"The challenge of financial communication is to tell a story"

Before, we were afraid of financial communication. But that was before meeting Bertrand Deronchaine, director of shareholder relations EVP Communications Wholesale & International Networks (W&IN) within the Orange group. It sheds light on this discipline of communication: good practices, highlights of the year and this obvious link with all the other areas of communication. An interview without numbers! Hello Bertrand, thank you for bringing your lights! What is your vision of corporate communication? For me, the boundaries between the different disciplines that make up corporate communication are increasingly tenuous. It's getting harder and harder to tell them apart. Besides, I don't like the term “institutional communication” for its too formal side. Corporate communication is now perhaps the ability to tell a story, “storytelling”. And above all to prove how...