Find my #Chronique1 in 1000X, the new media outlet—by and for French entrepreneurs—created by the 300 pour la France network:
“DAVID OFTEN HAS MORE IMPACT THAN GOLIATH!” IN COMMUNICATION, IT’S NOT SIZE THAT MATTERS!
https://lemedia.1000x.fr/p/david-a-souvent-plus-dimpact-que
Between large and small companies lies the beating heart of the French economy: mid-sized companies and growing SMEs. They create more than 50% of private sector jobs and account for nearly 40% of exports—while remaining agile, close to their customers, and often more innovative than many giants.
And yet, too many of them underinvest in communication, thinking that it is the preserve of big brands. And yet, especially in times of crisis such as the current one, they need to be visible, credible, and audible in order to weather the storm as best they can.
For my first contribution to 1000X, I would like to challenge some misconceptions.
Myth: “Communication is a luxury reserved for the big players.”
In these times of economic tension, the first survival instinct is to retreat: a very human reaction, after all… Companies, as entities, are obviously no exception to this rule, which I would describe as “animalistic.” The survival instinct is to cut out anything that is not considered “vital.” Communication is often the first victim.
This mistaken belief should be dispelled once and for all! Communication is not an expense, it is an investment. It is not a luxury, it is life insurance.
Reality: “In times of crisis, communication becomes vital for survival and growth.”
Turning off your lighthouse in the middle of a storm has never prevented a shipwreck…
An industrial SME that I worked with in 2023 had reduced its media and social media relations to zero.
The result: almost total invisibility in six months and the loss of a strategic tender… Conversely, another SME in the same sector that continued to publish, even modestly, saw its incoming requests double.
Following the adage “fear does not avoid danger,” retreating is therefore a fatal mistake: the cost of silence is always higher than that of communication.
What’s more, when the leader remains silent, the company disappears from the radar. Conversely, a boss who embodies their vision and speaks out maintains confidence, reassures their teams, and attracts new opportunities.
Forcing yourself to step outside your comfort zone, maintaining connections, and building relationships becomes vital to maintaining or even growing your business, especially during a storm. Crises are accelerators: they reveal which companies know how to make themselves visible, credible, and audible.
Take the example of the food brand Michel & Augustin. Initially, they were two entrepreneurs without huge resources, but with a direct, offbeat and embodied message. Their unique tone, carried by their own faces, made their venture a cult brand long before they had access to massive advertising budgets.
Furthermore, the example of Guillaume Gibault, founder of Le Slip Français, illustrates the line between positive and negative communication. When he embodies Made in France with humor and pride, or when he quickly mobilizes during the Covid crisis to produce masks, his communication is perceived as authentic and inspiring. Conversely, during the data leak in 2024, his belated and opaque statement undermined trust. The lesson is clear: crisis communication must be rapid, clear, and embodied, otherwise it will backfire on the company. In conclusion, crisis management was generally correct thanks to the CEO’s embodiment of the brand, but it was tarnished by the perception of a gap between the moment of detection and the moment of public communication.
It is therefore not size that matters, but the clarity, relevance, and consistency of the message delivered and… the CEO’s ability to publicly take responsibility for it that will make the difference.
Advice: “Entrepreneurs, don’t stay in the shadows!”
“According to the France Num barometer (2024), 79% of microbusiness/SME leaders believe that digital technology offers real benefits for their business, and 77% consider that it facilitates communication with customers. Among them, more than half attract at least 5% of their customers via the Internet.
At the same time, the AFNIC study shows that 99% of small and medium-sized businesses recognize the importance of an online presence, but many still underutilize this lever (content that is rarely updated, poor search engine optimization, etc.). ”
So how can you turn your communication into a growth lever? Three simple keys:
1. Tell your story rather than hide it
If you don’t, others will do it for you… and obviously much less well! Dare to share what goes on behind the scenes, your convictions, your successes and your trials. Audiences trust entrepreneurs who embody their words.
2. Focus on consistency rather than grandeur
It’s better to have one authentic message every week than one big annual campaign. A company’s reputation is built in small steps, not in leaps and bounds.
3. Maintain your network as your capital
Reputation is word of mouth on a digital and human scale. Maintain your connections, nurture your communities, be there not only where your stakeholders expect you to be… but also where they don’t expect you to be! Surprise them!
Reputation doesn’t wait for critical mass: it is built, defended, and amplified.
French entrepreneurs, when was the last time you spoke publicly to your teams or your customers?
Your words are your primary lever for growth, your multiplier effect, your 1000X!
Tanaquil Papertian, President of L’Étrusque
