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A. ..... MICHEL SUÑÉN

For those do not know who is Michel Suñén?

Actually, I'm not much more than a bloated child time. A kind observer, curious, sensitive, sympathetic to the creativity and communication, especially good reader, who helps write and interpret the world know.

Professionally, I work in corporate communication: I am a copywriter for more than a decade, since 2006, founding partner and co-Zúmmum, the only advertising agency with an additional contribution of vitamin creative.

As for literature, I have published eight books, including novels, died ... If Death and Who is Somebody?, book of stories were born naked and my last job, the test I love public speaking, published in April 2009. It was, however, my foray into black, with successful novels Diabolo (2006) and Latex (2008) which allowed me to reach a higher volume of readers, some scholars say, go from being a young a firm promise to reality in the literary world Aragon.

Although, frankly, what really matters to me is writing good stories like the reader.

How did your literary concerns?

I have been, since childhood, an insatiable reader and now, at thirteen, I wrote an illustrated novella, curiously mysterious, entitled Call to kill. I always had in place a personal notebook where invented aphorisms, reflections, lyrics and the odd poem. And he wrote many letters. But it was after a trip to the Dominican Republic where I lived a bizarre experience with visits to prisons, police and legal corruption, including marginalization, when I decided to translate those experiences on paper, flavored with a good dose of fiction, and took up the challenge with a will and perseverance. I titled the book The skyline from the pier, and was published in 1998, a period in which I received several awards in various literary competitions, which encouraged me to persevere.

How did you get the idea of \u200b\u200bpublishing this book about communication?

This book is a tribute to a profession I held between 1992 and 1998, I learned and I had a great time and I'll always be especially grateful. As a teacher of oratory I had the opportunity to hear hundreds of stories of academics, professionals, young, unemployed people, entrepreneurs and all kinds of people. At the Institute of Market Studies, also drew up some funny stories about a young lovesick that by pleading his alleged conquests, is making on all the errors that characterize a speaker newbie.

The material was there, and homesickness (which say Galicia) on the speech discipline. So I wrote the book. In fact, it would be published in 2006, but the emergence and success of Diabolo postponed the project until this year, which has finally seen the light with a magnificent reception.

Briefly What approach makes this book? "Main ideas intended to convey? And what will?

I love speaking in public is a quick reference guide for all types of speakers, whether beginners or experienced. A sample agile, entertaining, thorough and rigorous on the principles and assumptions that determine the true oral communication, developed a sense of humor from my personal experience, professional and educational.

also includes the amusing stories of Horace, personal experiences, tips and resources, tips, suggestions and basic principles that all we need to know before jumping into the pool of oral communication. The reader will not speak better in public after reading it, but will be better able to take advantage, with the appropriate experience, effective communicator within.

And, last but not least, we read with speed and a permanent smile, is not far from a tedious and complicated manual, just the opposite. The book itself is written using the techniques proposed exposure, so engaging, motivated and excited, as it should do good speech.

Personally for you, what are the keys to a good communication?

In general, public knowledge of the subject and the situation, adapting to circumstances, consistent with the purpose, sincerity, loyalty to oneself and emotional arrival. In the specific area of \u200b\u200bpublic speaking is essential to want to do well, make the intervention successful and gain tables through experience. Requires two types of preparation: near and far (personal improvement that lasts a lifetime), a good script, humility, simplicity, and when we told the audience, spontaneity, enthusiasm and desire to enjoy and delight others.

What need to do to be a good communicator?

is to communicate the same in common. So the following statement, which seems a truism takes on a role: to be a good communicator main thing is to have something unique to put in common. This additional requirement is a reflection, assimilation, cultural curiosity and bitter power automatically, the effectiveness of our communication.

Another fundamental factor is empathy: the ability to put ourselves in the shoes of others to understand their criteria and actually feel what they feel. This quality allows us to direct our messages with the approach of 'you', and not the 'me', that almost always prevails.

