{"id":10427,"date":"2020-01-24T10:39:14","date_gmt":"2020-01-24T09:39:14","guid":{"rendered":"https:\/\/www.printoclock.com\/blog\/?p=10427"},"modified":"2024-02-07T13:34:24","modified_gmt":"2024-02-07T11:34:24","slug":"comment-communiquer-de-facon-responsable","status":"publish","type":"post","link":"https:\/\/www.printoclock.com\/blog\/comment-communiquer-de-facon-responsable\/","title":{"rendered":"Comment communiquer de fa\u00e7on responsable ?"},"content":{"rendered":"<p><b>Une bonne communication peut \u00eatre \u00e0 la fois impactante et\u00a0 responsable sur le plan cr\u00e9atif !<br \/>\nVoici quelques conseils pour vous aider \u00e0 optimiser votre communication de fa\u00e7on responsable <\/b><b>\ud83d\ude42\u00a0<\/b><\/p>\n<h2>D\u00e9finition de la publicit\u00e9 responsable :<\/h2>\n<p>Une publicit\u00e9 responsable, c&rsquo;est un message publicitaire qui respecte des principes de la communication responsable. Il peut s&rsquo;agir d&rsquo;une publicit\u00e9 \u00e0 mention sp\u00e9cifique qui encourage le consommateur \u00e0 un comportement responsable. Une cr\u00e9ation publicitaire peut aussi promouvoir un comportement responsable.<\/p>\n<h2>Comment optimiser la conception de vos supports de communication ?<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-10437\" src=\"https:\/\/www.printoclock.com\/blog\/wp-content\/uploads\/2020\/01\/240_F_246670133_YkO4jftErmerRm6iRcSA9EFAHkJmBRVa.jpg\" alt=\"240 F 246670133 Yko4jftermerrm6ircsa9efahkjmbrva\" width=\"262\" height=\"240\" \/>S\u2019engager pour la plan\u00e8te, c&rsquo;est aussi revoir la conception de ses supports de communication !\u00a0 Par exemple, la fabrication et l\u2019impression du papier certifi\u00e9 PEFC participent \u00e0 la gestion durable des for\u00eats.<br \/>\nL\u2019utilisation d\u2019encres v\u00e9g\u00e9tales s\u2019inscrit aussi dans une d\u00e9marche de d\u00e9veloppement durable, c\u2019est une alternative aux encres \u00e0 base d\u2019hydrocarbures.<\/p>\n<p>Le support papier est un support souvent incontournable pour des campagnes de communication, choisissez votre papier de fa\u00e7on de mani\u00e8re appropri\u00e9e (\u00e9pais pour un <a href=\"https:\/\/www.printoclock.com\/brochures\/impression-catalogue\" target=\"_blank\" rel=\"noopener noreferrer\">catalogue<\/a>, l\u00e9ger pour un flyer ). Optez pour le papier recycl\u00e9,<a href=\"https:\/\/www.pefc-france.org\/articles\/papier-certifie-garantie-contre-la-deforestation\/\"> certifi\u00e9 PEFC<\/a> par exemple.<\/p>\n<p>Vous pouvez aussi apposer le logo Triman sur vos supports de communication papier, y compris ceux exon\u00e9r\u00e9s d\u2019\u00e9co-contribution (journaux, magazines, flyers, etc). De quoi faire du recyclage une priorit\u00e9 !<\/p>\n<h2>R\u00f4le et influence du message publicitaire :<\/h2>\n<p><b>La publicit\u00e9 exerce une forte influence sur les consommateurs et \u00e0 travers les repr\u00e9sentations sociales qu\u2019elle v\u00e9hicule<\/b>.<\/p>\n<p>Les marques peuvent <b>\u00eatre un v\u00e9ritable levier pour une consommation plus durable<\/b> en d\u00e9montrant leur utilit\u00e9, en donnant du sens, en proposant l\u2019adh\u00e9sion \u00e0 un syst\u00e8me de valeurs. Elles ont un impact sur les comportements des consommateurs.<\/p>\n<p>Il faut \u00eatre attentif aux sujets de communication, aux repr\u00e9sentations sensibles, dans le message lui-m\u00eame ou \u00e0 travers ce qu\u2019il montre ou \u00e9voque (diversit\u00e9, st\u00e9r\u00e9otypes, associations images\/mots ambigu\u00ebs, usage de l\u2019humour).<\/p>\n<h2>L\u2019\u00c9co-conception des supports m\u00e9dias<\/h2>\n<p>L\u2019\u00e9co-conception des supports (TV, Cin\u00e9ma, presse, internet) consiste \u00e0 limiter les impacts de ces supports lors de leur conception.<\/p>\n<ul>\n<li>Identifiez les supports d&rsquo;affichages les plus responsables (consommation \u00e9nerg\u00e9tique, utilisation de colle, organisation pose et d\u00e9pose).<\/li>\n<li>Anticipez sur la r\u00e9cup\u00e9ration et recyclage possible des affiches, des b\u00e2ches, papier cyclus.<\/li>\n<li>\u00c9valuez l&rsquo;utilit\u00e9 des rajouts d\u2019\u00e9l\u00e9ments aux magazines : goodies, blister, \u00e9chantillonnages.<\/li>\n<\/ul>\n<p><b>Pensez \u00e0 l&rsquo;acte d&rsquo;achat d&rsquo;espace :<\/b><\/p>\n<ul>\n<li>Recherchez des supports engag\u00e9s (environnement, humanitaire, social) si pertinent avec la campagne publicitaire.<\/li>\n<li>\u00c9vitez de communiquer sur un support dont le contenu\/public va \u00e0 l\u2019encontre du message souhait\u00e9<\/li>\n<li>Interrogez-vous syst\u00e9matiquement sur le recours aux m\u00e9dias locaux.<\/li>\n<\/ul>\n<p>Sources :\u00a0 <a href=\"https:\/\/communication-responsable.ademe.fr\">communication-responsable.ademe.fr<\/a> &#8211; <a href=\"https:\/\/www.citeo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.citeo.com<\/a> &#8211;\u00a0 <a href=\"https:\/\/www.definitions-marketing.com\/\">www.definitions-marketing.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une bonne communication peut \u00eatre \u00e0 la fois impactante et\u00a0 responsable sur le plan cr\u00e9atif ! Voici quelques conseils pour vous aider \u00e0 optimiser votre communication de fa\u00e7on responsable \ud83d\ude42\u00a0 D\u00e9finition de la publicit\u00e9 responsable : Une publicit\u00e9 responsable, c&rsquo;est un message publicitaire qui respecte des principes de la communication responsable. Il peut s&rsquo;agir d&rsquo;une [&hellip;]<\/p>\n","protected":false},"author":34,"featured_media":10435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Comment communiquer de fa\u00e7on responsable ? - 2020","_seopress_titles_desc":"Une bonne communication peut \u00eatre \u00e0 la fois impactante et  responsable sur le plan cr\u00e9atif ! 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