Meet Stéphane Billiet, CEO of We Change, Teaching in SUAD’s Master’s in Marketing, Communication and Media

In this post, we share insights from our interview with SUAD visiting professor Stéphane Billiet, CEO of We Change, an agency specialising in corporate and PR communications and a member of the PRGN international network. Stéphane has over 30 years of experience in public relations, reputation management, and crisis communication. He has led major agencies such as Hill+Knowlton Strategies Paris and TBWA\Corporate and has been an adjunct professor at CELSA Paris-Sorbonne University since 2004.

You have over 30 years in the communications field-how have you seen the role of public relations evolve, and what do you think are the key skills that communications professionals must have today?

The communications sector has undergone a technological revolution, with social media shifting PR’s role from media relations to a core element of organizational strategies. Today, PR professionals must manage relationships across multiple platforms and stakeholder groups, no matter what communication tools are used. Key skills include digital fluency, the ability to craft compelling narratives in various formats, and adaptability to stay relevant in a fast-changing world. Balancing speed, quality, and authenticity is crucial in today’s crowded media landscape.

As the CEO of We Change and a former CEO at Hill+Knowlton Strategies, you have a unique perspective on corporate communications. How do you approach reputation management, especially in today’s fast-paced, social media-driven world?

Social media has revolutionised how reputations are managed. With 60% of consumers viewing social media as vital for customer service and 40% of executives using it for reputation monitoring, a strong online presence is essential. My approach includes real-time media monitoring for quick responses to crises and proactive engagement to shape narratives. A single viral incident can harm a reputation, so staying vigilant and turning challenges into opportunities is key.

You’ve authored several publications on communication, including Les relations publiques, Refonder la confiance (Public Relations, Rebuilding Trust). Can you share some insights from your book that students in the MCM program can apply to their studies and future careers?

Public relations is a strategic communication process aimed at building long-term, mutually beneficial relationships between organisations and their audiences. I encourage students to focus on relationship-building rather than one-off campaigns. Public relations practice extends beyond event management and media relations. Ethics should always guide their work, as it’s the foundation of successful, lasting communication.

Your expertise in crisis communication is particularly relevant in today’s volatile world. What advice do you have for aspiring PR professionals on handling a corporate crisis and maintaining trust with stakeholders?

In a crisis, real-time monitoring and fast responses are key, but truth and transparency should always come first. Reputation management is about relationships with stakeholders, built through open, respectful, and honest communication. This trust-building approach is essential for long-term success.

You have extensive teaching experience at CELSA Paris-Sorbonne University. How do you bring your real-world communications experience into the classroom to help students bridge theory and practice?

I use case studies to bridge theory and practice, making learning more practical and relatable. However, I prioritise giving students a solid foundation of general knowledge to help them understand both theoretical concepts and practical communication applications. In today’s fast-changing landscape, grasping the core principles of communication is crucial for adapting to change. My goal is to develop their strategic thinking, as it will always remain relevant.

From your experience, how important is it for students to gain practical, hands-on experience in fields like PR and reputation management during their studies?

Practical, hands-on experience is crucial for students in fields like PR and reputation management because practice counts a lot in the field. PR's evolving nature requires practical learning to keep students up to date with new tools and prepare them for industry’s changes.

As a member of the Public Relations Consulting Syndicate in France, you represent the interests of PR consultancies. How do you see the future of PR agencies, and what should students be prepared for as they enter the communications field?

The world of PR is evolving at an exponential pace, driven by AI integration. Nevertheless, while AI will play a crucial role, especially regarding the development of data-driven strategies, the core of successful PR remains in the practitioners’ strategic thinking and ability to build and maintain fruitful relationships. In PR consultancies, the work of the consultants will focus on being trusted advisors regarding the sensitivity of opinion. Students should be prepared to handle complex global issues and adjust communication strategies based on public opinion. 

Finally, as someone with both extensive industry experience and a passion for teaching, how do you see the MMC program at Sorbonne University Abu Dhabi evolving to meet the needs of the next generation of communications professionals?

The MMC program is already well-positioned to produce skilled professionals, but to meet future needs, it should keep up with AI trends and technology integration. This could include hands-on experience with AI-driven analytics and content creation tools to equip students with the skills to derive meaningful insights from large datasets, essential for data-driven decision-making.