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Be a good international FreeLance project manager


To be an International Freelance project manager is one big challenge as communication is a really fragmented field.

First, why should you work by yourself internationally?

Working as an independent freelance can be much more interesting than working in a company. Nowadays, companies do not like to “take the risk” and rather prefer to do as they used to do before. Working by yourself will allow you to be creative, express yourself and choose project that you are interested in.
Furthermore, you will be able to work, wherever you like whenever you want, you decide your schedule. You get to be your own boss, even though you will not have someone to be mad at. You can get to travel around the world to meet with one of your client without compromising your work for other clients. Also never forget that it is really stimulating and fresh to work with different people from different cities.

Besides, you can work in any field you like, there is something else than big and famous brand in the world: “you should communicate about something better than cheap close exploiting kids in Bangladesh, go and help people working in science that will change the world.” – Alec Walker Love

A few tips!

Working as a freelance requires some qualities.

-       You need to be pretty responsive and self-sufficient
-       You need to be a multiplier: speak different languages, be opened to different cultures and understanding them, diversify your projects, clients and tasks, use different medias
-       You are expected to be rigorous and efficient: do not waste your client’s money-       You have to be opened to new technologies: be curious !
-       You have to be welling to move: do not be afraid of switching countries every two days and adapt your behavior.
-       You have to be a life long learner: always check the new trends, what is going on in the world, go and check podcasts, social medias and so forth ! The world is always changing.
-       You have to improve constantly you social business: never forget to share information, do not keep it for yourself!
-       You have to be pragmatic
-       You have to make quick connections

How to work?
First you have to get your clients but how to?
You have to improve your network every day, most client come from your network or your network’s network. Clients come also from word of mouth. Some of them will even come in a desperate way, as in an emergency. Do not hesitate to contact directly people, if you learn that they are launching a new business, maybe they will appreciate your help.

When you work as a freelance never forget that you are independent but not alone. You can always ask for help.
To work you will need some specific tools (some that you may know) such as:

-       A laptop (your best friend, your brain, your office)
-       Your phone
-       Skype
-       Twitter / Hootsuite
-       Vine
-       Instagram / Hyperlapse
-       LinkedIn
-       Google analytics
-       Salesforce (CRM)
-       Slideshare
-       Excel
-       Radian6
-       Directr
-       Dropbox
-       Storify

Where to learn when you work for yourself (you have to stay on top of communication news!): LinkdIn, Twitter, Podcast, Udemy/TedX, Reading news.

Watch out really carefully for the trends: make visual & emotional communications (work your adobe skills!), develop your content strategy, make sure about your communication authenticity, and personalize it: make it individual -> it is power, digital everything, measure your success!

Of course, working as an international freelance project manager is not always easy and can provide some pitfalls …

You have to be prepared for lack of sleep, night working. You have to always be looking for new client because you get jobless the next day (project do not all have the same length of time). Besides, the perfect client does not exist; you will not always have a good relationship with them.

There are a lot of opportunities and fields out there, develop your skills, become specialized and aware of the trends, open yourself to the world. Do not get scared of starting your own business.

Article written from the Managing International Campaigns’ conference

Speaker: Mr. Alec Walker-Love

The Editorial Team - Juliette Chabod, Pauline Pelvet.


Eastern Europe: at the heart of multiculturalism


We had the opportunity to participate to a highly interesting conference with Raluca Ursachi, about Eastern Europe dilemmas. With a master degree in history, Mrs Ursachi brilliantly introduced us the stakes of Eastern’s Europe development. From ottoman Empire to nowadays fronteers, Mrs Ursachi highlighted the major changes that have made Eastern Europe the way it is today ; it has always been a land of multicultiralism. Almost all religions are practiced in Eastern Europe, since you can find ancient muslims communities in South Eastern Europe, as well as strong orthdox beliefs. In fact these East and South Eastern countries have gone through so many changes that they really don’t know who they are anymore.

