Communication is a spectacle. Like the actors, the communicators project themselves, interpret, embody, stage, expose themselves, seduce, appear, disappear, reappear, improvise, experience success, absorb failures and leave the scene each time the red curtain orders to do so. From light to dark, from the stage to the backstage, there is sometimes only a meter, a second, an idea, a word. After each performance, the same questioning: how to be more original than yesterday? How to be more impactful than today? How can we renew ourselves to capture and retain the attention of the public of tomorrow?

ACT I: WHEN THE FEATHERS THINK

When handling words, feathers make speech a work of art : the paragraphs jostle, the figures of style click, the commas impose a musicality, the points punctuate, the aside create proximity, the parentheses bring precision, and the background by leaning on the form make the juxtaposition ordinary words an extraordinary text.

Content is king. The world needs content. Write or read. Speak or listen. Film or watch. See or be seen. Everyone has their place, each has their role, as long as information circulates. From loop to loop, from repetition to repetition, “snack content” is on the rise in a society where no one has time to take his time. Time is gold. Having them is luxury.

For communicators, capturing the attention of the crowd is their mission. Making noise to speak is one way. Sharing strategic messages to be heard is their goal. One thing is certain: if a content finds no audience, it is as if it had never been produced. Create to create, what good is it? A text, an idea or a project must be recognized to exist.

ACT II: WHEN THE SPEAKERS EMBODY

In an era where “know-how” has as much value as “making known”, mastering one’s speech, movements and posture in front of an audience is essential. Form is as important as substance. Sometimes it is even more so.

Communicators, speakers, eloquent people have understood this: to have the privilege of going back on stage every day, they cannot be satisfied with offering the public “deja-vu”, “deja-vu”, ” already lived “. They must be more creative than their neighbors and take the audience into a unique universe; a memorable universe. If they fail, the adventure stops. Let’s not reverse the roles: it is the spectators who decide when the lights come on and off, not the communicators.

Being aware of this balance of power makes it possible to ask the right questions before going on stage: what is the audience expecting from the actors – and not what are the audience expected from the actors? Are the actors able to give him what he wants? Understanding the crowd and getting to know their troupe is the first step to success.

ACT III: WHEN THE PUBLIC INTERACTS

The spectator of yesterday is an actor today. Somehow, he must interact with the scene, take a step towards the actors when the actors make five towards him, feel that a project has been thought out for him and around his expectations. He must project himself, imagine, give and receive.

A universe is not built alone. It is co-constructed with all the stakeholders in the same project – director, actors and spectators. The challenge for communicators is to create an environment conducive to dialogue and to support spectators in their movements, speaking and decision-making. The worst enemy of communication is dispersion; because “we can run everywhere, in all directions, and get nowhere”.

In this sense, advising, creating, embodying, guiding, bringing coherence, disseminating, measuring, controlling risks and daring are part of the everyday life of communicators who reinvent the very nature of their sector every day. The difference between a successful communicator and a failed communicator is that the failed communicator has stopped innovating. Curtain!