{"id":342315,"date":"2023-10-26T14:30:00","date_gmt":"2023-10-26T12:30:00","guid":{"rendered":"https:\/\/agence-samba.com\/?p=342315"},"modified":"2024-09-06T11:40:14","modified_gmt":"2024-09-06T09:40:14","slug":"trois-defis-de-la-communication-engagee-a-lere-numerique-et-les-solutions-pour-les-relever","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/trois-defis-de-la-communication-engagee-a-lere-numerique-et-les-solutions-pour-les-relever\/","title":{"rendered":"Trois d\u00e9fis de la communication engag\u00e9e \u00e0 l’\u00e8re num\u00e9rique (et les solutions pour les relever)"},"content":{"rendered":"

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communication responsable<\/h3>\n

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Trois d\u00e9fis de la communication engag\u00e9e \u00e0 l’\u00e8re num\u00e9rique (et les solutions pour les relever)<\/h1>\n

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L\u2019\u00e8re num\u00e9rique a boulevers\u00e9 en profondeur nos fa\u00e7ons de communiquer.<\/strong> Fake news, d\u00e9rives sur les r\u00e9seaux sociaux, saturation de l\u2019espace m\u00e9diatique\u2026 Comment relever ces d\u00e9fis quand on est une organisation engag\u00e9e ? Nos conseils pour pratiquer une communication engag\u00e9e en toutes circonstances.<\/span><\/p>\n

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1. Naviguer dans le monde des fake news et de la m\u00e9fiance envers les m\u00e9dias<\/strong><\/h2>\n

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Fake news et perte de confiance : une tendance de fond<\/strong><\/h4>\n

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La crise sanitaire, le Brexit ou les \u00e9lections successives nous ont rappel\u00e9 l\u2019ampleur de la circulation des fake news. Sur les r\u00e9seaux sociaux essentiellement, ces fausses informations manipulent les \u00e9motions pour g\u00e9n\u00e9rer du clic et de l\u2019engagement, la plupart du temps \u00e0 des fins commerciales.\u00a0<\/span><\/p>\n

\u00c0 l\u2019origine li\u00e9es aux sujets de soci\u00e9t\u00e9, elles concernent d\u00e9sormais les entreprises et organisations, qui doivent faire preuve de vigilance quant \u00e0 leur e-r\u00e9putation.<\/span><\/p>\n

[\/et_pb_toggle][et_pb_toggle title=\u00a0\u00bbUne perte de confiance pr\u00e9gnante\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

Plus largement, c\u2019est une m\u00e9fiance envers les m\u00e9dias traditionnels qui s’est install\u00e9e ces derni\u00e8res ann\u00e9es<\/strong>, avec le d\u00e9veloppement du social media et la confusion des genres, entre faits et opinions. Le <\/span>barom\u00e8tre m\u00e9dias<\/span><\/a><\/span> Kantar-onepoint pour La Croix (janvier 2023) r\u00e9v\u00e8le ainsi que 54 % des Fran\u00e7ais pensent que \u00ab la plupart du temps, il faut se m\u00e9fier de ce que disent les m\u00e9dias sur les grands sujets d\u2019actualit\u00e9 \u00bb.\u00a0<\/span><\/p>\n

Et ce scepticisme touche aussi les organisations. Selon une <\/span>\u00e9tude Harris Interactive pour le Mouvement Impact France<\/span><\/a><\/span> (f\u00e9vrier 2022), seuls 23 % des Fran\u00e7ais estiment que les entreprises engag\u00e9es font preuve d\u2019un engagement profond exigeant un effort r\u00e9el. Les autres sont plus circonspects, voire tr\u00e8s m\u00e9fiants \u00e0 l\u2019\u00e9gard des engagements affich\u00e9s.<\/span><\/p>\n

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D\u00e9ployer une communication engag\u00e9e dans ce contexte<\/strong><\/h4>\n

[\/et_pb_text][et_pb_toggle title=\u00a0\u00bbLa communication responsable comme r\u00e9ponse\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

Ce climat de d\u00e9fiance n\u2019est pas le plus opportun pour construire une communaut\u00e9. Comment d\u00e9velopper sa notori\u00e9t\u00e9 quand la confiance est \u00e9rod\u00e9e ? La <\/strong><\/span>communication responsable<\/a><\/strong><\/span> est l\u2019une des meilleures pistes pour y r\u00e9pondre.<\/strong>\u00a0<\/span><\/p>\n

