{"id":38410,"date":"2025-05-16T07:02:51","date_gmt":"2025-05-16T05:02:51","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=234700"},"modified":"2025-05-16T06:57:46","modified_gmt":"2025-05-16T04:57:46","slug":"kommunikation-in-der-zeitenwende-harbourclub-legt-cco-compass-2025-vor","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-05-16\/kommunikation-in-der-zeitenwende-harbourclub-legt-cco-compass-2025-vor\/","title":{"rendered":"La communication \u00e0 l'\u00e8re du changement : HarbourClub pr\u00e9sente le \"CCO Compass 2025"},"content":{"rendered":"

\"\"<\/a><\/p>\r\n

Sous l'influence de la fragmentation et de la polarisation croissantes de l'opinion publique ainsi que de la probl\u00e9matique grandissante autour des fake news, le HarbourClub estime que les entreprises doivent agir de toute urgence. Selon le nouveau rapport \"CCO Compass 2025\"<\/a> les responsables de la communication devraient agir davantage en tant que responsables des relations avec les parties prenantes afin de jouer un r\u00f4le plus actif au sein de l'entreprise et d'assurer la cr\u00e9dibilit\u00e9 de la communication.<\/p>\r\n

La publication a \u00e9t\u00e9 r\u00e9alis\u00e9e \u00e0 l'occasion du 25e anniversaire du HarbourClub avec la participation d'une centaine de membres et a \u00e9t\u00e9 pr\u00e9sent\u00e9e pour la premi\u00e8re fois au Swiss Media Forum \u00e0 Lucerne. Elle formule treize mesures concr\u00e8tes sous forme de recommandations pour cinq champs d'action centraux en mati\u00e8re de communication. Il s'agit notamment de l'instauration de la confiance, de la gestion d'un public fragment\u00e9 et du positionnement sur des questions sociopolitiques importantes. Les entreprises sont souvent confront\u00e9es au choix de s'exprimer publiquement sur des sujets controvers\u00e9s ou de se tenir d\u00e9lib\u00e9r\u00e9ment en retrait. Selon HarbourClub, la prise de position devrait \u00e0 l'avenir \u00eatre plus strat\u00e9gique et moins tactique. Ces derni\u00e8res ann\u00e9es, cela s'est souvent fait \"sur un coup de t\u00eate ou en fonction de l'\u00e9tat d'esprit de certains dirigeants de l'entreprise\".<\/p>\r\n

Une enqu\u00eate informelle men\u00e9e aupr\u00e8s des responsables suisses de la communication montre que ce sont surtout les changements climatiques, les th\u00e8mes du d\u00e9veloppement durable, les relations de la Suisse avec l'UE et les questions relatives \u00e0 la paix sociale qui suscitent des attentes de la part des entreprises. A cela s'ajoutent des th\u00e8mes qui d\u00e9pendent de la branche, comme les d\u00e9veloppements g\u00e9opolitiques et l'utilisation de la technologie et de l'intelligence artificielle.<\/p>\r\n

A l'avenir - le changement d'\u00e9poque, comme le formule le HarbourClub - la communication sera plus exigeante, et un storytelling bas\u00e9 sur des faits, transparent et coh\u00e9rent sera d\u00e9cisif. Hans-Peter Nehmer, pr\u00e9sident du HarbourClub, r\u00e9sume ainsi la situation : \"Le responsable de la communication ne s'occupe plus seulement d''envoyer', mais de cr\u00e9er des relations avec tous les groupes de parties prenantes. Cela signifie \u00e9galement \u00e9couter et engager le dialogue. A l'avenir, nous devrons \u00eatre encore plus attentifs aux faits et \u00e0 la transparence. Les responsables de la communication devraient \u00eatre en position de pouvoir assumer la responsabilit\u00e9 de la sinc\u00e9rit\u00e9 de la communication pour l'entreprise. Un service de communication qui n'est qu'un 'prestataire de services interne', et non une fonction de pilotage, repr\u00e9sente t\u00f4t ou tard un risque pour la r\u00e9putation\".<\/p>","protected":false},"excerpt":{"rendered":"

Le HarbourClub a pr\u00e9sent\u00e9 le \"CCO Compass 2025\" lors du SwissMediaForum. Celui-ci doit permettre aux responsables de la communication dans les entreprises de s'orienter face \u00e0 des d\u00e9fis tels que la polarisation et les fake news. La publication contient des recommandations sur la mani\u00e8re dont les entreprises peuvent orienter leur communication de mani\u00e8re plus strat\u00e9gique et organiser les relations avec les parties prenantes de mani\u00e8re plus consciente.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"HarbourClub","_yoast_wpseo_metadesc":"Der HarbourClub hat den \u00abCCO Compass 2025\u00bb vorgestellt. 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