market“, the result is counterproductive and contrary to the interests of the company: it creates a bad relationship with the press (which is looking for news, data and facts, not advertising), credibility is lost and the brand’s prestige suffers.

Trying to stop an ocean liner when it is going at full speed

What does this mean? Many firms are eager to communicate transactions that are very relevant to them and set the process in motion; but when it takes effect, they do not like what they see (or it frightens them) and they try to stop it. It is true that it is not the same to imagine yourself on the front pages of newspapers as it is to actually see yourself there: being the centre of attention, even if that was what we initially sought, can generate pressure or unforeseen side effects that are difficult to manage. Therefore, before initiating a communication campaign, companies must assess whether it really benefits them from a strategic point of view and analyse all the possible consequences, because once the game has started, it cannot be stopped.

“If it is very important to me, has to be important to the rest of the world.”

This is an extremely common mistake, despite how obvious it is. There are issues that are crucial for a company, but which are not important enough to be published at a general level. Companies must accept this reality: no matter how important something is to them, that does not mean it should necessarily make the headlines. On the other hand, if a corporate event is not newsworthy in itself, it is probably not as important to appear in the media as was previously thought.

Haste makes waste

Managing communication in a hurry is like buying all the tickets in a lottery where the prize is disaster. The communication management of an issue that is crucial for a company must be commensurate with the strategic importance of that action or decision. Communication must be an integral part of that strategic development from day one. The “I want this out now” approach, as an abrupt order with no room for planning, can only yield satisfactory results by pure chance. Typically, neither the repercussions nor the message will come close to achieving the quality and impact they could have had if careful planning had been done from the outset. Communication is not simply a matter of pressing a button and believing that everything will flow, as is too often thought.

The trees in the short term that prevent us from seeing the forest in the long term

Corporate communication is not limited to a one-day impact. To achieve a good relationship with the media, based on trust and influence, it is necessary to constantly cultivate and nurture that relationship. The desire to achieve short-term results, pushing the media to their limits or betraying their trust, jeopardises the long term, which is the road the company will have to travel throughout its life. Today’s impacts, if achieved at the cost of damaging relationships with journalists, sow the seeds of tomorrow’s failures. Communication, like economic development, must be sustainable and not compromise the resources that will be needed in the future.

Measure quantity and quality by the same yardstick

We really enjoy receiving a clipping from the press with hundreds of hits (if it’s good news). But, be careful, many times, a single impact can be more determining and decisive than 250. An exclusive in the launch of a medium with maximum dissemination and prestige is more valuable than a tonne of briefs to the weight, with all the affection and appreciation for the briefs. In communication, quantity matters, but quality matters much more.

In times of crisis, employ the ostrich technique.

Crisis communication is one of the classic methods that never fails, sooner or later it ends up happening. When a crisis erupts in a company, the technique of the ostrich is one resource that has been used since ancestral times: hiding one’s head under ground and trusting that the storm will pass. It may work, life is full of surprises, but that is a trump card with some cards that are very dangerous. Nor is it advisable to feed trolls by communicating compulsively, because transparency does not consist of that. It is about leading and maintaining control over the discourse of the company, make its message visible, manage the crisis with diligence and decisiveness, without allowing that third parties (media outlets or other sources) take ownership of the company’s discourse the discourse of the company and twist it to their whim.

These sins capital of communication may seem of common sense. However, the truth is that I have seen how for years many companies make one and another mistake after these errors. That is why I have wanted to highlight them. Planning and placing communication at the level of importance that it deserves, companies will have an easier life in the always complex relationship with the media.

La entrada 7 capital sins of communication that are as frequent as they are easy to avoid se publicó primero en Agencia comma.

These functions can be developed both from within the organizations and from outside, using the services of specialized communication agencies . Its main mission is to organise and coordinate different strategic actions with the media in response to the objectives set (reputation, notoriety, strategic positioning, brand image, etc.) and in accordance with the action plan;

What are the functions of a press office?

Among the most basic functions of a press office we can find:

• Construction of the news story;
• Elaboration of basic communication materials (key messages, question and answer document -Q&A-, thematic argumentation…);
• Identification of key journalists, creation of specific databases and media agenda;
• Relations with the media and journalists: management and handling of press requests, presentation of proposals, etc.
• Organisation of joint activities;
• Creation and dissemination of information content (press releases, opinion forums, current affairs commentaries, etc.).
• Management of interviews and other communication tools;
• Identification of information opportunities linked to current affairs;
• Active listening: company, sector and competition.

The reality is that there is a diversity of conceptions regarding the communication tasks of a company or organisation, so that, in some cases, the press office performs the functions of a communication department, taking the parts for the whole; Hence, many press offices include functions related to the area of the Public Affairs, public relations, protocol, institutional relations, etc.

In any case, the main challenge for any press office is to be able to realistically define the conversation with the media in an increasingly liquid environment, in which we must not stop innovating and designing new models, channels and languages to connect with our audiences;

The role of the press officer

The press officer has a decisive role within this department and his basic functions are:

• Define and lead the media strategy;
• Personal relations with journalists;
• Select the most appropriate communication tool depending on the context or the objective to be achieved (press release, media call for press event, video, presentation, report, interview, infographic, etc.);
• Define messages/communication materials for spokespersons and prepare public interventions. (E.g.:press conferences, speeches, etc.).
• Active listening to the media to identify issues and opportunities arising from current news;
• Coordinate with the different communication teams; You will need to ensure that the communication strategy with media is coherent with other areas or functions (external communication, internal communication, digital communication, etc.). That is to say, even if the press officer is not personally responsible for preparing, for example, copies for social media, he/she must supervise and be aware of all the contents published in them, as well as in all the company’s communication channels (web, blog, newsletter, internal bulletin, etc.) so that the company’s story is consistent;
• Set KPIs
• Evaluate results and if necessary, refocus the strategy;

