Global Newsmaker: Marine Boulot

Car rental company Europcar appointed Marine Boulot as communications director for the group, in a newly created role, at the start of this month. As she settles into her new role in Paris, Boulot talks to PRWeek about the challenges ahead.

Global Newsmaker: Europcar's Marine Boulot
Global Newsmaker: Europcar's Marine Boulot

What is your daily routine?

Just one month into a new – and newly created -- job with a new company, I don’t have a daily routine yet and I’m not really the kind of person to get into one. 

While learning about Europcar’s business, I'm laying the foundations for corporate communications, in terms of organisation, processes and workflow. I’m establishing relationships with internal and external audiences, to understand their needs and how best to meet them. The goal is to ensure consistency in the communications approach, increase our notoriety and enhance our brand awareness.

Q What are your media must haves?

My print favorites are the Financial Times – especially 'Comment and Analysis', 'Lunch With', 'European Comment' and the Weekend section --, The Economist, French dailies Les Echos and Le Figaro for business news, and the G2 in The Guardian. I also like French regional dailies, especially Ouest France, and am a big fan of Vanity Fair.

On the Internet and iPad, my favorites are The Wall Street Journal, for a quick view of the world in English, and Le for societal topics.

In general, I’m interested in the history of media and the changes currently underway.

How do you plan to liaise with countries across the globe?

One of my goals is to strengthen Europcar’s community of communicators. In these early days, most contacts are by phone or e-mail but I plan to visit our key markets to meet everyone in person. Nothing creates a sense of community and commitment like a face to face meeting. 

What is the biggest global PR issue facing Europcar Group and how will you deal with it?

I see two main issues: first, people don’t realise that Europcar is the biggest car rental services company in Europe. In fact, behind the brand and their local rental agency is a global company with €2 billion in revenue and 6,500 employees. If you add our partnerships , [I believe] we provide our customers with access to the no. 1 global network with 13,000 rental locations.

The second challenge is getting consistency in the communications, including among franchisees in 140 countries. Brand management is key here and PR needs to be properly integrated into the company’s marketing mix.

What sort of car do you drive?

With Europcar, I can choose from on of the biggest and most diversified fleets in Europe. It’s the coolest, the hybrid, the  small car for my daily commute, the big family car for longer trips, it’s the car you want when you want it. Of course, the same is true for any Europcar customer...

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