Lalée Pinoncély, By Lalée Communication
Femmes du Numérique:To begin with, what is your definition of “digital”?
Lalée Pinoncély:Digital means simplification in many areas. I’m working on this with my upcoming conferences:Easy Digitalandthe white paper that will also be released at the end of 2015.
FDN:Women, an opportunity for digital. Digital, an opportunity for women. What’s your opinion? Why did you choose this sector?
LP :It’s undoubtedly a great opportunity for women and the digital sector. As far as I’m concerned, it all came about so naturally that I don’t have any rules or dictates. It’s simply amusing to note that this expertise is increasingly appreciated by women. For example, at a time when boards of directors are becoming more feminine, one of the most sought-after skills for women is digital literacy. How did I get intodigital?
Curiosity to decipher a new language and new signs that I didn’t know. Certainly my scientific mind! When I wanted to get back to work, it was the consulting firm @IdCarrieres who advised me to sign up for Twitter in 2012. That was when I really discovered the blogosphere and the world of digital communication, where I immediately felt… at home. In 2013, I joined the Journée de La Femme Digitale team and realized that organizing events was for me.
FDN:Is being a woman entrepreneur a plus?
LP:Being an entrepreneur is a state of mind. It’s not necessarily a plus. You have to know and accept how to change your plans along the way, question yourself every day and do everything you can to reach your goal. It’s not all rest and relaxation, but it’s an exhilarating life made up of disappointments sometimes, but joy often. You have to stay clear-headed without letting your emotions pollute you.
You never know whether you’re an entrepreneur or not. For me, putting pressure on my family was out of the question, so I didn’t want to do anything. And then it happened, all by itself, without me even realizing it. You always feel too young, too old, too much of a mother, too much of something… There’s no right time to start. It just happens, that’s all!
FDN:Did you have any doubts, hesitations or difficulties in setting up your own business?
LP:I’ve always loved being surrounded by people, exchanging ideas, listening and sharing my good tips. When social networks arrived en masse, I immediately felt that I could play my card. Virtual relationships for sure, but also and above all real-life encounters(IRL = in real life).
In love with trends and always up to date with digital novelties, I wanted to bring a lucid and pertinent perspective to a public unfamiliar with the jargon of “advertisers” and “marketers”… Of course, doubts are part and parcel of my journey, and I only like doubts… they enable me to evolve! I didn’t encounter any particular difficulties, but my project kept evolving. It was only after three years that I really found my added value.
FDN:Tell us about your project. How did the idea come about? What needs do you meet?
LP:By Lalée is a global communications agency. Initially, my mission was to federate a network of influencers so that they could become true ambassadors for the brands I was responsible for. Then came the organization of events whose impact is amplified ondigital, with carefully thought-out angles and targets.
e-PR, where numerous articles are shared and commented on, to further intensify awareness of a brand or event. Print, TV & radio PR are not left out, with the construction of articles via, among other things, the editing of interviews and one-to-one meetings. Public relations are now a very important part of By Lalée.
Current project: to enable traditional businesses to integrate digital into their strategy through ultra-concrete training courses, EasyDigital conferences for business leaders and a white paper currently being written… #StayTunedJ
FDN:How do you defend gender equality in your professional and personal life?
LP:I don’t ask myself questions about equality. I live my life as a woman, a wife and a mother to the full, and I’m very lucky to have been very well surrounded and supported by an understanding husband. In this digital world, being a woman isn’t easy, because it’s a very masculine environment, but one that’s evolving… Women need to have confidence in themselves!
FDN: And personally, how have you managed to reconcile work and family life?
LP: I’m going to disappoint you: naturally. I don’t have the impression that I’ve had to reconcile, negotiate… Of course, you need a well-adjusted organization.
FDN:What advice would you give to a young woman hesitating to work or start a business in the digital sector?
LP:Go for it! Trust your intuition. Don’t try to go too fast, and accept changes of route. Go slowly, look at what’s being done around you and try to improve it. Define your success criteria and don’t put too much pressure on yourself…
Biography
I live between Paris and Lyon and run my business as a self-taught solo artist. I studied science, molecular biology and genetics.
I was fascinated by this world and loved understanding how things interacted with each other. I worked as a researcher for a few months, but it didn’t satisfy me. So I gave up all my professional activities to look after my family and children.
But I hadn’t yet realized what I wanted to do professionally. I’m the perfect example of a self-taught career change. Digital technology is a fabulous springboard for self-starting and entrepreneurship.