To learn to communicate, is there to listen actively?

course. It is imperative to listen with eyes and heart, in addition to the ears, understanding what the other conveys and, going beyond what it purports to convey. Often block communication, and frozen human relationship, because we perched on personal positions that our partner can also share, although our inaction forced him to reject subconsciously.

But not only that: if we can not put ourselves in the shoes of others, be unable to adapt our message to their concerns, expectations and desires. An illustrative example: if you want a child to eat marzipan, because we consider him their nutritional qualities are valuable for growth, which will offer "an amorphous mass or facetious figures of marzipan with children's motifs? So we have to act when communicating, selecting the ideal raw material for spice and stew like your recipients. With skill, dedication ... and the maximum care.

Where should develop communication?

The mass current information, the permanent emergency, rush society and the widespread consumerism have led to a situation where data is exchanged without any rigor, as premium to the communication address its effects. But communication is not an end in itself but a means to strengthen relationships and improve as individuals or organizations, as a society and as a species.

dialogue, therefore, should not be anything but an investigation of the truth. Currently, too many dialogue only to reaffirm your criteria or impose the caller. When it acts similarly, we are in a state of collapse communicative widespread screaming that everyone speaks but nobody listens.

How can we improve communication agreed that occurs in a job interview?

Applying the principles inherent in oral communication. For this I recommend reading my book, because it offers resources and suggestions for immediate implementation. It is true that we can not control some aspects of this type of communication, who we meet, what you are looking for the company exactly what questions will make us but we must prepare methodically ...-, our communication, learn everything possible about the organization and delivery of work in question (documentation required) and be absolutely clear about our own objectives. The decisive question is: what is my particular purpose in this job interview? Readers say: get that job. Fine, but at What Price?, "Without considering the conditions or circumstances? I participated in and directed some personal selections and often unknown candidates too much about themselves (not to mention on the company that aspired to join) to get the job.

In fact, the organization is hoping to find the right person for the job, if we are, and why we should not be difficult to persuade. But if not, or if you know these basic arguments, any other look better option.

communication is endemic to all organizations, regardless of their size. Why? What are the solutions to remedy this?

Communication is never bad, much less endemic in any organization. It is indeed a master key, an opportunity perpetual improvement, sharing and cohesion for all members and constituents. Miscommunication, or lack of communication, they are problems that take on a paramount importance in all human groups for different reasons:

• The communication is a truly human activity, inherent in people, so we are essentially exposed to its negative effects;

· The communication errors strongly damaged the image projected by individuals, organizations and brands, which in turn determines our perceptions, motivations, expectations and responses to them;

· No data no encouragement. Without information there is no action. Without communication there is no relationship.

The main challenge is to work properly and responsibly in the right direction, it also represents an activity that we all have notions (because we are agents and permanent communication receivers), but almost never accurate knowledge. Organizations count on qualified professionals in this area, let them work with responsible freedom and turn to outside experts when necessary is essential to improve corporate communication from a strategy previously designed, shared and consistent with the objectives of the organization. Although, to achieve this, we are obliged to communicate, which become the source: interpersonal communication.

What can be the starting point? As the Arabian king said: "God gave man two ears and one mouth. Then you should listen twice as much time talking! ".

"The crisis will also come to the media?

months The crisis has reached corporate communications. In Zaragoza, without going any further, have to close several advertising agencies and some media, and they're having really bad many of them. With regard to interpersonal communication, it is clear that the crisis has emerged as a recurring theme for the gatherings and human relationships, because men always talk about what interests us most. The crisis is now, and will remain so as long as political and economic bosses do not actually meet to communicate (to the same in common), identify possible solutions and take practical steps.

Meanwhile, we have the word.

Spain is a country in which we read recently, according to polls. What do you think it should? And how can remedy?

I do not believe too much in the polls: I know from my profession, that what people say they do not always match what they actually do. In any case, it is clear that Spain actually reads lower than in other parts of the world, probably for cultural and educational factors. We are street people, we like to relate, enjoy the sun, walk, take a few straws and do many other things, then we came home broken-backed and plugged the TV or computer with passive, willing to swallow anything to relax. These are, at least, the justifications provided by non-readers. But these are only symptoms, not causes of the problem.

