The CEO of Renault was first expressed on Sunday about the espionage case that shook his group. To log 20 hours of TF1 and the Journal du Dimanche, he said he was sure of the merits of the dismissal of three executives suspected of disclosing sensitive information on the program of electric vehicles from Renault. Didier Heiderich, president of the International Observatory of crises, and author of "Crisis Management Plan" (ed.Dunod, October 2010) deciphers for FRANCE 24, the communication strategy of the boss of Renault-Nissan.
France 24: Carlos Ghosn Delivering the Sunday TV news TF1 did she believe?
Didier Heiderich: The CEO of Renault did not err and we felt that every word was weighed upstream of the interview. Carlos Ghosn managed to get his message was far from clear: Renault is sure of his facts and acted within the bounds of ethics.
Still, I stayed on my hunger. The whole lacked content. Given the circumstances, it was mission impossible anyway.Renault can not say anything because a criminal investigation is underway, and the case touches on a strategic issue for the group. In addition, the authorities are very likely when it comes to Franco-Chinese relations. So, Carlos Ghosn was in vain that he had certainty, the evidence is still awaited. And lack of evidence gives rise to speculation.
France 24: Do you think that Carlos Ghosn was wrong to speak?
DH: When he came on the plateau by TF1, one felt that he wanted to speak on the issue. In this sense he was right. Nevertheless, Carlos Ghosn took a big risk by talking like that certainty.There is a basic principle of crisis communication: it must not be contradicted by the facts.
It remains that this whole thing is surrounded by a halo of "barbouzerie. What happens if a serious investigation calls into question the relationship with the Chinese industrial espionage? Thereby taking the floor, Carlos Ghosn is exposed. If the theory of industrial espionage falls into the water, its reputation could suffer. The televised speech raises the question of whether to speak when we can not support all of its assertions.
France 24: The controversial dismissal of three executives from Renault now goes back almost three weeks, speaking of Carlos Ghosn is reached it not late?
DH: He spoke after the attack against the three executives charged and fired. In this context, it began to be important for the management of Renault speaks. He must know that the CEO of a group of this size rarely speaks in public. So the question is, who addressed Carlos Ghosn? As the company has been challenged by its former employees, this intervention is not only to the general public but also an operation of internal communication to reassure employees and shareholders of Renault.
