Communicate it is give sense and explain tell our companies

That was heard on corporate communications, the "com" for all the sins and all the suspicion, the cosmetic manipulation... It is time to caricature a lot and seriously examine one of the essential functions of the company, guaranteeing the accuracy and the quality of the information that is required to issue and preferred instrument of dialogue with its audiences.

For the place of business, the crisis provides a unique opportunity to make a critical review, reconnect with the fundamentals of their mission and inspires.

Communicate it is give sense and explain, tell our companies.

Like other large institutions, the company is prey to the distrust of the French; If, as an individual, we generally like his own business, it is a cold object that it defies for public opinion. The paradox is that apparent: to love and respect, it must be known and recognized for what it is, without complex and fard. However, focusing on the financial results and the surf of the brand imagination too often overshadowed the communication on the company and its businesses and its added value concrete for its employees, its customers and the environment. While there are so many things to say and stories to share about men, the know-how, the progress and innovations, ambitions and fighting... This lack of connection, the company and its leaders the pay expensive today. However, opinion is able to understand complex subjects, so long as it takes time to explain.

Illuminating the interactions between the economic and social, between society and the market - without which there is no wealth creation-, it is the task of the communicating.

Communicating is spare room for doubt. A constructive doubt.

In a world which is in competition, Internet, the institutions of any kind, and people for the production of information, there is more Magisterium of the floor. The company must be taken into account and its communicating rather than camping on a defensive position, must accept to receive the contradiction in a more serene manner. In opening more to different points of view, they will express the fact that the company recognizes that it has not all the answers, and he must integrate a part of doubt, to better assume its tensions between the short term and long term, between the sometimes divergent interests of its stakeholders about the major issues on the role of business in society.

In return, the company must expect the same attitude of openness and acceptance of inevitable differences analysis or point of view. It is the only way to advance the debate on major issues, sustainable development, employability, measure of the value... where the company has a leading role.

It is in this difficult context that work directions of communication, obsessed by the survival of their business and the preparation of the future. Managers to listen to the other managers, directors of communication and their teams share strategies, are men and products but also the history and the culture of their company. Aware of the need to reconcile the imperatives of the short and long-term and closer the points of view to the inside and outside the company, they are best able to fulfill the role integrated and strategic communication: inform and create the link.