{"id":8372,"date":"2017-06-08T09:00:00","date_gmt":"2017-06-08T07:00:00","guid":{"rendered":"https:\/\/swissbaker.ch\/?p=8372"},"modified":"2022-05-06T09:03:16","modified_gmt":"2022-05-06T07:03:16","slug":"bien-communiquer-a-laide-des-medias","status":"publish","type":"post","link":"https:\/\/swissbaker.ch\/fr\/panissimo-news\/bien-communiquer-a-laide-des-medias\/","title":{"rendered":"Bien communiquer \u00e0 l\u2019aide des m\u00e9dias"},"content":{"rendered":"\n<p><strong>Les organisateurs du Swiss Bakery Trophy (SBT) ont convi\u00e9 les m\u00e9daill\u00e9s romands 2017-2018 \u00e0 un s\u00e9minaire sur la communication. Durant une matin\u00e9e, les participants ont appris \u00e0 mettre en valeur leurs produits au travers de diff\u00e9rents m\u00e9dias.<\/strong><\/p>\n\n\n\n<p>Pr\u00e8s de la moiti\u00e9 des artisans romands r\u00e9compens\u00e9s au SBT ont r\u00e9pondu \u00e0 l\u2019invitation des organisateurs du s\u00e9minaire. Objectifs\u2009: promouvoir les r\u00e9compenses obtenues via les r\u00e9seaux sociaux et la presse. R\u00e9unis dans un h\u00f4tel veveysan, ils ont suivi les expos\u00e9s de trois intervenants, au mois de mai.<\/p>\n\n\n\n<p>Le boulanger-confiseur Christophe Ackermann a pr\u00e9sent\u00e9 les actions et les strat\u00e9gies adopt\u00e9es dans son commerce de Grandson (VD). Le champion vaudois consid\u00e8re le SBT comme un \u00ab\u2009moyen de communication\u2009\u00bb en soi\u2009; faut-il seulement l\u2019utiliser\u2009: \u00ab\u2009Je faisais partie de cette cat\u00e9gorie de personnes qui pensait que c\u2019\u00e9tait \u00e0 la limite de l\u2019acceptable que de se mettre en avant. (\u2026) Ce n\u2019\u00e9tait pas vraiment dans notre culture d\u2019entreprise.\u2009\u00bb Le trentenaire a finalement franchi le pas, en utilisant comme parade une l\u00e9g\u00e8ret\u00e9 de ton. Un passage \u00e0 l\u2019acte qu\u2019il ne regrette pas et qu\u2019il conseille \u00e0 ses coll\u00e8gues. En plus d\u2019une communication directe au magasin, l\u2019artisan utilise les r\u00e9seaux sociaux et les m\u00e9dias traditionnels.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019individu vers le contenu<\/h2>\n\n\n\n<p>\u00ab\u2009Les r\u00e9seaux sociaux sont un mode d\u2019interactions sociales qui facilite la cr\u00e9ation, l\u2019\u00e9change d\u2019informations et de contenus entre des individus\u2009\u00bb, a rappel\u00e9 David Kilchoer, de l\u2019agence En\u2019joy S\u00e0rl, sp\u00e9cialis\u00e9e en \u00e9v\u00e9nements et communication. A la question \u00ab\u2009Avez-vous un compte Facebook\u2009?\u2009\u00bb, quasiment tous les participants ont r\u00e9pondu oui. Quant \u00e0 une page au nom de l\u2019entreprise, ils \u00e9taient environ trois sur quatre \u00e0 en poss\u00e9der une.<\/p>\n\n\n\n<p>Des publications via un compte professionnel touchent clients, famille, amis. L\u2019objectif est de cr\u00e9er une communaut\u00e9. Eprouvant de l\u2019int\u00e9r\u00eat pour l\u2019entreprise, ses membres seront pr\u00eats \u00e0 relayer les informations. L\u2019id\u00e9e est que c\u2019est l\u2019individu qui vienne vers le contenu, et non plus l\u2019inverse. \u00ab\u2009En tant qu\u2019artisans, vous avez l\u2019avantage de proposer des produits qui touchent tout le monde. Les perspectives sont donc plus larges qu\u2019avec un article tr\u00e8s sp\u00e9cifique\u2009\u00bb, a pr\u00e9cis\u00e9 le sp\u00e9cialiste.<\/p>\n\n\n\n<p>L\u2019int\u00e9r\u00eat de figurer sur ces plateformes est double. Cela permet de faire parler de son commerce, mais aussi de savoir ce que les gens en pensent. \u00ab\u2009Il y a effectivement un risque de recevoir des commentaires n\u00e9gatifs. Cependant, en n\u2019y \u00e9tant pas, cela n\u2019emp\u00eachera nullement les critiques.\u2009\u00bb En revanche, ignorant leur existence, un chef d\u2019entreprise ne sera pas en mesure d\u2019y r\u00e9pondre.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-effet-boule-de-neige\">Effet boule de neige<\/h2>\n\n\n\n<p>La mise en ligne de postes ne doit pas se faire au hasard. M.