{"id":3711,"date":"2025-05-14T13:04:20","date_gmt":"2025-05-14T11:04:20","guid":{"rendered":"https:\/\/ko2onbwuok.preview.infomaniak.website\/?p=3711"},"modified":"2026-08-18T15:24:44","modified_gmt":"2026-08-18T13:24:44","slug":"comment-realiser-un-plan-de-communication-efficace-en-7-etapes","status":"publish","type":"post","link":"https:\/\/swapagency.ch\/en\/comment-realiser-un-plan-de-communication-efficace-en-7-etapes\/","title":{"rendered":"Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3711\" class=\"elementor elementor-3711\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-49473db elementor-section-height-min-height elementor-section-items-stretch elementor-section-full_width elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no 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101.9V416z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.instagram.com\/swapagency.ch\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-instagram\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.1 141c-63.6 0-114.9 51.3-114.9 114.9s51.3 114.9 114.9 114.9S339 319.5 339 255.9 287.7 141 224.1 141zm0 189.6c-41.1 0-74.7-33.5-74.7-74.7s33.5-74.7 74.7-74.7 74.7 33.5 74.7 74.7-33.6 74.7-74.7 74.7zm146.4-194.3c0 14.9-12 26.8-26.8 26.8-14.9 0-26.8-12-26.8-26.8s12-26.8 26.8-26.8 26.8 12 26.8 26.8zm76.1 27.2c-1.7-35.9-9.9-67.7-36.2-93.9-26.2-26.2-58-34.4-93.9-36.2-37-2.1-147.9-2.1-184.9 0-35.8 1.7-67.6 9.9-93.9 36.1s-34.4 58-36.2 93.9c-2.1 37-2.1 147.9 0 184.9 1.7 35.9 9.9 67.7 36.2 93.9s58 34.4 93.9 36.2c37 2.1 147.9 2.1 184.9 0 35.9-1.7 67.7-9.9 93.9-36.2 26.2-26.2 34.4-58 36.2-93.9 2.1-37 2.1-147.8 0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-c9ecb3e\" data-id=\"c9ecb3e\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f901700 elementor-align-left elementor-widget elementor-widget-post-info\" data-id=\"f901700\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-57593da elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-tags\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-custom\">\n\t\t\t\t\t\t\t\t\t\tSWAP Guru\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ed0c2c elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"7ed0c2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes   <\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-1839522\" data-id=\"1839522\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;background_motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;background_motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;background_motion_fx_translateY_direction&quot;:&quot;negative&quot;,&quot;background_motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;2&quot;,&quot;sizes&quot;:[]},&quot;background_motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:100}},&quot;background_motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb9f90a elementor-widget elementor-widget-spacer\" data-id=\"eb9f90a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<article class=\"elementor-section elementor-top-section elementor-element elementor-element-da33632 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"da33632\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d44eda4\" data-id=\"d44eda4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c87c0e9 elementor-widget elementor-widget-spacer\" data-id=\"c87c0e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2aaf5b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"f2aaf5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #000000;\">\u00ab\u00a0On ne peut pas ne pas communiquer.\u00a0\u00bb Cette citation c\u00e9l\u00e8bre du psychologue et th\u00e9oricien de la communication Paul Watzlawick r\u00e9sume parfaitement l\u2019enjeu de toute strat\u00e9gie d\u2019entreprise : chaque action, chaque silence, chaque image transmise est un acte de communication.\u00a0<\/span><br \/><span style=\"color: #000000;\">Pour les entreprises modernes, un plan de communication bien con\u00e7u est devenu indispensable pour piloter leur image, renforcer leur notori\u00e9t\u00e9 et soutenir leur croissance.\u00a0<\/span><\/p><p><span style=\"color: #000000;\">\u00c0 travers cet article, d\u00e9couvrez comment construire un plan de communication efficace, structur\u00e9 et align\u00e9 sur vos objectifs strat\u00e9giques, en vous appuyant sur des principes th\u00e9oriques \u00e9prouv\u00e9s et adapt\u00e9s aux enjeux actuels\u00a0<\/span><\/p><p><span style=\"color: #000000;\"><span class=\"TextRun SCXW170331353 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-align: justify; white-space-collapse: preserve; font-size: 14pt; line-height: 25.575px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Pourquoi un plan de communication est-il indispensable aujourd&rsquo;hui ?