"In Tintin, there is no dircom", David Abiker

Yesterday HRD and DirCOM, today an informed observer of the media and communication, We Are COM met David Abiker.

After 15 years in the corporate world (public and private), David Abiker switched to chronicle and journalism in 2007. This crossing of the mirror leads him to take the radio antenna every morning. One reads his sharp prose at will here and there. He is also the author of several essays and novels including The Museum of Man adapted for the Arte channel and broadcast in 2013. With such a background, we wondered what he could think of us communicators. Go for the interviewer interview!

Hello David, welcome to We Are COM! You are a journalist and we wanted to be. Often communicators have dreamed of being journalists and often journalists become communicators. How do you explain this porosity between our two businesses, which nevertheless face each other on a daily basis?

In the silence of the lambs, Hannibal asks Agent Clarice Starling: " Agent Starling, what do we want? ". Agent Starling dries up and Hannibal replies: "Ce that we often see ". The answer may lie in Hannibal Lecter's riddle ... Let's say that communication can offer an outlet to journalists who wish to leave this profession. By dint of announcing bad news, they no doubt want to go and help companies or institutions to talk about a better world ... As for the dreams of communicators, I do not know them. Even less those of the dircoms! You know, you, what the dircoms dream of? If so, they dream of having as much influence over their boss as the financial director or the commercial director, perhaps they dream of being the Prince's Machiavelli, Mitterrand's Séguéla, etc. I am not in their head, and fortunately.

If the communication takes place with several people, are the communicator and the journalist in the same team?

No, definitely not. In Tintin, there is no dircom. The ubiquitous dircom is a creation of modern industrial society. The dircom arrives in modern series, where we can clearly see its role asinfluence and counterfire. Let's say he's an interlocutor, a trusted partner. We simply cannot speak of a teammate. That would mean that the dircom has its office in a newsroom. It would also mean that the journalist and the dircom play on the same ground, I don't think so. The journalist's field is news, programs and the public; that of dircom is its own targets: customers, suppliers, shareholders, etc. However, with the proliferation of TV channels, there is a huge need for guests. I would even talk about a scholarship to the guests. The dircom can also be a provider of guests for a media system that is not immune to addiction ...

« Information is power But if brands also disseminate information, who has the power?

I know companies sitting on tons of data that don't know what to do with it because they can't distinguish information from communication. I can open my mailbox for you, which is full of press releases that perfectly distinguish information from communication, the event from the fact, the inspired and brilliant boss that it is supposedly absolutely necessary to meet with the economic actor who can. to speak of something other than his work with a real pedagogical talent.
I'm more interested in the ability of certain brands to manufacture media. It always involves a withdrawal of their name for the benefit of information, but few have understood this. the logo, the quote, the visibility it still obsesses them quite a bit anyway ...

Precisely the “COM à la papa” + Generation Y in the directions of Communication, is it an explosive cocktail?

I do not know. The first generation is wondering how to work with the previous one. I think she has a psychological problem. When the Scouts mentor younger Scouts, they don't wonder how to do it and don't have endless seminars on these Ys that are so complicated to manage. They take them on hikes, they sing, make huts, etc. The misunderstanding would perhaps come from the disappearance of work in favor of the permanent management of information flows in organizations. Yes, it blurs the lines of what is work and what is not.

« Hell is other people " no ?

Hell is other people until you understand them, love them or learn from them. Sartre gave with this formula an excellent pretext for laziness and curiosity. Maybe he was spending too much time on social media ...

Now with social networks, the individual can interact with a brand as he would with a friend. In your opinion, is it healthy to talk about a bottle of Oasis on Facebook?

Personally, I talk to my dog ​​and that's enough for me. On the other hand, insulting or congratulating a brand on the Internet can bring indisputable psychological satisfaction. That said, insulting or congratulating your dog too.

Since you like psychology… We are a collective of passionate communicators. Is it still a job or a new work pathology?

You have to be interviewed to find out. If not, I have a very good psychoanalyst. Having said that, Freud said to be normal is to love and work. Loving your job can't hurt.

Loving your job is not enough. Experience is necessary to be “a good communicator”, but how do you remain an eternal beginner at the same time?

You have to ask beginners, generally they like to spend time with people who share their experience. You have to be a little candid, that yes. It allows you to stay curious and let yourself be won over by what others have to teach or tell you.

And "personal branling" as you say, is it an essential step to become DirCOM?

Since we have just spoken of experience, I believe that it is experience that authorizes personal branding. Not the other way around, but I'm old school.

In the end to choose, you would rather be a failed HRD or a great DirCOM?

I got out of these two dead ends by freeing up these functions for better people than me 😉

3 things to know about David Abiker

  • > He was a columnist for the show Freeze on images, on France 5, alongside Daniel Schneidermann
  • > He is passionate about new uses and does not cure his addiction to news: follow him on @DavidAbiker
  • > He belatedly became curious
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