Il s\u2019agit non seulement d\u2019afficher vos valeurs, mais aussi de les mettre en acte, preuves \u00e0 l\u2019appui. Soyez transparent sur vos obstacles et vos d\u00e9fis dans votre communication externe.<\/strong> En plus d\u2019\u00eatre coh\u00e9rent avec vos engagements, vous pourrez soigner votre image et fid\u00e9liser vos publics cibles.<\/span><\/p>\n

[\/et_pb_toggle][et_pb_toggle title=\u00a0\u00bbComment r\u00e9agir en cas de fake news ?\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

Si vous \u00eates victime de fake news, sur un r\u00e9seau social ou via la presse, publiez votre d\u00e9menti sur un communiqu\u00e9 de presse officiel. Vous pouvez aussi r\u00e9pondre en direct aux internautes qui relayent ces publications malveillantes. Mettre en place une veille digitale vous permettra de r\u00e9pliquer en cas de r\u00e9cidive.<\/span><\/p>\n

Sur les r\u00e9seaux sociaux, signalez les comptes qui partagent cette fausse information. Sur chaque r\u00e9seau, les communicants de crise travaillent au quotidien avec des mod\u00e9rateurs qui interviennent pour limiter l\u2019impact de ces informations mensong\u00e8res.<\/span><\/p>\n

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2. Utiliser les m\u00e9dias sociaux de mani\u00e8re \u00e9thique<\/strong><\/h2>\n

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L\u2019apog\u00e9e des r\u00e9seaux sociaux<\/strong><\/h4>\n

[\/et_pb_text][et_pb_toggle title=\u00a0\u00bbUn formidable outil de communication digitale\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

Les r\u00e9seaux sociaux se sont d\u00e9velopp\u00e9s il y a une dizaine d\u2019ann\u00e9es dans un contexte priv\u00e9, avant de se d\u00e9ployer \u00e0 large \u00e9chelle dans le milieu professionnel. Facebook, YouTube, Twitter, LinkedIn, puis plus r\u00e9cemment Instagram, Pinterest, Snapchat et TikTok<\/strong>, ils ont envahi le quotidien de nos entreprises et de nos organisations.\u00a0<\/span><\/p>\n

S\u2019ils constituent un moyen incroyable d\u2019animer sa communaut\u00e9 et de ma\u00eetriser son image de marque, ils repr\u00e9sentent \u00e9galement un atout majeur pour cr\u00e9er du lien avec ses clients.<\/span><\/p>\n

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Les m\u00e9dias sociaux sont n\u00e9anmoins le th\u00e9\u00e2tre de nombreuses d\u00e9rives. L\u2019explosion du web social a largement modifi\u00e9 nos strat\u00e9gies de communication. La fronti\u00e8re entre espace professionnel et personnel s\u2019est brouill\u00e9e. Les annonceurs subissent une pression latente pour \u00eatre pr\u00e9sents sur tous les canaux de communication.\u00a0<\/span><\/p>\n

Comme dans cet <\/span>article du m\u00e9dia The Conversation<\/span><\/a><\/span>,<\/span> nous pourrions qualifier l\u2019\u00e9thique des r\u00e9seaux sociaux de \u201cchamp de mines\u201d<\/strong>. Lorsqu\u2019un internaute r\u00e9alise une recherche sur son r\u00e9seau, les r\u00e9sultats sont biais\u00e9s par ses relations et ses centres d\u2019int\u00e9r\u00eat, exploit\u00e9s par les algorithmes et, in fine, les entreprises commerciales qui envahissent les comptes de chacun.<\/span><\/p>\n

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Communiquer de mani\u00e8re engag\u00e9e sur les r\u00e9seaux sociaux<\/strong><\/h4>\n

[\/et_pb_text][et_pb_toggle title=\u00a0\u00bbS\u2019interroger sur sa pr\u00e9sence en ligne\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

Les plateformes de contenus les plus en vogue sont loin de faire l\u2019unanimit\u00e9 chez les acteurs de l\u2019engagement. Les \u00e9quipes de communication sont d\u00e8s lors confront\u00e9es \u00e0 un dilemme : faut-il aller l\u00e0 o\u00f9 se trouvent ses diff\u00e9rents publics, ou d\u00e9serter ces supports de communication au profit de canaux digitaux alternatifs et plus \u00e9thiques ?\u00a0<\/strong><\/span><\/p>\n