<\/span><span class=\"EOP SCXW170331353 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-align: justify; white-space-collapse: preserve; font-size: 14pt; line-height: 25.575px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/p><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 10.6667px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Dans un environnement o\u00f9 les canaux de communication se multiplient et o\u00f9 les messages circulent \u00e0 grande vitesse, improviser sa communication n\u2019est plus une option.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><\/span><\/p><p><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Sans plan structur\u00e9, le risque est grand de perdre en coh\u00e9rence, de gaspiller ses ressources et de diluer son image de marque.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"color: windowtext; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 10.6667px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Mettre en place un plan de communication clair et r\u00e9fl\u00e9chi vous permet de :<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/p><ul style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px;\"><li><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Assurer la coh\u00e9rence de vos messages sur l\u2019ensemble des supports et canaux<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/li><li><span style=\"color: #000000;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Optimiser l&rsquo;utilisation de vos ressources<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/li><li><span style=\"color: #000000;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Cibler efficacement<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\"> vos audiences prioritaires<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/span><\/li><li><span style=\"color: #000000;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Renforcer durablement votre visibilit\u00e9 et votre image de marque<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/span><\/span><\/li><\/ul><div style=\"color: #000000;\"><span style=\"font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\"><span style=\"white-space-collapse: preserve;\">\u00a0<\/span><\/span><\/div><div style=\"color: #000000;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span class=\"TextRun SCXW137612458 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 14pt; line-height: 25.575px; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Les 7 \u00e9tapes cl\u00e9s pour r\u00e9ussir votre plan de communication<\/span><span class=\"EOP SCXW137612458 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 14pt; line-height: 25.575px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div style=\"color: #000000;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><div style=\"color: #000000;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW55536584 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">1. D\u00e9finir vos objectifs<\/span><span class=\"EOP SCXW55536584 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}\">\u00a0<\/span><\/span><\/div><div style=\"color: #000000;\"><span class=\"EOP SCXW55536584 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: #000000; white-space-collapse: preserve; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}\">\u00a0<\/span><\/div><div style=\"color: #000000;\"><span style=\"background-color: transparent; font-size: 12pt; text-align: left; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\"><span style=\"font-variant-ligatures: none !important;\">Chaque action de communication doit r\u00e9pondre \u00e0 une intention pr\u00e9cise :<\/span><\/span><\/span><\/span><\/span><\/div><ul style=\"color: #000000;\"><li style=\"text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"background-color: transparent; font-size: 12pt; text-align: left; white-space-collapse: preserve; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Informer<\/span><\/span><span style=\"background-color: transparent; font-size: 12pt; text-align: left; white-space-collapse: preserve; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/li><li style=\"text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Sensibiliser<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/li><li