Audit SEO du site www.presstance.com par Outiref : Code Source Html

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<p><em>«&nbsp;Les deux choses les plus importantes n’apparaissent pas au bilan de l’entreprise&nbsp;: sa réputation et ses hommes.&nbsp;»</em> Dans un environnement digitalisé, alors que les réputations se font et se défont en un clin d’œil, la formule de l’industriel américain Henry Ford résonne puissamment. Pour les entreprises comme pour les organismes publics, il est aujourd’hui indispensable de développer des relations de confiance et d’adhésion avec le&nbsp;public, en maîtrisant au mieux les leviers de notoriété. C’est précisément le rôle joué par les <a href="https://www.presstance.com/booster-business-relations-presse/">RP</a>, et plus particulièrement par leur incarnation&nbsp;: le <strong>service de presse</strong>. Celui-ci peut être internalisé, c’est-à-dire intégré à une organisation. Ou externalisé – c’est le modèle des <strong>agences de relations presse comme Presstance</strong>. De quoi s’agit-il et pourquoi en avez-vous besoin ?</p>



<h2 class="has-text-color wp-block-heading" style="color:#e7328b">Qu’est-ce qu’un service de presse&nbsp;?</h2>



<p>Un service de presse désigne <strong>une structure dédiée aux relations avec les médias et les journalistes</strong>. Il est composé d’un responsable des relations presse et d’un(e) ou de plusieurs attaché(e)s de presse. Cette structure peut prendre deux formes&nbsp;:</p>



<ul class="wp-block-list">
<li>Un <strong>service de presse internalisé</strong>. Il est intégré à une entreprise, une association ou une institution publique, et focalise son attention sur celle-ci. Cela nécessite toutefois d’avoir un flux très régulier d’actualités à communiquer aux médias. Et n’est viable que pour les grands groupes dont la présence médiatique est quasi-permanente.</li>



<li>Un <strong>service de presse externalisé</strong>. C&rsquo;est un prestataire indépendant&nbsp;: une<strong> agence de relations presse</strong>. Le fait de vous en remettre à une agence RP présente de multiples avantages&nbsp;: vous pouvez faire appel à ses services de manière ponctuelle, vous bénéficiez d’une solide expertise et d’un carnet d’adresses bien fourni. Et le prestataire vous apporte un regard neuf et objectif sur votre actualité. C’est aussi une économie notable, puisque vous n’avez pas à entretenir une équipe maison.</li>
</ul>



<p>Attention à bien faire le distinguo&nbsp;: <strong>une agence RP n’est pas une agence de communication</strong>. Celle-ci orchestre la stratégie de communication d’une entité et regroupe divers services, dont un dédié aux relations presse, un autre à la publicité, etc. Tandis qu’<strong>une <a href="https://www.presstance.com/agence-relation-presse/">agence RP</a> ne s’occupe que de la dimension médiatique</strong>.</p>



<h2 class="has-text-color wp-block-heading" style="color:#e7328b">Quel rôle joue une agence de relations presse&nbsp;?</h2>



<p>La présence médiatique d’une entreprise ou d’une organisation est un incontournable levier de communication :</p>



<ul class="wp-block-list">
<li>pour développer la notoriété,</li>



<li>accroître la visibilité,</li>



<li>et affirmer un positionnement.</li>
</ul>



<p>Mais elle n’est pas synonyme de publicité&nbsp;!</p>



<p>En effet, entre l’entité et son public, <strong>le message à diffuser doit passer par les journalistes</strong>. Or ceux-ci ont pour objectif<strong> d’apporter à leur auditoire des informations à forte valeur ajoutée</strong>. De sorte qu’il ne suffit pas de proposer un produit ou un service, d’évoquer une actualité, ou d’annoncer un événement. Il faut aussi&nbsp;:</p>



<ul class="wp-block-list">
<li>identifier les médias pertinents pour relayer l’information,</li>



<li>trouver le bon angle pour la présenter,</li>



<li>et savoir à quels individus s’adresser en fonction de leur champ de compétences.</li>
</ul>



<p>Installé au cœur de ce processus, <strong>le service de presse joue un rôle d’intermédiaire expert</strong>. En faisant le lien entre votre entreprise et les médias, il contribue à tisser des relations de confiance et à favoriser l’adhésion du public. Car celui-ci prête une attention toute particulière à la parole médiatique. En effet, <strong>une majorité des Français continue de faire confiance aux journalistes</strong> (<a href="https://www.cbnews.fr/etudes/image-54-francais-font-confiance-aux-journalistes-61219#:~:text=Une%20%C3%A9tude%20men%C3%A9e%20en%20avril,l'institut%20de%20sondage%20Poll%26Roll." target="_blank" rel="noreferrer noopener">sondage Poll&amp;Roll</a>).</p>



<p>L’attaché(e) de presse devient ainsi votre porte-parole auprès des médias afin d’obtenir :</p>



<ul class="wp-block-list">
<li>des articles ou des mentions dans la presse,</li>



<li>des reportages TV ou radio,</li>



<li>ou encore des interviews à des heures d’affluence, etc.</li>
</ul>



<p>L’objectif&nbsp;? Rendre visible votre entreprise, vous accompagner dans votre stratégie médiatique, et faire rayonner vos actualités auprès de vos audiences cibles.</p>



<h2 class="has-text-color wp-block-heading" style="color:#e7328b">Quel savoir-faire pour un service de presse externalisé&nbsp;?</h2>



