Why Top Executives Can No Longer Ignore the Media
Philippe Séjalon, co-founder of the Ingage Institute, sat down with Sophie Backer, former editor in chief for political affairs at Radio France Internationale and founder of Sophie Backer Conseil, to explore how top managers in the insurance and banking sectors can master media communication. With 25 years of journalistic experience and interviews with presidents and prime ministers, Sophie now trains executives to protect their companies' reputations in an era where media pressure is constant and unforgiving.
The Three Core Rules of Journalism Every CEO Must Understand
Sophie outlines three fundamental principles that govern how journalists operate. First, fact-checking: every claim will be verified. Second, balance: a journalist will always seek the opposing view and present multiple perspectives to the audience. Third, the primacy of facts over opinions or emotions. Understanding these rules helps executives anticipate how their words will be used, dissected, and challenged during an interview.
Answer the Situation, Not the Question
One of Sophie's most striking pieces of advice is that a speaker should never simply answer the journalist's question. Instead, they must respond to the situation that prompted the interview. Letting a journalist control the conversation places them in a position of power. The executive, as the true expert, must bring a clear message to the table. Avoiding waffle, the French concept of "langue de bois", is equally critical. Empty, repetitive speech frustrates journalists and drives audiences away, ultimately making the executive look evasive and unprepared.
Training Is the Only Way to Stay in Control
Sophie cites the example of Guillaume Pepy, CEO of SNCF during the devastating 2013 Bretigny-sur-Orge train crash. Because he trained regularly in a real TV studio, he handled a global media storm using the "how" approach, explaining how SNCF was managing the crisis, and kept both his job and his company's reputation intact. In contrast, Elon Musk's casual behavior on a TV show in 2018 caused Tesla's stock to drop 6.3% within minutes. Sophie's training method focuses on body language, identifying safe versus dangerous parts of a message, and building compelling storytelling around concrete facts. In today's environment, where a cyber attack or climate-related event can put an insurance company under the spotlight overnight, this preparation is no longer optional.
Discover Sophie Backer Conseil
Sophie Backer Conseil is a media training and communication consultancy founded by Sophie Backer, a former Radio France Internationale editor in chief with 25 years of journalistic experience. The firm helps CEOs, top executives, managers, and public figures build confident, credible, and effective media communication strategies. Through hands-on training with cameras, message analysis, and storytelling techniques, clients learn to navigate even the most high-pressure media situations. Sophie's approach is grounded in the journalistic principles of fact-based communication, balanced messaging, and mastering the "how" over the "why". The consultancy serves professionals across industries, including insurance and banking, where reputation and trust are paramount assets. Learn more at Sophie Backer Conseil and on their LinkedIn page.