\u202fKilchoer conseille de d\u00e9finir une strat\u00e9gie pr\u00e9cise qui va \u00e0 l\u2019essentiel. Une photo, peu de texte et un sujet en lien avec l\u2019actualit\u00e9, telle est la recette actuelle d\u2019un poste susceptible d\u2019\u00eatre \u00ab\u2009lik\u00e9e\u2009\u00bb ou partag\u00e9. Plus les fans d\u2019une page interagiront avec lui, plus il sera diffus\u00e9, selon le fonctionnement de Facebook.<\/p>\n\n\n\n<p>Les jours et les heures de diffusion peuvent \u00e9galement participer \u00e0 un meilleur rendement. Le d\u00e9but de semaine, du lundi au mercredi, entre 9 et 19\u2009h\u200900, serait \u00e0 privil\u00e9gier. Le pic du nombre de partages aurait lieu \u00e0 13 heures, celui des clics \u00e0 15 heures. \u00ab\u2009Cela reste th\u00e9orique. Diff\u00e9rents outils statistiques permettent \u00e0 chacun de visualiser l\u2019horaire des visites de ses fans.\u2009\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab\u2009Rien n\u2019attendre dans l\u2019imm\u00e9diat\u2009\u00bb<\/h2>\n\n\n\n<p>Les m\u00e9dias traditionnels sont toujours un bon moyen de faire parler de soi. En raison des multiples sollicitations faites aux journalistes, il est important de \u00ab\u2009travailler sur le long terme, et de ne jamais rien attendre dans l\u2019imm\u00e9diat\u2009\u00bb, a inform\u00e9 Eric Plancherel, charg\u00e9 de communication. \u00ab\u2009Fa\u00eetes 99 propositions pour que la 100e aboutisse.\u2009\u00bb<\/p>\n\n\n\n<p>Quelques r\u00e8gles permettent de mettre toutes les chances de son c\u00f4t\u00e9. Une accroche avec l\u2019actualit\u00e9 susceptible d\u2019int\u00e9resser le plus grand nombre de lecteurs, d\u2019auditeurs ou de t\u00e9l\u00e9spectateurs est primordiale. Les journalistes choisiront les sujets qui parleront le plus \u00e0 leur public. Si la balance penche trop du c\u00f4t\u00e9 de la publicit\u00e9 et pas assez de l\u2019information, peu de chance de passer dans le journal, \u00e0 la radio ou \u00e0 la t\u00e9l\u00e9.<\/p>\n\n\n\n<p>Qu\u2019il s\u2019agisse d\u2019une invitation ou d\u2019un communiqu\u00e9 de presse, le mail sera pr\u00e9f\u00e9r\u00e9 au coup de t\u00e9l\u00e9phone. \u00ab\u2009Concernant la premi\u00e8re, il ne faut pas attendre une r\u00e9ponse, au mieux, elle sera hors d\u00e9lai.\u2009\u00bb Quant au communiqu\u00e9 de presse, accrocheur, il ira rapidement au but.<\/p>\n\n\n\n<p>Que la presse se d\u00e9place ou non, M.\u202fPlancherel recommande de rester sympathique et disponible\u2009: \u00ab\u2009Cela vous ouvrira des portes. Lorsqu\u2019un journaliste aura besoin d\u2019une interview, il y a des chances qu\u2019il se rappellera de vous et qu\u2019il vous contactera.\u2009\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les organisateurs du Swiss Bakery Trophy (SBT) ont convi\u00e9 les m\u00e9daill\u00e9s romands 2017-2018 \u00e0 un s\u00e9minaire sur la communication. Durant une matin\u00e9e, les participants ont appris \u00e0 mettre en valeur leurs produits au travers de diff\u00e9rents m\u00e9dias. Pr\u00e8s de la moiti\u00e9 des artisans romands r\u00e9compens\u00e9s au SBT ont r\u00e9pondu \u00e0 l\u2019invitation des organisateurs du s\u00e9minaire. Objectifs\u2009: promouvoir les r\u00e9compenses obtenues [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8373,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50],"tags":[],"class_list":["post-8372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vente-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Bien communiquer \u00e0 l\u2019aide des m\u00e9dias | SBC<\/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:\/\/swissbaker.ch\/fr\/panissimo-news\/bien-communiquer-a-laide-des-medias\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bien communiquer \u00e0 l\u2019aide des m\u00e9dias\" \/>\n<meta property=\"og:description\" content=\"Les organisateurs du Swiss Bakery Trophy (SBT) ont convi\u00e9 les m\u00e9daill\u00e9s romands 2017-2018 \u00e0 un s\u00e9minaire sur la communication. 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