In my opinion, for too long the English educational institutions were concerned only to teach reading skills and text analysis, and to apply the reading of classic works of literature chosen criteria far removed from the interest and appeal to young people. No work was done reading as a source of pleasure, fun and personal choice, as students experienced it as an imposition after he had to perform cumbersome, boring and useless summaries. Thus, instead of closer to the reading, distanced themselves from it.

The good news is that this is changing and, in fact, more and more young people to read despite the many entertainment options they have.

Some experts predict the demise of books on paper. What do you think about it?

I think it will. It is true that new technologies support new reading habits (actually, I have done) and the e-book conquer a particular niche market. But the reading experience is not just visual, it is also tactile: it involves stroking the covers, forward or backward through the pages and interact with the hardware that contains the story to enjoy. The electronic format will never bring those feelings that reading, as pleasurable experience needed.

To this we can add to the pleasure of possession, possession and display of these volumes on our shelves, and read or in-patient waiting, which the packaging may in some cases make up but not meeting completely.

I venture to predict, with all the risk involved in trying to anticipate trends and usage habits, the e-book will find greater opportunities for dissemination in the areas of technical or professional reading, where the information need, the effectiveness and the economy take precedence over mere pleasure of the reader.

the network, how communication helps or hurts?

The Network is a sublime world of communication, which extends from the unimaginable possibilities. However, it remains a tool that we must learn to use balance, skill and correction. A knife is neither good nor bad, depends on we use it, so does the network, only that, being a product so new and novel, we are still learning to use it.

Undoubtedly, Internet promote medium and long term communication, but will occur along the way for major changes to that, little by little, we must adapt.

Do you believe in communication 2.0? And if the answer is yes, how would you define it?

The main virtue of the communication 2.0 is that liberalizing the op-eds by facilitating access to information and dissemination of all personal messages, catching up and building bridges of silver between the parties. This is really fantastic, especially in those scenarios where personal freedoms are constrained and public opinion led by the powerful. But at the same time, generates side effects, information and opinion is dangerously intertwined, so the receiver of that content should be smart enough to assimilate the appropriate manner. I am optimistic by nature: the human species will eventually, over time, this binomial adequately discriminate and properly treated posts, but will have to resolve problems and misunderstandings of various intensities. Obviously, currently there are abuses and misuses of this type of communication (also of knives), but learn to detect these mistakes and overcome them, provided we have in mind that the virtual universe is a complement not a substitute for, the universe staff in which we operate. We are beings of communication: communicate even when we decided not to (if we isolate ourselves in a corner, we express this desire for isolation), so the 2.0 communication open, update and exploit new ways relational, encouraging changes, but enhancing the long term our global interpersonal communication skills.

very handy questions: a writer, born or made?

The true writer has an innate talents and skills a potential that remain dormant personality, as happens to the footballer, the commercial and film director. But just work, perseverance, the desire to improve and update these potential personal experience making real and extracting the entire game.

So the writer does, provided it has received in the genetic lottery the necessary raw materials.

Currently, do you have in hand a literary project? What is matter?

I deliver to my next book editor: Diva or Dead, a thriller with gothic atmosphere that will be released later this year or early next. It is a history of disappearances, imprisonment and obsessive love, with a captivating story that reinvents some of the archetypes of Gothic horror stories, and puts its characters to the limit in extreme situations that create sharp contrasts and unexpected psychological reactions.

all starts in the spring of 1980, when the charismatic singer Black Cat disappears mysteriously in London before a concert, along with one of the musicians. From that moment, the rock band wins worldwide and became a cult.

Twenty years later, a beautiful Belarus affected by the Chernobyl nuclear disaster is kidnapped, taken to Europe in a coffin and confined in the basement of Thalarion, where he lived a nightmare, for love, and not want to wake up.

The result is a stunning literary rollercoaster with intrigue, excitement, passion and genuine mystery that engages inevitably from the first line.