{"id":12162,"date":"2024-12-10T23:30:09","date_gmt":"2024-12-11T04:30:09","guid":{"rendered":"http:\/\/3c8166df-2d5c-4ddc-b631-9c3cdde2980b"},"modified":"2024-12-10T23:36:42","modified_gmt":"2024-12-11T04:36:42","slug":"224-relations-publiques-ce-que-veulent-les-clients","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2024\/12\/10\/224-relations-publiques-ce-que-veulent-les-clients\/","title":{"rendered":"224- Relations publiques : ce que veulent les clients ?"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_3890\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-12162-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/95672404\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2024-11-11%2F394f8c70-a239-1b00-7d92-1c3feb0e7efb.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/95672404\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2024-11-11%2F394f8c70-a239-1b00-7d92-1c3feb0e7efb.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/95672404\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2024-11-11%2F394f8c70-a239-1b00-7d92-1c3feb0e7efb.mp3<\/a><\/audio><\/div><p>Quand un client contacte une agence de relations publiques, il arrive souvent avec une id\u00e9e bien pr\u00e9cise en t\u00eate : un communiqu\u00e9 de presse.<\/p>\n<p>Cet outil, per\u00e7u comme le Graal des RP, est l\u2019un des rares \u00e9l\u00e9ments que le grand public associe instinctivement \u00e0 notre m\u00e9tier.<\/p>\n<p>Mais pourquoi cette obsession pour le communiqu\u00e9 ?<\/p>\n<p>Et surtout, est-elle justifi\u00e9e ?<\/p>\n<p>D\u2019abord, il faut reconna\u00eetre une chose : les clients ont raison de consid\u00e9rer le communiqu\u00e9 de presse comme un outil cl\u00e9.<\/p>\n<p>Depuis des d\u00e9cennies, il est au c\u0153ur des relations publiques, servant de pont entre les organisations et les m\u00e9dias.<\/p>\n<p>Un communiqu\u00e9 est en fait un avis qui permet de transmettre une nouvelle importante.<\/p>\n<p>Bien \u00e9crit, il capte l\u2019attention, diffuse un message clair, et incite journalistes et influenceurs \u00e0 relayer l\u2019information.<\/p>\n<p>C\u2019est un outil utile et efficace.<\/p>\n<p>C\u2019est aussi gr\u00e2ce au communiqu\u00e9 que les clients doivent choisir la nouvelle, les bons messages, les bons mots cl\u00e9s.<\/p>\n<p>Souvent la cr\u00e9ation d\u2019un communiqu\u00e9 est un exercice qui permet de pr\u00e9ciser la pens\u00e9e de nos clients et de trouver les mani\u00e8res les plus pr\u00e9cises est efficace de d\u00e9crire leurs produits et leurs services.<\/p>\n<p>Cependant, r\u00e9duire les relations publiques \u00e0 la r\u00e9daction de communiqu\u00e9s serait une erreur.<\/p>\n<p>Car si le communiqu\u00e9 est un outil fondamental, il ne repr\u00e9sente qu\u2019une partie de l\u2019\u00e9ventail strat\u00e9gique d\u00e9ploy\u00e9 par une agence.<\/p>\n<p>Planification, storytelling, gestion de crises: les relations publiques vont bien au-del\u00e0.<\/p>\n<p>Mais alors, pourquoi ce focus sur le communiqu\u00e9 ?<\/p>\n<p>C\u2019est probablement parce qu\u2019il est tangible et concret.<\/p>\n<p><strong>Il incarne une promesse : celle de faire parler de soi. <\/strong><\/p>\n<p>Les entreprises voient dans le communiqu\u00e9 une solution rapide et directe \u00e0 leurs besoins en visibilit\u00e9.<\/p>\n<p>Et il faut bien le dire, cela fonctionne.<\/p>\n<p>Pour les professionnels des RP, le d\u00e9fi est double : r\u00e9pondre \u00e0 la demande du client tout en l\u2019\u00e9duquant sur l\u2019importance d\u2019une strat\u00e9gie globale.<\/p>\n<p>Car un communiqu\u00e9 sans r\u00e9flexion strat\u00e9gique risque de tomber \u00e0 plat.<\/p>\n<p>Combien de fois j\u2019ai entendu des clients dirent&nbsp;: \u00ab&nbsp;nous avons envoy\u00e9 des communiqu\u00e9s et cela n\u2019a rien donn\u00e9.&nbsp;\u00bb<\/p>\n<p>Encore faut-il que le communiqu\u00e9 pr\u00e9sente une nouvelle pertinente et des informations factuelles qui permettent aux journalistes d\u2019\u00e9crire leur article.