Every year, when the time comes to take stock of the term and clear our minds so we can recharge over the summer, we try not to resort to clichés, but above all, to make a meaningful contribution. You know we’re the sort who prefer substance over style. It’s healthier – and more expensive.
If there’s one thing I can say about the past few months, it’s that I’ve never felt it was so easy to communicate (though I do regret the overuse of the term), but it’s never been so difficult to do it well. The plague of mediocrity is terrifying.
Perhaps we have an (unjustified) excuse. Geopolitical events and social polarisation, fuelled by ideologies rife with inconsistencies, seem to provide us with cover. Quantity and speed, driven by over-exploited AI, are no longer a competitive advantage. Anyone can use it; anyone can spout nonsense. What sets us apart now is judgement, so merely acting as executors undermines the power of high-quality, coherent and timely consultancy. Many organisations and brands should ask themselves whether their budgets are being spent on ‘hands’ (increasingly tech-driven) or on ‘heads’ capable of exercising judgement – understanding when to communicate, when to wait, who should do so, what risks to take and what the consequences of each decision will be. More noise or more substance. It is not an easy decision. It is a very wise decision.
It is now clearer than ever that it is not so much a question of communicating a lot or a little, but rather of having talent, strategy, transparency and consistency before communicating blindly.
Amidst all this fast-paced activity, it seems we have forgotten what the media – strategic allies of any initiative – need now more than ever: rigour. Good journalists continue to value verified information, context and access to reliable sources. Sometimes, the very pace of corporate life pushes this to the back burner and reduces it to mere anecdotes – something that will severely damage a publication’s reputation and be as difficult to restore as the mountains ravaged by the fires that are destroying our country.
And this is where the differences begin to emerge. The shifts that are beginning to take place within the profession – the new board of Dircom, the alignment with employers’ organisations of ADC and its membership of the CEOE – offer a glimpse of a certain optimism. This is also reflected in the commitment to work together which both organisations have demonstrated.
This is just one window. In the hands of the professionals, whether members or not, lies the transformation that is both necessary and urgent for our activity. It is not just a matter of changing the name but of continuing to consolidate our authority, demonstrating that the professional and appropriate management of communication and of corporate matters has a direct impact on the profit and loss account. Voice and business always go hand in hand.
Perhaps the best assessment that we can make of these six months is that we continue believing in the same thing as when we started almost three decades ago: communication is not about filling spaces but about helping people to make better decisions.
Now it’s time to apply the three Ds: rest, switch off and enjoy – without losing sight of the fact that our role, if we so choose, will continue to be essential. But we have to want to. Make the most of this time to focus on that. Happy holidays!