style=\"text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Influencer<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/li><li style=\"text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Convaincre<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\u00a0<\/span><\/li><li style=\"text-align: justify;\"><span style=\"color: #000000;\">Fid\u00e9liser<\/span><\/li><\/ul><div>\u00a0<\/div><p><span style=\"color: #000000;\"><span lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Ces objectifs doivent \u00eatre<\/span><span lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"> align\u00e9s avec votre strat\u00e9gie d\u2019entreprise et formul\u00e9s de mani\u00e8re SMART (Sp\u00e9cifiques, Mesurables, Atteignables, R\u00e9alistes, Temporellement d\u00e9finis).<\/span>\u00a0<\/span><\/p><p><span style=\"color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span style=\"color: #000000;\"><span class=\"TextRun SCXW257149371 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">2. Identifier et comprendre votre public cible<\/span><span class=\"EOP SCXW257149371 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}\">\u00a0<\/span><\/span><\/p><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; color: #000000; font-family: Calibri, Calibri_MSFontService, sans-serif;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Un plan de communication performant commence par une parfaite connaissance de votre public cible.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"> Pour construire des messages pertinents, il est essentiel d\u2019analyser :<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; position: relative; color: #000000; font-family: Calibri, Calibri_MSFontService, sans-serif;\"><ul style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; cursor: text; font-family: verdana; overflow: visible;\" role=\"list\"><li style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 0px 24px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; display: block; font-size: 12pt; font-family: Calibri, Calibri_MSFontService, sans-serif;\" role=\"listitem\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Les donn\u00e9es d\u00e9mographiques<\/span> <\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">: \u00e2ge, localisation, secteur d\u2019activit\u00e9<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/li><\/ul><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; position: relative; color: #000000;\"><ul style=\"font-family: verdana; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; cursor: text; overflow: visible;\" role=\"list\"><li style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 0px 24px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; display: block; font-size: 12pt; font-family: Calibri, Calibri_MSFontService, sans-serif;\" role=\"listitem\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Les donn\u00e9es psychographiques<\/span> <\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">: besoins, motivations, comportements d&rsquo;achat<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/li><li style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 0px 24px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; display: block; font-size: 12pt; font-family: Calibri, Calibri_MSFontService, sans-serif;\" role=\"listitem\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/li><\/ul><div><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important; color: #000000;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Adaptez votre ton, votre contenu et vos canaux<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\"> en fonction du profil et du niveau d&rsquo;attente de vos audiences, afin d&rsquo;optimiser l&rsquo;impact de chaque action de communication.<\/span><\/span><\/div><div><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important; color: #000000;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">\u00a0<\/span><\/span><\/div><div><span style=\"color: #000000;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><span class=\"TextRun SCXW69845253 BCX0\" lang=\"FR-FR\" style=\"font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">3. D\u00e9finir votre message cl\u00e9<\/span><span class=\"EOP SCXW69845253 BCX0\" style=\"font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div><span class=\"EOP SCXW69845253 BCX0\" style=\"color: #000000; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><div><span style=\"color: #000000; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Votre message est l\u2019essence m\u00eame de votre marque. Il joue un r\u00f4le central dans la r\u00e9ussite de votre communication interne et externe, et impacte directement la perception de votre entreprise. Pour \u00eatre efficace, il doit \u00eatre unique, authentique et pleinement align\u00e9 avec votre identit\u00e9. Un message clair constitue le socle sur lequel repose l&rsquo;ensemble de vos actions de communication.