The evolution from press office to communication department

There is some confusion about what exactly a press office is; This is mainly because it is an old concept; What used to be a press office is now – in most cases – a communications department;

Press offices have undergone an important evolution in recent years, mainly due to the new channels and ways of relating that companies have nowadays with their public; Traditional media have undergone a transformation driven by the Internet, with the rise of social media as one of the main channels of interaction;

The press office and the new information ecosystem

This has led to the emergence of a new information ecosystem in which it no longer makes sense to engage only with the media in one way; Relationships go much further; And this is where the press office, conceived purely for managing relations with the media, has been forced to transform itself into a communications department that can respond to the new needs of companies to relate to the media;

In this sense, and immersed in a changing and increasingly complex and diverse context, it is increasingly important for companies to count on the strategic advice of partners with experience in the development of 360º communication strategies, such as comma agency, to help them manage relationships with their target audiences in the most effective way; A great deal will depend on this:

• Generating a relationship of trust with the media that can be maintained over time.
• To be able to transmit the company’s purpose and value proposition.
• Achieve the desired reputation and brand positioning;
• Generate notoriety and visibility: publicise new products, initiatives, corporate milestones, etc.
• Differentiate yourself through communication
• Achieve your business objectives

La entrada What is a press office and what are its functions? se publicó primero en Agencia comma.

What are the keys to being a good communicator?

1. Practice active listening

Let us start with one of the most important aspects of effective communication, which is undoubtedly the ability to listen actively. To be a good communicator, you should not only pay attention to your interlocutor’s words, but also to his or her gestures, facial expressions and tone of voice.

Active listening will help you to process the message correctly and respond appropriately. It will show your interlocutor respect and interest in what he or she is telling you.

2. Show empathy towards your interlocutor

Empathy is essential to establish connections with your interlocutor. Always try to put yourself in their shoes and understand their feelings, needs and concerns. This will allow you to tailor your communication to meet the needs of your interlocutor and build relationships based on trust and mutual understanding.

3. Know your interlocutor or your audience

Understanding your audience or interlocutor beforehand is crucial to tailor your message effectively. Research and understand your target audience, including their interests, values and views. Use this knowledge to personalise your communication and make your message relevant and meaningful to them.

4. Be clear and concise in your messages

Another key to being a good communicator and effective communicator is clarity and conciseness in your messages. Organise your ideas logically and get your message across in a straightforward and easy-to-understand way. Avoid using unnecessary jargon or complicated words that may confuse your interlocutor. And remember that less is more when it comes to communication. Try to express your ideas as simply and briefly as possible.

5. Don’t forget to be authentic

Authenticity in your messages and in the way you convey them will help you build trust and credibility. Be honest with yourself and others, and communicate your thoughts and feelings in a sincere and genuine way. And always avoid falsehood or manipulation in your communication.

6. Flexibility always

To be a good communicator you will need to be able to adapt to different situations and people. You will need to be flexible to adjust your communication style according to the context and the needs of your interlocutor, and sometimes this will involve changing your tone, language or approach to ensure that your message is understood and well received.

7. Manage emotions

Emotion management is essential to maintain calm and composure during communicative interactions. Learn how to recognise and manage your own emotions, as well as how to deal with the emotions of others in an empathetic and constructive way. Remain calm under pressure and avoid reacting impulsively or aggressively in conflict situations.

8. Practice constantly

Like any skill, you will learn to be a good communicator with practice and feedback. Look for opportunities to practise your communication skills in different contexts and with different interlocutors or audiences.

9. Continuous Learning

To be a good communicator you must always be in a process of continuous learning, open to new ideas and perspectives and looking for opportunities to expand and improve your communication skills. A good feedback from your practices will help you identify areas for improvement and work on them effectively.

10. Trust in you

Self-confidence is fundamental to communicate effectively and be a good communicator. Be confident in your skills and knowledge, and convey that confidence through your body language, tone of voice and facial expression. Confidence helps you project confidence and credibility in your interactions, which makes it easier to connect with your audience.

In short, being a good communicator requires a combination of technical, emotional and social skills. From active listening to authenticity and flexibility, each will contribute to making your communication more effective. If you practice and develop these skills, you will undoubtedly improve your communication skills in any situation and you will be able to establish stronger and more successful relationships in your personal and professional life.

La entrada 10 keys to being a good communicator se publicó primero en Agencia comma.

Without being clear about this, it will not be possible to achieve effective communication. However, if we are sure of what we want to achieve and we take into account the following points, it will certainly be much easier:

The best improvisation is good preparation

Improvisation has no place in strategic communication. Never get in front of a journalist without being clear about what he wants to talk about and what you want to talk about. Take an argument with you, internalize your key messages and try not to give more than three. Try to reiterate them throughout the presentation.

Listen carefully, think and then answer

A common mistake is to be thinking about what we want to say instead of listening carefully to what they are asking us. The subconscious, when we are in front of a journalist, can betray us. Listen carefully to what the question is, decide what the key message is within that question and answer with confidence.

Don’t let others speak for you

Always take the initiative. Lead the interview or the meeting; lead the conversation. Don’t get into topics you don’t want to get into and steer the conversation back to your own territory, to what is really interesting for your organization. The more you control the message and the less you leave to the journalist’s interpretation, the easier it will be to lead a conversation.

Putting the message first

Before going in front of a journalist, it is important that you think about the headline you would like to read the next day in the media. This headline should clearly and directly summarize our message, for which it is essential to use short and simple sentences: subject, verb and predicate.

Repeat your message

Whenever you have the opportunity, repeat your message and use different arguments that allow you to emphasize the most important part of what you want to convey. Do not hesitate to refocus some questions in order to contextualize the message. The key is to know how to redirect them to your interests. A good previous preparation and having the messages well internalized will always help. Do not hesitate to use examples to make yourself understood; the less you leave to interpretation, the better.