<p>Sur ce point, <strong>l’agence RP est détentrice d’un savoir-faire et d’une méthodologie</strong> <strong>que les entreprises n’ont pas</strong>. Au sein d’une telle structure, les attaché(e)s de presse définissent et mettent en place les stratégies de communication RP de leurs clients&nbsp;:</p>



<ul class="wp-block-list">
<li>rédaction des supports adaptés (communiqué ou <a href="https://www.presstance.com/dossier-de-presse/">dossier de presse</a>, invitations…),</li>



<li>prise de contact avec les journalistes en fonction des médias pertinents,</li>



<li>veille médiatique (revue de presse et constitution d’un pressbook recensant les retombées médiatiques, analyse de la couverture médiatique…),</li>



<li>conseils en communication RP (évaluation de la pertinence de l’information, identification des médias les plus adaptés – presse nationale ou <a href="https://www.presstance.com/presse-regionale/">presse régionale</a>, chaînes de télé ou de radio, etc.).</li>
</ul>



<p>En somme, <strong>les relations presse sont un métier à part entière, dont les attaché(e)s de presse maîtrisent les codes</strong>. Il est d’autant plus important de s’attacher les services d’une agence RP que sur un marché aussi vaste que varié, les prestataires se sont spécialisés en fonction de leurs affinités et des secteurs d’activité. Ainsi, <strong>Presstance est la première agence experte en médias régionaux sur l’ensemble du territoire français</strong>&nbsp;: depuis un quart de siècle, elle offre aux entreprises et aux organisations une visibilité dans les journaux locaux (presse, web, télévision ou radio).</p>



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<div class="rll-youtube-player" data-src="https://www.youtube.com/embed/KJNl_NOW_gg" data-id="KJNl_NOW_gg" data-query="feature=oembed&amp;enablejsapi=1&amp;origin=https://www.presstance.com" data-alt="Le métier d&#039;attaché.e de presse"></div><noscript><iframe title="Le métier d&#039;attaché.e de presse" width="800" height="450" src="https://www.youtube.com/embed/KJNl_NOW_gg?feature=oembed&#038;enablejsapi=1&#038;origin=https://www.presstance.com" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></noscript>
</div></figure>



<h2 class="has-text-color wp-block-heading" style="color:#e7328b">Pourquoi intégrer les relations presse à votre stratégie de communication&nbsp;?</h2>



<p>L’intégration des RP à votre stratégie de communication, et le recours subséquent à un service de presse, résultent d’une volonté de <strong>profiter de la formidable caisse de résonance que constitue l’ensemble des médias pour s’adresser à votre public</strong>. Avec, à la clé, de multiples avantages&nbsp;:</p>



<ul class="wp-block-list">
<li><strong>Une visibilité et une notoriété accrues</strong>, à l’échelle nationale ou locale.</li>



<li><strong>Une expertise renforcée</strong>&nbsp;: plus vous êtes présent dans les médias, plus vous vous positionnez comme un expert dans votre domaine d’activité.</li>



<li><strong>Une image de marque affinée</strong>&nbsp;: à travers les médias, vous faites parler de votre entreprise, de son actualité, de ses produits ou services, de ses initiatives. Les mentions dans les journaux ont davantage de valeur, donc d’impact sur les audiences ciblées, en vertu du pouvoir de parole dont dispose le journaliste.</li>



<li><strong>Un public plus large</strong>&nbsp;: grâce au carnet d’adresses de votre service de presse, vous avez l’opportunité de toucher une audience plus vaste. À titre d’exemple, chez Presstance, nous disposons d’une base de données comprenant 14&nbsp;000 médias et 36&nbsp;000 journalistes.</li>



<li><strong>Une préparation aux coups durs</strong>&nbsp;: avec le concours d’une agence RP, vous n’attendez pas que l’actualité vous déborde. D’une part, c’est vous qui décidez (en bonne entente avec votre service de presse) sur quoi communiquer et quand le faire. D’autre part, en cas de <a href="https://www.presstance.com/communication-crise-journaliste/">communication de crise</a>, vous anticipez les demandes des journalistes et préparez en amont les éléments de langage à employer pour redresser la barre.</li>
</ul>



<p>En conclusion, si vous souhaitez intégrer les relations presse à votre plan de communication, vous avez tout intérêt à <strong>faire appel à un service de presse externalisé</strong> qui saura actionner chaque levier des RP à votre avantage.</p>



<p><strong>Contactez Presstance pour élaborer sans attendre votre plan de relations presse&nbsp;!</strong></p>
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											<li>
					<a href="https://www.presstance.com/dossier-de-presse/">Comment rédiger un dossier de presse que les journalistes vont lire&nbsp;?</a>
									</li>
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					<a href="https://www.presstance.com/presse-regionale/">Qu’est-ce que la presse régionale et pourquoi l’intégrer à votre stratégie médias ?</a>
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					<a href="https://www.presstance.com/plan-media-la-cle-pour-booster-votre-visibilite/">Plan média : comment bâtir une stratégie efficace</a>
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					<a href="https://www.presstance.com/rdv-cafe-visio-echanger/">Save the date #CaféVisioDesCommunicants ☕</a>
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					<a href="https://www.presstance.com/presstance-recherche-un-assistant-communication-h-f/">Presstance recherche un assistant communication (H/F)</a>
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