{"id":22508,"date":"2018-06-12T00:30:57","date_gmt":"2018-06-11T22:30:57","guid":{"rendered":"https:\/\/valoxy.org\/blog\/?p=22508"},"modified":"2025-07-18T15:47:53","modified_gmt":"2025-07-18T13:47:53","slug":"la-communication-corporate","status":"publish","type":"post","link":"https:\/\/valoxy.org\/blog\/la-communication-corporate\/","title":{"rendered":"La communication corporate"},"content":{"rendered":"<p>L\u2019entreprise communique sur un produit ou un service. Elle ne doit pas oublier \u00e9galement d\u2019instaurer une communication \u00ab corporate \u00bb, bas\u00e9e sur ses valeurs et ses engagements. Le terme tient son nom de l\u2019anglais \u00ab corporation \u00bb qui signifie \u00ab entreprise \u00bb. Cette communication voit le jour aux alentours des ann\u00e9es 1990. Les entreprises, et plus particuli\u00e8rement les \u00ab grandes entreprises \u00bb, r\u00e9alisent qu\u2019une \u00ab marque forte \u00bb a plus de\u00a0 valeur pour le consommateur,\u00a0 et qu\u2019elle peut \u00e9galement avoir une valeur financi\u00e8re consid\u00e9rable pour l\u2019entreprise. De m\u00eame, face au pouvoir croissant des grandes enseignes, les producteurs jugent n\u00e9cessaire d\u2019investir dans la communication de marque.<\/p>\n<p>Valoxy, cabinet d\u2019expertise comptable dans les Hauts de France, vous explique dans cet article pourquoi et comment mettre en \u0153uvre une communication corporate efficace.<\/p>\n<h2>D\u00e9finitions<\/h2>\n<p>La \u00ab\u00a0communication corporate\u00a0\u00bb n\u2019a pas pour objectif, au contraire des autres types de communication, un argumentaire commercial direct, mais elle est davantage ax\u00e9e sur l\u2019image positive d\u00e9gag\u00e9e par l\u2019entreprise.\u00a0 Elle affirme l&rsquo;identit\u00e9 de l\u2019organisation \u00e0 travers un certain nombre de valeurs. Dans un langage plus sp\u00e9cialis\u00e9, la \u00ab\u00a0communication corporate\u00a0\u00bb peut aussi \u00eatre appel\u00e9e \u00ab\u00a0communication d\u2019entreprise\u00a0\u00bb, lorsque l\u2019entreprise souhaite communiquer sur ses performances, et \u00ab\u00a0communication institutionnelle\u00a0\u00bb lorsqu\u2019elle veut communiquer sur ses valeurs.<\/p>\n<p>Les cibles de ces diff\u00e9rents vecteurs de communication peuvent \u00eatre aussi bien interne, (voir notre article <a class=\"mkd-pt-link\" href=\"https:\/\/valoxy.org\/blog\/impact-de-la-communication-interne\/\" target=\"_self\" rel=\"noopener\">L\u2019impact de la communication interne<\/a>) en direction des collaborateurs ou des actionnaires, qu&rsquo;externes afin de toucher les clients, prospects, fournisseurs, prescripteurs, banquiers, investisseurs, leaders d&rsquo;opinion\u2026<\/p>\n<p>En effet, lorsque l\u2019entreprise\u00a0:<\/p>\n<ul>\n<li>doit faire face \u00e0 une notori\u00e9t\u00e9 d\u00e9grad\u00e9e, ou apr\u00e8s une mauvaise communication,<\/li>\n<li>souhaite d\u00e9velopper son activit\u00e9 et qu\u2019elle a besoin de renforcer son image\u00a0aupr\u00e8s d\u2019un public \u00e9largi,<\/li>\n<li>souhaite entretenir une notori\u00e9t\u00e9 d\u00e9j\u00e0 acquise,<\/li>\n<li>traverse une crise (nombreux d\u00e9parts en peu de temps, par exemple) et souhaite rassurer ses collaborateurs,<\/li>\n<\/ul>\n<p>La \u00ab\u00a0communication corporate\u00a0\u00bb apporte un \u00ab\u00a0plus\u00a0\u00bb, qualitatif et n\u00e9cessaire, que ne transmet pas une communication \u00ab\u00a0classique\u00a0\u00bb vantant un produit particulier.<\/p>\n<p>On peut prendre pour exemple la marque de caf\u00e9\u00a0Nespresso qui n\u2019utilise plus de r\u00e9elle communication publicitaire pour vendre ses produits, de type : \u00ab\u00a0les dosettes de caf\u00e9 Nespresso sont les plus savoureuses\u00a0\u00bb, mais au contraire met en image un style et un certain \u00ab\u00a0mode de vie\u00a0\u00bb pour \u00ab\u00a0sous entendre\u00a0\u00bb les valeurs que la marque d\u00e9gage. Le mot \u00ab\u00a0caf\u00e9\u00a0\u00bb n\u2019est m\u00eame pas prononc\u00e9 ! En s\u2019associant \u00e0 une c\u00e9l\u00e9brit\u00e9 appr\u00e9ci\u00e9e telle que George Clooney, la marque diffuse une image de \u00ab\u00a0glamour\u00a0\u00bb, mais aussi un \u00ab\u00a0art de vivre\u00a0\u00bb. L\u2019assurance et la perfection qui caract\u00e9risent l\u2019acteur vont se reporter naturellement vers la marque.<\/p>\n<h2>Domaines d\u2019application<\/h2>\n<p>Pour utiliser au mieux la communication institutionnelle, plusieurs domaines d\u2019application existent selon le r\u00e9sultat attendu.