A lack of unity, empowered by the partition of the old communist bloc has led to complicated events. As Samuel Hetington showed in « conflict of civilization », future wars will be appearing when civilizations meet. This only proves that multiculturalism can become an issue in nowadays society. Moreover, the presence of orthodox and muslim beliefs, for instance, can create a lot of conflicts. This is one of the reason why « Central Europe » (Germany, France…) won’t welcome Eastern European citizens as easily as they would regarding western countries. Nevertheless, in these times of great migration, this problem must be discussed (and hopefully solved). Eastern countries welcome more and more asylum seekers because of distant Western countries conflicts.

Ursachi told us about her homecoming in Romania, that she had left for quite some time to study in France. Re-discovering her old country and seeing what had changed since then made her want to come to us today and tell us more about Romania. The remains of the communist Securitate are still somehow visible and you can feel that this has affected the ways people behave in certain ways. Just like the stasi, this has instaured a fear of living freely for many years. People are freeer than ever right now, although, the new generations tend to have more respect for tradition than the previous ones used to. In Romania, more than 90% of the inhabitants go to church. These religions happen to have an influence on how people feel about the government. Indeed, they tend to trust it more. In Romania, for example, the orthodox religion induces poeple into thinking that their life is supposed to be a constant state of felicity. They don’t get involved a lot in the government business because only 20 years ago, the fall of the Eastern bloc had made possible the consultation of the Securitate’s reports, where were collected private datas to spy on the Bulgarian population.

Among other things, Mrs Ursachi has also depicted some of the usual pre-conceived ideas about Roma and other Eastern populations in Western Europe, and tried to explain these conflictual stereotypes.
Mrs Ursachi’s conference brought us an interesting overview of Eastern Europe dilemmas, through the study of multiculturalim and religion conflicts that occured in the country since the very beginning of the ottoman empire.

Colin Elizabeth Elodie Angiolini

raluca ursachi5145-small

What does a PR professional do anyway?

October 26th 2015, was the launch of the international week at ISCOM. A week dedicated to international communications, organized around conferences and workshops in order to help students understand communications within an international framework. That afternoon the first conferences took place. Among them was Russell Williams’ PR today conference.

PR Today conference took place, room 14, presented by brilliant British journalist, blogger and marketing and public relations consultant, Mr. Russell Williams. Mr. Williams also teaches French and European Literature at the American University of Paris. He has worked for the Los Angeles review of books, the Quietus, and the Independent among many other newspapers but also for famous brandssuch as France Telecom, Burger King, Google, Disney, etc. After having introduced himself, Williams let us 5 mins to discuss with our neighbors to come up with a definition of what Public Relations are. He actually compared advertising with PR, to explain it, establishing the difference between the two

Public Relations

According to him, PR works primarily through a third-party endorsement which is more efficient than advertising since people tend to believe something more if they are told about it by a third-party than the brand itself, « We are a cynical bunch of 21st-century consumers and we don’t believe what advertisements say anymore », Russell said. In addition, while PR agencies remain a lot cheaper than advertising agencies, brands like to stay in control of their image and advertising is a more secure way to do so because when you are trying to make people write or talk about you, you cannot retain that control and it’s a risk most brands – that can afford not to – are not willing to take. Public Relations is a diverse industry, specialized in different « flavors » such as, corporate, technology, literature, sport, fashion, food, etc. with different activities (event management, social media, public affairs, stakeholders management, …).

UK media landscape

The UK media landscape today is very focused on « tabloidy » elements. In fact, a lot more is happe ning today in the British PR world than in the French one. Newspapers are very interested in scandals, tragedies, reality TV, sex and football. PR are actually using this tabloid culture to come up with new techniques. « Newsjacking » for instance. It is the technique of exploiting real world events to generate tons of media coverage. So as to succeed in newsjacking you have to be the first to exploit a piece of information. Breaking news pop up, you newsjack! A great recent example of that, was the 2010 Game Christmas Tinner. Game wanted to generate media coverage around Christmas and after research showed that 80% of geeks would rather spend time playing video games on Christmas’ eve than spend time cooking, they decided to launch the Christmas Tinner – the very first Christmas dinner in a tin. The tin consisted of 9 layers of traditional British christmas meals from scrambled egg and bacon to christmas pudding.
Game announced they would sell them in stores around Christmas but never actually did. It was just a great way to create conversation!

