"Communication, a strategic lever for the company"

Portrait-Benoit-Cornu

PMU, a century-old brand known to all, which over the past 6 years has made its revolution. Advertising, sponsorship… By meeting the We Are COM team, Benoît Cornu shared the profitable strategy of the horse brand and his convictions as a communicator! Editor's note: Benoit Cornu left his position as Director of Communications at PMU in December 2017. Hello Benoit. Let's get into the thick of it ! For you, what is corporate communication? On the school benches, we learn that communication is effective relations with useful audiences. This definition, simple and effective, which can be declined by objectives (commercial, corporate, HR, etc.) has never left me. In this perspective, communication becomes a lever at the service of the company's strategy. Communicating for the sake of communicating has no interest. I don't know of a bad strategy saved by good communication. On the other hand,…

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