{"id":255807,"date":"2023-10-20T06:00:56","date_gmt":"2023-10-20T06:00:56","guid":{"rendered":"https:\/\/thestorytelleragency.ca\/?p=255807"},"modified":"2025-02-26T16:54:28","modified_gmt":"2025-02-26T16:54:28","slug":"politique-de-communication","status":"publish","type":"post","link":"https:\/\/thestorytelleragency.ca\/fr\/blogue\/politique-de-communication\/","title":{"rendered":"La politique de communication, un outil organisationnel structurant"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.19.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.19.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.19.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

\u00c0 qui doit-on s\u2019adresser si l’on souhaite modifier une information du site Web de notre organisation? Qui peut parler aux m\u00e9dias?\u00a0 Puis-je moi-m\u00eame cr\u00e9er la brochure visant \u00e0 promouvoir la campagne de sensibilisation de notre service? Si c\u2019est le cas, quelles sont les r\u00e8gles de mise en page \u00e0 respecter? Y a-t-il des mots cl\u00e9s et des logos \u00e0 ins\u00e9rer?\u00a0<\/p>\n

Voil\u00e0 des questionnements que les membres de votre \u00e9quipe peuvent avoir dans le cadre de l’ex\u00e9cution de leurs t\u00e2ches. Une politique de communication a pour mandat de r\u00e9pondre \u00e0 ce type d\u2019interrogations.\u00a0<\/p>\n

Cet article vise \u00e0 d\u00e9mystifier le concept, les b\u00e9n\u00e9fices et les composantes de cet outil organisationnel.<\/p>\n

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Qu\u2019est-ce qu\u2019une politique de communication?<\/strong><\/h2>\n

La politique de communication est un document de r\u00e9f\u00e9rence qui permet d\u2019\u00e9tablir les orientations, les valeurs, les standards, les m\u00e9canismes et le partage des r\u00f4les des divers intervenants de l\u2019organisation en mati\u00e8re de communication.<\/p>\n

Politique, strat\u00e9gie ou plan de communication?<\/strong><\/h3>\n

Plusieurs concepts et outils existent pour structurer la communication, ce qui peut entra\u00eener de la confusion. L\u2019encadr\u00e9 ci-dessous expose la diff\u00e9rence entre trois outils fr\u00e9quemment utilis\u00e9s en communication<\/p>\n

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Politique de communication<\/strong><\/p>\n<\/td>\n

\n

Strat\u00e9gie de communication<\/strong><\/p>\n<\/td>\n

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Plan de communication<\/strong><\/p>\n<\/td>\n<\/tr>\n

Outil institutionnel \/ organisationnel \u00e9tablissant des balises structurantes et r\u00e9gissant la cr\u00e9ation et le partage de messages et d\u2019outils de communication destin\u00e9s \u00e0 des publics internes ou externes ainsi que l\u2019application de proc\u00e9dures.<\/span><\/td>\n\n

Outil strat\u00e9gique \u00e0 la source des actions communicationnelles futures d\u2019une organisation en ce qui a trait \u00e0 ses activit\u00e9s r\u00e9guli\u00e8res ou ses projets sp\u00e9ciaux d\u00e9finissant, entre autres, le contexte, les objectifs de communication, le public cible, les messages cl\u00e9s et les principaux canaux \u00e0 privil\u00e9gier.<\/span><\/p>\n<\/td>\n

\n

Outil op\u00e9rationnel servant \u00e0 planifier, organiser et mettre en oeuvre la diffusion de messages cl\u00e9s et des actions\u00a0 de communication sur une p\u00e9riode donn\u00e9e en fonction de la strat\u00e9gie pr\u00e9alablement mise sur pied.<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/p>\n

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\u00c0 qui s\u2019adresse la politique de communication?\u00a0<\/b><\/h2>\n

La politique de communication vise toute entreprise, institution ou organisme souhaitant clarifier et structurer les proc\u00e9dures et fa\u00e7ons de faire entourant les communications. Les organisations dont la structure est compos\u00e9e de plusieurs paliers b\u00e9n\u00e9ficient particuli\u00e8rement de la mise en \u0153uvre d\u2019une politique de communication. Les \u00e9tablissements d\u2019enseignement et les instances gouvernementales en sont des exemples, mais une politique de communication est \u00e9galement tout aussi pertinente pour une PME ou un organisme comportant un minimum d\u2019employ\u00e9.e.s ou collaborant avec des consultant.e.s.<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Les avantages de la politique de communication <\/b><\/h2>\n

Cet outil a comme objectif premier de clarifier les r\u00f4les et responsabilit\u00e9s de chacun.e <\/strong>de sorte \u00e0 assurer des communications et des messages coh\u00e9rents tout en facilitant le travail des personnes concern\u00e9es. Une image de marque et un message uniformes solidifieront le caract\u00e8re professionnel<\/strong> de votre organisation.<\/span><\/p>\n