La question reste ouverte et m\u00e9rite qu\u2019on s\u2019y attarde. Sur ce point, nous vous conseillons de lire notre article <\/span>Communication sur les r\u00e9seaux sociaux : faut-il s\u2019en passer ?<\/span><\/a><\/span>\u00a0Nous vous invitons notamment \u00e0 travailler, en collaboratif, votre strat\u00e9gie digitale, et de mettre en place une charte de bonne conduite pour repenser votre pr\u00e9sence en ligne.<\/span><\/p>\n

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En tout \u00e9tat de cause, la meilleure mani\u00e8re d\u2019utiliser les m\u00e9dias sociaux est de le faire avec sinc\u00e9rit\u00e9.<\/strong> Il vous faut ainsi construire une communication d\u2019entreprise \u00e0 double sens : \u00eatre \u00e0 l\u2019\u00e9coute de vos publics aussi bien sur les critiques positives que n\u00e9gatives, tout en \u00e9tant r\u00e9actif dans vos r\u00e9ponses.\u00a0<\/span><\/p>\n

Lorsque vous publiez des contenus, privil\u00e9giez l\u2019interactivit\u00e9 et le collaboratif, pour construire un lien avec votre communaut\u00e9 et l\u2019impliquer dans vos actions engag\u00e9es.<\/span><\/p>\n

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3. Proposer une communication engag\u00e9e dans un espace satur\u00e9<\/strong><\/h2>\n

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Un espace m\u00e9diatique satur\u00e9<\/strong><\/h4>\n

[\/et_pb_text][et_pb_toggle title=\u00a0\u00bbL\u2018information est partout\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

On compte en France plus de 4 000 titres de presse \u00e9crite, quelque 1500 radios et des dizaines de sites d\u2019information en ligne.<\/strong> Sans compter les blogs et m\u00e9dias sociaux, qui ont bouscul\u00e9 cette derni\u00e8re d\u00e9cennie la notion d\u2019espace m\u00e9diatique. L\u2019information se veut omnipr\u00e9sente et omnicanale.\u00a0<\/span><\/p>\n

On peut d\u00e9sormais s\u2019informer o\u00f9 que l\u2019on soit via son smartphone, et prendre la parole sur une actualit\u00e9. Les nouvelles technologies vont bon train, obligeant les cr\u00e9ateurs de contenus, journalistes et entreprises \u00e0 s\u2019adapter \u00e0 ces nouveaux usages.<\/span><\/p>\n

[\/et_pb_toggle][et_pb_toggle title=\u00a0\u00bbDes relations publiques toujours plus complexes\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb open_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#FFA33E\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb icon_color=\u00a0\u00bb#02105B\u00a0\u00bb open_icon_color=\u00a0\u00bb#02105B\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_align=\u00a0\u00bbleft\u00a0\u00bb title_font_size=\u00a0\u00bb17px\u00a0\u00bb closed_title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb custom_margin=\u00a0\u00bb||-1px|||\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb\u00a0\u00bb title_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb closed_title_font_tablet=\u00a0\u00bb\u00a0\u00bb closed_title_font_phone=\u00a0\u00bb\u00a0\u00bb closed_title_font_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb open_icon_color__hover=\u00a0\u00bb#FFA33E\u00a0\u00bb open_icon_color__hover_enabled=\u00a0\u00bbon|hover\u00a0\u00bb]<\/p>\n

Entreprise ou association, chaque organisation poss\u00e8de \u00e0 pr\u00e9sent son propre m\u00e9dia et peut prendre la parole au sein de la sph\u00e8re m\u00e9diatique. Les campagnes de relations presse ne se limitent ainsi plus aux m\u00e9dias traditionnels : elles s\u2019adressent dor\u00e9navant \u00e0 un public plus large de blogueurs et d\u2019influenceurs. Dans un monde o\u00f9 la personnalisation devient la norme, il est de plus en plus difficile de faire r\u00e9sonner son discours et d\u2019adapter son message \u00e0 des publics de plus en plus vari\u00e9s.<\/strong><\/span><\/p>\n

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Se d\u00e9marquer et rester authentique dans sa communication <\/strong><\/h4>\n

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Conna\u00eetre son persona sur le bout des doigts est indispensable pour \u00eatre reconnu dans ses actions de communication engag\u00e9e.<\/strong> Pourquoi ne pas \u00e9galement engager vos parties prenantes ? Demandez \u00e0 votre public ce qu\u2019il veut vraiment !\u00a0<\/span><\/p>\n

Vous pouvez cr\u00e9er des groupes de travail autour de votre strat\u00e9gie de communication, ou nommer des ambassadeurs parmi vos b\u00e9n\u00e9ficiaires les plus fid\u00e8les. Cette d\u00e9marche d\u2019\u00e9coute active saura vous d\u00e9marquer, et correspond \u00e0 l\u2019ADN des entreprises et des organisations engag\u00e9es.<\/span><\/p>\n

