Béatrice Vendeaud / APACOM Communicants en force

Réélue présidente de l’Association des Professionnels Aquitains de la Communication (APACOM) qui fête cette année ses 20 ans, Béatrice Vendeaud donne sa vision résolument stratégique du métier.

Béatrice Vendeaud et les membres élus de l’APACOM

Béatrice Vendeaud et les membres élus de l’APACOM

 La Vie Economique : L’APACOM est la 1ère association professionnelle de communicants de France. Pouvez-vous rappeler quelle est sa vocation et comment se porte-t-elle ?

Béatrice Vendeaud : « L’APACOM regroupe aussi bien les annonceurs que les agences et les indépendants. Elle a pour vocation de défendre et de promouvoir nos métiers de la communication, de faire rayonner notre ville et notre région. Notre axe de travail se focalise sur le fait qu’il faut anticiper pour ne pas subir car le monde change si rapidement. Notre association se porte bien puisque nous avons dépassé les 600 adhérents, 622 exactement au 1er janvier 2016 ».

LVE : L’APACOM, qui est purement aquitaine, épouse-t-elle désormais les contours de la grande région
Aquitaine-Limousin-Poitou-Charentes ?

B.V : « Dès 2014, nous avions acté le fait que le territoire géographique allait être modifié. Nous avons contacté d’autres homologues en Limousin et en Poitou-Charentes tels Réseaucom 86, Réseaucom 79 et Réseaucom 17 ainsi qu’une ancienne adhérente de l’APACOM, Annabelle Denis, aujourd’hui installée à Limoges et qui voudrait installer une antenne de communicants. Nous avons réussi à les réunir et en novembre 2015, une fédération des associations de communicants de la grande région a vu le jour : il s’agit de Réseaux Com’ 535 (voir encadré) ».

LVE : Jusqu’à présent, vous aviez un partenariat avec l’association Club de la Com’ Midi-Pyrénées à Toulouse pour organiser notamment les Trophées de la Com’ Sud-Ouest. Qu’en est-il aujourd’hui ?

B.V : « Nous gardons ce partenariat avec Toulouse car un réseau ne vit bien que lorsqu’il s’ouvre à l’extérieur. Nous continuerons à organiser en alternance les Trophées de la Com’ Sud-Ouest qui se tiendront cette année à Bordeaux en octobre ou en novembre prochain ».

LVE : Quels seront les autres temps forts de l’année 2016 ?

B.V : « Le 7 mars se tiendra la Nuit des Réseaux au palais des congrès de Bordeaux. Le 7 avril, nous présenterons les résultats de l’Observatoire des Métiers de la Communication au Conseil régional. Nous avons travaillé avec le cabinet Ernst & Young pour étudier le poids des agences et des métiers dans la grande région. C’est un audit complet sur l’état de nos métiers : nous avons obtenu 409 réponses (Agences, PME, professionnels) provenant bien sûr principalement de l’ex-Aquitaine. Mais pour la première fois, cet observatoire donne une pertinente approche de la communication qui est un véritable secteur économique à part entière. Et puis nous fêterons les 20 ans de l’APACOM à la mi-juillet avec une Nuit de la Com’ spéciale ».

LVE : Comment évoluent les métiers de la communication ?

B.V : « Nos métiers ont changé avec de l’innovation par accumulation. Aujourd’hui, nous ne pouvons plus raisonner uniquement en termes d’outil mais plutôt avoir une approche stratégique et les entreprises doivent en avoir conscience. La tendance, c’est le phénomène ATAWAD : « Anytime, Anywhere et Any Device ». Ce qui signifie que l’individu se connecte quel que soit le lieu, quel que soit le moment, quel que soit le support/terminal utilisé. On est sur du 24 heures sur 24. Nous ne sommes plus sur des cibles mais au contraire, nous devons être à l’écoute du client et surtout dialoguer avec lui. On nous demande toujours plus avec moins de moyens. Il faut encore se battre pour démontrer que la communication est au service de la performance commerciale. Par ailleurs, depuis les années 2000, il y a eu une professionnalisation de la communication. En 2014, plus de 50 % des communicants sont issus de grandes écoles spécialisées contre 18 % en 2001. La com’, c’est un métier ! »

LVE : A propos des métiers, quels sont les profils aujourd’hui recherchés ?

B.V : « Les métiers de la e-reputation, les chefs de projets Web, tout ce qui concerne le CRM et le DATA et les community managers. La vidéo prend aussi de plus en plus d’ampleur. Les Bacs Littéraires peuvent prendre leur revanche. Car dans la com’, le principal défi aujourd’hui est de savoir écrire, de donner un contenu qui fait sens ».

Propos recueillis par Vincent ROUSSET

 

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