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Une politique de communication vise \u00e0 encadrer<\/strong> et non \u00e0 contr\u00f4ler les actions de communication. La clart\u00e9 des r\u00f4les et responsabilit\u00e9s de chaque instance et la mise sur pied de normes et proc\u00e9dures permettent d\u2019outiller les membres du personnel<\/strong> au quotidien dans la r\u00e9alisation de leurs t\u00e2ches reli\u00e9es aux communications.\u00a0 <\/span><\/p>\n

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\u00c9tablir les r\u00e8gles de fonctionnement permet aussi de minimiser les risques de malentendus<\/strong> quant \u00e0 l\u2019ex\u00e9cution de certaines t\u00e2ches. Qui n\u2019a pas d\u00e9j\u00e0 jou\u00e9 au ping-pong avec un.e coll\u00e8gue, se renvoyant la balle car la t\u00e2che en question se situait finalement dans une zone grise?<\/p>\n

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Composantes <\/b><\/h2>\n

\u00c0 titre de document de r\u00e9f\u00e9rence pour les diff\u00e9rents paliers d\u2019intervenants, la politique de communication couvre un large \u00e9ventail de sujets \u00e0 caract\u00e8res g\u00e9n\u00e9ral et sp\u00e9cifique.\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbR\u00f4les en mati\u00e8re de communication\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/thestorytelleragency.ca\/wp-content\/uploads\/2020\/11\/storyteller_favicon.png\u00a0\u00bb icon_placement=\u00a0\u00bbleft\u00a0\u00bb content_max_width=\u00a0\u00bb100%\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Prenons l\u2019exemple d\u2019une municipalit\u00e9. Celle-ci emploie des personnes qui doivent entrer en contact avec leurs coll\u00e8gues ainsi qu\u2019avec les publics cibles de l\u2019institution tels que ses citoyen.ne.s, les entreprises et organismes sur son territoire, ses partenaires communautaires, les instances gouvernementales et les m\u00e9dias. Ainsi, une politique de communication viendra clarifier le r\u00f4le et la responsabilit\u00e9 de chaque r\u00f4le, de chaque secteur et de chaque d\u00e9partement<\/strong>. Qui est responsable de parler aux m\u00e9dias? Qui se chargera des plaintes? Qui \u00e9laborera les campagnes li\u00e9es \u00e0 de nouvelles initiatives?<\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbIdentit\u00e9 visuelle corporative\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/thestorytelleragency.ca\/wp-content\/uploads\/2020\/11\/storyteller_favicon.png\u00a0\u00bb icon_placement=\u00a0\u00bbleft\u00a0\u00bb content_max_width=\u00a0\u00bb100%\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Une municipalit\u00e9 poss\u00e8de g\u00e9n\u00e9ralement plusieurs d\u00e9riv\u00e9s de logos pour ses directions et ses services. La politique peut donc incorporer une charte graphique et proposer un inventaire des logos, des slogans, des couleurs et des polices d\u2019\u00e9criture \u00e0 privil\u00e9gier ainsi que leurs domaines d\u2019application. <\/span><\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbOutils de communication internes et externes\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/thestorytelleragency.ca\/wp-content\/uploads\/2020\/11\/storyteller_favicon.png\u00a0\u00bb icon_placement=\u00a0\u00bbleft\u00a0\u00bb content_max_width=\u00a0\u00bb100%\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Une politique d\u00e9taille \u00e9galement l\u2019ensemble des outils de communication utilis\u00e9s et leurs r\u00e8gles de fonctionnement respectifs. Voici quelques exemples.<\/p>\n

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Outils internes<\/strong><\/td>\nOutils externes<\/strong><\/td>\n<\/tr>\n
\n

Bulletin interne: <\/strong>
<\/span>Proc\u00e9dure d\u2019envoi, fr\u00e9quence, logiciel utilis\u00e9, etc<\/em>.<\/span><\/i><\/p>\n

Notes de service au personnel:
<\/strong>Proc\u00e9dures de r\u00e9vision et d\u2019approbation, destinateurs autoris\u00e9s, etc<\/em>.<\/span><\/i><\/p>\n

Proc\u00e8s-verbaux du C.A. et des comit\u00e9s:
<\/strong>Formats autoris\u00e9s, m\u00e9thodes de partage, information sensible ou confidentielle, etc<\/em>.<\/span><\/i><\/p>\n<\/td>\n

\n

Site Web:
<\/strong>Partage des acc\u00e8s, formats et standards, accessibilit\u00e9, etc<\/em>.<\/span><\/i>\u00a0<\/span><\/p>\n

