What if we took a few moments to think about the strategic and societal role of our profession? What if communication was much more than a tool? 🤓 The We Are COM team went to meet Laurence Beldowski, General Director of the Capital Filles association and President of the jury of the 11th edition of the COM Sud-Ouest Trophies.
Laurence talks to us about strategy, responsibility and shared values, at the heart of this unique competition. 🥊 For her, the COM must absolutely embody strong values and contribute to the transformations of society.
💡 An inspiring dialogue on the challenges, trends and impact of communication!
Hello Laurence, as President of the jury of the 11th edition of the COM Sud-Ouest Trophies, can you tell us your definition of communication?
Communication is not just a matter of tools; it is above all a fundamental strategic lever. It supports companies in their positioning, helps them navigate periods of change, and, more broadly, supports major transformations in society. communicating brings ideas to life, embodies them and animates them.
In a context where communication is sometimes viewed with suspicion, or even equated with manipulation, it is crucial to rehabilitate its role. Restoring the nobility of this profession means reminding us that authentic and responsible communication is at the service of dialogue, transparency and progress.
Communication brings ideas to life, embodies them and animates them.
What motivated you to take part in the jury? What were your motivations and what are your main objectives?
Communication – even if I practice it a little less today – is a big part of my life. Beyond having motivated my training and my career, she is my essence. It was therefore quite natural that I agreed to chair this jury and to return to COM projects.
Taking part in this jury is of course a pleasure, but also a lot of responsibility. In this field, We can achieve such incredible things and convey such rich messages., that this role of examiner cannot be taken lightly.
My goal is therefore to go and find the most strategic and respectful campaigns, those campaigns which will become examples capable of impacting society and sources of inspiration for the entire profession.
My goal is therefore to find the most strategic and respectful campaigns.
How and according to what criteria do you evaluate the winning campaigns of the COM Sud-Ouest Trophies?
The COM Sud-Ouest Trophies are based on rigorous organization. To ensure a consistent assessment, each jury member received an assessment grid. This has 4 indicators: creativity, efficiency, quality, achievement and responsibility. It is essential that members of the same jury speak the “same language”.
For me, responsibility is a key pillar, a fundamental notion. However, not everyone gives the same definition to this term. Some think that responsibility can be limited to the subject dealt with... It is with great astonishment that I have noted this in some cases. Responsibility is more than a message, it is a commitment that extends from the design of a project to its deployment.
As for the winners, they do not know our evaluation grid. However, they know that certain aspects of their projects need to be argued.
It is essential that members of the same jury speak the “same language”.
More generally, have you observed any specific or emerging trends during these Trophies?
It seems to me that communication strategies tend towards greater utility, to respond as accurately as possible to the challenges facing businesses. The transformation of the event industry is a good illustration of this evolution. Far from the big gatherings and sumptuous festivities, today's events are designed to unite around a real occasion or a subject that engages the company and its communities, while rigorously taking into account very precise and much more sober specifications.
I also notice that Stakeholders are frequently consulted. Increasingly, their opinions and needs are taken into account and influence the overall strategy of companies. Communication is less top-down, it encourages exchanges and dialogues. And this is good news, because the more communication comes from a large ecosystem, the more powerful its impact will be. Long live consultation!
The more communication comes from a large ecosystem, the more powerful its impact will be. Long live consultation!
Laurence, you are also the General Director of the association “Capital Filles”. Can you tell us more about your challenges as a communicator?
Capital girls supports girls from QPVs – priority working-class neighborhoods – and in rural areas. Our mission is to help them gain self-confidence, guide them in their higher education, support them in their careers and, more generally, make them independent young women. Awareness-raising begins in high school and support can continue up to bac +1, via a mentoring system.
Career guidance and careers are unfortunately still too gendered, and even more so in less privileged backgrounds. Our two missions, gender equality and equal opportunities, are essential.
Since my arrival at Capital fille, We have strengthened the program and initiated our advocacy. Society must change, it must open up and make a real transformation, otherwise nothing will be resolved. I opened a position for communications manager and we have made major transformations: positioning, graphic identity, logo. , new website and also strong statements, including our manifesto film “What a great decade”.
To combat preconceived ideas, we have also launched the magazine "Sister" and also a barometer of confidence in her and in the future of girls that we support. As I said previously, communication must above all be put at the service of a business strategy and support the necessary transformations of society.
Communication must above all serve a business strategy and support the necessary transformations of society.
Finally, what advice would you give to communicators who want to participate in and win major COM prizes?
Sincerity, show sincerity. Even if it may seem a bit caricatured, some files seem to want to impress. While it is really the motivations that make the difference. Winning a prize means embodying values and encouraging sharing.
And of course creativity. Let us not forget that communication has this power of imagination and perspective, which allows us to transport.
3 things to know about Laurence Beldowski
His daily inspiration? Her commitment. It is her desire to make things happen that makes her want to get up every morning. Laurence is driven by her work, which allows her to put her convictions into practice.
His favorite COM campaign? Laurence was particularly touched by Orange's ad, which combated stereotypes related to women's football during the World Cup. She praised the audacity and good timing of this campaign, which proved to us in an original way that "guys don't play better than girls". Remember!
His commitments? In her personal life, Laurence is also committed to women. She is one of the founders of the association "Together, against sexism", which recently led to the creation of the national day against sexism. She is also an administrator of the activist association "Assemblée des femmes".