<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div><span style=\"color: #000000; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div style=\"text-align: justify;\"><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; white-space-collapse: collapse;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW64907705 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Comment construire votre message ?<\/span><span class=\"EOP SCXW64907705 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; text-align: start; white-space-collapse: collapse;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">En quelques lignes, d\u00e9finissez clairement qui vous \u00eates, \u00e0 quel public vous vous adressez, quelle est votre promesse de valeur, sur quels \u00e9l\u00e9ments vous l&rsquo;appuyez, et quel ton vous souhaitez adopter dans votre communication. Ce message servira ensuite de base pour \u00eatre adapt\u00e9 \u00e0 vos diff\u00e9rentes cibles et aux canaux de diffusion s\u00e9lectionn\u00e9s.<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">4. Choisir les bons canaux de communication<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important; color: #000000;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Face \u00e0 la multitude de supports disponibles aujourd&rsquo;hui (r\u00e9seaux sociaux, emailings, presse, \u00e9v\u00e9nements\u2026), il est crucial de s\u00e9lectionner les canaux les plus adapt\u00e9s \u00e0 votre cible et \u00e0 vos objectifs.<\/span><\/p><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext;\"><span style=\"color: #000000;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Pensez \u00e9galement \u00e0 coordonner vos actions sur plusieurs canaux pour cr\u00e9er des synergies.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">5. D\u00e9finir un calendrier de communication<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Pour piloter efficacement vos actions, \u00e9tablissez un calendrier \u00e9ditorial pr\u00e9cis en d\u00e9terminant les dates cl\u00e9s (lancements, \u00e9v\u00e9nements, promotions), la fr\u00e9quence de publication, ainsi que la r\u00e9partition des contenus selon les canaux choisis.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Un planning structur\u00e9 vous permettra d\u2019assurer une communication r\u00e9guli\u00e8re, d&rsquo;anticiper les pics d\u2019activit\u00e9 et d\u2019optimiser la port\u00e9e de vos campagnes.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">6. Pr\u00e9voir un syst\u00e8me de mesure de la performance<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">\u00c9valuer l&rsquo;efficacit\u00e9 de votre communication est indispensable pour ajuster vos actions et maximiser votre impact.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Mettez en place des indicateurs de suivi pertinents, tels que le taux d\u2019ouverture et de clics de vos emailings, l\u2019engagement sur les r\u00e9seaux sociaux, le trafic web g\u00e9n\u00e9r\u00e9 ou encore le nombre de leads et de conversions obtenus.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Suivre ces donn\u00e9es en temps r\u00e9el vous permettra de piloter votre plan de communication avec agilit\u00e9 et d&rsquo;am\u00e9liorer continuellement vos r\u00e9sultats.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: #000000;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">7. Assurer la coh\u00e9rence et l\u2019int\u00e9gration de votre communication<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Chaque message doit \u00eatre coh\u00e9rent avec votre strat\u00e9gie globale et int\u00e9gr\u00e9 \u00e0 l\u2019ensemble de vos actions marketing.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Une communication fragment\u00e9e affaiblit votre image ; une communication int\u00e9gr\u00e9e la renforce durablement.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext;\"><span style=\"color: #000000;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">La coh\u00e9rence entre les diff\u00e9rents canaux, ton et visuels constitue un levier majeur pour construire la confiance de vos publics.