“Communications are fun, they don't know the meaning of pressure!” Grrrrr… 😡 Communications professionals, stay calm and take a deep breath! Behind this image, the reality is quite different. And indeed, at Solstyce – a French expert in photovoltaic solar energy – communication is experienced under pressure, at the intersection of business, technology, and human interaction. 🎯
🇧🇷 Lucie Baudat, Director of Communications of the Solstyce group, and member of Club We Are COM, shares insights into the role of Communications Director, between daily pressures, business challenges, the need for embodiment, and new ways of working collectively… 🙌 An unfiltered speech that restores the importance of embodied and strategic communication.
Hello Lucie, as Head of Communications for the Solstyce group, how would you define corporate communication?
What a vast subject! I would say that Corporate communication depends first and foremost on the company in which it is deployed, its field of application and its audience.
In a sector as specialized as energy, communication must be central to information and aligned with strategy. If we don't adopt a stakeholder approach to the company's development, both in terms of human resources and business, then it becomes difficult to do our job well: to communicate effectively, to implement efficient actions, and to navigate changes smoothly.
Finally, Communication is a task that takes place upstream.We are not here to put out fires in an emergency, but to improve things steadily.
We are not here to put out fires in an emergency, but to improve things steadily.
At We Are COM we are curious, we would like to know how your Communications Department is organized?
At Groupe Solstyce, we have a Communications and Marketing Department. This department supports business development with dedicated tools and through external promotion, institutional positioning and more corporate internal communication – in collaboration with HR.
More specifically, our service consists of a team of 5 people organized around 2 hubs. The design hub handles everything related to copywriting and media. The production hub This includes a studio, manages the graphic design and video aspects, the website, and the data marketing team that tracks and measures the KPIs and results of our actions. They also manage events and trade shows.
We have the unique characteristic of internalizing as much as possible. In a dynamic structure like ours, which is constantly reinventing itself, we must be in control of what we do. For us, "long term" means three months!
What are the specific communication challenges in a sector as technical as energy infrastructure?
Our number one challenge? Understanding engineers! The majority of our collaborators are engineers, inexhaustible sources of information, whom we must manage to keep up with.
To make information accessible, we must simplify it, and to be able to simplify it, we must have at least a basic understanding of the subject. Therefore, in a technical field, communicators must possess technical knowledge and aptitude. And believe me, understanding how a photovoltaic power plant works is a real issue. 😊
In fact, I see us a bit like the "Fred and Jamie" of the company.
In fact, I see us a bit like the "Fred and Jamie" of the company.
And from a managerial perspective, what are the challenges, particularly in the era of remote work?
I am convinced that in order to collaborate healthily and effectively, a team must know each other, build relationships and be complementary. However, when video conferencing is the only playing field for employees, what happens to team spirit?
To manage a service while being at 90% remote, It's essential to develop rituals. In addition to the regular team synchronization points we hold weekly, I also encourage them to get to know each other through fun activities: personality tests, more informal exchanges like "video coffee breaks," sharing their "gem of the week" to discuss their experience with a contentious or complex topic, or even the joke of the week, the one that brings a smile when they're feeling down... And It is together, during monthly brainstorming sessions, that we develop our processes for working together, our tips for creating and consolidating team spirit even remotely.
In terms of communication channels, beyond video conferencing, we have a team chat for specific topics, a Whatsapp channel to share daily life and launch challenges, and a hotline system in which managers answer employee questions.
More broadly, how can we strengthen corporate culture?
It's difficult! Corporate culture isn't about formulating values; it's about putting them into practice. However, this implementation isn't simple; it requires sustained and ongoing support from senior management and the leadership team. In other words, Corporate culture is primarily about demonstration and setting an example.
In an economically tense atmosphere, the question of corporate culture, and more broadly of the human element, is central. If the values you advocate are not fundamentally rooted in your organization, then crisis situations will only increase tensions.
Corporate culture is not about formulating values, it's about putting them into practice.
The communications sector suffers from many stereotypes. Can you tell us what the life of a Communications Director is really like?
Oh my god, yes! When I present our department to new employees, I rely on these clichés. You'll see, they're really nice at the communications department. "," If you need a poster, go see the communications department, they'll whip something up for you quickly. "," At least in communications, there's no pressure. "... All of that is false!
If we face so many preconceived notions, it's because we are communicators: curious beings, interested in others and in discussing things. Coffee machineBut what people too often forget is that what's said around the coffee machine is an essential part of our job. We need to spend time understanding everyone's expectations and needs to do our jobs effectively.
Communication is a high-pressure profession, in which one is often criticized when things go wrong and rarely praised when things go well. So no, " We don't just post on LinkedIn "We collect information, make it readable, work on visuals or videos, proofread, validate, get validation, exchange with clients… In fact, we operate in a different timescale. And finally: no, AI doesn't do our jobs. 😊
Furthermore, how can we combat these preconceived ideas?
I have always regretted that at school, when we learn this profession, we are not also taught to value it and defend it to those who are not knowledgeable about it. The stereotypes associated with our professions all stem from a lack of understanding of communication and the value of the work of communicators. It is up to us to demonstrate that communication is not just about beautiful images, but a real work of reflection!
It is with this in mind that I chose to produce an annual activity report for our department, allowing us to assess the developments on the channels, explain the KPIs and measures that are carried out, thus reminding everyone that we are a great business tool. And believe me, talking about the cost of things helps.
It is up to us to demonstrate that communication is not just about beautiful images, but a real work of reflection!
In your opinion, what will be the major future challenges in corporate communication/corporate culture?
To withstand the coming economic storm. A strong company is one that continues to grow, even in a complicated economic environment. In other words, it is a company culture that proves stronger than the restrictions.
Another major challenge concerns the life of the company. In the age of digitalization, employees must find their balance. How can we continue to work together if we are not together? This raises many questions regarding frameworks, behaviors and support.
Just a quick question about AI… Do you use it?
Let's begin! With a view to improving the fluidity of tasks, the group is working on a transformation towards artificial intelligence: systems, procedures, training…
Regarding communication, A training project is underway. However, the adaptation time required to integrate new tools does not mix well with the production and time pressures we face in the sector. We will need to proceed gradually, so as not to disrupt anyone's processes.
Ultimately, our use of AI is currently limited to editorial assistance and visual generation. Tomorrow, I hope, we will move towards greater automation.
Before we leave, do you have any final advice for We Are COM readers?
Strength and robustness, glory and honor, that's all I have left! 😊 More seriously, I would say that in communication, as elsewhere, you have to learn to trust each other. Stay curious and always believe in what you do.
3 things to know about Lucie Baudat!
His mantra? « It's going to be alright "!" It's almost become a team motto, a few words that put everyday setbacks into perspective.
His favorite ad? A big fan of fun and quirky communications, Lucie is particularly drawn to the ability to use current events to humorously reinterpret brand messages #burgerking. More recently, she was struck by the humor of the Unemauvaiseraisondedonner.com poster campaign, because with humor, you can (almost) say anything!
His commitments? Originally from Berry, Lucie returned to settle there and has since been involved with the "Familles Rurales" association to develop and promote sport, culture and community living in villages.
Images: Freepik
