Page 88 - Monaco Economy 128

PORTRAIT

A communications expert serving the Monaco’s media landscape. For seven it’s essential for me. I love history. I love
public sector years as Number 2, and then as Director, going to Athens, for example. Rome too.
Geneviève Berti is totally fulfilled in her These are cities where you can discover
Those fifteen years in professional duties. “It’s so cross-functional! You history around every corner. They’re
football in no way diminished her love for can’t get bored of it. At least for me, fascinating places. I also love the sea,
Monaco. Quite the opposite, in fact. Going it’s impossible. There’s no such thing so if you asked me what my favourite
to work for the Tourism and Convention as a typical day. There are changes of weekend is at the moment, I’d probably
Authority seemed an obvious choice. management, changes of strategy, new say a few days on a boat in the Cyclades.”
From 2005 to 2007, Geneviève was in policies... Every subject is part of the
company. In a single day, we can deal with Always on the lookout for innovative
so many different issues. From air quality projects
in Monaco, to online business registration,
to the start of the new school year... It’s clear that Geneviève Berti is a woman
“Communication is I’m not saying that we get through a who already lives at 100 mph. However, she
my job. year in a day, but we nevertheless have still has the energy to pursue new projects.
a very broad panorama”. Geneviève Berti
In particular, launching TV Monaco, a new
It’s what I love to do” is constantly on call. “All directors of television channel: “As a channel director,
having TV Monaco in our audiovisual
communication in a government know that
the news is abundant and non-stop. You landscape is an undeniable plus. It’s
have to be able to work anywhere, anytime. fantastic that Monaco has decided to set
I stick to this rule - it’s completely normal up such a wide-reaching broadcasting
in this profession and news outlet.
charge of communications and press - just part of our S t a r t i n g u p a
relations for the DTC before joining the everyday lives. “It’s so cross- new TV channel
External Relations Department, then D e s p it e he r functional! is hard work. I’m
taking over as head of the Government hectic schedule, not going to say
press centre, which a few years later G e n evi ève sti l l You can’t get otherwise, even
became the Communications Department. f i n d s t i m e t o though I’ve been
“The opportunity came up by chance,” e xe r c i s e ev e r y bored of it.” lucky enough to
she explains. “There was a vacancy. day, “I do between take over from my
Communication is my job. It’s what I love 1 and 2 hours every predecessors. TV
to do. So why not give it a go? It was a morning”. But she doesn’t forget her first Monaco has incredible facilities and
choice that paid off, because fourteen love: travel. Travelling, however briefly, resources. Technically, it’s fantastic and
years later, Geneviève Berti, who is now allows her to take a break from the frenzy the team is highly motivated. The objective
Director of Communications for the that surrounds her everyday life. “Even if I now is to find the perfect combination
Monaco Government, is a key player in only travel for two or three days at a time, between a channel that already exists,
such as Monaco Info, and a channel
that Monaco has just launched. This is
a major challenge for both sides. The
complementarity that exists will become
even more apparent in the future.
Geneviève Berti draws her constant
motivation from deep within her. “My
personal drive is the result of the
relationships I’ve built up through my
professional career” she confides. “I’ve
made giant strides in my personal and
professional development thanks to all the
© Manuel Vitali - Direction de la communication mention so many. The list goes on and
people whose paths I’ve crossed. I could
on… It goes without saying that if you’re
in a dynamic environment and you have
a receptive character, you can learn from
others and increase your performance

Geneviève Berti and motivation”.

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