The New Communication Directors: Coherence and Engagement

New York, NY, USA, January 17, 2019

How did the role of Communication Directors transform with the Digital Revolution? Here is the third summary of what has been discussed during the roundtable organized by Wiztopic and the SMC in Paris, France. 


What do we learn?

  • Digitalization pushes Communication Directors to be more immediate. Thanks to their different skills, their role in the company is more strategic and analytical.
  • The fact of having a wide range of skills strengthens the strategical and analytical role of Communication Directors.

Coherence and engagement


The main challenge for a communication director is creating a coherent message,  for advertisements, employee’s tweets,  press interviews or internal communications. The subjects in which we intervene are increasing. We should decide which channel should be used to distribute information” says Nathalie Lochet (AFNOR).

The increase of means of communication has increased content that Communication Directors produce “The challenge is knowing how to canalize everything in order to amplify the messages. There should be a synergy with other services, that’s the strong point of this profession” Analyses Alexia Lefeuvre (Rakuten) 

"At the end, what counts the most is the image of the company, that’s what we should protect and strengthen. Whatever the channels and the advertisements, there should be a single message everywhere otherwise there is no coherence and therefore no strength” Julien Goubault (Klepierre)

One of the advantages of having access to the platform is the facility with which employees express themselves on the activities of the companies. In order to guarantee the coherence of the messages on different media, the speech must be controlled in first place by Employee Advocacy, the mechanism with which a company pushes its employees to become ambassadors of their brand inside and outside their working environment.


Thanks to employee advocacy we have shifted to an engaged communication. Digitalization has reinforced this aspect in internal communication. This enriches our position and creates interest from the part of the directors. It also makes our employees feel proud for being part of the company. Our role is to give a meaning to this engagement. The service I owe to the company is to create engagement around the directors’ speeches” Explains Jérôme Chambin (GRDF).

In order to create engagement, GRDF relies on an internal network created in 2010 that counts 10 500 employees over 12 000. The company has always created a Twitter connection for internal communication where almost 4500 employees send photos from their offices. We are a company that doesn’t have great communication solutions but has very engaged employees.”  Analyses Jérôme Chambin. 

“Today our employees are very understating. They know that what they do is in the interest of our business” Adds Alexia Lefeuvre (Rakuten)


Linked topics