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ba8742 elementor-widget elementor-widget-text-editor\" data-id=\"4ba8742\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\">\u00a0<\/p><\/div><div style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><div><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes \u00ab\u00a0On ne peut pas ne pas communiquer.\u00a0\u00bb Cette citation c\u00e9l\u00e8bre du psychologue et th\u00e9oricien de la communication Paul Watzlawick r\u00e9sume parfaitement l\u2019enjeu de toute strat\u00e9gie d\u2019entreprise : chaque action, chaque silence, chaque image transmise est un acte de communication.\u00a0Pour les entreprises modernes, un plan de communication bien con\u00e7u est devenu indispensable pour piloter leur image, renforcer leur notori\u00e9t\u00e9 et soutenir leur croissance.\u00a0 \u00c0 travers cet article, d\u00e9couvrez comment construire un plan de communication efficace, structur\u00e9 et align\u00e9 sur vos objectifs strat\u00e9giques, en vous appuyant sur des principes th\u00e9oriques \u00e9prouv\u00e9s et adapt\u00e9s aux enjeux actuels\u00a0 Pourquoi un plan de communication est-il indispensable aujourd&rsquo;hui ?\u00a0 Dans un environnement o\u00f9 les canaux de communication se multiplient et o\u00f9 les messages circulent \u00e0 grande vitesse, improviser sa communication n\u2019est plus une option.\u00a0 Sans plan structur\u00e9, le risque est grand de perdre en coh\u00e9rence, de gaspiller ses ressources et de diluer son image de marque.\u00a0 Mettre en place un plan de communication clair et r\u00e9fl\u00e9chi vous permet de :\u00a0 Assurer la coh\u00e9rence de vos messages sur l\u2019ensemble des supports et canaux\u00a0 Optimiser l&rsquo;utilisation de vos ressources\u00a0 Cibler efficacement vos audiences prioritaires\u00a0 Renforcer durablement votre visibilit\u00e9 et votre image de marque\u00a0 \u00a0Les 7 \u00e9tapes cl\u00e9s pour r\u00e9ussir votre plan de communication\u00a0\u00a01. D\u00e9finir vos objectifs\u00a0\u00a0Chaque action de communication doit r\u00e9pondre \u00e0 une intention pr\u00e9cise : Informer\u00a0 Sensibiliser\u00a0 Influencer\u00a0 Convaincre\u00a0\u00a0 Fid\u00e9liser \u00a0 Ces objectifs doivent \u00eatre align\u00e9s avec votre strat\u00e9gie d\u2019entreprise et formul\u00e9s de mani\u00e8re SMART (Sp\u00e9cifiques, Mesurables, Atteignables, R\u00e9alistes, Temporellement d\u00e9finis).\u00a0 \u00a0 2. Identifier et comprendre votre public cible\u00a0 Un plan de communication performant commence par une parfaite connaissance de votre public cible.\u00a0 Pour construire des messages pertinents, il est essentiel d\u2019analyser :\u00a0 Les donn\u00e9es d\u00e9mographiques : \u00e2ge, localisation, secteur d\u2019activit\u00e9\u00a0 Les donn\u00e9es psychographiques : besoins, motivations, comportements d&rsquo;achat\u00a0 \u00a0 Adaptez votre ton, votre contenu et vos canaux en fonction du profil et du niveau d&rsquo;attente de vos audiences, afin d&rsquo;optimiser l&rsquo;impact de chaque action de communication.\u00a0\u00a03. D\u00e9finir votre message cl\u00e9\u00a0\u00a0Votre message est l\u2019essence m\u00eame de votre marque. Il joue un r\u00f4le central dans la r\u00e9ussite de votre communication interne et externe, et impacte directement la perception de votre entreprise. Pour \u00eatre efficace, il doit \u00eatre unique, authentique et pleinement align\u00e9 avec votre identit\u00e9. Un message clair constitue le socle sur lequel repose l&rsquo;ensemble de vos actions de communication.\u00a0\u00a0 Comment construire votre message ?\u00a0 En quelques lignes, d\u00e9finissez clairement qui vous \u00eates, \u00e0 quel public vous vous adressez, quelle est votre promesse de valeur, sur quels \u00e9l\u00e9ments vous l&rsquo;appuyez, et quel ton vous souhaitez adopter dans votre communication. Ce message servira ensuite de base pour \u00eatre adapt\u00e9 \u00e0 vos diff\u00e9rentes cibles et aux canaux de diffusion s\u00e9lectionn\u00e9s.\u00a0 \u00a0 4. Choisir les bons canaux de communication\u00a0 Face \u00e0 la multitude de supports disponibles aujourd&rsquo;hui (r\u00e9seaux sociaux, emailings, presse, \u00e9v\u00e9nements\u2026), il est crucial de s\u00e9lectionner les canaux les plus adapt\u00e9s \u00e0 votre cible et \u00e0 vos objectifs. Pensez \u00e9galement \u00e0 coordonner vos actions sur plusieurs canaux pour cr\u00e9er des synergies.