Nous recevions, vendredi 4 décembre, le grand journaliste et reporter Alain Devers à l’occasion de la troisième master class organisée par le master Ingénierie éditoriale et communication. Cette grande figure du journalisme français nous a prodigué quelques conseils sur « les bons outils de la communication de crise ».
Les IEC prêts pour la Masterclass
Selon Alain Devers, réfléchir aux outils de la communication de crise revient à se questionner sur la nature-même du langage audiovisuel : car s’il est devenu aujourd’hui universel, nous rappelle cet ancien journaliste, il est essentiel d’en maîtriser la temporalité si on souhaite l’utiliser à bon escient. En effet, communiquer à travers ces mass médias signifie s’exprimer dans un temps concis, et dans un langage simple. Finalement, nous explique Alain Devers, il faut savoir privilégier l’émotion, « les tripes », plutôt que la raison, « le cortex ». Le langage de celui qui communique doit être une « traduction du monde » à destination du plus grand public. Le plus important en temps de crise est donc de montrer sa compassion pour l’impact local, surtout si on communique pour le compte d’une entreprise.
Alain Devers
C’est après la projection d’un film très bien pensé, mettant en scène une situation de crise fictive à La Poste, que ces quelques conseils ont pu prendre toute leur portée. Le film d’une vingtaine de minutes prend pour point de départ l’accident d’un véhicule de La Poste causant la mort de plusieurs enfants, et nous a permis d’appliquer les différentes problématiques inhérentes à la communication de crise. Comment communiquer face à un accident grave et imprévu? Un seul paramètre sera déterminant pour notre réussite face à ce type de défi, dans un contexte où la vitesse de réaction de la presse et leur capacité à trouver des informations sera toujours plus importante que la notre : la préparation.
Alain Devers, qui dirige aujourd’hui PAD communication, structure destinée à la formation professionnelle en communication de crise, nous a ensuite fait l’honneur de mettre Léa, étudiante en M1 IEC, en situation d’interview : une expérience enrichissante pour elle, et formatrice pour nous !
Mise en situation de communication de crise
Equipe Masterclass:
– relations presse : Emilie Allard, Julia Lamotte, Mélia Messabel, Yohann Turi ;
– communication : Caroline Allard, Dévi Lebonheur, Oriane Zerbib, Xuan Quynh Tran.
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