France, Heaven and Hell - Trends-Tendances sur PC

Scaring is not a communication policy – Trends-Tendances sur PC

I don’t know if you remember this book published in 2016 by two French journalists and entitled A president should not say that… The result of five years of private interviews with François Hollande. The former president thought that this book would magnify his policy but, on the contrary, its publication served him to the point that he did not stand for re-election.

I don’t know if you remember this book published in 2016 by two French journalists and entitled A president should not say that… The result of five years of private interviews with François Hollande. The former president thought that this book would magnify his policy but, on the contrary, its publication served him to the point that he did not stand for re-election. In any case, this affair reminds us how much all those who think that knowing history makes it possible to avoid the mistakes of the past are wrong! History teaches nothing to men. And the French and Belgians have known why since last week. The reason? Look at Emmanuel Macron who played to scare his population by saying that it was “the end of abundance, recklessness and evidence”. But what an error or horror of communication! Because the unions had a good game of recalling that 9 million French people are poor and have never known the abundance cited by Emmanuel Macron. And then, more generally, people do not want their president to give them an apocalyptic panorama; the media and social networks are already taking care of it. No, what they want are answers, solutions; and not a news commentary. Same media noise in Belgium: while two experts had just explained in our pages that we had to prepare for a terrible economic shock this winter, the Prime Minister announced that the next five or ten winters were going to be very difficult… And then, basta, nothing, no comment, no solution. Nothing, nada. Some wondered if our Prime Minister had not lost a wheel. So much so that Olivier de Wasseige, the managing director of the Union wallonne des entreprises, told my colleagues at L’Echo that he expected more from our Prime Minister than simply being “a bird of bad omen “. Moreover, this poor communication, we pay cash if I may say so. Thierry Bros, specialist in energy issues, does not say anything else in LesEchos in France: European gas exceeds 320 euros per MWh whereas it was 15 euros before the crisis. But beyond the figures, the message sent is that “market operators no longer know what to do because for a year now they have been integrating an energy crisis into prices, but they do not see any change in software: neither at politicians, nor among consumers”. And this specialist in energy issues even asks himself the question of whether “someone will wake up one day”. In other words, the inaction of our leaders is also pushing up energy prices. Readers of this “Point final” know that life is also made up of annoyances and worries. Dale Carnegie, arguably the greatest communicator of all time, wrote a book in 1953 on how “we should stop worrying and start living”. It is a book that wealth managers and more generally business leaders should read since managing worries is their daily lot. Now, what does our famous Dale Carnegie say? That our problem is not ignorance but inaction! This is the whole message of Christ in the Sermon on the Mount. While waiting to see if our politicians will re-read their classics, citizens are saving: and as Philippe Bouvard would say, they are putting money aside to have it in front of them!

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