« The PR stunt »

Another technique was presented, « the PR stunt ». It is an event or activity that is staged primarily for gaining media attention. It is either unusual, controversial or a « first ».
For instance, every year, children’s tv channel Boomerang organizes the Boomerang Pets Party, held in Regent’s Park, London. In 2010 they wished to gather more families with their dogs and the tv channel came up with the K99 ice cream van for dogs.
So, to give the dogs something to get excited about, a doggy ice cream van was created.
The K99 was­ the first ever ice-cream van for dogs. The results speak for themselves. More than 5,000 people attended the party – an 800% increase on the previous year. The event generated more than 175 pieces of branded coverage.
The Christmas Tinner

K99 ice-cream van for dogs

This was one of Russell William’s examples of the « PR stunt » technique which I found was a very funny one since it illustrates one of the key principles of the British tabloid culture today: « Dog bites man » is not news but rather a story, though « Man bites dog » is definitely news. In fact, A neologism was invented by PR professionals to refer to this phenomenon, « TALKABILITY » and as an end result, it’s what clients are looking for when it comes to PR nowadays!

Marie CULOMA, third-year international global communications student


All the secrets of the international relations & world fairs

La pavillon français

La pavillon français

Ricardo Cisneros works for world expo consultant. He was here today to explain all the organisation of universal and international exposition.

The first universal exposition was in 1851 in London, since there is a universal exposition every five years during six months in the host country with a theme of international interest.
The last one was in 2015 in Milan, Italy, about feeding the planet and energy for life with 147 countries represented. The next expo will happen in Dubai in 2020, the two chosen themes are connecting minds and creating the future.There is also international exposition that is smaller than the universal expo and on a shorter period (6weeks to 3 months). The theme is more precise like for example: Water, environment or energy. The next one will take place in Astana, Kazakhstan, in 2017.

Since 1928 with the Convention Relating to International Exhibitions, It’s the IEB (International Exhibition Bureau) in Paris that select the host country between all the candidates with a vote of all the representatives. Twelve persons analyze the file of each country to know if they have enough material capacity.

Those expositions are a global event in a purpose to aims at educating people, fostering cooperation, promoting innovation and sharing information.They have seen the biggest innovations in the course of the centuries. It is a fascinating way to understand our world and to see the one of tomorrow.



Everything you have to know about the Visa J1



Hi everyone, if you didn’t have the chance to participate to the conference of Parenthèse, here are the tips that we can tell you about having an internship in the United States.

We learned that you can have the possibility to have a paid internship and you can find one without an organisation but with Google.

Parenthèse is an 11 years organisation that had 22 400 participants. Without a quota, there are no limits into the participation. Only 4 weeks to have it ! One of the fastest visa to get !
The visa (Internship / Summer work – travel / Professional career training) is one of the easiest to get and there is also no discrimination. It’s  important to get it even for less then 90 days.
You can’t have a visa by yourself, you have to get a legal sponsorship, for Parenthese, it’s CIEE but you can find others on the American Embassy website.

Parenthese can do a lot for you !

- They look into you formation plan !
- They visit your place of work if they don’t know it.
- You have an insurance of 1 000 000$
- A follow up 24h/24h
- They will confirm you stay as a cultural aspect.
- Help with your visa

It’s important to add on your first mail and you resume that you will have the Visa by adding this following sentence : J-1 visa candidate : will not require visa sponsorship. You can find on the Parenthese website an exemple of a cover letter about this, to reassure them that they don’t need to pay the insurance. It will be easier for you to have an answer from them if you give the company every important informations.

TIPS about your resume !

- Don’t put your photo
- Don’t put your birth date
- Add your school website and your courses.
- Add the sentence: J-1 visa candidate : will not require visa sponsorship.

Here are some tools where you can find a paid internship : Company Website, Online job posting (Linkedin, Glassdoor, Google Map), Career fairs. You can send  them an email and they will give you some contacts for an internship.
We can give you an exemple, if you are leaving for a 4 months internship with Parenthese: You will have to pay 920 euros for Parenthese’s fees, 138 euros for the taxes (Sevis), and the visa will cost 152 euros.

For the total, it will cost you 1 210 euros.

We hope that this article will be interesting for you, and that it will help you in your step to achieve an internship in the United States.
If you have any questions don’t hesitate to ask us or call Parenthese, they are very helpful and they will be glad to answer your questions.

