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El declogo del buen comunicador

El declogo del buen comunicador


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...para Dummies, coleccin de xitos editoriales para principiantes
Wiley, el logotipo de Wiley Publishing, For Dummies, el logotipo del Dummies Man, el logotipo de For Dummies Bestselling Book Series y toda la apariencia comercial con ellos
relacionada son marcas comerciales o marcas registradas de John Wiley & Sons, Inc. y sus fliales. Las restantes marcas comerciales son propiedad de sus respectivos dueos.
Una buena presentacin no es fruto de la casualidad ni
de la suerte. Detrs de un gran momento de comunica
cin en pblico suele haber siempre una persona que ha
seguido las reglas que te detallo a continuacin:
1. Aplica la lgica comercial a tus presentaciones. S
perfectamente consciente de que ests vendiendo
una idea que te tienen que comprar.
2. S perfectamente consciente de qu esperas de tu
audiencia.
3. Ten una sola idea fuerza y comuncala con efcacia.
4. Conoce a tu audiencia y, por tanto, adapta tu lengua
je y el contenido de tu discurso a las expectativas de
tu pblico.
5. Respeta a su audiencia: cuida tu imagen personal,
ajstate a los tiempos establecidos, facilita la inte
raccin.
6. Domina las tcnicas de comunicacin.
7. Dedica tiempo sufciente a la preparacin del dis
curso.
8. Ensaya hasta que ests convencido de que puedes
hacer tu intervencin de forma efcaz.
9. Utiliza soportes a tu presentacin que realmente
refuercen el sentido del mensaje principal.
10. Aprende constantemente de los mejores y busca
nuevas fuentes de inspiracin.
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Introduccin ..............................................1
Acerca de este libro ........................................................... 5
Algunas suposiciones ........................................................ 5
Cmo est organizado este libro ..................................... 6
Parte I: Los fundamentos de la comunicacin ...... 6
Parte II: Un poco de malabares ............................... 7
Parte III: Cuando hablar en pblico es tu
profesin .............................................................. 7
Parte IV: Los declogos ............................................ 7
Iconos utilizados en este libro .......................................... 8
Y ahora qu? ..................................................................... 9
Parte I: Los fundamentos de la
comunicacin .......................................11
Captulo 1: Al principio fue el mensaje ............. 13
El arte de la retrica ......................................................... 14
La fuerza de la pasin............................................. 15
El abec de la comunicacin ........................................... 16
Cuestin de lgica comercial ................................ 17
La fuerza de la idea ................................................. 18
Fcil de entender .................................................... 19
Lo bueno, si breve... .............................................. 21
Nada de generalizar ................................................ 22
Cuestin de credibilidad ....................................... 23
La curva de atencin ....................................................... 24
Sumario
032-109498-HABLAR PUBLICO DUMMIES i-xx.indd 15 23/04/13 17:58
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kGVPMEV BD? ;E GDGRE<D @;R R><> VE<R ;E P?;BD SR
9RESRSD?R> 6 R?R> ;E SM?RT<D? TDGR?TMVH @;R 9V V R7BHM4
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Q?V>R SR R><R <MBDa lD6 9D6 V B?R>RE<V? ;EV E;R9V R><?V4
<RPMV 6 RH HVE5VGMRE<D SRH B?DS;T<D Z, @;R D> BR?GM<M?E
9RESR? G> 6 GRLD? R><R VDu qDE R><V >MGBHR Q?V>R OV>
R7B?R>VSD THV?VGRE<R SR>SR RH B?METMBMD HD @;R 9V> V
TDE<V?, T;H R> <; B?DB>M<D 6 OV> SVSD ;EV ?V5E V HV
V;SMRETMV -HD> 9RESRSD?R>3 BV?V @;R <R R>T;TORE TDE
V<RETMEu
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(*
Fara no desvirtuar la esencia de
9) :'&) + 5)4) ")4)71:*)4 9) &>()-
cia couunicativa es iuportante
que el uensaje sea lo us senci-
lloposible. CouobiendeciaAlbert
Einstein. YSi nolopuedesexplicar
de forua sencilla, entonces es
que no lo entiendes bien."
Lauejorrecouendaci*nquepue-
do dar es seguir el fauoso prin-
cipiodel diseodeKellyJohnson,
KlSS (acr*niuo del ingl;s jSSC
l= `NHCIS}`=@WNQP=RE@9W@T). Este
principio explica que las cosas
funcionan uejor cuando son
sencillasyque, por tanto, hayque
evitar cualquier couplejidad in-
7&(&2)4:)# !21) >9626$<) 76 2;96
se aplica en el caupo del diseo,
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do de la publicidad y de la couu-
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&7 &>()(:)#
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SR RE<RESR? 6 ?RTD?SV?, BD?@;R <VH 6 TDGD HR BV>VUV V
pD?6, RH >MGB<MTD BR5 @;R VTDGBVVUV VH BVS?R SR
eRGD RE HV BRHT;HV SR pM>ER6, HV V;SMRETMV <MRER B?DUHR4
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`YbT]J B OFaTY`YHbLYPJ ^] HbT Rb[QYHF^ MF] bT pQbT ObL]`]
@;R <DSV R>V MEQD?GVTME VTVUV BV>ESDED> SR>VBR?TM4
UMSVu _M VSRG> <RERGD> RE T;RE<V @;R E;R><?V TVBVTM4
SVS BV?V ?R<RER? MEQD?GVTME R> HMGM<VSV, RE<DETR> R>
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 19 23/04/13 13:09
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9V> V <?VE>GM<M?> 7JHP JY[QYp`b MF] QP ^]a]J baPL^bL
G> SR SD> D <?R>u cD? >;B;R><D, R>V> MSRV> SRURE >R?
