{"id":10065,"date":"2022-06-29T06:00:30","date_gmt":"2022-06-29T10:00:30","guid":{"rendered":"http:\/\/960ace01-f6d7-4ff2-9a35-d13343dbb74d"},"modified":"2023-03-01T15:39:49","modified_gmt":"2023-03-01T20:39:49","slug":"96-quelle-est-la-valeur-des-relations-publiques","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2022\/06\/29\/96-quelle-est-la-valeur-des-relations-publiques\/","title":{"rendered":"96- Quelle est la valeur des relations publiques?"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_2216\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10065-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/54144162\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-5-29%2F69b19c28-203c-0691-484e-65a2d05a25d0.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/54144162\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-5-29%2F69b19c28-203c-0691-484e-65a2d05a25d0.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/54144162\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-5-29%2F69b19c28-203c-0691-484e-65a2d05a25d0.mp3<\/a><\/audio><\/div><p>J\u2019aime aborder des questions que nous posent les clients, car je suis persuad\u00e9e que plusieurs d\u2019entre vous ont les m\u00eames interrogations face aux relations publiques.<\/p>\n<p>Certains clients, qui ne sont pas familiers avec les relations publiques, nous demandent si les honoraires qu\u2019ils nous paient tous les mois en valent la peine. Cette fameuse question sous-entend la suivante : \u00ab Devrais-je utiliser cet argent autrement, en campagne publicitaire peut-\u00eatre? \u00bb<\/p>\n<p>Je r\u00e9ponds souvent \u00e0 la blague que, depuis 22 ans, les entreprises ne nous r\u00e9tribuent pas pour nos beaux yeux, ni pour glisser, dans une conversation, qu\u2019ils ont retenu les services d\u2019une agence de relations publiques, mais bien parce que nous g\u00e9n\u00e9rons des r\u00e9sultats mesurables.<\/p>\n<p>Je dois cependant mentionner que les dirigeants qui nous posent cette question sont souvent \u00e0 la t\u00eate d\u2019entreprises qui :<\/p>\n<ol>\n<li>se sont d\u00e9velopp\u00e9es sur le Web et \u00e0 travers les m\u00e9dias sociaux<\/li>\n<li>ont massivement men\u00e9 des campagnes de publicit\u00e9 en ligne (Facebook, Google, etc.)<\/li>\n<\/ol>\n<p>Certaines ont beaucoup de succ\u00e8s en termes de ventes, mais n\u2019ont pas encore r\u00e9ussi \u00e0 cr\u00e9er leur marque. Elles sont peu connues du grand public, voire de leurs clients potentiels locaux.<\/p>\n<p>Leur tentation est forte de reprendre le budget des RP et de l\u2019attribuer \u00e0 des campagnes de publicit\u00e9 estimant, \u00e0 tort \u00e9videmment, que les relations publiques vont g\u00e9n\u00e9rer des ventes imm\u00e9diates.<\/p>\n<p>Ce n\u2019est pas le premier r\u00f4le des relations publiques que de g\u00e9n\u00e9rer des ventes. Non, notre premier r\u00f4le consiste \u00e0 vous faire conna\u00eetre et \u00e0 faire parler de vous. \u00c9videmment, cet objectif contribuera \u00e0 augmenter les ventes et surtout \u00e0 vous distinguer de vos concurrents.<\/p>\n<p>Comment vous rendre int\u00e9ressant et attirant si vous ne menez que des campagnes de publicit\u00e9? Il y a fort \u00e0 parier qu\u2019une marque concurrente viendra un jour grignoter vos parts de march\u00e9. Une marque plus \u00ab tendance \u00bb qui sait faire parler d\u2019elle, sans acheter de publicit\u00e9 et, surtout, qui sait s\u00e9duire.<\/p>\n<p>Aucune marque n\u2019a de trajectoire 100 % ascendante. Que faire pour vous pr\u00e9parer \u00e0 cet avenir o\u00f9 une autre marque r\u00e9ussira \u00e0 charmer vos clients? Vous faire conna\u00eetre autrement que par la publicit\u00e9, donner une \u00e2me \u00e0 votre compagnie et \u00e0 vos produits en racontant votre histoire.<\/p>\n<p>Cela se r\u00e9alise gr\u00e2ce aux relations publiques.<\/p>\n<ol>\n<li>\u00c9tablissez un plan pour communiquer r\u00e9guli\u00e8rement sur vos r\u00e9alisations : parlez de vos innovations, de vos nouvelles id\u00e9es, de votre contribution \u00e0 prot\u00e9ger l\u2019environnement, de vos initiatives pour prot\u00e9ger les pollinisateurs, etc.<\/li>\n<li>Communiquez r\u00e9guli\u00e8rement, mais seulement lorsque vous avez des informations pertinentes<\/li>\n<\/ol>\n<p>Ainsi, lorsqu\u2019une de ces nouvelles entreprises \u2013 plus jeunes et plus dynamiques \u2013 fera son apparition, vous aurez r\u00e9ussi \u00e0 gagner le c\u0153ur de vos consommateurs et plusieurs d\u2019entre eux vous demeureront fid\u00e8les.<\/p>\n<p>Vous le savez, j\u2019aime illustrer mes propos \u00e0 travers les succ\u00e8s des g\u00e9ants. Pensez aux grandes maisons comme Gucci, Yves Saint Laurent, Dior, Fendi. Que font-elles pour demeurer dans le c\u0153ur et la t\u00eate de leurs consommateurs?<\/p>\n<ol>\n<li>Elles racontent leur histoire r\u00e9guli\u00e8rement \u00e0 travers des d\u00e9fil\u00e9s, des lancements de produits, des nouveaux directeurs artistiques<\/li>\n<li>Elles ont toutes des ambassadeurs de marques : des personnalit\u00e9s, des influenceurs, etc.<\/li>\n<\/ol>\n<p>Toutes demeurent pr\u00e9sentes avec un plan de communication, de relations publiques pour faire parler d\u2019elles.<\/p>\n<p>C\u2019est la grande question : pourquoi parlerait-on de vous ou de vos produits?<\/p>\n<p>J\u2019esp\u00e8re que cette petite pause relations publiques vous a plu et vous inspire.<\/p>\n<p>Joignez-vous \u00e0 moi, inscrivez-vous sur nos listes et \u00e0 nos formations o\u00f9 je vous enseigne \u00e9tape par \u00e9tape des tactiques de relations publiques que vous pouvez mettre en \u0153uvre imm\u00e9diatement.<\/p>\n<p><a href=\"https:\/\/natapr.com\">www.natapr.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>J\u2019aime aborder des questions que nous posent les clients, car je suis persuad\u00e9e que plusieurs d\u2019entre vous ont les m\u00eames interrogations face aux relations publiques. Certains clients, qui ne sont pas familiers avec les relations publiques, nous demandent si les honoraires qu\u2019ils nous paient tous les mois en valent la peine. Cette fameuse question sous-entend [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>96- Quelle est la valeur des relations publiques? - Nata PR<\/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:\/\/natapr.com\/fr\/2022\/06\/29\/96-quelle-est-la-valeur-des-relations-publiques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"96- Quelle est la valeur des relations publiques? - Nata PR\" \/>\n<meta property=\"og:description\" content=\"J\u2019aime aborder des questions que nous posent les clients, car je suis persuad\u00e9e que plusieurs d\u2019entre vous ont les m\u00eames interrogations face aux relations publiques. 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