Thank you very much.


17 Rue Notre Dame des Victoires. 75002 PARIS –

The Editorial Team - Roxanne Yver, Marine Anais Langlais, Pauline Pelvet.


How important is it to go live abroad?

Mr Mataix, our speaker today at Working Abroad & Erasmus conference, on Tuesday 27 October 2015, explaining the importance of going abroad, promoting this unique opportunity that nobody can miss.

According to Mr. Mataix, this opportunity can be seen as a personal challenge. From where we stand we must see the world from another point of view, get to be open-minded.
Nowadays, our world is multipolar, as so you should not focus on only few cities; it is the time of your life where you can go anywhere whether it is Rio, Seoul, Bangkok, New York or Melbourne. We have different points of view that lead to different visions.
Also, having experiences in London, Madrid, Dublin or Berlin will not make the difference between you and thousand of other people seeking for the same job as you. But your experience in Thailand or Chile can help you to be separated from the crowd.

You might write on all your cover letter that you consider yourself as open minded, but are you? Really? Living far from home, connecting with people from different culture will finally give you this open mindedness that you have been claiming, or looking for.
Furthermore, being able to go far away from your hometown will maybe not happen a second time in your life. As so, you should not fear that kind of experience. You should not be afraid of thinking big.

Work or study abroad

To work or study abroad in Europe, you can get subvention from the Erasmus program which helps you to fund your project through scholarship. Founded by the European Commission, this program recently allows others scholar program and not only to universities’ ones.
ISCOM through it will provide you a scholarship to help you cover some fees as phone bundle, shopping, rent…

A bit more about Erasmus program

-    Who? Every student after High School

-    When? From 1 to 12 months internship around Europe

-    What for? Every company except consular body.

-    How? The scholarship goes from 300 to 400€ per month, it depends on the country you are applying for.

Warning, there are selection criteria to attempt to the Erasmus scholarship as quality of the internship and the missions. Also, it will be ask to provide a cover letter and a resume, mobility contract or a copy of request for an internship, or even previous school report or banking informations (rib). Be careful because if you furnish an incomplete dossier it will be decline.
Finally, you must provide a language test before and after your stay as a report on your experience abroad.

For more informations, please contact or on the official website

Clémentine LEHOUX, 3rd year international global communication student


A little chat with Barbara Mendes-Jorge from Sustainability Consult


Barbara Mendes-Jorge is a Consultant at Sustainability Consult. She’s passionate about sustainability, music, and cats!
I wanted to know more about her job and her vision of Corporate Social Responsibility.

What is your career path?

I studied Social and Cultural Psychology at the London School of Economics and Political Science. I graduated in 2010, with a dissertation about climate change report on media.
My first internship was Human Resources Administrative Assistant in a construction company, and it was the 1rst time I heard about Corporate Social Responsibility.
My second internship was Corporate Responsibility Administrative Assistant at the European Investment Bank, in the sustainable department.
I worked as a writer/researcher intern at Carbon Brief, and then as a Communications and Research Intern at E3G, and finally became a consultant at Sustainability Consult.

What does your job consist in?

I have a wide range of tasks. It can go from proofreading or writing documents, to write press releases, managing events, but also social media tracking and training, and helping manage design project.
I like the variety of the work and the variety of clients. The less positive side is the paste and time pressure, but it is a habit to take.

What does Corporate Social Responsibility mean to you?

It is basically the company managing and measuring its environmental impacts, and how it understands it.

How do you consider CSR reporting?

Reporting is definitely positive, but is has to be in a framework that is recognized (for example the Global Reporting Initiative). It should address all the stakeholders. But it can be hard for companies; it already takes a lot of time to build a report that matches an official framework, so unfortunately they usually don’t spend much time on communicating it properly.
I think it would be interesting and useful to make a small media campaign when releasing a report.
Definitely there are improvements to be made, especially about the corporations’ auto-critics. They have to spend as much time on the ‘negative’ sides as the ‘positive’ sides on the report.  Report is not just about listing all the good actions of a company. It is very important to be honest and analyze everything.

Do you think Social Media have a role to play?