M\u00e9dias sociaux:
<\/strong>Personnel autoris\u00e9, partage des acc\u00e8s, bilinguisme, etc<\/em>. <\/span><\/i>\u00a0<\/span><\/p>\n

Relations m\u00e9dias:
<\/strong>Coordonn\u00e9es des porte-paroles, demande d\u2019information vs demande d\u2019entrevue, etc<\/em>.<\/span><\/i><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbNormes et proc\u00e9dures institutionnelles \u00a0\u00bb image=\u00a0\u00bbhttps:\/\/thestorytelleragency.ca\/wp-content\/uploads\/2020\/11\/storyteller_favicon.png\u00a0\u00bb icon_placement=\u00a0\u00bbleft\u00a0\u00bb content_max_width=\u00a0\u00bb100%\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Une politique d\u2019\u00e9criture inclusive<\/a>, une n\u00e9tiquette, une politique linguistique et une prise de position publique sont tous des exemples de normes structurant les communications qui peuvent \u00eatre abord\u00e9es dans une politique de communication. Les r\u00e8gles relatives aux cartes d\u2019affaires, \u00e0 la signature courriel et \u00e0 la bo\u00eete vocale peuvent \u00e9galement en faire partie. On peut m\u00eame inclure l\u2019utilisation des outils de travail privil\u00e9gi\u00e9s par l\u2019organisation (ex. outil de visioconf\u00e9rence, outil de stockage de documents, etc.).\u00a0<\/span><\/p>\n

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Par o\u00f9 commencer?\u00a0<\/b><\/h2>\n

Une bonne planification de la politique de communication est tout aussi importante que sa r\u00e9daction et sa mise en \u0153uvre. Cette \u00e9tape favorise ainsi une saine implantation de ses composantes au sein de l\u2019organisation.\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbL\u2019introspection\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/thestorytelleragency.ca\/wp-content\/uploads\/2020\/11\/storyteller_favicon.png\u00a0\u00bb icon_placement=\u00a0\u00bbleft\u00a0\u00bb content_max_width=\u00a0\u00bb100%\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Une telle politique est plus facile \u00e0 \u00e9tablir lorsque l\u2019organisation dispose d\u2019une juste compr\u00e9hension de son ADN. Pensez \u00e0 revoir, en \u00e9quipe, votre mission, vos messages cl\u00e9s et vos valeurs afin de vous assurer que ceux-ci refl\u00e8tent bien vos actions au quotidien. <\/span><\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbLes consultations\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/thestorytelleragency.ca\/wp-content\/uploads\/2020\/11\/storyteller_favicon.png\u00a0\u00bb icon_placement=\u00a0\u00bbleft\u00a0\u00bb content_max_width=\u00a0\u00bb100%\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Une politique de communication doit refl\u00e9ter de fa\u00e7on r\u00e9aliste les m\u00e9thodes de travail de vos \u00e9quipes. Des s\u00e9ances de consultation aupr\u00e8s de votre personnel peuvent \u00eatre organis\u00e9es afin de partir de bases solides. On s\u2019assure ainsi de rendre le processus cr\u00e9dible et inclusif tout en favorisant une implantation de la politique \u00e0 la fois bienveillante et efficace.<\/span><\/p>\n

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Pensez \u00e0 communiquer avec nous pour discuter de votre politique de communication. En optant pour une <\/em>expertise externe en communication<\/em><\/a>, vous b\u00e9n\u00e9ficiez d\u2019un regard neutre et d\u2019un soutien non seulement en ce qui a trait \u00e0 la r\u00e9daction de votre politique mais aussi de la r\u00e9flexion strat\u00e9gique qui devra vraisemblablement la pr\u00e9c\u00e9der<\/em>.<\/span><\/i><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00c0 qui doit-on s\u2019adresser si l’on souhaite modifier une information du site Web de notre organisation? Qui peut parler aux m\u00e9dias?\u00a0 Puis-je moi-m\u00eame cr\u00e9er la brochure visant \u00e0 promouvoir la campagne de sensibilisation de notre service? Si c\u2019est le cas, quelles sont les r\u00e8gles de mise en page \u00e0 respecter? Y a-t-il des mots cl\u00e9s […]<\/p>\n","protected":false},"author":1,"featured_media":255619,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[133,125,143,142],"tags":[],"class_list":["post-255807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-interne","category-internal-communications","category-planification-strategique","category-strategic-planning"],"yoast_head":"\nPolitique de communication : d\u00e9finition et \u00e9l\u00e9ments \u00e0 consid\u00e9rer<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez en quoi la politique de communication \u00e9tablit des balises communicationnelles structurantes et aide la coh\u00e9rence institutionnelle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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