What Training for Communications Directors?

To better understand the educational backgrounds of Communications Directors (Dircom) at major French companies, Wiztrust interviewed Karine Berthelot-Guiet, Director of CELSA Paris-Sorbonne.

Why is CELSA one of the leading programs for training Dircoms?

CELSA Paris-Sorbonne has been providing high-level training in communication challenges and professions for 60 years. Its graduates have always benefited from programs that combine academic reflection on the transformations in communication with professional insight into practices and strategies. The school’s unique concept—being a prestigious public grande école within a major university, specializing in advanced studies in information and communication sciences—undoubtedly explains CELSA’s strong presence in the initial training of Communications Directors

What pedagogical developments are currently underway to continue training future Communications Directors?

CELSA Paris-Sorbonne is constantly evolving its programs. Every year, we review our approach to ensure that future graduates are not only fully attuned to new professional practices but also grounded in their theoretical foundations. Our Master’s programs address the issue of how various stakeholders-including companies and institutions-express themselves in the public sphere, particularly in digital media.

With the inherent risks of public opinion, the increasing prevalence of daily crisis communication for some companies on so-called social networks, the rising importance of social and ethical expectations, the transformation of work, and the growth of the platform economy, among other factors, the focus is less on providing ready-made solutions and more on teaching students how to gather the necessary elements and develop strategic thinking that enables action.

What advice would you give to students aspiring to become Dircoms?

Becoming a Dircom should be an early goal, as it requires ambition from the outset to progress toward this role. Beyond a solid education, aspiring Dircoms need a broad personal culture and curiosity that extends beyond their professional field, staying attuned to political, social, and economic changes. They should also be prepared for a diverse career path, moving between companies, agencies, and public or political institutions.

How do you see the role of Dircom evolving?

The role of Dircom has evolved significantly. Large companies increasingly recognize the strategic importance of communication, now including Dircoms on executive committees alongside other key departments. This recognition is only expected to grow. Consequently, the need for high-level training, with a strong emphasis on strategic analysis and a broad cultural foundation, will become even more essential