Meet the Team: 5 questions for Raphaël Soudan

In our ‘Meet the team’ series, we’ve already met SHC founder and Managing Director Suzanne Howe and Account Director Vicky Huxford. Here, we meet SHC’s partner in France – Raphaël Soudan…

You’ve worked for some well-known PR agencies in the past… what made you decide to start your own PR agency?

In the course of my career, I have worked for some of the world’s leading media and public relations agencies, including Edelman France, We Agency, Hopscotch Group, Omnicom PR Group, Hill & Knowlton Paris and Grayling.

During the Covid period, I was working as Public and Institutional Relations Specialist in the Corporate Communications department of IKEA France. I was in my apartment with my new second child, and I thought: “how can I be comfortable in my job and in my private life with my family and my friends?” I decided it was time to make the change and to use all my experience to start my own agency – RS Conseil France.

In PR in France, it is best to be in Paris, and I was there for around three years, but now for the sake of my family and quality of life, I’ve chosen to live and work in Normandy. Some clients question why I am not based in Paris, but it’s only two hours away by train, so to be in the countryside is better and being asked that question works as a kind of filter for good or bad clients!

Why PR?

When I was at school, I think one of my best qualities was my capacity to connect with people, so I wondered what I could do with that. I first thought about journalism, but settled on a career in PR.

I have a master’s degree from EFAP (École Française des Attachés de Presse) and a master’s degree from ESGCI (École Supérieure de Management et Commerce International de Paris).  

Apart from all that, and perhaps it is the most important thing. I enjoy it.

What have been your career highlights so far?

During my career I’ve met some really impressive and important people in business – CEOs and entrepreneurs who are real leaders. I’m proud of my ability to develop successful working relationships with these people.

When we discuss and share ideas, we are on the same level and they respect my expertise, so that we can create an adventure. When you can be very connected with someone and there is mutual trust, you can go on an exciting and successful journey together.

One particular example was when I wrote a speech for the CEO of IKEA France, for the opening of a new shop in Nice, which was really well received.

The media has changed a lot in the UK over the past few years, with a greater emphasis on digital and using social media alongside side traditional PR techniques. Is it the same story in France?

Because we are in this field, we have a perception of the evolution of the media ecosystem and of social media which is, of course, increasingly important, particularly if you need to target a younger audience. To be successful in PR is all about getting the balance right and tailoring the mix of traditional and social media to the needs of the brand.

Quality content is essential and developing and maintaining strong working relationships with the traditional media outlets remains extremely important, while paying attention to the instant reach of social media. Like SHC, RS Conseil France will be an important part of this evolution.

That’s enough about RS Conseil France… what about you?

Well, I think I am very curious and I have a huge appetite for news, so that’s a big part of who I am. I live in the beautiful Normandy countryside with my family – with my 2 year old girl, 4 year old boy and three dogs. Normandy is beautiful with beaches and forests. It’s a great place to live and makes work easier.

And I’m also proud to say I’m a soccer fan and follow Paris Saint-Germain – and that involves balancing passion with patience!

I’d like to close by thanking Suzanne for the opportunity to be part of SHC and represent the business here in France. She made the initiative in starting this relationship, has a lot of energy and has put a great deal of trust in me, which is great.