Communication, reputation and artificial intelligence: Gérard Sermier’s perspective

You have had a particularly varied career and have supported numerous projects and organisations over the years. Looking back, what are the main lessons you have learnt from this journey?

My career has been far more eventful than I am. From local to global stories, the media coverage I have been fortunate enough to manage highlights the importance of building a relationship of trust with journalists. Every experience requires the credibility and transparency demanded by the professional media.

You have witnessed a profound transformation in the world of communication, from traditional media to social media and, today, to artificial intelligence. In your view, what has changed the most in the way we communicate?

When I started my career, we were just starting to use fax machines!

Fundamentally, the principles have not changed: intellectual honesty and accuracy of reporting. The main change lies in the speed at which information is transmitted. The media often no longer have the time or the means to verify the material submitted to them. Hence the need to convey accurate and reliable messages. Nowadays, everyone «knows» how to communicate via social media. This results in an incalculable amount of fake news, with opinions being passed off as facts.

After all these years of experience, what qualities do you now consider essential for being a good communications professional?

I can only speak about journalism and public relations. I come back to the issue of intellectual honesty. In PR, imagination is an essential resource for supporting or promoting a project, an event or a product. Originality is not the sole preserve of AI, even if it does help to speed up processes. That is not its role, since everyone has access to the same sources and the same tools. This leads to a certain uniformity in what is published, from CVs to press releases, including the enquiries we receive.

Communication is often associated with the pursuit of visibility. In your view, what really enables a company or a public figure to build a solid and lasting reputation?

Apart from the intrinsic quality of a company or an individual, it is important to build on that over time. Say what you do and do what you say. Do so regularly, but without overwhelming the media with a constant stream of trivial news. It can sometimes be difficult to strike the right balance.

Times of crisis are particularly revealing when it comes to the quality of communication. What lessons have you learnt from your experience when it comes to supporting an organisation facing a sensitive situation?

In crisis communication – which, incidentally, can be prepared by identifying potential risks – the most important thing is to have a clear message. It is also advisable to organise communication with surgical precision, clearly determining which media outlets will be given greater prominence than others in the information being conveyed. On several occasions, I have reached out to specific media outlets with whom we organised «one-to-one» interviews on a sensitive subject, whilst the others received only a press release. In any case, it is important to avoid rushing into things and to allow yourself a little time to decide who will deal with the media and handle enquiries.

Artificial intelligence is currently transforming many professions, including the communications sector. What role do you think it will play in your field, and which human skills do you believe will remain irreplaceable?

For some, AI is a panacea, as it is capable of almost anything – including the worst. But it will never replace a face-to-face meeting. A conversation in which a person can sense the other person’s attitudes, sensitivities, strengths and weaknesses, allowing them to tailor exactly what they say and how they say it. AI has no understanding of feelings.

Looking back, is there a particular belief regarding communication, management or interpersonal relations that has become particularly firmly held over the course of your career?

Never stop learning. Keep your eyes and ears wide open. Know how to listen. I work with companies whose managers are 30 years younger than me. In their eyes, I might be the old-fashioned, out-of-touch one. In mine, they’re just inexperienced youngsters. The reality is quite different: we bring enormous added value to one another through the richness of our exchanges and the way our skills complement one another. I have mentored several trainees who are now enjoying very successful careers. I remain in close contact with these young people, seeking their advice – and vice versa.

Through this account, Gérard Sermier highlights several key aspects of communication: trust, intellectual honesty, credibility and the quality of human relationships. His experience also serves as a reminder of the importance of remaining curious, knowing how to listen and continuing to learn, regardless of which generation one belongs to.

OSAM thanks Gérard Sermier, founder and partner of Media Impact, an agency specialising in media relations, public relations and strategic communication. for sharing his experience and insights into developments in the field of communication.