The most important thing, always at the beginning

The order of your presentation should always start with the most important points and, whenever possible, repeat them just before the end to reinforce the message. Don’t beat around the bush, focus your speech and be clear, concise and direct.

Adapts the use of language to the situation

Depending on the profile of the audience to whom the presentation is addressed, it will be necessary to use one language or another. It is important to maintain authority in the tone in order to achieve the same register from the beginning to the end of the speech and try not to diminish it when faced with uncomfortable or complicated questions to answer. Combining rhythm with tone will help to emphasize messages. When in doubt, it is always preferable to use simpler language in front of a supposedly knowledgeable audience rather than miss the opportunity to convey a message that is understandable to the majority.

Don’t forget that everything communicates

We must keep in mind that our body also speaks and transmits a lot of information; controlling body language techniques is as crucial as controlling the message. Avoid crossing your hands tightly or sitting too awkwardly. Let the air into your lungs. Be clear that what we don’t say is just as important as what we say. Gestures, our posture or a simple look can transmit as much or more than a sentence.

Before any appearance before the media and, in addition to the preparation, it is important to believe ourselves what we are and internalize our own strengths and the great ability to provide appropriate solutions for each of the current or future needs that may have the audience to which we are going to address.

La entrada 8 keys to effective communication for spokespersons se publicó primero en Agencia comma.

Positive language is an effective tool to change the way we express ourselves, improve our relationships and increase our ability to persuade. Therefore, it is essential to understand what it is, why it is so important and how to apply it to transform our daily communication.

What is positive language?

Positive language is a communication strategy based on the intentional use of words and expressions that generate confidence, motivation and clarity in messages. It is not simply a matter of being optimistic or friendly, but of constructing a discourse that promotes well-being, cooperation and problem solving.

The way we speak shapes the way we think. The words we use influence the way we perceive reality, feel and react to different situations. When we use negative language, we unconsciously activate the amygdala, a brain region linked to fear and anxiety. On the other hand, when we use positive language, we stimulate the prefrontal cortex, which is responsible for creativity, problem solving and rational decision making.

In addition, positive language not only impacts our own attitude and mood, but also the perception and response of those around us.

Some examples of the use of positive language

Let’s look at some examples. Although the meaning is similar, the second option in each case encourages a more proactive and decisive attitude:

• “It’s a difficult and complicated problem.” → “It’s an interesting challenge and we have a chance to find a good solution.”
• “I have no experience in this, I’m going to have a hard time doing it.” → “It’s a good opportunity to learn something new and put my skills into practice.”
• “This customer is very demanding and complicated.” → “This customer knows what he wants; that will help us provide him with better service.”
• “We failed in this task, it was a disaster.” → “We were not right, but this experience has given us valuable learnings to improve in the future.”

What are the benefits of using positive language?

Positive language brings benefits both personally and professionally:

• Generates trust and empathy in conversations.
• Facilitates conflict resolution by focusing on solutions.
• Reinforces self-esteem and that of others.
• Improves the work environment and strengthens the team culture.
• Increases persuasiveness by making messages more attractive.

On the contrary, a negative language-loaded with criticism, pessimistic expressions or aggressive tones-can generate rejection, resistance and affect the motivation of those who listen to us.

Applying positive language in our communication allows us to more effectively influence our daily interactions and obtain better results in our personal and professional relationships.

Strategies for putting positive language into practice

1.- Substitute negative words for positive alternatives. Small changes in the way we express ourselves can change the perception of a message:

• “I don’t know” → “I’m going to look into it.”
• “This is impossible” → “Let’s look for a workable solution.”

Rephrase sentences in a positive way. Instead of focusing on what cannot be done, emphasize what is possible:

• “I don’t know how to do it” → “I’m going to research the best way to do it.”
• “This report has many errors” → “We can revise this report to improve it”.

3.- Use constructive questions. Well-phrased questions direct the conversation toward solutions rather than problems:

• “Why did the project go wrong?” → “What can we learn from this experience and how can we improve it next time?”

4.- Enhance the use of affirmations and positive reinforcement. They always motivate and reinforce a constructive attitude:

• “I’m confident we can make it.”
• “Your work is bringing a lot of value to the team.”

Reinforce your communication with positive nonverbal language. We have already mentioned on many occasions the importance of nonverbal communication. Smile, posture and tone of voice reinforce the message you want to convey. And when it is a written message, read it out loud before sending it. Does it sound friendly, positive and clear?

Integrate positive language into your daily life

I insist, positive language does not imply ignoring problems, but expressing ourselves in a way that fosters trust and conflict resolution. We must not forget that words influence the perception and reaction of others. If we learn to reformulate our messages in a positive way, we will achieve that our communication (with ourselves and with others) will have a completely different impact.

Take the test. During the next few days, pay special attention to how you communicate – with others and with yourself – and try to apply some of these strategies to change the way you express yourself. I’m sure you’ll notice the difference.

La entrada Transform your communication with the use of positive language. se publicó primero en Agencia comma.

What is a spokesperson?

The spokesperson of an organisation, company, association… is the person designated and prepared to transmit its key messages to its internal and external target audiences (journalists, shareholders, employees, investors, suppliers, etc.)….) in a direct, simple and impactful way; It is constituted as the voice of the company and is assumed to always works (or should work) based on the organisation’s business strategy and in coordination with its communications team.

