{"id":11081,"date":"2023-06-06T22:38:29","date_gmt":"2023-06-07T02:38:29","guid":{"rendered":"http:\/\/54d45401-277a-4839-adb1-388eb07c5f86"},"modified":"2023-06-06T22:41:09","modified_gmt":"2023-06-07T02:41:09","slug":"145-les-relations-publiques-pour-gagner-la-confiance-des-consommateurs","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2023\/06\/06\/145-les-relations-publiques-pour-gagner-la-confiance-des-consommateurs\/","title":{"rendered":"145- Les relations publiques pour gagner la confiance des consommateurs"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_4659\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-11081-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/71745805\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2023-5-7%2Fa2d74bfd-ce35-a18e-84fa-b3cc821dcc89.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/71745805\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2023-5-7%2Fa2d74bfd-ce35-a18e-84fa-b3cc821dcc89.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/71745805\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2023-5-7%2Fa2d74bfd-ce35-a18e-84fa-b3cc821dcc89.mp3<\/a><\/audio><\/div><p>Avant l&rsquo;av\u00e8nement du Web et la num\u00e9risation des m\u00e9dias, nos campagnes de relations publiques \u00e9taient \u00e9valu\u00e9es en termes de valeur publicitaire. Par exemple, si un quart de page pr\u00e9sentant le produit d&rsquo;un client \u00e9tait publi\u00e9 dans un magazine et que l&rsquo;achat d&rsquo;un quart de page dans ce m\u00eame magazine co\u00fbtait 2000 $, nous multipliions ce montant par trois, six, voire dix, car il \u00e9tait courant de consid\u00e9rer qu&rsquo;un article \u00e9tait plus lu qu&rsquo;une publicit\u00e9, selon les \u00e9tudes de l&rsquo;\u00e9poque.<\/p>\n<p>Cette pratique \u00e9tait bas\u00e9e sur le fait que les articles suscitent davantage d&rsquo;attention que les publicit\u00e9s et que les consommateurs accordent plus de cr\u00e9dit \u00e0 ce qui est \u00e9crit dans les articles. Les experts affirmaient m\u00eame que les contenus r\u00e9dactionnels \u00e9taient plus efficaces que les publicit\u00e9s pour convaincre les consommateurs. Les articles \u00e9ducatifs et informatifs avaient une influence plus importante sur les d\u00e9cisions d&rsquo;achat que les publicit\u00e9s traditionnelles.<\/p>\n<p>J&rsquo;ai voulu actualiser ces donn\u00e9es pour voir ce que les nouvelles recherches sur le sujet r\u00e9v\u00e9laient. Voici ce que j&rsquo;ai trouv\u00e9 :<\/p>\n<ol>\n<li>Le marketing de contenu g\u00e9n\u00e8re trois fois plus de prospects que la publicit\u00e9 payante sur les moteurs de recherche. &#8211; Content Marketing Institute<\/li>\n<li>70 \u00e0 80 % des utilisateurs ignorent les publicit\u00e9s payantes et se concentrent sur les r\u00e9sultats de recherche organiques. &#8211; Search Engine Journal<\/li>\n<li>37 % des consommateurs accordent leur confiance aux articles ou aux blogs r\u00e9dig\u00e9s par des experts.\u2013 Nielsen<\/li>\n<li>74 % des consommateurs font confiance aux articles \u00e9ducatifs et aux livres blancs lorsqu&rsquo;ils \u00e9valuent une entreprise. &#8211; Demand Gen Report<\/li>\n<\/ol>\n<p>Certes, le ph\u00e9nom\u00e8ne des \u00ab\u00a0Fake News\u00a0\u00bb a eu un impact majeur sur la cr\u00e9dibilit\u00e9 des journalistes, mais en comparaison avec les effets publicitaires, une critique sur une nouvelle voiture ou un nouveau produit de beaut\u00e9 aura toujours plus de cr\u00e9dibilit\u00e9 aupr\u00e8s des consommateurs, simplement parce qu&rsquo;elle provient d&rsquo;un tiers ind\u00e9pendant ayant test\u00e9 le produit et partageant son opinion ou son expertise.<\/p>\n<p>L&rsquo;un de nos \u00e9l\u00e8ves \u00e0 la NATA PR SCHOOL, Antoine Bolduc, r\u00e9sume tr\u00e8s bien cet effet :<\/p>\n<p>\u00ab\u00a0Apr\u00e8s une seule interview \u00e0 la t\u00e9l\u00e9 locale, je suis devenu un expert aux yeux de mes followers et j&rsquo;ai gagn\u00e9 400 nouveaux adeptes du jour au lendemain.\u00a0\u00bb &#8211; Antoine Bolduc, Atypic Equipment<\/p>\n<p>La publicit\u00e9 vise \u00e0 g\u00e9n\u00e9rer des ventes, tandis que les relations publiques vous permettent de vous faire conna\u00eetre.<\/p>\n<p>Les relations publiques vous apporteront la cr\u00e9dibilit\u00e9 et la notori\u00e9t\u00e9 qu&rsquo;Antoine Bolduc conna\u00eet aujourd&rsquo;hui.<\/p>\n<p>\u00c0 vous de jouer ! Inscrivez-vous \u00e0 nos programmes pour apprendre facilement, en moins de 2 heures par semaine, comment int\u00e9grer les relations publiques \u00e0 votre plan marketing.<\/p>\n<p>Vous souhaitez poursuivre la conversation sur ce sujet, n\u2019h\u00e9sitez pas \u00e0 me joindre, mes coordonn\u00e9es se trouvent sur notre site web : natapr.com<\/p>\n<p>INSTAGRAM<a href=\"https:\/\/www.instagram.com\/nata_pr_school\/\"><\/a><br \/>\n<a href=\"https:\/\/www.instagram.com\/nata_pr_school\/\">https:\/\/www.instagram.com\/nata_pr_school\/<\/a><\/p>\n<p>FAITES PARLER DE VOUS GRATUITEMENT<a href=\"https:\/\/prschool.natapr.com\/evergreen_fr\"><\/a><br \/>\n<a href=\"https:\/\/prschool.natapr.com\/evergreen_fr\">https:\/\/prschool.natapr.com\/evergreen_fr<\/a><\/p>\n<p>LE MOD\u00c8LE NATA PR GRATUIT<a href=\"https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR\"><\/a><br \/>\n<a href=\"https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR\">https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR<\/a><\/p>\n<p>INSCRIVEZ-VOUS SUR NOS LISTES<a href=\"http:\/\/www.natapr.com\/\"><\/a><br \/>\n<a href=\"http:\/\/www.natapr.com\/\">www.natapr.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avant l&rsquo;av\u00e8nement du Web et la num\u00e9risation des m\u00e9dias, nos campagnes de relations publiques \u00e9taient \u00e9valu\u00e9es en termes de valeur publicitaire. Par exemple, si un quart de page pr\u00e9sentant le produit d&rsquo;un client \u00e9tait publi\u00e9 dans un magazine et que l&rsquo;achat d&rsquo;un quart de page dans ce m\u00eame magazine co\u00fbtait 2000 $, nous multipliions ce [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>145- Les relations publiques pour gagner la confiance des consommateurs - 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\/2023\/06\/06\/145-les-relations-publiques-pour-gagner-la-confiance-des-consommateurs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"145- Les relations publiques pour gagner la confiance des consommateurs - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Avant l&rsquo;av\u00e8nement du Web et la num\u00e9risation des m\u00e9dias, nos campagnes de relations publiques \u00e9taient \u00e9valu\u00e9es en termes de valeur publicitaire. 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