However on the first two points Kouchner was very low

Because it is attractive and compelling, Bernard Kouchner is both the attraction (it would be like him) and irony. "A brand likely volatility", wrote Marcel Botton, world expert on marks in "politicians are like the others" (), in April 2008. And as for many other brands commercial or institutional, Kouchner brand has been submitted to strained in recent weeks.

Mid-January, it is the way site which publishes a first article referring to "arrangements" between the Minister for Foreign Affairs and Omar Bongo, the President of Gabon. Then the magazine "Marianne", which publishes the good leaves of the book by Pierre Péan, "The world according to k." (Fayard). Embarrassing for Kouchner who, for forty years, conscientiously shapes its image at arise today as a key humanitarian icon hexagonal, embodying a form of collective conscience. But the preservation of its reputation is the counterpart of this role that he embodies. It must therefore must avoid anything that may be affected. Because attacks that he suffers cannot undermine the brand Kouchner. "In this situation, analysis Arnaud Dupui-Castérès, President of Vae Solis Corporate, who was Advisor to Jean-Pierre Raffarin at Matignon, there are three key principles to respect: become the master of the tempo; carving his argument; rely on allies. "However, on the first two points, Kouchner was very low." Which, in itself, surprised for the occupant of the Quai d'Orsay, broken in crisis and with cells for his Department to a State of the art structure.

Flashbacks. Surrounded by his closest collaborators, including Jacques Baudouin, press and communication Advisor, Kouchner reflects first hot, tries to bring her spirits and find the best way to fight back. Then, second time of the response, call him an influential lobbying firm, Image seven, led by Anne Méaux, Council of some of the most important patterns of the CAC 40. Since September 2008, Image seven, indeed, is under contract with the Ministry of Foreign Affairs and particularly with his Minister Bernard Kouchner. "This is Michel Sarrazin, former journalist, became consultant who has spent a call," explains Nicolas Beau, editor in Chief of way. "The message is simple: before you réécriviez a second paper, it is necessary that we met you." Sarrazin confirms without so accepting of specify which mandated it. Of course, it is not uncommon for a private firm working for a Minister. Except that Anne Méaux is also a great friend of Christine Ockrent, Director General of the France world holding company and its President, Alain de Pouzilhac, both under the tutelage of Bernard Kouchner.

The battle of time

In any event, in the eyes of professionals in the communication, this defence, which appears well cottage, is neither competent nor effective: the Minister, as his entourage, seems to be exceeded and then widely underestimated the impact of this crisis. "From the outset, Kouchner loses foot, explains Arnaud Dupui-Castérès." Leaving spinning rumors on the Internet, he placed himself in a logic of reaction and non-lookahead. He ran behind the revelations and lost the battle of the time. "Each new disclosure, Kouchner gave an interview, pugnacious as ever, always argued, but merely that its strategy. Responses, never initiatives, including its decision to speak at the National Assembly. A crisis communication expert confirms: "Bernard Kouchner should deal with the problem upstream." After the buzz on the Internet, it ought to have known that this him dangling nose.

Allies of all edges

Indeed, in this case, to do the ostrich exposes still more serious consequences to anticipate the release expected of a scoop. However, in a third time, Kouchner was able show that he had numerous, ancient and powerful allies: PS, UMP, but also abroad with Kofi Annan or Hillary Clinton. Their "barrier effect" was played in full. "The substantive work is extraordinarily when a mark is attacked, note Dupui-Castérès. "For Kouchner, this last map was essential: it allowed it to mitigate the effect of the"Revelations"", to offset them. Or as a professional in the sector more brutally argued: "Without their support, he was transferred because its communication was almost as disastrous and also unconvincing than Hervé Gaymard in his time." As every day, we learn details on its activities in Africa without the face-to-face is a credible defence. And this is not the charge of anti-Semitism against Péan gaining its communication...