The teacher of the Universidad Austral Juan Pablo Cannata visited the University of Montevideo (UM). As coordinator of the Center for Studies in Applied Communication at the Argentine university, he focuses on the study of strategic communication in various fields.

Broadly speaking, what is the key to a successful public speech?

The most important thing to consider is that communication begins with the recipient: as Frank Luntz says, “it’s not what you say that matters, but what the other person hears.” For this, it is essential to take into account the communication situation, both from the perspective of the social context and the specific conversation in which one is participating, as well as the expectations, ideas, mental frameworks, and personal histories of the audiences to which we are addressing. Currently, public discourse is undergoing profound changes in values ​​and emotional sensitivities, which leads to a redistribution of social credit and a proliferation of interpretations. Today, speaking and being understood and accepted is more difficult than it was five years ago. Therefore, it requires more work and more resources to do it well.

What is the first piece of advice you give to a DirCom (communications director) or student in the corporate communications field?

The professionalization of communication transforms communication knowledge and techniques into something more widespread. Therefore, the difference lies in offering a deep understanding of reality and what is called "contextual intelligence": how to synthesize all the relevant information happening around me, with its various semantic, cultural, political, and economic layers; how to interpret change and underlying values; and from there, project a communication and discourse strategy. This qualified perspective is what senior executives and politicians expect from communication professionals.

What is your next project?

At the Center for Studies in Applied Communication (CECAP) of the Universidad Austral We are working on the study of sensitive agendas—that is, risky topics or semantic areas that present a particular complexity. They are constructed from theories, words, emotions, and everyday practices. Activists promote them, and they particularly affect certain industries or institutions. We are studying agendas related to animal welfare, changes in environmental awareness, the #NiUnaMenos movement, and sugar as the new tobacco.

What text do you recommend reading regarding communication trends?

Currently, due to his critical view of Trump, George Lakoff has returned to the spotlight with his theories about the frames in public discourse. On the other hand, for a Latin American perspective on communication, I recommend Luciano Elizalde's latest book, "Managing Dissent." I think it's one of the approaches that most decisively seeks to address the complexity of public discourse and the new processes of consensus/dissent that challenge public figures and organizations.

*Note published on 10/19/2017 by the University of Montevideo. Image credit: Glenov Brankovic at https://unsplash.com/