{"id":19231,"date":"2020-11-23T10:17:25","date_gmt":"2020-11-23T09:17:25","guid":{"rendered":"https:\/\/lannuaire.digital\/lecafedesexperts\/?p=19231"},"modified":"2020-11-24T21:52:00","modified_gmt":"2020-11-24T20:52:00","slug":"covid-19-la-communication-une-fonction-strategique","status":"publish","type":"post","link":"https:\/\/lannuaire.digital\/lecafedesexperts\/covid-19-la-communication-une-fonction-strategique\/","title":{"rendered":"COVID 19 : la communication, une fonction strat\u00e9gique ?"},"content":{"rendered":"<p style=\"text-align: justify\"><span style=\"font-size: 14pt\"><em><span style=\"color: #000000;font-family: Calibri\">Apr\u00e8s de nombreuses ann\u00e9es \u00e0 consid\u00e9rer les m\u00e9tiers de la communication comme \u00ab\u00a0accessoires \u00a0\u00bb ou comme la \u00ab\u00a0cerise sur le g\u00e2teau\u00a0\u00bb ; la crise du COVID 19 a permis de remettre en lumi\u00e8re le m\u00e9tier de communicant.<\/span><\/em><\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Il n&rsquo;y a pas si longtemps, la communication \u00e9tait vue encore comme \u00a0\u00bb la derni\u00e8re roue du carrosse \u00ab\u00a0, les communicants n&rsquo;\u00e9taient pas convi\u00e9s aux r\u00e9unions des projets les plus strat\u00e9giques, on les informait \u00e0 la derni\u00e8re minute et on leur disait \u00a0\u00bb tu peux me faire un plan de com stp ? \u00ab\u00a0.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">D\u00e9sormais, dans la plupart des organisations, la communication a rejoint les CODIR.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">M\u00eame si il y encore beaucoup de travail d&rsquo;\u00e9vang\u00e9lisation, on se rend compte, enfin, de l&rsquo;impact d&rsquo;une bonne communication et surtout de faire valoir les valeurs d&rsquo;une marque ou d&rsquo;une entreprise. Et encore plus en temps de crise. <\/span><\/p>\n<h2 style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\"><strong>Le digital devient le premier pilier de la communication<\/strong> <\/span><\/h2>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Comment communiquer aupr\u00e8s de ses clients, ses abonn\u00e9s, lorsque l&rsquo;ensemble des enseignes sont ferm\u00e9es ou lorsque les collaborateurs sont enferm\u00e9s \u00e0 leur domicile ?<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Comment continuer \u00e0 exister en tant que marque lorsqu\u2019une activit\u00e9 tout enti\u00e8re est remise en cause ?<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Dans la plupart des entreprises, la communication a \u00e9t\u00e9 sur-sollicit\u00e9e pendant cette p\u00e9riode de crise et a su se r\u00e9adapter et se r\u00e9inventer avec la plus grande dext\u00e9rit\u00e9. <\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Avec une communication quasi-exclusive sur le digital, le social m\u00e9dia s&rsquo;est r\u00e9v\u00e9l\u00e9 \u00eatre un alli\u00e9 incontournable.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Revoir sa ligne \u00e9ditoriale en urgence, \u00eatre moins port\u00e9 sur le business et diffuser des contenus utiles aux abonn\u00e9s. R\u00e9pondre aux attentes des clients mais surtout s&rsquo;engager r\u00e9ellement en tant que marque.<\/span><\/p>\n<h2 style=\"text-align: justify\"><strong><span style=\"color: #000000;font-family: Calibri\">L&rsquo;engagement, le deuxi\u00e8me pilier, un moteur et un acc\u00e9l\u00e9rateur<\/span><\/strong><\/h2>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">\u00catre contributeur, chacun \u00e0 notre niveau, d&rsquo;une crise non pas nationale mais mondiale ! <\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Les grandes marques de luxe ont tir\u00e9 leurs \u00e9pingles du jeu en utilisant leurs unit\u00e9s de production pour r\u00e9aliser du gel hydroalcoolique en urgence certes&#8230; mais n&rsquo;oublions pas les petits gestes du quotidien des plus petites marques et m\u00eame des individus : fournir des dosettes de caf\u00e9s au personnel soignant, rendre l&rsquo;acc\u00e8s facile aux plus fragiles avec des dotations de mobiles pour qu&rsquo;ils restent en contact avec leur famille, les g\u00e2teaux offerts au personnel de l&rsquo;hygi\u00e8ne&#8230; <\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">\u00a0<\/span><span style=\"color: #000000;font-family: Calibri\">L&rsquo;engagement, le vrai, le sinc\u00e8re, est une n\u00e9cessit\u00e9 absolue. Les consommateurs sont devenus des \u00ab\u00a0consommacteurs\u00a0\u00bb qui jugent avant tout une marque sur sa port\u00e9e au niveau soci\u00e9tal. <\/span><\/p>\n<blockquote><p><span style=\"color: #000000;font-family: Calibri\">Le m\u00e9tier de la communication est en perp\u00e9tuelle \u00e9volution, aussi comme le disait si bien Winston Churchill \u00ab\u00a0pour s&rsquo;am\u00e9liorer, il faut changer. Donc pour \u00eatre parfait, il faut avoir chang\u00e9 souvent.