Leadership & Communication Strategies for the Future: Cross Interview between Pierre Giacometti and Yvonne Park
- Jiseon Lee
- Jul 15
- 6 min read
Moderated by Philippe Li (KEY)
Below are extracts of the main ideas shared by Yvonne Park (President and Senior Partner, FleishmanHillard Korea) and Pierre Giacometti (Co-Founder and CEO, NoCom).
Please watch the full 21-minute interview for more details.
Philippe Li: Although the political climates in France and Korea appear to be quite turbulent, everyday life seems to carry on as usual in both countries. To what extent do you think political conditions influence society and the corporate sector?
Yvonne Park:
The impact of this political crisis in Korea with the impeachment will be felt in the future, maybe 5-10, or even 20 years. We need to focus on creating future growth engines such as technologies, addressing the low birth rate, aging population, and securing advanced technology like AI, semiconductor and batteries, which are not being addressed sufficiently.
FleishmanHillard Affair’s team just published 2025 Corporate Affairs Trends Report
In the context of global conflict and economic changes, how countries shape their reputation on the world stage matters more than ever. (Even in an era dominated by some of the world’s largest powers, we see opportunities for middle and smaller countries to make a significant impact in addressing global issues. Amid rising anxiety about the future, we remain stuck in the past due to ongoing political crises such as the impeachment situation. As a result, there is an increasing demand for political system reform.)
Pierre Giacometti:
Although life may seem ordinary, France has faced numerous challenges over the past decade, such as the Gilets Jaunes protests or strikes provoked by pension reforms.
The French public perception on the question of insecurity and violence has been impacted […] and there is anxiety and precaution in business as well concerning investment decisions.
The French public's perception of insecurity and violence has been significantly impacted, leading to heightened anxiety and caution in business, particularly in relation to investment decisions.
Many managers are concerned with the level of engagement of their employees who are worried with the future […], have difficulty with employment branding, recruiting and keeping new talents in France
In business environment, many managers are concerned about the level of employee engagement, as employees are increasingly worried about the future. This has led to challenges in employment branding, recruitment, and retaining new talent in France.
More and more of No Com’s client companies in France are convinced that the society is really inside the company. The question concerning the future of the society is creating worries among employees, shareholders. It’s very difficult to separate the society and the companies. […] In such circumstances, communication strategy became critical for the future.
An increasing number of No Com's client companies in France believe that the societal issues are deeply intertwined with the company itself. The question regarding the future of society is causing concerns among both employees and shareholders. It has become increasingly difficult to separate societal challenges from corporate concerns. In this context, a strong communication strategy has become critical for securing the future.
Philippe Li: Donald Trump’s election and administration triggered a global wave of anxiety, concern, and fear. Despite this, what positive aspects can be drawn from his election, and how is his position viewed globally?
Yvonne Park:
Trump’s “America First” policy seems to reflect the current choice of many Americans today.
Many business leaders in Korea have expressed interest in seeing a Department of Government Efficiency (DOGE) established in Korea, led by a visionary innovator like Elon Musk. They hope the government can become more efficient in supporting companies to innovate and progress. These leaders admire initiatives that drive such efficiency and forward-thinking.
Pierre Giacometti:
The question is who is actually winning the narrative now. It’s Donald Trump. [...] According to a survey about leaders in France, people say, ‘We need a boss.’ This is because people need to have a clear vision of the future when choosing an orientation, a narrative. In the case of Trump, it’s clear that he is leading the battle of narrative.
Europe is facing a problem of leadership, consensus, and team spirit. [...] Looking at the reactions of Europe after the victory of Trump, it was interesting to see how nobody was saying the same thing. They are not able to react with a clear vision of the future. [...] Europe is in crisis because there is no narrative.
We always say to our clients that companies and CEOs need to win the battle of narrative. Trump is a good example of the professional side.
Philippe Li: In your view, what constitutes effective leadership communication in today’s political and business environments?