HV> G> MGBD?<VE<R>, HV> @;R SR VHP;EV QD?GV BD<RE4
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TV> RE HV V;SMRETMV <?V> HV B?R>RE<VTMEu
d<?V QD?GV SR QVTMHM<V? HV 9MSV V HV V;SMRETMV 6 SR BV>D
R]XPLbL `PQJY^]LbaT]R]QH] Tb ]p`b`Yb ^] Tb `PRFQY`b4
TME R> V>RP;?V?>R SR @;R HV MEQD?GVTME >R B?R>RE<V SR
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RH @;R >R RET;RE<?V HV B?R>RE<VTMEu hD> B?DQR>MDEVHR> SRH
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BD? SR<?> SR qOMEV 6 HV kESMVu d<?D U;RE RLRGBHD BD4
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 20 23/04/13 13:09
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SR OVUHV? SR " PMPV> SV<D @;R V G;TOD> ED HR> SMTR
P?VE TD>V >R B;RSR OVUHV? SR HV TVBVTMSVS BV?V HHR4
9V? GMH TVETMDER> RE <; ?RB?DS;T<D?u
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9M?VHM5VUHR> >R B;RSRE B?DBVPV? ?BMSVGRE<R RE HV>
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SR>SR RH B?METMBMD >M >R <MRER ME<RETME SR TDGBV?<M? HV
B?R>RE<VTMEu _M R> V>, TDE9MRER MEQD?GV? SR R><R ORTOD
R MESMTV? SESR 6 TGD >R BDS? SR>TV?PV?u lVTMRESD
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HV TDG;EMTVTME R> U?R9R, OV6 G;TOV> G> BD>MUMHMSV4
^]J ^] [bQbL ]Q ]p`b`Yb> 7J OPJYaT] MF] ]JHkJ O]QJbQ^P
RE R><R GDGRE<D @;R R> G;6 SMQTMH R7B?R>V? MSRV> D
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BR?D TDE RH <?VUVLD VSRT;VSD >R B;RSR TDE>RP;M?u oE RH
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 21 23/04/13 13:09
dW@=S lb iE? R<FTWHSF=E? TS IW UEH<FNUWUNF 2222222222
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TVB<;HD SRSMTVSD V HD> QD?GV<D> >MEP;HV?R> SR TDG;EM4
TVTME RE BUHMTD 9R?> TGD >R B;RSRE R7B?R>V? MSRV>
SR ERPDTMD RE BDTD G> SR ;E GME;<D -RHR9V<D? BM<TO3,
TDE<V? R><?V<RPMV> RS;TV<M9V> RE SMRTMDTOD GME;<D>
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B?DQ;ESD TDEDTMGMRE<D SRH <RGVu hV ?RVHMSVS R> G;6
SM><ME<Va @;MRE >VUR TDETRE<?V? 6 ?R>;GM? RE ;EV> BDTV>
Q?V>R> ;E B?DUHRGV TDGBHRLD R> @;MRE R>< RE GRLD?R>
TDESMTMDER> SR TDG;EMTV?HD SR QD?GV RQRT<M9Vu
oH GRE>VLR SRUR >R? TD?<Du pMTR RH ?RQ?E TV><RHHVED @;R
hD U;RED, >M U?R9R, SD> 9RTR> U;REDu ^?V>HVSVSD VH
]X]L`Y`YP ^] Tb `PRFQY`b`YwQ ]Q OnaTY`Pd JY[QYp`b MF] J]
[bQb ]p`b`Yb `PRFQY`bHYEb `FbQ^P TPJ ^YJ`FLJPJ P TbJ
B?R>RE<VTMDER> ED >R VESVE BD? HV> ?VGV>u
fWTW TS QSFS@WIN6W@
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B?METMBVHR> SR <DSV TDG;EMTVTMEu ]EV B?R>RE<VTME D
FQ ^YJ`FLJP ]JO]`ip`PJ []Q]LbQ `bRaYPJ ]Q ]T YQH]LTP`F4
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SM>T;?>D D ;EV B?R>RE<VTME RE BUHMTD R> B?RTM>VGRE<R
@;R HV V;SMRETMV OVPV VHPD SR>B;>, 6V >RV TDGB?V? ;E
OLP^F`HPd `PQ`]^]L Tb pQbQ`Yb`YwQ ObLb FQb ]ROL]Jb F
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@;R V BRE>V? RE >;> TD>V>u
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 22 23/04/13 13:09
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qDE SRGV>MVSV Q?RT;RETMV V>M><D V B?R>RE<VTMDER> RE HV>
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TMD B?R9MDa BDE<R RE HV BMRH SRH BUHMTD 6 B?RPE<V<R @;
R> HD @;R R>BR?V SR <M 6 TGD RETVLV R>D TDE HD @;R @;MR4
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[MJMBRSMV D RH nMEVETMVH ^MGR>, BD? RLRGBHD, B;RSRE >R?
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 23 23/04/13 13:09
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 24 23/04/13 13:09
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 25 23/04/13 13:09
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032-109498-HBLR PUBLICO DUMMIES 001-156.indd 27 23/04/13 13:09
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IDIOMAS
RELACIONES
AUTOAYUDA
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OCIOY AFICIONES
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INFORMTICA
FINANZAS PERSONALES
ESPIRITUALIDAD
MANAGEMENT
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CULTURA GENERAL
SALUD
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