An organisation may have more than one spokesperson, usually related to different specialities within the organisation, but it must always have a spokesperson of reference who is the most representative image of the company;

The main spokesperson is usually the president or CEO of the organisation and his/her charisma and profile should match; In other words, there must be coherence between what the brand says it is and its main representative. The reality does not always coincide with the most advisable and it is not unusual to find spokespersons who do not adequately represent the role that corresponds to them, which will directly affect the perception of the brand;

It is therefore essential that the spokesperson is aware of the role he or she represents, of the responsibility he or she has as the main voice of the organisation and of the importance of taking that role very seriously;

The importance of the spokesperson in corporate communication

The spokesperson is like the captain of a great ship and must be aware that he/she is the highest representative of the ship; Knowing where you are going and which sailors you have, knowing the route to take, the risks you may encounter, weather forecasts and other possible unforeseen events are on your list of responsibilities;

A bad spokesperson can spoil an organisation’s reputation or confuse its target audiences by portraying an image that is inconsistent with the raison d’être of the company he or she represents;

Giving voice to an organisation is essential; What you don’t say about your organisation, others will say for you, so it is essential that the importance of good spokespersonship for brand perception is taken seriously; Everything a spokesperson does, he or she communicates, that also includes what he or she does not do;

Efficient communication

In 1967, anthropologist and psychologist Albert Mehrabian of the University of California (UCLA) presented a study that collected the percentage that each element of communication – words, body and voice – represents in conversation. Although Mehrabian focused on emotional communication, his conclusions are very timely to understand how important the role of a spokesperson is and what must be taken into account in order to communicate effectively;

La entrada The spokesperson and his role in corporate communication se publicó primero en Agencia comma.

What is nonverbal communication?

Nonverbal communication, also called body language, is the process of sending and receiving messages without using words, whether spoken or written. Just as some spelling marks are useful to emphasize written language, nonverbal behavior can emphasize parts of a verbal message.

It is considered that in a face-to-face communication, nonverbal behavior represents an important percentage of the information we transmit, compared to the rest that corresponds to verbal communication: hence the importance of taking nonverbal communication into account. In any case, below we will review some myths about the weight of nonverbal behavior in communication.

Non-verbal communication should not be confused with non-spoken (oral) communication, since there are non-verbal forms of communication, such as written or sign languages, which are not oral either.

Origins of nonverbal communication

The term nonverbal communication was introduced in 1956 by psychiatrist Jurgen Ruesch and author Weldon Kees in the book “Nonverbal Communication: Notes on the Visual Perception of Human Relations.Nonverbal Communication: Notes on the Visual Perception of Human Relations.“.

However, nonverbal behavior has been recognized for centuries as a fundamental aspect of communication. An example can be found in “The Advancement of Learning” (1605), a work in which Francis Bacon observed that “the lineaments of the body reveal the disposition and inclination of the mind in general, but the movements of the countenance and parts not only do so, but also reveal the mood and present state of the mind and will”.

It is also important to remember the influence of works published by Charles Darwin in 1872, entitled “The Expression of the Emotions in Man and Animals” and the figure of Paul Ekmanthe best known researcher in the field of non-verbal behavior, especially with regard to the facial expressions of emotions.

This same author establishes, together with Wallace Friesen, three types of nonverbal acts:

Non-verbal acts

• Origin: physiological or through our social environment.
• Uses: non-verbal language can be used -or not- to reinforce and clarify a verbal message.
• Coding: can be arbitrary or iconic.

What are the elements of nonverbal communication?

Facial expressions

The human face is capable of expressing countless emotions without saying a word. And unlike some forms of nonverbal communication, facial expressions of emotions are universal. The facial expressions of happiness, sadness, anger, surprise, fear and disgust are the same in all cultures.

Gestures

Gestures are part of our daily lives. We wave, point, gesture and use our hands when discussing or talking animatedly, often unconsciously expressing ourselves with gestures. However, the meaning of gestures can be very different depending on the culture and region, so it is important to be careful to avoid misinterpretations. Gestures, body movements and postures are studied by kinesics, also known as kinesics or kinesics.

Touch

We communicate a lot through touch. Think of the messages they convey: a firm handshake, a shy pat on the shoulder, a warm bear hug, a reassuring pat on the back, a condescending nod of the head or a controlling squeeze on the arm.

Space

Have we ever felt uncomfortable during a conversation because the other person was too close and invading our space? We all have a need for physical space, although that need differs depending on the culture, situation and closeness of the relationship.

We can use physical space to communicate many different nonverbal messages, such as signals of intimacy, aggression, dominance or affection. This concept is called proxemics, which is none other than the discipline that studies the spatial relationship between people as a social and signifying manifestation.

Body movements and posture

People’s perception of us varies depending on the way we sit, walk, stand or hold our heads, because the way we move and behave communicates a great deal of information to the outside world. This type of nonverbal communication includes posture, demeanor, stance and movements.

Visual contact

Because the visual sense is dominant for most people, eye contact is an especially important type of nonverbal communication. The way you look at someone can communicate many things, such as interest, affection, hostility, or attraction. Eye contact is also crucial for maintaining the flow of conversation and for gauging the other person’s response.

Voice

It’s not just what we say, but how we say it. When we speak, others “read” our voice, as well as paying attention to our words in a process of active listening. They focus on timing and rhythm, voice volume, pitch and inflection, and sounds that convey understanding and assent. Let’s think that the tone of voice can show sarcasm, anger, affection or confidence.

This is where paralinguistics comes into play, a science that studies elements such as the intensity or volume of the voice; the speed of utterances; the tone, variants and nuances of intonation and syllabic duration or volume.

What roles and functions does nonverbal behavior play?

• Repetition: non-verbal communication reinforces the message we deliver verbally.
• Contradiction: our nonverbal behavior may contradict the message we are trying to convey, thus indicating to the listener that, in certain cases, we may not be telling the truth.
• Substitution: Non-verbal communication can substitute for a verbal message. For example, our facial expression often conveys a much more vivid message than words.
• Complement: you can add to or complement your verbal message. As a boss, if in addition to praising an employee we give him or her a pat on the back, it can increase the impact of our message.
• Accentuate: You can accentuate or underline a verbal message. Tapping the table, for example, can emphasize the importance of your message.

