Did you think you knew everything about being a press officer? Glamorous events, parties and glitz, social gatherings and controlled smiles... 🎉 Stop the clichés! La We Are COM team invites you to discover what goes on behind the scenes.
Communicator, consultant and teacher specializing in press relations, Yannis Sioudan spoke about his daily life on the occasion of the launch of the career guidance application, Wapply. 👀 Ready to explore a career that is evolving, exciting and very rewarding from a human perspective? Welcome to the role of a press officer. 🤓
Hello Yannis, first of all, we would be curious to know what motivates you on a daily basis?
Passionate about communication and press relations, I am a consultant and teacher. Also, I would say that It is the pleasure of sharing and transmitting that drives me every day. This is exactly why I am answering your questions today. 😀
In an increasingly competitive ecosystem, it's becoming essential for communications and PR to proactively support each other. In the omnichannel era, communicators must understand journalists' expectations, and that's why I am working on teaching, on explaining the fundamentals of our profession.
In an increasingly competitive ecosystem, it is becoming essential for COM and PR to proactively help each other.
Exactly, what would be your personal definition of press relations?
Press relations are, above all, a relationship with the press. This relationship is truly at the heart of our business. A simple media presence is not enough; you have to be attentive, consistent, and loyal.
I often compare this communications specialty to a marathon. A press officer must prepare hard and train diligently to be successful and to create a real connection with journalists.
Ultimately, this relationship is a relationship of trust, in which we provide journalists with context, figures, studies, etc. While they offer us visibility.
And what are the qualities of a good press officer?
You should know that this job, as exciting as it is, is extremely tiring, stressful and energy-consuming. It requires demonstrate great listening skills and significant sociability, to better understand the needs of journalists and consumers.
The press officer must also master the art of psychology. Besides, I always say that if I ever retrain, it will be to become a psychologist, that's saying something! 😀
Finally You have to love writing! Whether it's for media, social media, or SEO, the press officer must be a writer.
The press officer must also master the art of psychology.
What does a typical day look like for a press officer?
First of all, I do monitoring. Radio, Social Media, new meetings… I immerse myself in everyday life and remain constantly alert to what surrounds me! This curiosity allows us to offer the media more relevant approaches, more in line with current events.
Meetings with journalists are also very regular. Over coffee or lunch, we exchange ideas and build a bond of trust. In addition to this, many trips, particularly at trade fairs or events, and of course the creation of contents.
Many people think that press officers are interchangeable. What would you say to them?
No, a press officer is not interchangeable. Do you really think you can remove a brick without weakening the tower? A press relationship is a long-term process. The journalist and the press officer must know, understand, and trust each other. It's thanks to a strong relationship that a journalist will spontaneously think of me for a particular story.
The connection is really essential!
Do you really think you can remove a brick without weakening the tower?
Still a cliché, is press relations all about glitter and champagne?
Absolutely not. 😀 Yes, we go to tons of events and interact with tons of people… But, it’s exhausting to smile all the time. Press relations is an industry where we work long hours and we have no room for error.
And what are the most stimulating aspects of this job?
Human exchange. Whether with journalists, clients, or students, it's a job of sharing. A sharing of ideas, visions, commitments, values...
It is a profession of curiosity and desire, evolving and very humanly rich, in which one learns as much as one learns, but which sometimes remains thankless. Also, to practice it, It is essential to be passionate.
It is a profession of curiosity and desire, evolving and very rich on a human level, in which we learn as much as we learn about ourselves.
Before we leave, do you have any advice for the press officers or future press officers who are reading this?
Be determined! You have to stick with it over time, despite pressure, setbacks, and rejections. A press officer must follow through with their ideas and never give up to convince a journalist.
In other words, Arm yourself with patience, resilience and questioning.
3 things to know about Yannis Sioudan
His mantra? His mantra has always been signed Winston Churchill: “Luck doesn't exist; what you call luck is attention to detail.".
His favorite COM campaign? Burger King and its ever-smart advertising spots. Recently, it's their offbeat awareness of the "eat, move” which seduced Yannis.
His passions ? Japan, Japan, and more Japan! Yannis is fascinated by the spirit of this land of the rising sun, which has always been a leader in highlighting and preserving the expertise of its artisans. He draws inspiration from it every day.
