It is the despair of the Evanescence commented badly on an interviewee

Large patterns did not not know. Journalists are unpredictable, hardly manageable rendering of how capriciously, or even random, the message they are trying to convey costs to the market. But things have worsened since the beginning of the crisis: the Presidents of the CAC 40 is now summoned to account on their strategy and their management in the media community. Worse, confronted with press services delivering a more formatted information, journalists are only more than the official word of the company, but diversifying their sources of information: informal internal, former leaders, trade unions, competitors, investment funds, shareholder reference (included State guardianship), financial community (financial analysts, managers...), Internet, banks, employees associations and associations for the defence of shareholderssurveillance of markets and regulatory authorities...

"Hyperpédagogue".

Paradoxically, while the flow of information has never been more important, the communication of large companies has probably never been also locked. This is the conclusion to which leads the study of the firm in corporate V com V communication dedicated to the "CAC 40 companies Press Relations".

The third edition of a study already conducted in 2005 and 140 French and Anglo-Saxon journalists by Vincent de Vaissière, former Director of the communication of Suez Lyonnaise des Eaux, in 2007 and then of PPR and Chairman of V com V. from hierarchical positions and very different media (news agencies, radio, TV, written press French and foreign)These professionals were interviewed on personal communication of the great leaders, as well as on the reactivity of their press services. The Vaissière Vincent had already noted in 2007 the growing temptation of enterprises in the CAC 40 to issue to the media a more locked communication. By forcing companies to make more accounts in the media community, the financial crisis would have therefore made that harden the trend.

So, a quintet of excellent "communicating Presidents" manages to take advantage of this game, is removing the lot with scores greater than or equal to 14/20. Jean-Cyril Spinetta and harvest the fruits of the successful privatisation of Air France. While he recently withdrew from the company, he arrives at the top of the charts: "it is very good in its communication: it is hyperpédagogue; He speaks clearly and without language of wood on its objectives and its issues; He made many "off" (...) ", is among journalists. Or "Spinetta, is Air France-KLM;" "he embodies literally this box and its strategy, which he is the author", finally, that assessment of a connoisseur: "It is very well with the press, knowing admirably handle this fresh alternation of proximity and distance."

"Great captain of industry".

Immediately after Jean - Cyril Spinetta, rolling Christophe de Margerie (Total), Patrick Ricard (Pernod Ricard), Pierre Pringuet (his successor) a Duet which attracted this comment: "Pringuet-Ricard, is a tandem which could be a model ' and, finally, Gérard Mestrallet (GDF Suez). This last is admiring comments tinted ambivalence: "He made GDF Suez;" It has served its purpose; "it's a teigneux is ready to sacrifice everybody," loose a journalist, while another, more brutal, barking: "this is a great captain of industry, it is also a killer before the Lord (...). Conversely, while Martin Bouygues, Patrick Ricard and Franck Riboud, all three "son of", are managed to symbolically kill the father, their style and their way of management up to embody the family business, the course appears more complex for Arnaud Lagardère and François - Henri Pinault. Both are placed in the tail Pack, alongside Pat Russo (Alcatel), Gérard Le Fur (Sanofi-Aventis) and Axel Miller (Dexia).

That reproach the journalists surveyed to Arnaud Lagardère Approximately the same as François-Henri Pinault: live a little too broad costume for him, in addition, an abandon in the substance and form. "It is the despair of the Evanescence," commented badly on an interviewee. Same severity with François - Henri Pinault who "always not did a first name to share in people magazines", meant in a loop. Reluctance to speak out, "most obvious tropism for the bling-bling flamboyance for business"... journalists are not soft with this heir. Even if, in reverse, some are now convinced by its strategy: "I see well what it wants to do and where he wants to go: the luxury; I see also that in two or three years, there will be more FNAC, Conforama, or Redcats. "I to draw my hat on capacity well sell assets (1 billion euros for spring) and detect things such as Puma", one of them analysis.

But regardless of the manner in which their communication is volumetric, noted, dissected, all patterns of the CAC 40 are now facing a new deal: "the return of the guardianship of the State, since the crisis, involved increasingly in areas traditionally keys to the private sector for the defence of purchasing power, that is actually on the average shopping basket".", price of gasoline at the pump, the gas and electricity, car manufacturers, the banking sector, is in the end almost half of the CAC 40 companies," observed the Vaissière Vincent. A support for the leaders to incorporate the effects of this intervention in their communication strategy. A grand acrobatic additional deviation, in a universe where various pressures seem to add up each day a little more.