Examples of the importance of nonverbal communication

Nowadays, the importance of nonverbal behavior in the context of communication is unquestionable, and we can find numerous examples:

A good alternative is to take a look at this video by Sonia El Hakim, lecturer in Nonverbal Behavior in different universities and institutions and for the State Security Forces and Corps, in TEDxRuzafa. It is an interesting and fun review of the relevance of our nonverbal behavior in everyday situations.

In this other video, psychologist and researcher David Matsumoto describes the importance of nonverbal communication and what “microexpressions” and “emblematic gestures” consist of, as a universal language, suggesting that nonverbal communication is learned almost innately and becomes an educational tool to promote learning.

Matsumoto is a psychologist and professor of psychology at San Francisco State University, and founder and director of the Culture and Emotion Research Laboratory, which studies the role of culture, emotion, social interaction and human communication.

Finally, in this video by Sinapsis-Lab, a consulting firm specializing in improving sales results, influence and leadership, reviews Barack Obama’s non-verbal communication in a speech at the Democratic Party convention in Boston in 2004, when he was a senator and not yet so well known.

Non-verbal communication and politics

In the same way as in any other field, non-verbal behaviors are key in political communication. In fact, it is quite common that when an electoral debate has taken place, some experts make an analysis on television of the non-verbal language used by the participants, and draw some conclusions about the message they wanted (or tried) to convey.

In this regard, our colleague Cristina Rubio wrote a post a few years ago on the analysis of the non-verbal language of politicians in campaigns.

Books on nonverbal communication

In our favorite bookstore we can find numerous works about nonverbal communication. Here are some examples:

• Mark L. Knapp (1982). Nonverbal communication: the body and the environment (Editorial Paidós). This is one of the classic works on nonverbal communication, in which the author reviews the most important works carried out to date on the subject and offers the reader a rigorous synthesis. The book addresses, among others, the role of tactile contact in interpersonal relationships, gestures in sexual rituals, the role of appearance in expression, the interrelation between the environment and personality, the direction and meaning of glances, facial expressions, etc.
• Flora Davis (2010). “La comunicación no verbal”. (Alianza Editorial). The author not only establishes an inventory of the techniques used by researchers in this interdisciplinary field where psychological, anthropological and ethological approaches intersect, and of their most important achievements, but also provides numerous examples of how this silent language influences daily life.
• María Calvo del Brío (2021). “Nonverbal communication for curious humans”. (Editorial Almuzara). The author gathers in the book the lessons learned from her professional practice through conferences, lectures, courses and workshops, transmitting these concepts with concrete examples applied to different personal and professional environments: negotiation, interviews, presentations…

Myths of nonverbal communication

One of the most widespread myths about nonverbal communication is the claim that words account for only 7% of what is communicated in a conversation. The rest would consist of 38% of the use of the voice (paralanguage) and 55% of body language (nonverbal communication).

This myth is even supported by a specific study conducted by Dr. Albert Mehrabian, a retired psychology professor) at the University of California, Los Angeles (UCLA).

But those numbers – suspiciously specific – come from a single study, which should be enough on its own to cast doubt on this claim. Moreover, the study deals with a very specific situation where people are talking about emotional content, and there is a disconnect between the words they use, the tone of voice and the body language.

Can non-verbal communication be misrepresented?

There are hundreds of references and websites that offer tips on how to use body language to your advantage. For example, they can teach us how to sit in a certain way, to join our fingers together or to shake hands in order to appear self-assured.

But it’s really not easy for those tricks not to work, since we can’t manipulate all the signals we constantly send out about what we really think and feel. And the more we try, the more unnatural those signals will probably become.

However, that does not mean that we do not have some control over our verbal communication. For example, if we do not agree with what someone says and want to establish a assertive communicationWe can use negative body language to reject the person’s message, such as crossing our arms, avoiding eye contact or tapping our feet.

Liars do not make eye contact.

Another common myth about nonverbal communication is that liars avoid eye contact. While some liars (especially children) find it difficult to lie while looking at us, other liars, especially more blatant or habitual liars, may overcompensate to “prove” that they are not lying by making too much eye contact and holding it too long.

If we associate lack of eye contact with deception, we run the risk of misinterpreting the signals of people who are shy, introverted or come from cultures where prolonged eye contact is considered rude or threatening.

Exercises for nonverbal communication

There are numerous exercises that allow us to better understand nonverbal communication and use it appropriately when communicating with others:

• One of the most common activities is to seat the members of a group in a circle and one person stands in the circle. Through nonverbal communication, he/she should address one of the participants indicating that he/she wants to sit down and take his/her place.
• Another common example for exercising nonverbal behaviors is to assign each participant a situation to describe to others using only body language. These are simple situations, such as one that might involve being in a hurry and missing the bus.
• The silent interview also represents an excellent dynamic to be aware of the importance of nonverbal communication.

La entrada Non-verbal communication: elements and characteristics se publicó primero en Agencia comma.

Two years ago, we shared some basic recommendations to encourage communication professionals to experiment with AI and start using it in their tasks. Now it’s time to take it a step further and integrate it into routines and work processes consistently, effectively and ethically.

To help you, I share five learnings I wish I had known when I first started using generative AI. I have been using AI intensively for two years now. Every day I use some, if not more, generative AI tool to perform communication tasks: from copywriting and analysis to strategy planning for my clients and for #TheImperdibles school.

These are the five lessons that have taken me hours of experimentation and testing, and that I would have loved to have known at the beginning of the journey:

Give complete prompts: define the role, context and objectives.

In AI, the quality of the instructions is everything. A simple sentence is often not enough: the more detailed and clear the prompt,, the better the results. Apply the ‘garbage in, garbage out’ maxim: if you enter imprecise instructions, you will get mediocre answers.

