A self-taught digital enthusiast, Frédéric Fougerat is the Director of Communications and Marketing for the Foncia Group. This manager is at the heart of the company. title of one of his books, reveals his vision of communication.
To start, a classic! What is your definition of corporate/institutional communication?
In my opinion, corporate communication encompasses all non-commercial communication. It aims to promote a company's image and reputation and can therefore have an impact on its business, even if that is not its primary purpose.
Corporate communication thus encompasses the work of discourse and image but also that on employer branding, reputation and social media, financial communication and CSR (which is not just a communication issue).
With over 20,000 followersYou are one of the most connected communications directors in France! Why and how did you become one amateur social media?
I gradually switched to Twitter to share what I was already saying on DirComLeBlog. For me, the value of a Twitter account is measured neither by the number of tweets nor the number of followers, but by the clarity of the editorial line, the quality and relevance of the content, and the engagement of the community..
That's why, on Twitter, I only talk about communication. I don't address political topics. And because it would be too easy to conflate the company I represent with myself, I don't share personal opinions.
Self-promotion or exclusively sharing industry news doesn't seem to me to be a relevant approach for developing a social media presence. Or perhaps it's an editorial choice, which isn't mine.
Are your best practices reflected within your teams and on your communication projects?
At Altran (#MasterYourRepuration) as at Elior Group (#WeAreSocializers), I wanted to implement educational programs to raise awareness and train teams on best practices on social media. Employees have thus become true ambassadors for the company.
Beyond these operations, it's my passion for innovation that I hope to pass on to my teams. For example, with Elior Group, we were also the first to publish a publicly traded company's annual report on Instagram. We gave carte blanche given to 6 influencersThey were invited to share their vision of taking a break around the world. All were able to eat at our establishments, discover our sites and offers, photograph them and share their comments.
Today, brands are challenged daily, but can (and do they want to) establish a dialogue with all their stakeholders?
Not everyone sees the issues in the same way, but in my experience, there are no other options. Today, no company or brand is safe from a digital lynching, which is unpredictable and can reach extraordinary proportions. We must prepare for this, and that requires careful consideration of all stakeholders.
The relationship to time and risk has completely changed. Today, it is particularly important to pay close attention to the customers who communicate the most, young people for example, because they are the ones who make the most "noise".
You have led several communications departments: what are the key elements of the success of your actions?
It is essential that all communications reflect consistency between the message and the reality within the company. This is why I will only accept a communications leadership position if there is a single, unified communication vision across the company, encompassing all functions (internal communications, financial communications, employer branding, etc.).
Furthermore, as Head of Communications, I know I'm not always the best spokesperson. Success also depends on the contributions of "expert" spokespeople. However, A good communications director must be a good spokesperson in all circumstances and at all times. This is part of his function, and is only possible thanks to the understanding and trust he has with his President.
The Communications Department should therefore report closely to the General Management. However, this can sometimes prove complicated when some managers are unaware of the importance of communication. They then turn Communications into a department serving their own image and reputation, or a public relations service for organizing small, occasional events.
What qualities do you think make a good Communications Director?
He must be curious and open-minded, preferring to listen rather than speak, and genuinely care about others. He must also be empathetic in order to lead and unite teams, and possess a strong political acumen. In this respect, he must understand tactics and the impact of what he or his company will say, do, or show: this is an essential quality.
A communications director today must also be connected, with proven social value: without that, he is (already) Has Been !
Any advice for students and future managers in communication?
They shouldn't misunderstand the realities of communication professions. Forget the caricature of glitz and glamour. Communication is a real profession, not a hobby. It's a field of professions that requires specific expertise.
It is a rigorous and hard-working profession, requiring availability to others, where evenings and weekends are not counted, an artistic profession that allows one to express oneself but also requires technical and legal knowledge and imposes respect for rules and processes.
In short, it's a profession of commitment, and we shouldn't be mistaken about the reasons that drive us towards this dynamic discipline!
3 things to know about Frédéric
– His sources of inspiration: people, in the street, on the subway, at work… He has a taste for observation!
– His favorite campaigns in 2017:
- La Volkswagen campaign in support of women's football for its anti-cliché aspect
- And Nike's, Play Bondy Football Festival for its creativity and impact (with limited resources)
Frédéric isn't a real football fan (yes, really, we assure you!)
– He compiled all of his opinion pieces into a book: A manager at the heart of the company.
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