Definitely! They have a great role to engage stakeholders, to promote, to target the right people. It is a great tool, but it shouldn’t be used for Greenwashing.
Social Media are meant to interact with people. It is very important to use it properly.

What do you think will be the future of reporting?

Integrated reporting I would say. CSR should not be a side issue, it must be integrated into the whole business strategy, it has obvious consequences on the corporation’s economy. However the message mustn’t get lost, we have to find the right balance with the Triple Bottom Line. It has to stay relevant.

What should companies always do?

Obviously corporations should involve their stakeholders and involve their employees.  Then always have at least one person coordinating the CSR and the reporting.
Companies shouldn’t see reporting just as a communication exercise or tool, it is a real internal process meant to improve the business.
For small businesses it is difficult since most of the time there is no dedicated team for that, and CSR is a long-term process so at first it is not a priority.
Besides it is hard to change things from the bottom, so CEOs and boards members should be fully involved.

One advice for future communication professionals?

Social Media! It is very important, you must know how to use it properly and to your advantage, it can make a great difference.


Interview de Kenza Bennani, Présidente de Mosaïque, le Bureau Culturel de l’ISCOM Paris


Quelles sont les différentes actions engagées par Mosaïque pour les étudiants de l’ISCOM Paris ?

En tant que bureau culturel, nous essayons de varier nos actions et évènements le plus possible, à l’interne comme à l’externe.
Notre 1er événement pour nous faire connaître a été d’organiser une journée Halloween avec tout ce que cela entend, pierre tombale hurlante comprise !
On essaye de fairedes journées thématiques, tout au long de l’année comme par exemple lors de l’évènement St Valentin, organisé le 12 février 2015.
A cette occasion, nous avons ajouté une touche spéciale avec le concert du trio Musician’s in Exile en soirée, parfaitement en accord avec le thème.
Nous avons aussi récemment organisé une conférence avec Claude Tibi, expert auprès de la banque mondial et de l’Unesco. Mosaïque s’engage aussi.
Par exemple, nous avons réalisé dans l’esprit de noël une collecte de dons (vêtements et nourriture) pour aider l’association Action Grand Froid.
Bref, on essaye de se diversifier !

Un mot sur le concert de jazz ?

Nous avons convié un trio de musiciens exceptionnels que nous avions rencontrés via nos micro- agences. Le groupe était très pro et a vraiment assuré !
Nous espérons toujours avoir un peu plus de monde à ces évènements mais ce qui importe, c’est que les gens présents étaient très enthousiastes et ont vraiment apprécié. Nous avons eu un excellent retour.
L’ISCOM Paris nous a vraiment soutenu pour tous les évènements que nous avons réalisés et tout le concept Mosaïque en général. Un grand merci notamment à Magali Guiramand (ndlr : Responsable de la vie associative) que l’on perturbe 18 fois par jour et qui pourtant, nous soutient toujours !

Quel sera le prochain évènement/concert organisé par Mosaïque ?

C’est secret mais je peux déjà vous donner quelques indices : un one man show, une braderie, des expositions de talents iscomiens, une représentation avec le club de danse et le club théâtre…et une sortie pour aller voir une exposition !
La scène ouverte initiée en février 2015 n’est que le premier évènement d’un long cycle « d’évènements talents » que nous comptons organiser à l’école. Une expo photo, d’art est également prévue.
Pour le concert, nous espérons avoir quelques groupes pour une représentation devant un « jury » et peut être même en sélectionnerons-nous quelques-unspour participer à la représentation avec les autres clubs de l’ISCOM. Donc venez, on vous attend nombreux!!

Une dernière remarque ?

Je voudrais remercier particulièrement toute l’équipe Mosaïque et notamment Camille Frederix, Anna Caceres, Deborah Amalzieu et Carole Barthes (qui s’occupe également de Ciné Calé). Pour notre part, nous partons en stage bientôt.
Bon courage à la seconde équipe avec Nathan Thouvenin à la tête et Vincent Amrhein en pilier de bar :)


La Grande révolution des métiers de la communication


Le 13 janvier 2015, l’ISCOM Paris organisait le Grand Forum de la Communication. Retour sur la conférence intitulée «  la Grande révolution des métiers de la communication », avec Marie Gabrié ‎Directrice déléguée de l’AACC, Sandrine Christon, Déléguée générale de l’ANAé, Marie-Céline Terré, Vice-présidente d’Information Presse & Comunication et Éric Phelippeau, Président de la FNIM (Fédération Nationale de l’Information Médicale).