Define the role you want the AI to adopt (communication expert, copywriter…); provide context (target audience, channels, brand tone) and explain the end goal of the task. If you also specify the format in which you expect to get the response and give an example, all the better.

Here’s an example: “Give me a post for LinkedIn on the impact of AI in communication” is too vague.

It will give you better results to ask: “Act as an expert in communication and social media. Write a post for LinkedIn about the impact of AI in communication. The post should be between 400 and 500 words. Include a CTA that encourages people to leave a comment. Here are 2 examples of posts I have published on this topic so you can see my writing style and approach, and apply them to this text”.

Train the tool: experiment with various options and choose the best one (for you).

Not all generative AI tools work the same. It is essential to test different options and evaluate which one best suits your needs and the way you work.

Spend time experimenting, do the same task with several tools and compare their responses. Repeat the process as many times as necessary until you find ‘your AI tool’, the one you understand best and the one that works best for you.

Training the tool does not mean configuring it or knowing how to code, but understanding how to interact with it to get what you are looking for and using it repeatedly, telling it what it does well and what it does not, so that it learns and gives you answers that are more and more aligned with you.

Continuing with the example of the LinkedIn post: the first time you ask it for this task, you will probably not be convinced by the result. If you tell the tool what you like about the proposed post and what you don’t, make adjustments and pass it your final version, it will learn. In my experience, from the 3rd time you repeat this process, the results will pleasantly surprise you.

Invest in a paid license of the tool of your choice

The free versions are an excellent starting point, but they have limitations in features, speed and privacy. If you find a tool that works well for your workflow, I recommend you purchase a paid license. I assure you it will be an excellent investment, with a good return.

This will not only give you access to more features with fewer limitations, but will also guarantee a higher level of privacy and security. And yes: it will also give you more refined and higher quality results.

By the way: keep in mind that, for most tools, you can purchase licenses on a monthly basis. So you can sign up when you need it and unsubscribe when you are not going to use it. Although I warn you that it is very likely that when you get used to it, you will never want to work without it again.

Use it only in tasks where it really adds value.

Although AI can be useful in many areas, it is not a magic solution for everything. Prioritize those tasks where its implementation will save you time and improve quality.

And how do I know which tasks to apply it to and which not to apply it to? Well, once again, you will have to try and experiment to get the answer. In case it inspires you: in the example of the LinkedIn post, I would ask ChatGPT to give me ideas for a post about the impact of AI in communication. I would choose one of the proposed ideas to further refine with ChatGPT. Then I would give him sample posts and directions for length, approach, etc. But I would never directly ask you to write the post without further details.

Automate the operational and apply it only to what really enhances your skills. Being selective is key for AI to really improve productivity and not end up being a time thief.

Do not upload confidential information or personal data.

Ethics and data security should be a priority for a communication professional. AI tools, especially in their free versions, can use the content we give them to further train their models.

Avoid uploading sensitive, confidential or personal data-related information. Caution is essential to protect your work and that of your clients.

In my case, I apply a rule in projects with clients: I only upload to the AI tool information that is published openly on their website. If I need to work with data that is not public, I either ask the client for permission, or I anonymize it before uploading it.

Define your guidelines for ethical and responsible use of AI to avoid scares and legal problems.

And I add a bonus to the list: don’t feel bad about using AI in your work.

Using AI does not make you less professional or detract from your work. On the contrary, it shows that you are taking advantage of the tools available to enhance your performance.

Remember that it is not the AI that does the work: it is you who guides, configures and reviews each step. Working hand-in-hand with these tools not only allows you to be more efficient, but also empowers your capabilities and gives you superpowers. The key is to integrate AI as an ally and not as a substitute.

By the way: I wrote this post with the help of ChatGPT. I told him I was preparing a post for a communication agency’s blog, told him the topic and dictated the introductory paragraph and some personal learnings. From there we chatted until we refined the 5 recommendations. I then gave him ideas for each tip so he could prepare a draft. I edited the draft and, before closing the conversation, I shared the final version with him so he could review my final tweaks.

I didn’t give him examples of posts because I already have him trained: months ago I spent several hours to have him analyze my writing style, the type of articles I write, the expressions I usually use… With this information I created a GPT that doesn’t replace me, but helps me to write my articles. The result is not bad at all, don’t you think? How did the post sound to you?

*Article written by Cristina Aced, digital communication consultant and teacher, founder of the school of #LasImperdibles de comunicación

La entrada The 5 inescapable lessons in AI that every communicator should know se publicó primero en Agencia comma.

What is assertive communication?

Assertive communication is the ability to express a message, an attitude, a value, an opinion or an emotion in an active way, but without harming or attacking our interlocutor. It is a mature way of communicating, with which we are able to deliver our message and defend our rights in a skillful way and with the certainty that it will reach the receiver correctly. It is very common to confuse the concept of assertiveness with the ability to “say no”, but the term is much broader and includes many other social skills implicit in it.

RAE definition of assertiveness

The Real Academia Española definition of assertiveness does not give us too many clues about the practical use of the term. However, we can find some signs by searching for the same word and some related ones:

• Assertion. Affirmation of the certainty of something.
• Assertiveness. Quality of assertiveness.
• Assertive. Who expresses his opinion in a firm manner

What does an assertive communicator look like?

People who communicate assertively usually meet a series of personal attributes or characteristics, without which it would be impossible to communicate effectively:

Freedom of expression

People who practice assertive communication have a sense of freedom and confidence to express their thoughts, feelings, opinions and needs appropriately. They are not afraid to speak on their own behalf and do not feel constrained by fear of rejection or criticism.

Direct, appropriate, open and honest communication

Assertive communication involves the ability to express oneself directly and clearly, avoiding ambiguities or confusing messages. Assertive people choose their words carefully and ensure that their message is understandable to others. They are honest in their communications and avoid manipulation or avoidance of the truth.