\u00a0 \u00a0 5. D\u00e9finir un calendrier de communication\u00a0 Pour piloter efficacement vos actions, \u00e9tablissez un calendrier \u00e9ditorial pr\u00e9cis en d\u00e9terminant les dates cl\u00e9s (lancements, \u00e9v\u00e9nements, promotions), la fr\u00e9quence de publication, ainsi que la r\u00e9partition des contenus selon les canaux choisis.\u00a0Un planning structur\u00e9 vous permettra d\u2019assurer une communication r\u00e9guli\u00e8re, d&rsquo;anticiper les pics d\u2019activit\u00e9 et d\u2019optimiser la port\u00e9e de vos campagnes.\u00a0 \u00a0 6. Pr\u00e9voir un syst\u00e8me de mesure de la performance\u00a0 \u00c9valuer l&rsquo;efficacit\u00e9 de votre communication est indispensable pour ajuster vos actions et maximiser votre impact.\u00a0Mettez en place des indicateurs de suivi pertinents, tels que le taux d\u2019ouverture et de clics de vos emailings, l\u2019engagement sur les r\u00e9seaux sociaux, le trafic web g\u00e9n\u00e9r\u00e9 ou encore le nombre de leads et de conversions obtenus.\u00a0Suivre ces donn\u00e9es en temps r\u00e9el vous permettra de piloter votre plan de communication avec agilit\u00e9 et d&rsquo;am\u00e9liorer continuellement vos r\u00e9sultats.\u00a0 \u00a0 7. Assurer la coh\u00e9rence et l\u2019int\u00e9gration de votre communication\u00a0 Chaque message doit \u00eatre coh\u00e9rent avec votre strat\u00e9gie globale et int\u00e9gr\u00e9 \u00e0 l\u2019ensemble de vos actions marketing.\u00a0Une communication fragment\u00e9e affaiblit votre image ; une communication int\u00e9gr\u00e9e la renforce durablement.\u00a0 La coh\u00e9rence entre les diff\u00e9rents canaux, ton et visuels constitue un levier majeur pour construire la confiance de vos publics.\u00a0 \u00a0 \u00a0<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3711","post","type-post","status-publish","format-standard","hentry","category-communication"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com 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11:14:32","updated":"2026-08-18 13:41:14","seo_analyzer_scan_date":null,"focus_keyword":null,"additional_keywords":null,"truseo_locale":null},"aioseo_breadcrumb":"<div class=\"aioseo-breadcrumbs\"><span class=\"aioseo-breadcrumb\">\n\t\t\t<a href=\"https:\/\/swapagency.ch\/en\" title=\"Domicile\">Domicile<\/a>\n\t\t<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t\t\t<a href=\"https:\/\/swapagency.ch\/en\/category\/communication\/\" title=\"Communication innovante\">Communication innovante<\/a>\n\t\t<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t\t\tComment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes\n\t\t<\/span><\/div>","aioseo_breadcrumb_json":[{"label":"Domicile","link":"https:\/\/swapagency.ch\/en"},{"label":"Communication innovante","link":"https:\/\/swapagency.ch\/en\/category\/communication\/"},{"label":"Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes","link":"https:\/\/swapagency.ch\/en\/comment-realiser-un-plan-de-communication-efficace-en-7-etapes\/"}],"jetpack_featured_media_url":"","rttpg_featured_image_url":null,"rttpg_author":{"display_name":"SWAP Guru","author_link":"https:\/\/swapagency.ch\/en\/author\/cmnovagestion-ch\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/swapagency.ch\/en\/category\/communication\/\" rel=\"category tag\">Communication innovante<\/a>","rttpg_excerpt":"Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes \u00ab\u00a0On ne peut pas ne pas communiquer.\u00a0\u00bb Cette citation c\u00e9l\u00e8bre du psychologue et th\u00e9oricien de la communication Paul Watzlawick r\u00e9sume parfaitement l\u2019enjeu de toute strat\u00e9gie d\u2019entreprise : chaque action, chaque silence, chaque image transmise est un acte de communication.\u00a0Pour les entreprises modernes, un plan de&hellip;","_links":{"self":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts\/3711","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/comments?post=3711"}],"version-history":[{"count":18,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts\/3711\/revisions"}],"predecessor-version":[{"id":4830,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts\/3711\/revisions\/4830"}],"wp:attachment":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/media?parent=3711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/categories?post=3711"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/tags?post=3711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}