Emotion natural proximity to all the French

In the Office of Franck Louvrier, which adjoins that of the President, coexist two pictures, two symbols. On the left, illuminated by the Sun of this late afternoon, the official portrait of Nicolas Sarkozy, proud mine, presidential, posing with the French flag. And from the communication and the head of the State press Adviser, a black and white Visual resembling is mistaken is a stolen photo, Nicolas and Carla Bruni-Sarkozy "shootés" back, walking hand in hand in the grand Elysée Park. Work pro Annie Leibovitz which translates, better than any long study, the radical shift borrowed by presidential communication. Emotion, natural, proximity to all the French... All the ingredients of the sarkoziste speech are gathered, a flattering snapshot.

Because in fact, things have changed. Before, i.e. until the election of May 6, 2007, the presidential communication was essentially the result of an ongoing dialogue between Jacques Chirac and his daughter Claude, itself long "Redondo" by Jean-Michel Goudard, the "G" of the Agency RSCG. Exclusive, merging, collaboration where all, according to Franck Louvrier, was to be under control: "Jacques Chirac disliked the unexpected." He was uncomfortable when any intervention, movement was organized, calibrated to the millimeter nearly six months ago...

The President's men

Now, these are 33 staff of advisers assistants who work full time on the élyséenne floor. An organization orchestrated by Franck Louvrier. A first Department includes audiovisual and photographic service. A second covers the press service and a structure devoted to the Organization of movements. Finally, a third service is devolved to the Internet with the elysees.fr website, designed by the advertising François of the brush. "last but not least", it is an another advertising, Thierry Saussez, that has been assigned the orchestration of government campaigns.

A system too simple, too transparent to suffice to himself. Because the fares structure are added, in addition to reports of force and the traditional ego battles, the intervention of "President's men", whose name is not necessarily where expected in the organization chart (see opposite). If it is hasardait to compare the Organization of presidential communication to a large cobweb, probably would find to centre the behaviour Jean-Michel Goudard advertising, which has its own Office in the Elysee Palace next to that of Christian Frémont, the Director of Office of the head of State.

Every morning, Goudard responds now to the morning strategy meeting from 8: 30 in the famous Green lounge, recently refreshed. There, around the table, there among others Claude Guéant, Secretary General of the Elysee, Henri Guaino, the feather of the President, Catherine Pégard, former editor of "Point" and policy adviser, Raymond Soubie, social Advisor... "It is a Government," say the habitués of the House.

A Government of the shadow on the side of which external advisers like Pierre Charon, the pattern of the chain history Patrick Buisson, or Pierre Giacometti, forty-six years, play a major informal role. The latter took over the delicate decryption of studies, surveys and the State of opinion.

Installed in the sensitive heart of this gathering of talents and tumultuous ego, Goudard plays an acrobatic role. It is, in the words of Franck Louvrier, the "metronome", "the strategist who ensures the communication graph setting, sees to speed up or slow down". That does not prevent its enemies to predict his disgrace, as believed in part responsible for the unpopularity of Nicolas Sarkozy, "which today gives the impression to behave honcho, speak since a ultraprotégé universe one of the great of this world where the French, fragile, are absent," strikes a detractor.

As it is Jean-Michel Goudard, according to Catherine Pégard, "which the permanent concern of the proximity between Nicolas Sarkozy and the French". A concern sharpened by the skids of the beginning. Jacques Séguéla, Vice-President of Havas, commented: "Nicolas Sarkozy has left to accumulate at the beginning signs of"bling-bling", but it is now finished." Look at the! Black costume, shirt White... the sobriety of form highlights the depth of the bottom of the presidential speech. The gesture is less jerky and slow flow.

Synthesis machine

That speech has little to do with that of his predecessors. Just as the dark costume, the speech is cleverly worked, if not totally corseté. At TNS Sofres, Brice Teinturier, Deputy Executive Director, identifies "the eruption of an unprecedented emotional register." But most importantly, what strikes, it is the diversity of registers used. "Sometimes we find ourselves facing complex, very written words, using historical references as in Toulon, last September." And sometimes we are witnessing the emergence of a "spoken" speech, totally new phenomenon, with phrases like "I have the banana!" or the abbreviations as "and I told her and she said...". "Nicolas Sarkozy is capable of jumping out of a registry to the other without any problem, according to the necessities. "Should he then less speak, as the y invite more and observers "Having an abundant floor is necessary if it wants to forge a close relationship with the French." "The issue is rather whether how to prioritize messages when it is the single transmitter", poses Brice Teinturier.

Are all advisers of the prince they listening No doubt. Nicolas Sarkozy follows so far The answer is probably more complex. Pragmatic, it Pecks and uses... which seems relevant, particularly in the light of recent polls, dipping at the same time in the thick of Carla Bruni-Sarkozy address book, where are the most beautiful names of the caviar left. "It was an incredible way to put in his own words everything he proposed", commented Catherine Pégard, "this is a man so solicitous of liberty exempt from any influence." In short, a "magnificent synthesis machine", as indicated, with an appreciative moue, a former advisor to the shadow.