Ease of communication with all kinds of people

Assertive people are able to establish and maintain effective communication with different types of people, regardless of their social position, hierarchy or personality. They have empathy and active listening skills, which enable them to understand others’ points of view and adapt their communication accordingly.

Respectable behavior and acceptance of one’s own limitations.

People who practice assertive communication are aware of the importance of mutual respect in interactions. They maintain a respectful behavior towards others, avoiding the use of offensive, aggressive or derogatory language. In addition, they are able to recognize and accept their own limitations, without feeling threatened or inferior because of it.

Healthy self-confidence and self-esteem

An assertive person has good self-esteem and self-confidence. They value themselves and believe in their own right to express themselves and be heard. They have a positive self-image and do not rely on external validation to feel confident in their communications.

Basic assertive rights

Assertiveness and assertive communication is based on some basic assertive rights. Manuel J. Smith, associate professor of clinical psychology at the University of California and considered the pioneer of assertive rights and assertive therapy, wrote in 1975 “When i say no, i feel guilty“, a manual in which some of these rights are included in the so-called “Assertive Bill of Rights“, which quickly became popular in the United States. However, nowadays, psychology professionals usually work with a broader list of assertive rights. We include below, slightly modified, those proposed by psychologist Alberto Soler:

List of 22 assertive rights

1. Sometimes, you have the right to be first. Always yielding to others, not communicating your wishes or preferences does not make you more courteous. Don’t say “whatever you want” when you have a preference.
2. You have the right to make mistakes. Mistakes are part of life, they are necessary for learning. Don’t be ashamed of them and defend your right to make them.
3. You are entitled to your own opinions and beliefs.
4. You have the right to change your mind, opinion, or action.
5. You have the right to express criticism and protest unfair treatment, but always in a way that is respectful of others.
6. You have the right to try to change what does not satisfy you.
7. You have the right to ask for help or emotional support.
8. You have the right to feel and express pain.
9. You have the right to ignore the advice of others.
10. You are entitled to recognition for a job well done, both by others and by yourself.
11. You have the right to refuse a request, to say “no” without feeling guilty or selfish.
12. You have the right to be alone, even when others desire your company.
13. You have the right not to justify yourself to others. Sometimes a “No, thank you” is enough.
14. You have the right not to take responsibility for other people’s problems.
15. You have the right not to anticipate the wants and needs of others and not to have to intuit them.
16. You have the right to be treated with dignity and to protest if you feel this is not the case.
17. You have the right to have your own needs and that they are as important as those of others.
18. You have the right to experience and express your own feelings, as well as to be their sole judge.
19. You have the right to stop and think before you act.
20. You have the right to ask for what you want and not take no for an answer.
21. You are entitled to do less than you are capable of doing. You can’t always perform at your best.
22. You have the right to decide what to do with your body, time and property.

Passive, aggressive and assertive communication

Assertive communication is halfway between passive or inhibited communication – we keep quiet, we “keep to ourselves” what we think, we do not express what we really want to say – and aggressive communication – we do not keep anything to ourselves, but we send the message in an inappropriate tone or attitude. To better understand the concept, let’s use a simple example. Let’s imagine that we are in line at the movie theater and a person sneaks in.

• Passive or inhibited communication would consist of not saying anything, even though we have been angered by the situation, causing an important feeling of frustration.
• Aggressive communication, on the other hand, would cause us to shout or speak with bad manners, almost certainly leading to a conflict situation.
• However, assertive communication would consist of, with total tranquility, looking into the eyes and even with a slight smile and an appropriate tone of voice, communicating to the person that we were in front of him/her.

Five steps to establish assertive communication

It is logical to think that the situations we face every day, whether in the social, work or family environment, are not as simple as the one in the cinema queue. However, the use of assertive communication can help us a lot in the vast majority of social interactions in multiple areas. But how to do it? We will now review five essential guidelines for communicating assertively:

1. Think about the problem, not the person.

It is very common that when we have a disagreement, an exchange of views or an argument, we focus on the person instead of the problem. Focus on the reason for the problem and listen carefully to what messages are being sent, not who is sending them, trying to free yourself from certain prejudices. Don’t take a situation you don’t like personally.

2. Take care of your verbal and non verbal communication

It is useless to have an appropriate tone of voice if our body shows signs of aggressiveness, or vice versa. Our verbal and non-verbal language should be as coherent as possible and be shown in the same line or orientation.

3. Listen, listen, listen

To put assertive communication into practice, it is necessary to listen, not just hear. Many times we are thinking more about our own speech than about what our interlocutor is transmitting to us. Pay attention first to what he/she is saying, respect his/her time and show that you are paying attention by practicing active listening.

4. Being empathetic does not mean agreeing

Another key element for our communication to be assertive is to practice empathy, or in other words, to put ourselves in the other person’s place and make him/her see clearly. When faced with a disagreement or a situation that makes us uncomfortable, try telling your interlocutor “I understand perfectly what you are saying”, “I have listened carefully to what you have said”, “I think your opinion on the matter is clear to me”. Once this is done, the person we are talking to knows that we have paid attention to him/her and will be more receptive to listen to our point of view.

5. Put into practice some assertive techniques

On paper it seems very simple to put assertive communication into practice, but we can find ourselves in quite complex situations. In these cases, it is advisable to use some of the assertive tactics that work best, which we will now look at.

Assertive communication techniques

In theory, assertive communication may seem simple to implement, but in practice, we face situations that can be quite complex. In these cases, it is useful to resort to some assertive tactics that have proven to be effective. Below, we will explore some of these techniques that can facilitate the use of assertive communication.

Scratched disc

This assertive technique consists of insisting on the same message over and over again until the other person understands our position. By using the broken record, we repeat our point of view in a calm and firm manner, without being provocative or straying from the topic. For example, we might say, “Yes, I heard you, but I want you to understand that…”

Assertive postponement

Assertive deferral involves letting our interlocutor know that the current moment is not the right time to continue the discussion. This technique is useful when, despite using assertive communication, we cannot get the other person to understand our point of view or when the conversation becomes too aggressive. We can express: “I would like to resume this conversation at another time, when we are both calmer and can talk calmly”.

