{"id":12300,"date":"2015-12-10T06:05:49","date_gmt":"2015-12-10T05:05:49","guid":{"rendered":"https:\/\/informauva.com\/?p=12300"},"modified":"2015-12-10T06:05:49","modified_gmt":"2015-12-10T05:05:49","slug":"luis-cabanes-bbva-comunicacion-interna-bbva","status":"publish","type":"post","link":"https:\/\/informauva.com\/desarrollo\/2015\/12\/10\/luis-cabanes-bbva-comunicacion-interna-bbva\/","title":{"rendered":"Luis Caba\u00f1es \u201cLa comunicaci\u00f3n interna debe crear ambientes laborales  tranquilos y c\u00f3modos\u201d"},"content":{"rendered":"<p><a href=\"http:\/\/twitter.com\/albarakatapun\" target=\"_blank\"><span style=\"color: #999999;\">ALBA CAMAZ\u00d3N PINILLA<\/span><\/a><\/p>\n<p><span style=\"color: #999999;\">Fotograf\u00edas: Alba Camaz\u00f3n<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong><a href=\"https:\/\/twitter.com\/luiscab72\" target=\"_blank\">Luis Caba\u00f1es<\/a><\/strong> es un periodista madrile\u00f1o que ha pasado parte de su vida laboral en Castilla y Le\u00f3n. Despu\u00e9s de trabajar en &#8216;Diario Palentino&#8217; y en &#8216;Diario de Burgos&#8217;, se pas\u00f3 a la comunicaci\u00f3n corporativa. M\u00e1s concretamente, a la <strong>comunicaci\u00f3n interna<\/strong> en auditor\u00eda. Ahora trabaja en Madrid para el <a href=\"https:\/\/www.bbva.es\/particulares\/index.jsp\" target=\"_blank\">BBVA<\/a>, entidad financiera que mantiene a m\u00e1s de 108.000 empleados.\u00a0 La <strong>necesidad<\/strong> <strong>de<\/strong> <strong>comunicaci\u00f3n<\/strong> que surge es <strong>enorme<\/strong>, seg\u00fan relata Caba\u00f1es<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">\u201cLa comunicaci\u00f3n corporativa consiste en <strong>trasladar mensajes de personas a personas<\/strong>\u201d, comenta el periodista, que fue invitado el 3 de diciembre al\u00a0I ciclo de Conferencias de Periodismo Econ\u00f3mico de la UVa, en donde imparti\u00f3 su charla\u00a0<a href=\"https:\/\/informauva.com\/desarrollo\/luis-cabanes-de-bbva-desgrana-la-comunicacion-interna-en-la-uva\/\" target=\"_blank\">\u2018La Comunicaci\u00f3n Interna en un Banco Global\u2019<\/a>. Esta circulaci\u00f3n de informaci\u00f3n se desarrolla en m\u00faltiples \u00e1mbitos: comunicaci\u00f3n externa, marketing, publicidad, patrocinio, redes sociales, etc.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">No es s\u00f3lo eso, es que la comunicaci\u00f3n interna cobra cada d\u00eda m\u00e1s fuerza, seg\u00fan afirma Caba\u00f1es. Por eso, la <strong>creatividad<\/strong> es la capacidad que m\u00e1s valora: \u201cNo siempre lo m\u00e1s caro es lo que mejor funciona\u201d. La clave de este tipo de comunicaci\u00f3n es el cambio que ha sufrido su estructura; ya no es unidireccional (\u201cEl jefe dice y t\u00fa te callas\u201d), sino que funciona en ambos sentidos. Existe el concepto del<strong> &#8216;feedback&#8217;<\/strong>, la retroalimentaci\u00f3n.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/informauva.com\/desarrollo\/wp-content\/uploads\/2015\/12\/2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-12314\" title=\"2\" src=\"https:\/\/informauva.com\/desarrollo\/wp-content\/uploads\/2015\/12\/2-1024x682.jpg\" alt=\"\" width=\"491\" height=\"327\" \/><\/a><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">La <strong>planificaci\u00f3n<\/strong> es importante tambi\u00e9n, aunque ha de establecerse en un marco flexible a posibles \u2018conflictos\u2019 que surjan en el departamento. La <strong>tecnolog\u00eda<\/strong>, tan en boga en los \u00faltimos a\u00f1os, no debe sustituir el contacto con las personas, afirma Luis; al fin y al cabo, por algo el departamento de Comunicaci\u00f3n Interna ha sido desplazado hasta Recursos Humanos.\u00a0\u201cEs fundamental escribir claro para que te entiendan y breve para que te lean\u201d, comenta. <strong>\u201cNo queremos ser SPAM en bandejas de correo, queremos que nos lean y que se interesen\u201d.<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">El periodista tambi\u00e9n resalta la importancia de la <strong>exclusividad<\/strong>: \u201cHay que intentar\u00a0crear una necesidad para que el cliente (el empleado del banco) quiera acceder a tus informaciones\u201d. Adelanta, adem\u00e1s, un proyecto llevado a cabo por su departamento: un trivial, un juego que facilite el aprendizaje de determinados protocolos que \u201cnadie se lee\u201d. Esta estrategia es conocida como la <strong>&#8216;gamificaci\u00f3n&#8217;<\/strong>. Una experiencia que, esperan, d\u00e9 muy buenos resultados cuando empiece en enero del pr\u00f3ximo a\u00f1o. S\u00f3lo falta un mes.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ALBA CAMAZ\u00d3N PINILLA Fotograf\u00edas: Alba Camaz\u00f3n Luis Caba\u00f1es es un periodista madrile\u00f1o que ha pasado parte de su vida laboral en Castilla y Le\u00f3n. Despu\u00e9s de trabajar en &#8216;Diario Palentino&#8217;&hellip;<\/p>\n","protected":false},"author":1,"featured_media":12316,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","_eb_attr":"","footnotes":""},"categories":[1],"tags":[710,1682,1725,2177,2629,2988,2997,3093,3327,4008,4015,4265,5219,8119,9994,12749],"class_list":["post-12300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-miscelanea","tag-alba-camazon","tag-bancos","tag-bbva","tag-campus-valladolid","tag-ciclo","tag-comunicacion-corporativa","tag-comunicacion-interna","tag-conferencias-2","tag-creatividad","tag-diario-de-burgos","tag-diario-palentino","tag-economia","tag-facultad-de-filosofia-y-letras","tag-luis-cabanes","tag-periodismo-economico","tag-uva-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Luis Caba\u00f1es \u201cLa comunicaci\u00f3n interna debe crear ambientes laborales tranquilos y c\u00f3modos\u201d - InformaUVa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/informauva.com\/desarrollo\/2015\/12\/10\/luis-cabanes-bbva-comunicacion-interna-bbva\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Luis Caba\u00f1es \u201cLa comunicaci\u00f3n interna debe crear ambientes laborales tranquilos y c\u00f3modos\u201d - InformaUVa\" \/>\n<meta property=\"og:description\" content=\"ALBA CAMAZ\u00d3N PINILLA Fotograf\u00edas: Alba Camaz\u00f3n Luis Caba\u00f1es es un periodista madrile\u00f1o que ha pasado parte de su vida laboral en Castilla y Le\u00f3n. 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