Yvonne Park:
Business leaders need to view the world through the lens of corporate diplomacy or public affairs. They must understand how the world is changing, monitor their country’s movements, anticipate possible outcomes, and prepare for the worst. It is also important to understand the company’s strengths within its ecosystem.
In the past, leaders acted like coaches. But now, they need to be key players. This is because countries are competing to create new standards and norms, and everything ultimately comes down to communication. [...] Leaders need to develop a comprehensive stakeholder map and narrative, and be able to simulate various scenarios. They must demonstrate their abilities as communication leaders.
Pierre Giacometti:
Usually, many companies think the most efficient and reasonable position is to stay silent, because speaking out can be risky. But when we look at Trump, it’s the opposite. He probably thinks that staying silent is the beginning of decline.
Now, it has become very difficult to stay silent. We believe managers need to speak—speak with authenticity, and generate emotion when sharing their vision.
(According to a survey) The majority of employees in France feel somewhat depressed when they see that the company’s communication focuses only on figures and performance. They want more explanation about the vision, about how to win the narrative among competitors, and how to share the vision for society.
For me, the CEO needs to be like a politician. He needs to be proud of his vision and his talent as a spokesperson. He must be more proactive and avoid staying silent, because there are now many networks to communicate through, and it would be dangerous to let others speak on behalf of your company.
About the interviewees
Pierre Giacometti
With a double expertise, opinion analysis and communication consultancy, Pierre Giacometti is a renowned expert in public opinion issues in Europe.
Pierre Giacometti is a graduate of the Institut d’études politiques de Paris (Sciences Po). He began his career at BVA in 1985, became Director of Political Studies in 1986 and was appointed Executive Director in 1990, taking over the management of the Opinion-Institution-Media Department.
In 1995, he joined the Ipsos Group as CEO of Ipsos Public Affairs and in 2000 became co-CEO of Ipsos France. Between 2002 and 2007 he was indeed Nicolas Sarkozy’s main pollster and part of his strategic team, helping him become French President. During Nicolas Sarkozy’s presidency, Pierre Giacometti was one of his key advisors as far as opinion and communication strategy is concerned. He also worked for the Prime Minister and several key ministries. Pierre has been involved in political advice in many countries such as Italy, Spain, Greece, Morocco, The Ivory Coast, Mexico and the U.S. In 2008, together with Alain Péron, Deputy Managing Director of Ipsos France, he left Ipsos to create NO COM, a consulting company specialized in opinion and communication strategy. Both were moved by two strong convictions: first, public sentiment understanding is essential, not only to political strategy but to business strategy as well; second, for large corporations, being disconnected from public opinion, or misunderstanding it, is a reputational and an economic risk.
Pierre Giacometti is also a faculty member of the Institut d’études politiques de Paris.
Yvonne Park
Yvonne Park is the President and Senior Partner of FleishmanHillard Korea, a leading global communication consultancy within the Omnicom Group. She serves on the firm’s Global Cabinet and leads the APAC Public Affairs Practice Group.
Since joining the company in 2002, Yvonne has led the Korea operation since 2005, focusing on client service, talent development, and organizational culture. Her leadership has positioned the firm as a trusted advisor in crisis management, public affairs, and strategic communication, including ESG, financial transactions, and litigation. Her team has supported major events such as the G20 Business Summit and the Seoul Nuclear Security Summit.
In 2019, she launched the Center for Stakeholder Engagement to help clients manage complex stakeholder conflicts. She has also taught strategic communication at Yonsei University and lectured for its EMBA program. Before joining FleishmanHillard, Yvonne gained experience in marketing and business development at Agfa Korea, Business World Corporation, and Sound Design Inc. in Tokyo. She serves on the boards of the Beautiful Foundation, Make-A-Wish Korea, and the Korea SHE Foundation, and has advised government committees on national competitiveness and innovation.
Her honors include the John D. Graham Award (2005), Distinguished Alumni Awards from Yonsei School of Business (2018), and a Ministry of Gender Equality and Family Award (2020) for advancing the "Glass Ceiling Act". She holds a BA in Business Administration from Yonsei University and an MA in Advertising from the University of Texas, Austin.
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