Assertive question

Assertive questioning consists of responding to the other person by asking questions to obtain more information, without directly questioning or challenging what has been said. This technique allows us to gain clarity and better understand the other person’s perspective. For example, we might ask, “I understand that you have a criticism of my work, could you give me more details so I can better understand your concerns?”

Assertive agreement

The technique of assertive agreement involves showing understanding and partially agreeing with the other person, while insisting on the error or misunderstanding. It involves avoiding direct confrontation and focusing on the problem rather than attacking the person. For example, we might say, “I understand your point of view and agree in part, but I also want to point out that there is an error in the information you are using as the basis for your argument.”

“I” instead of “you”

Instead of accusing or blaming the other person, focus on expressing your feelings and needs using “I” statements. For example, instead of saying, “You are always late and keep me waiting,” you might say, “I feel frustrated when I am on time and have to wait.”

Fog bank

This technique consists of avoiding entering into unnecessary arguments or debates. Instead of aggressively defending your point of view, acknowledge the valid elements in the other person’s perspective and make subtle adjustments without losing your position. For example, you might say, “I understand that you have some concerns. Let’s take your comments into consideration and explore other options.”

Negotiation of requirements

When you find yourself in a situation where your needs and those of the other person seem to conflict, look for compromise solutions that satisfy both of you. Focus on finding common ground and proposing alternatives. For example, you might say, “I understand that you want us to do this this way, but what do you say we try a combination of both approaches?”

Acknowledgment and recognition

Although you may disagree with the other person, it is important to acknowledge and appreciate the positive points of their perspective. This shows respect and openness to constructive dialogue. For example, you might say, “I appreciate your concern about this issue and value your input. However, I would like to explore some additional alternatives.”

Use of “I feel” instead of “you make me feel”.

Avoid blaming the other person for your emotions and, instead, communicate how you feel and how you can work together to solve the problem. For example, instead of saying, “You make me feel sad,” you might say, “I feel sad in this situation and would like to find a way to make it better.” These assertive communication techniques are useful tools for handling complex situations where dialogue can become difficult. However, it is important to remember that each situation is unique, and it is necessary to adapt these techniques according to the context and the people involved. Practicing and developing these skills will allow us to communicate more effectively and build healthier relationships.

Examples of phrases for assertive communication

There are many examples of assertive phrases that we can use in our daily life, according to different contexts. Some examples might be: -Excuse me, I was first in line. -Are you sure? I don’t think so -I insist, I was in front of you, I assure you (broken record)

“You always end up getting angry with me.” “You may be right, but it’s something we should discuss calmly another time” (Assertive deferral).

-We are late, as usual, because of you. -It’s possible, what do you think I could do to improve that? (Assertive question).

Applications of assertive communication in different situations.

Continuing with some more examples, let’s see how we could apply assertive communication in different situations of daily life:

Expressing a personal opinion

• “In my opinion, I think it would be more effective to approach the project this way.”
• “I respect your point of view, but I also want to share my perspective on the issue.”

Establishing personal limits

• “I understand that you need my help, but at this time I cannot commit myself. I have other commitments I must fulfill.”
• “I feel uncomfortable when that topic is brought up. I prefer not to discuss it and keep the conversation on a more positive note.”

Reject an application or proposal

• “I appreciate you considering me, but at this time I cannot accept that additional responsibility.”
• “I don’t feel comfortable participating in that activity. Thank you for thinking of me, but I’ll have to pass this time.”

Expressing emotions and feelings

• “When you constantly interrupt me, I get frustrated and can’t express my ideas properly. Could we give each of us a space to talk without interruptions?”
• “I feel happy and excited about this new project. Thank you for giving me this opportunity.”

Giving and receiving constructive feedback

• “I appreciate your effort on this project, but I think we could improve the presentation if we included more concrete examples.”
• “I would like to give you feedback on your presentation. I think you could improve your body language to convey more confidence.”

Advantages of assertive communication

Effective use of assertive communication brings us many advantages:

Increased sense of control over the environment and over ourselves.

By using assertive communication, we are able to express our opinions and needs effectively, which gives us a sense of empowerment and control over our lives. It allows us to set appropriate boundaries and make conscious decisions, which contributes to our emotional and personal well-being.

2. Improves self-esteem, self-knowledge and emotional management.

Assertive communication involves knowing and expressing our emotions appropriately. By practicing it, we develop a greater awareness of our own needs and feelings, which helps us strengthen our self-esteem and manage our emotions in a healthier way. This contributes to greater emotional well-being and more satisfying relationships.

It helps us to live more rewarding situations and experiences.

By communicating assertively, we establish more authentic and closer relationships with others. It allows us to convey our ideas and desires clearly, which increases the chances that we will be understood and our needs will be taken into account. This leads to more satisfying and rewarding experiences in our personal and professional interactions.

4. Improved interpersonal relationships

Assertive communication fosters empathy and mutual respect in our relationships. By expressing ourselves clearly and respectfully, we generate an atmosphere of trust and openness, which strengthens bonds with others. It also allows us to communicate more effectively, avoiding misunderstandings and unnecessary conflicts.

5. Allows for better conflict resolution

When we communicate assertively, we are able to express our concerns and disagreements in a constructive manner. This facilitates conflict resolution by encouraging open and respectful dialogue. By seeking mutually satisfactory solutions, a climate of collaboration and understanding is promoted. Communicating assertively is essential to improve our day-to-day personal and professional lives. Do you always practice assertive communication?

La entrada Assertive communication: what it is and how to put it into practice se publicó primero en Agencia comma.