\u00a0\u00bb<\/span><\/p><\/blockquote>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Ainsi pour conclure : en temps de crise, devons-nous nous taire ou prendre la parole ? <\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"color: #000000;font-family: Calibri\">Prenons la parole pour communiquer \u00e0 bon escient, soyons pr\u00e9sent en tant que marque fid\u00e8le \u00e0 nos valeurs et adaptons nous tout simplement au contexte. Il y a un temps pour tout&#8230;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s de nombreuses ann\u00e9es \u00e0 consid\u00e9rer les m\u00e9tiers de la communication comme \u00ab\u00a0accessoires \u00a0\u00bb ou comme la \u00ab\u00a0cerise sur le g\u00e2teau\u00a0\u00bb ; la crise du COVID 19 a permis de remettre en lumi\u00e8re le m\u00e9tier de communicant. Il n&rsquo;y a pas si longtemps, la communication \u00e9tait vue encore comme \u00a0\u00bb la derni\u00e8re roue du carrosse [&hellip;]<\/p>\n","protected":false},"author":55,"featured_media":19248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[849,838,835,162],"tags":[],"class_list":["post-19231","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-e-reputation","category-gestion-de-crise","category-social-medias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>COVID 19 : la communication, une fonction strat\u00e9gique ? - Le Caf\u00e9 des Experts<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lannuaire.digital\/lecafedesexperts\/covid-19-la-communication-une-fonction-strategique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COVID 19 : la communication, une fonction strat\u00e9gique ? - Le Caf\u00e9 des Experts\" \/>\n<meta property=\"og:description\" content=\"Apr\u00e8s de nombreuses ann\u00e9es \u00e0 consid\u00e9rer les m\u00e9tiers de la communication comme \u00ab\u00a0accessoires \u00a0\u00bb ou comme la \u00ab\u00a0cerise sur le g\u00e2teau\u00a0\u00bb ; la crise du COVID 19 a permis de remettre en lumi\u00e8re le m\u00e9tier de communicant. Il n&rsquo;y a pas si longtemps, la communication \u00e9tait vue encore comme \u00a0\u00bb la derni\u00e8re roue du carrosse [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lannuaire.digital\/lecafedesexperts\/covid-19-la-communication-une-fonction-strategique\/\" \/>\n<meta property=\"og:site_name\" content=\"Le Caf\u00e9 des Experts\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-23T09:17:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-11-24T20:52:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lannuaire.digital\/lecafedesexperts\/wp-content\/uploads\/2020\/11\/blog-featured-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1150\" \/>\n\t<meta property=\"og:image:height\" content=\"718\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Carina Cheklit\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carina Cheklit\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/\"},\"author\":{\"name\":\"Carina Cheklit\",\"@id\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/#\\\/schema\\\/person\\\/56b59f5aa43e04acc1a76e4e08810925\"},\"headline\":\"COVID 19 : la communication, une fonction strat\u00e9gique ?\",\"datePublished\":\"2020-11-23T09:17:25+00:00\",\"dateModified\":\"2020-11-24T20:52:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/\"},\"wordCount\":527,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/wp-content\\\/uploads\\\/2020\\\/11\\\/blog-featured-2.jpg\",\"articleSection\":[\"Communication\",\"e-R\u00e9putation\",\"Gestion de crise\",\"Social M\u00e9dias\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/\",\"url\":\"https:\\\/\\\/lannuaire.digital\\\/lecafedesexperts\\\/covid-19-la-communication-une-fonction-strategique\\\/\",\"name\":\"COVID 19 : la communication, une fonction strat\u00e9gique ? 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