Comment le digital modifie le monde de l’entreprise ?

La conférence démarre sur une réflexion de Maurice Lévy qui, dans une interview au Financial Times en décembre 2014, confiait :  « Tout le monde a peur de se faire Uberiser. » En ce sens, les chiffres sont d’ailleurs éloquents ; plus d’un patron sur trois pense que ses collaborateurs verront leurs métiers évoluer, sinon disparaître. C’est dire les changements qui attendent notre économie et les opportunités mais aussi les craintes, qui se font ressentir par de nombreux professionnels, pour beaucoup dépassés par les évolutions brutales que leur impose le numérique.

Nouveaux outils, nouveaux métiers

Comme le font alors remarquer plusieurs intervenants, nous assistons en fait à un véritable processus de destruction créatrice dans de nombreux domaines, où les cœurs de métier sont bouleversés. Certains disparaissent, d’autres évoluent et les derniers se créent, se divisent et se spécifient, en fonction de nouveaux besoins et de l’apparition de nouveaux outils. On peut prendre pour exemple les métiers de creative technologist ou de chief digital officer. Il sera de plus en plus difficile pour une seule personne d’en assumer les pleines responsabilités, ils devraient donc se transformer en plusieurs postes distincts.

Anticiper et accepter le changement

Pour Sandrine Christon Déléguée générale de l’Association des agences de communication événementielle (ANAé) : « On ne peut pas ne pas être en éveil dans les métiers de la communication. Pour autant, il faut apprendre à voir ces changements avec enthousiasme, ils sont autant d’opportunités d’évoluer à saisir. »
Ceux qui aujourd’hui sauront anticiper les évolutions, se former, se moderniser, seront les grands vainqueurs de l’économie de demain.

La révolution numérique génère de nombreuses opportunités

La révolution numérique remet même en question l’univers des agences, au-delà de leurs simples métiers. Là encore, ce sont autant d’opportunités à saisir. Un intervenant rappelle d’ailleurs l’inadéquation entre les enjeux d’aujourd’hui et leurs acteurs : les décideurs en place sont pour la majorité issus des générations « pré-internet et pré-mobiles « . C’est donc autant d’occasions à saisir pour les jeunes générations, pour les étudiants de l’ISCOM actifs en devenir.
Ces bouleversements s’expliquent également par la polyvalence de plus en plus grande des acteurs de la communication (au sens large). Marie-Céline Terré l’explique en ces termes : « Il n’y a plus d’étanchéité entre les métiers, la presse fait de la pub, la pub fait de l’event etc. » Ainsi les métiers jugés trop offline seront amenés à disparaître, les autres seront renouvelés par un processus d’apprentissage et d’auto-formation permanent.

Et demain ?

Les invités abordent par la suite quelques grandes tendances nous concernant. Tout d’abord à l’embauche, où la question semble faire consensus : pour tous ces acteurs du monde de l’entreprise, il est évident que les entreprises sélectionneront de plus en plus les stagiaires et les jeunes diplômés pour leurs qualités intrinsèques, leur personnalité, leurs prises de position ou leurs projets… Au-delà de leur simple diplôme.


Les métiers de la com’ – Consultante en communication responsable

Rencontre avec Marina Parisot, Consultante en  communication responsable.

Je m’appelle Marina Parisot, j’ai 24 ans. Après un an au sein d’une agence de communication responsable, je suis maintenant en service civique dans une association de santé environnementale, Générations Cobayes,et également freelance en tant que consultante en communication responsable. Ce double-emploi me permet d’avoir une base de travail fixe, tout en me laissant le temps de gagner en expérience et en réseau.

Quel est ton parcours ?