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Encore une fois, opter pour une politique de communication responsable<\/a><\/span><\/strong> est le meilleur levier pour vous d\u00e9marquer et faire vivre vos engagements. Les internautes savent reconna\u00eetre une organisation qui parle avec authenticit\u00e9 de ses projets et de ses valeurs.\u00a0<\/span><\/p>\n

Site internet, rapport RSE ou plaquette\u2026 Quels que soient les outils de communication, ils se doivent d\u2019\u00eatre accessibles et transparents !<\/span><\/p>\n

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Si vous souhaitez plus de conseils d\u2019une agence de communication sp\u00e9cialis\u00e9e dans la communication responsable, contactez-nous.<\/span><\/p>\n

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Nos articles sur la m\u00eame th\u00e9matique<\/h3>\n

[\/et_pb_text][et_pb_blog fullwidth=\u00a0\u00bboff\u00a0\u00bb posts_number=\u00a0\u00bb3″ include_categories=\u00a0\u00bb32,31″ meta_date=\u00a0\u00bbj M Y\u00a0\u00bb use_manual_excerpt=\u00a0\u00bboff\u00a0\u00bb excerpt_length=\u00a0\u00bb0″ show_author=\u00a0\u00bboff\u00a0\u00bb show_categories=\u00a0\u00bboff\u00a0\u00bb show_excerpt=\u00a0\u00bboff\u00a0\u00bb show_pagination=\u00a0\u00bboff\u00a0\u00bb use_overlay=\u00a0\u00bbon\u00a0\u00bb overlay_icon_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb hover_overlay_color=\u00a0\u00bbrgba(255,163,62,0.52)\u00a0\u00bb _builder_version=\u00a0\u00bb4.24.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font_size=\u00a0\u00bb18px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb meta_text_color=\u00a0\u00bb#02105B\u00a0\u00bb meta_font_size=\u00a0\u00bb13px\u00a0\u00bb meta_line_height=\u00a0\u00bb1em\u00a0\u00bb text_orientation=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||0px||false|false\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

communication responsableTrois d\u00e9fis de la communication engag\u00e9e \u00e0 l’\u00e8re num\u00e9rique (et les solutions pour les relever)L\u2019\u00e8re num\u00e9rique a boulevers\u00e9 en profondeur nos fa\u00e7ons de communiquer. Fake news, d\u00e9rives sur les r\u00e9seaux sociaux, saturation de l\u2019espace m\u00e9diatique\u2026 Comment relever ces d\u00e9fis quand on est une organisation engag\u00e9e ? Nos conseils pour pratiquer une communication engag\u00e9e en toutes circonstances.1. Naviguer dans le monde des fake news et de la m\u00e9fiance envers les m\u00e9diasFake news et perte de confiance : une tendance de fondLa crise sanitaire, le Brexit ou les \u00e9lections successives nous ont rappel\u00e9 l\u2019ampleur de la circulation des fake news. Sur les r\u00e9seaux sociaux essentiellement, ces fausses informations manipulent les \u00e9motions pour g\u00e9n\u00e9rer du clic et de l\u2019engagement, la plupart du temps \u00e0 des fins commerciales.\u00a0 \u00c0 l\u2019origine li\u00e9es aux sujets de soci\u00e9t\u00e9, elles concernent d\u00e9sormais les entreprises et organisations, qui doivent faire preuve de vigilance quant \u00e0 leur e-r\u00e9putation.Plus largement, c\u2019est une m\u00e9fiance envers les m\u00e9dias traditionnels qui s’est install\u00e9e ces derni\u00e8res ann\u00e9es, avec le d\u00e9veloppement du social media et la confusion des genres, entre faits et opinions. Le barom\u00e8tre m\u00e9dias Kantar-onepoint pour La Croix (janvier 2023) r\u00e9v\u00e8le ainsi que 54 % des Fran\u00e7ais pensent que \u00ab la plupart du […]<\/p>\n","protected":false},"author":6,"featured_media":342479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[29],"tags":[],"class_list":["post-342315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable"],"yoast_head":"\nTrois d\u00e9fis de la communication engag\u00e9e \u00e0 l'\u00e8re num\u00e9rique (et les solutions pour les relever) – SAMBA<\/title>\n<meta name=\"description\" content=\"L\u2019\u00e8re num\u00e9rique a boulevers\u00e9 en profondeur nos fa\u00e7ons de communiquer. 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