<\/p>\n<p>Et surtout, j\u2019aimerais souvent voir la fameuse liste de journalistes \u00e0 qui la nouvelle a \u00e9t\u00e9 propos\u00e9e\u2026<\/p>\n<p>Alors, la prochaine fois que vous pensez avoir besoin d\u2019un communiqu\u00e9, voyez cela comme une porte d\u2019entr\u00e9e.<\/p>\n<p>Les relations publiques, ce n\u2019est pas qu\u2019un texte envoy\u00e9 \u00e0 des journalistes.<\/p>\n<p>C\u2019est un m\u00e9tier d\u2019influence, d\u2019\u00e9coute et de cr\u00e9ativit\u00e9. Et \u00e7a, \u00e7a ne tient pas toujours en 500 mots?<\/p>\n<p>Vous avez besoin d\u2019un communiqu\u00e9 ? Envie d\u2019\u00e9changer sur le sujet ?<\/p>\n<p>Inscrivez-vous \u00e0 notre atelier gratuit pour apprendre \u00e0 cr\u00e9er des communiqu\u00e9s vendeurs&nbsp;: 15-16 janvier 2025.<\/p>\n<p>Je suis l\u00e0 pour vous aider:<\/p>\n<p>nata@natapr.com<\/p>\n<p>Nata<\/p>\n<p><strong>ATELIER GRATUIT \u2013 COMMUNIQU\u00c9 \u2013 15-16 janv. 2025<\/strong><\/p>\n<p><a href=\"https:\/\/event.webinarjam.com\/register\/20\/l7p9kt9\" rel=\"ugc noopener noreferrer\" target=\"_blank\">https:\/\/event.webinarjam.com\/register\/20\/l7p9kt9<\/a><\/p>\n<p><strong>R\u00c9DIGER DES COMMUNIQU\u00c9S VENDEURS<\/strong><\/p>\n<p><a href=\"https:\/\/prschool.natapr.com\/pl\/2147718377\" rel=\"ugc noopener noreferrer\" target=\"_blank\">https:\/\/prschool.natapr.com\/pl\/2147718377<\/a><\/p>\n<p><strong>LE MOD\u00c8LE NATA PR GRATUIT<\/strong> \u27a4 <a href=\"https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060<\/a><\/p>\n<p><a href=\"https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060<\/a><strong>INSCRIVEZ-VOUS \u00c0 NOTRE INFOLETTRE<\/strong>&nbsp;\u27a4 <a href=\"https:\/\/www.natapr.com\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060www.natapr.com\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060<\/a><\/p>\n<p><strong>FAITES PARLER DE VOUS GRATUITEMENT<\/strong> \u27a4 <a href=\"https:\/\/prschool.natapr.com\/evergreen_fr\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060https:\/\/prschool.natapr.com\/evergreen_fr\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060<\/a><\/p>\n<p><strong>RP 101 &#8211;&nbsp;<\/strong><strong>ATELIER DE 30 MINUTES<\/strong><strong>&nbsp;<\/strong><strong>\u27a4 <\/strong><a href=\"https:\/\/bit.ly\/4cI3aRu\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060https:\/\/bit.ly\/4cI3aRu\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060<\/a><a href=\"https:\/\/prschool.natapr.com\/offers\/cFZM8g28\/checkout\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060<\/a><\/p>\n<p><strong>INSTAGRAM<\/strong> \u27a4 \u2060\u2060\u2060<a href=\"https:\/\/www.instagram.com\/nata_pr_school\/\" rel=\"ugc noopener noreferrer\" target=\"_blank\">\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060\u2060https:\/\/www.instagram.com\/nata_pr_school\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quand un client contacte une agence de relations publiques, il arrive souvent avec une id\u00e9e bien pr\u00e9cise en t\u00eate : un communiqu\u00e9 de presse. Cet outil, per\u00e7u comme le Graal des RP, est l\u2019un des rares \u00e9l\u00e9ments que le grand public associe instinctivement \u00e0 notre m\u00e9tier. Mais pourquoi cette obsession pour le communiqu\u00e9 ? Et [&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>224- Relations publiques : ce que veulent les clients ? - 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\/2024\/12\/10\/224-relations-publiques-ce-que-veulent-les-clients\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"224- Relations publiques : ce que veulent les clients ? - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Quand un client contacte une agence de relations publiques, il arrive souvent avec une id\u00e9e bien pr\u00e9cise en t\u00eate : un communiqu\u00e9 de presse. 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