Au lycée, je voulais être journaliste, mais l’aspect créatif était très important pour moi, c’est pour ça que je me suis orientée plutôt vers la communication après un bac L. J’ai d’abord fait un BTS communication des entreprises, puis une 3e année DEESCOM Relations Publiques et Événementiel où j’ai travaillé en alternance à Airbus.
Comme il me manquait l’aspect web, j’ai intégré un master dans une école informatique/multimédia. J’aurais aimé qu’on me parle de Responsabilité Sociétale des Entreprises et de communication responsable durant mes études. Malheureusement, je n’ai pas eu un seul cours sur le sujet. Ma vocation professionnelle s’est dessinée progressivement, d’une part avec mon intérêt grandissant pour plusieurs causes (écologie, féminisme, cause animale) et d’autre part grâce à mes expériences professionnelles, bonnes et mauvaises.

En quoi consiste concrètement ton travail ?

Concrètement, je suis spécialisée dans la communication web auprès de clients engagés dans une démarche responsable (PME, associations, organismes). Je fais du conseil stratégique, du community management, de la rédaction et des relations presse.

Qu’est-ce que la « communication responsable » ?

Pour moi, la communication responsable c’est prendre en compte l’impact social, sociétal, économique et environnemental tout au long de son processus. C’est du bon sens sur le long terme. La communication responsable est très liée au web, aux médias sociaux. On voit par exemple apparaître de nouvelles formes de mobilisations, de dons. C’est un domaine en perpétuelle évolution.
J’aime bien me référer aux 3 piliers de la communication responsable, mis en place par le Collectif de Com Responsable :
-       l’ « imaginaire vrai » : c’est mettre en avant les qualités réelles du produit / service. Ne pas être dans l’exagération, l’invention de qualités farfelues ou de choses qui ne sont pas concevables. On aime bien les histoires en tant que consommateurs, mais l’histoire proposée doit correspondre à la personnalité et aux actions réelles de l’entreprise, à l’historique et aux qualités certifiées du produit.

-       « l’humain multidimensionnel » : il faut s’adresser au public en tant qu’humain avec toutes ses facettes. On ne parle pas qu’au porte-monnaie des gens mais à leur sensibilité propre, leur vécu, leur identité, ce qui leur importe vraiment au quotidien.

-       L’ « empreinte positive » : il faut penser à l’influence des produits, services, messages et moyens de communication sur la société. Un des points importants est par exemple d’inclure plus de diversité, d’être en accord avec les changements sociétaux. Je dirais même qu’il faut être en avance sur son temps, s’adapter continuellement, voir les tendances et être un réel acteur de changement.
Mais au final les « règles » de la communication responsable sont celles qui s’appliquent naturellement aux relations interpersonnelles : bon sens, honnêteté et bienveillance.

J’imagine que cette forme de communication doit faire face à certains défis ?

Oui. Il faut se réinventer en permanence, car le public est habitué au greenwashing, et se méfie de plus en plus des messages publicitaires. Surtout les nouvelles générations ! Mais c’est stimulant intellectuellement de trouver d’autres solutions, d’autres moyens, d’essayer d’être en avance sur son temps.
La com’ responsable, c’est un accompagnement sur le long terme, avec transparence et bon sens. C’est pour ça que j’ai du mal avec le jargon classique des agences de communication, qui parle de « cibles », de « développement durable »…

As-tu des projets en cours ?

Je suis actuellement en train de créer un collectif de free-lance en communication responsable, avec des ami-e-s de mon ancienne promotion (designer, développeur, référenceur). À côté de ça, je tiens un blog sur le mode de vie durable, que je souhaite développer ( L’année prochaine, j’aimerais poursuivre mes études avec un Master en sociologie « Genre, Politique et Sexualité ». Le sujet me passionne, et cela serait intéressant de faire la passerelle entre sociologie et communication responsable.
Il est important de questionner l’impact de la communication dans notre société, si l’on veut la changer.

Quelques conseils pour des étudiant-e-s en communication ?

Ce que l’on fait à côté de nos études est très important, voire primordiale. Que ce soit une passion, un projet personnel, ou un bon réseau, tout ce qui permet d’ajouter de la valeur à notre parcours est bon à prendre. Et bien sûr cela permet de mieux se connaître.
C’est pour ça que toutes les expériences professionnelles sont importantes, ne serait-ce que pour savoir ce que vous ne voulez pas faire.
Et si vous ne trouvez pas votre place sur « le marché du travail », créez-la. Personne ne le fera pour vous.