A company is a cause!
It’s our job to ensure that people know and understand what the company is fighting for.
In the eyes of public opinion, contribution a company makes to people and to the planet now counts as much as the quality of its products or its services.
Its purpose is as valuable as its know-how.
Three challenges have exacerbated expectations. The first is that of environmental consciousness: how can we sustain our resources? The second is that of democratic demand: how can we build our future together? The third is that of digital transformation: how can we adapt our uses?
Whatever a company’s history, its business or its size, it is called on to answer these three questions, justifying its activity with regard to future generations, clarifying the role it plays in the public arena, and conveying its interest for digital innovation.
A company is a story!
It’s our job to get stakeholders to pay serious attention to it.
Consumers, who are also employees, citizens or potential activists, now want to take part in conversations with companies or brands, rather being on the receiving end of one-way communications.
The relationship is as valuable as the message.
Communications are then subject to new protocols. First of all, retaining the attention of different audiences by providing useful, reliable and transparent information. And then creating a forum by encouraging a desire for discussion and shared experiences.
To be heard or to create interest, a company or a brand no longer has the choice: catchy slogans or well-meaning formulas have to give way to an attractive, engaging and mobilising narrative around its actions, its managers and all its employees.
A company is a promise!
It’s our job to share the purpose of the company.
Emotion impacts our consciousness. Speaking to the company’s various audiences – individuals, communities or institutions – means respecting their free will, accepting their independence but encouraging their involvement.
Engagement is as valuable as dialogue.
The modus operandi has to move away from trends and stereotypes, and take on a much more variable form. By giving collaborative creation and innovation their chance. Using the most relevant traditional and social media and events.
The aim is not aligning with, but transforming people’s relations with the company. Caring, listening and taking action: what matters is that the company’s communications help its stakeholders – especially its employees – to understand what it is fighting for and to become its allies.
Millions of turnover
Customers including 25 of the CAC 40