<\/p>\n<p>En interne, on utilisera efficacement des supports tels que :<\/p>\n<ul>\n<li>Une signature courriel \u00e0 param\u00e9trer dans les messageries de l\u2019entreprise selon mod\u00e8le en vigueur,<\/li>\n<li>Une r\u00e9union mensuelle avec un compte rendu de r\u00e9union \u00e0 disposition des collaborateurs,<\/li>\n<li>Des notes d\u2019informations internes,<\/li>\n<li>Un journal interne,<\/li>\n<li>Un \u00e9v\u00e9nement en interne pour apporter une coh\u00e9sion d\u2019\u00e9quipe (voir notre article <a class=\"mkd-pt-link\" href=\"https:\/\/valoxy.org\/blog\/le-sport-en-entreprise\/\" target=\"_self\" rel=\"noopener\">Le sport en entreprise<\/a>)<\/li>\n<\/ul>\n<p>Pour communiquer en externe, et cibler ainsi les clients, les fournisseurs et les m\u00e9dias,\u00a0on peut citer :<\/p>\n<ul>\n<li>Une interview dans un magazine sp\u00e9cialis\u00e9, quotidien, national ou r\u00e9gional selon le secteur et la zone de chalandise de l\u2019entreprise<\/li>\n<li>La cr\u00e9ation d\u2019une communication publicitaire n\u2019\u00e9voquant que les valeurs de l\u2019entreprise,<\/li>\n<li>Un partenariat avec une entreprise refl\u00e9tant les m\u00eames valeurs,<\/li>\n<li>La sponsorisation d\u2019un sportif<\/li>\n<li>L\u2019organisation d\u2019un \u00e9v\u00e9nement afin de communiquer directement avec les clients, fournisseurs, la presse et les leaders d\u2019opinion, sur le march\u00e9 de l\u2019entreprise<\/li>\n<li>La participation \u00e0 des salons afin de fid\u00e9liser la client\u00e8le, de faire conna\u00eetre et de renforcer <a style=\"font-size: revert; font-weight: revert; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\" href=\"https:\/\/valoxy.org\/blog\/travailler-son-image-de-marque\/\">l&rsquo;image<\/a> de l\u2019entreprise.<\/li>\n<\/ul>\n<p>Pour plus d\u2019informations sur la communication de l\u2019entreprise, retrouvez nos articles sur le blog de Valoxy :<\/p>\n<ul>\n<li><a href=\"https:\/\/valoxy.org\/blog\/tpe-pme-strategie-de-communication-adopter\/\">TPE\/PME : quelle strat\u00e9gie de communication adopter ?<\/a><\/li>\n<li><a href=\"https:\/\/valoxy.org\/blog\/developper-son-reseau\/\">D\u00e9velopper son r\u00e9seau : une force pour l\u2019entreprise<\/a><\/li>\n<li><a href=\"https:\/\/valoxy.org\/blog\/social-media-enjeu-entrepreneurs\/\">Le social m\u00e9dia : un enjeu pour les entreprises ?<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019entreprise communique sur un produit ou un service. Elle ne doit pas oublier \u00e9galement d\u2019instaurer une communication \u00ab corporate \u00bb, bas\u00e9e sur ses valeurs et ses engagements. Le terme tient son nom de l\u2019anglais \u00ab corporation \u00bb qui signifie \u00ab&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-22508","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La communication corporate | Blog Valoxy - Expertise comptable<\/title>\n<meta name=\"description\" content=\"La communication \u00ab\u00a0corporate\u00a0\u00bb, bas\u00e9e sur les valeurs et les engagements de l&#039;entreprise, refl\u00e8te l&#039;image de celle-ci.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La communication corporate | Blog Valoxy - Expertise comptable\" \/>\n<meta property=\"og:description\" content=\"La communication \u00ab\u00a0corporate\u00a0\u00bb, bas\u00e9e sur les valeurs et les engagements de l&#039;entreprise, refl\u00e8te l&#039;image de celle-ci.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Valoxy - Expertise comptable\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Valoxy\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-11T22:30:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-18T13:47:53+00:00\" \/>\n<meta name=\"author\" content=\"Expert-comptable Valoxy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Expert-comptable Valoxy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\"},\"author\":{\"name\":\"Expert-comptable Valoxy\",\"@id\":\"https:\/\/valoxy.org\/blog\/#\/schema\/person\/d285f250195f45509ceac046366fcc4a\"},\"headline\":\"La communication corporate\",\"datePublished\":\"2018-06-11T22:30:57+00:00\",\"dateModified\":\"2025-07-18T13:47:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\"},\"wordCount\":717,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/valoxy.org\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/#primaryimage\"},\"thumbnailUrl\":\"\",\"articleSection\":[\"Gestion\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\",\"url\":\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\",\"name\":\"La communication corporate | Blog Valoxy - 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