Communicators are paradoxical creatures. Between the values espoused and the reality of the profession, there is sometimes a world of difference. Is that a problem, doctor? Of course not! (I.e. Let's not beat ourselves up; these contradictions reflect a constantly evolving sector, subject to numerous tensions. Isn't that ultimately why communication is a profession of passion?
So, without mincing words, the We Are COM team decided to embrace the contradictions of communication! (I.e. The 10 major discrepancies made in COMWhen our good intentions clash with the harsh reality of the profession, here we go!
🤔 And you, how many paradoxes do you recognize yourself in?
Paradox #1 - We preach authenticity... But we filter everything
Yes, we filter. Authentic, but not sloppy, we said!
🙃 The paradox? The communicator advocates for more authenticity and sincerity, at least on the surface. Only on the surface, because honestly, what testimony isn't rewritten, what image isn't retouched, and what video isn't edited down to the millimeter?
💡 The concession? We are storytellers first and foremost; we love the art of storytelling, and we're proud of it. Publishing raw content? Never. But why not open up the behind-the-scenes of your content production, fully embracing the different stages of creation? #AuthenticallyAssumed
Paradox #2 – We talk about inclusion… But we don't like auditions
MBetter than inclusion, we practice inclusion through immersion.
🙃 The paradox? Representing diversity is one of our priorities. Yet, we run our HR campaigns with the first three available and motivated colleagues we can find. Inclusive communication requires resources, both in terms of time and budget. The result? We do what we can with what we have.
💡 The concession? Even if your current employees are your stars, why not try swapping them for outside talent? Trust me, casting isn't so bad, and more importantly, it fosters a truly inclusive culture. #StepOutOfYourComfortZone
Paradox #3 – We want to give meaning… But we are still searching for our positive impact
We may not save the world, but at least we don't destroy it.
🙃 The paradox? What company doesn't proudly proclaim a mission? What brand doesn't proudly assert its purpose? According to PR professionals, all organizations are fantastic and all their products incredible. Spoiler alert: they're not going to save the planet! And that's okay, because that's not what's being asked of you.
💡 The concession? Focus on your product's qualities, its usefulness, and its lack of harmfulness, for example. True meaning is everywhere; you just have to know where to look. #ModestAndProud
Paradox #4 – We exhaust ourselves trying to be reactive… But after a 10-step validation
In real time, as soon as we get the GO from the ComEx.
🙃 The paradox? Ah, internal processes… By the time you've accumulated your 5 approvals, you've missed the buzz: frustration! The communicator is constantly torn between the desire to react immediately and the desire to protect themselves from hierarchical wrath.
💡 The concession? Are you a victim of the control culture? You can still save time: anticipate with special rapid response guidelines and ready-to-use templates. In other words, take inspiration from the newsroom model! #FastAndSerious
Paradox #5 - We aim to unite our internal teams… But we address our employees as if they were potential customers
We promise we'll try to talk to you as if we knew you…
🙃 The paradox? We constantly hear that employees are the best ambassadors. And yet, we bombard them with impersonal, emotionless corporate content. But why are communications professionals afraid of becoming too "friendly" with internal stakeholders?
💡 The concession? Enough with the kid gloves, your colleagues also deserve a little magic: a confident tone and inspired storytelling. Train in empathetic writing and active listening, offer conversational formats, and above all, stop using formal address internally when you're using informal address externally! #ToughLove
Paradox #6 – We seek engagement… But we dread the comments
Tell us what you want, as long as we like it!
🙃 The paradox? Interactions, interactions, interactions… Yes, but under certain conditions. An irrational fear of negative publicity, direct criticism, and trolling… Brands demand uninhibited engagement while simultaneously practicing censored moderation. Haters are everywhere; let's learn to deal with it.
💡 The concession? Train your teams in constructive moderation and soft crisis management. Criticism, even harsh criticism, is an opportunity to reflect and provide a transparent and satisfactory response (or to accept the situation). #FreeTheInteractions
Paradox #7 – We're doing CSR… But we're still printing in four-color process
We do print, yes, but on recycled paper, hehe!
🙃 The paradox? It's great to promote an ethical approach. Except when, behind the scenes, it multiplies disposable products. We're not judging, we know that responsible digital practices are easier said than done.
💡 The concession? When it comes to responsibility, everyone does what they can, and that's already a good thing. Where to begin? By avoiding overly colorful brochures, unnecessary promotional items, or printing tons of paper, for example. Communicating responsibly means adopting best practices at your own pace, little by little. #WorkInProgress
Paradox #8 – We love innovation and creativity… But it must always be approved by a committee
We're super disruptive, as long as it doesn't upset anyone.
🙃 The paradox? Can we still talk about innovation when we respect a limited scope of freedom: prototyping, testing, and validating? Can we still talk about creativity when the smallest idea is distorted and crushed by six committees?
💡 The concession? Start by limiting the involvement of non-communications professionals in your creative decision-making. No, we're not being dogmatic, just realistic: communications professionals think differently, and that's where their talent lies. #CreativityIsAMractition
Paradox #9 – We think we're freeing up speech… But we're only letting the CEO speak
Have you heard of participatory monologue?
🙃 The paradox? Today, communication must be cross-functional, employees must have a voice, and everyone must be able to express their views on the realities of their job. On paper, this is the ambition of every communications professional. So why does it always end with a speech from the CEO, accompanied by a photo of him with his arms crossed?
💡 The concession? In communications, the hierarchical culture is unfortunately still too prevalent. It's up to us to modernize institutional communications by valuing internal networks and deploying more horizontal formats. #EveryoneHasA Voice
Paradox #10 – We're sure we stand out… But we all make the same LinkedIn posts
A supposedly unique editorial personality.
🙃 The paradox? Same emojis, same taglines, same punchlines… On LinkedIn, we're convinced we're standing out, but our posts are all the same in reality. And then, disaster struck: since ChatGPT came along, these posts have become increasingly bland. Is it too much to ask for a unique and daring voice?
💡 The concession? If you want our opinion, it's high time to learn how to express yourself more personally on social media, to encourage unconventional approaches and posts with real added value. #PostAsYouAre
Images: Freepik
