{"id":2160,"date":"2017-03-16T17:56:27","date_gmt":"2017-03-16T16:56:27","guid":{"rendered":"https:\/\/madras-editing.com\/?p=2160"},"modified":"2020-06-22T18:13:31","modified_gmt":"2020-06-22T16:13:31","slug":"rapports-annuels-secours-langue-de-bois","status":"publish","type":"post","link":"https:\/\/madras-editing.com\/web\/2017\/03\/rapports-annuels-secours-langue-de-bois\/","title":{"rendered":"Rapports annuels : Au secours, la langue de bois !"},"content":{"rendered":"Question\u00a0: qu\u2019entendez-vous le plus souvent lorsque vous tournez les pages d\u2019un rapport annuel d\u2019activit\u00e9\u00a0? Le bruissement du papier (pour les rapports annuels print), le petit gimmick sonore des pages qui tournent sur flipbook\u00a0? Pas vraiment. Ce que notre oreille per\u00e7oit le plus, c\u2019est bien plut\u00f4t le claquement sinistre de la langue de bois dans la bouche de l\u2019\u00e9metteur. Osons l\u2019affirmer\u00a0: oui, les rapports d\u2019activit\u00e9 sont charg\u00e9s de langue de bois. Ils en sont le principal r\u00e9ceptacle et ce, pour une ann\u00e9e\u00a0! M\u00eame s\u2019il existe de notables exceptions.\r\n\r\nC\u2019est d\u2019autant plus ballot que nous agissons tous, en communication, dans un contexte sacr\u00e9ment dynamit\u00e9. Cette TNT se nomme \u00ab\u00a0d\u00e9fiance\u00a0\u00bb. Exemple\u00a0: selon une enqu\u00eate Comfluence\/Ipsos d\u2019ao\u00fbt 2016, seuls 9\u00a0% des Fran\u00e7ais font confiance aux dirigeants de grandes entreprises lorsqu\u2019ils prennent la parole. Ce qui signifie donc que 91\u00a0% des Fran\u00e7ais ne leur font pas confiance\u00a0!\r\n

Miser sur la force de conviction r\u00e9dactionnelle<\/h4>\r\nNul besoin d\u2019\u00eatre grand clerc pour comprendre que les deux bou\u00e9es de secours se nomment \u00ab\u00a0authenticit\u00e9\u00a0\u00bb et \u00ab\u00a0cr\u00e9dibilit\u00e9\u00a0\u00bb. Si l\u2019on consid\u00e8re l\u2019une des plus anciennes d\u00e9finitions de l\u2019adjectif \u00ab\u00a0authentique\u00a0\u00bb (\u00ab\u00a0dont la certitude, la valeur est inattaquable\u00a0; qui peut faire foi\u00a0<\/em>\u00bb), quel cr\u00e9dit accorder \u00e0 une phrase de ce type (que nous avons tous lue de nombreuses fois)\u00a0:\r\n\r\n\u00ab\u00a0Notre volont\u00e9\u00a0: faire du d\u00e9veloppement durable un axe fort de notre strat\u00e9gie\u00a0<\/em>\u00bb\u00a0?\r\n\r\nLa certitude de cette affirmation est-elle vraiment inattaquable\u00a0? Pour le savoir, d\u00e9cryptons-la. On observe que c\u2019est une \u00ab\u00a0volont\u00e9\u00a0\u00bb et non pas une r\u00e9alit\u00e9. On comprend surtout que cette volont\u00e9 est de FAIRE du d\u00e9veloppement durable un axe fort\u2026 ce qui n\u2019est pas encore l\u2019annonce d\u2019un r\u00e9sultat tangible. Conclusion, si l\u2019on devait noter la force de conviction r\u00e9dactionnelle de cette phrase sur une \u00e9chelle de 1 \u00e0 5, nous ne d\u00e9passerions pas 1\u00a0!\r\n\r\nQu\u2019aurait-il fallu \u00e9crire \u00e0 la place\u00a0? Pour vraiment atteindre cette dimension d\u2019authenticit\u00e9, sugg\u00e9rons une autre formulation\u00a0:\u00a0\u00ab\u00a0D\u00e9veloppement durable\u00a0: nous sommes au d\u00e9but de notre action dans ce domaine, mais nos premiers r\u00e9sultats voient d\u00e9j\u00e0 le jour, c’est tr\u00e8s encourageant<\/em>.\u00a0\u00bb\r\n\r\nLa force de conviction est bien sup\u00e9rieure car cet \u00e9nonc\u00e9 exploite un double ressort\u00a0: la sinc\u00e9rit\u00e9 (dans le discours) et l\u2019attitude low profile <\/em>(dans le ton). N\u2019h\u00e9sitez pas \u00e0 lui donner une note de 1 \u00e0 5\u00a0!\r\n

Faire un travail d’introspection en amont<\/h4>\r\nCe qu\u2019il faut retenir de cet exemple tient en quelques mots\u00a0: \u00eatre convaincant, c’est d\u2019abord croire soi-m\u00eame \u00e0 ce que l\u2019on dit. Aucun public, aucune partie prenante ne s\u2019attend \u00e0 ce que vous soyez le meilleur en tout. Dites simplement ce que vous faites et pourquoi vous le faites.\r\n\r\nL\u2019infob\u00e9sit\u00e9 dans laquelle nous baignons rend au moins ce service\u00a0: notre cerveau est devenu ultra-s\u00e9lectif et d\u00e9niche en une micro-seconde la langue de bois. D\u2019o\u00f9 notre travail chez Madras Editing, en tant que conseil \u00e9ditorial, sur les rapports annuels\u00a0: identifier chez l\u2019annonceur (son pr\u00e9sident, son CODIR) ce \u00e0 quoi il croit vraiment. Un travail n\u00e9cessaire d\u2019introspection en amont qui facilite et fluidifie l\u2019\u00e9tape suivante de cr\u00e9ation des \u00e9l\u00e9ments de langage. Il serait dommage de ne pas profiter de la visibilit\u00e9 offerte par le rapport d\u2019activit\u00e9 et sa diffusion pour lancer de vrais messages. Des messages dont la certitude est inattaquable.\r\n\r\n \r\n\r\n ","protected":false},"excerpt":{"rendered":"

Question\u00a0: qu\u2019entendez-vous le plus souvent lorsque vous tournez les pages d\u2019un rapport annuel d\u2019activit\u00e9\u00a0? Le bruissement du papier (pour les rapports annuels print), le petit gimmick sonore des pages qui tournent sur flipbook\u00a0? Pas vraiment. Ce que notre oreille per\u00e7oit le plus, c\u2019est bien plut\u00f4t…<\/p>\n","protected":false},"author":10,"featured_media":2161,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3,27],"tags":[],"class_list":["post-2160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rapports-annuels","category-la-vie-de-l-agence"],"yoast_head":"\nRapports annuels : Au secours, la langue de bois ! - Madras Editing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madras-editing.com\/web\/2017\/03\/rapports-annuels-secours-langue-de-bois\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rapports annuels : Au secours, la langue de bois ! - Madras Editing\" \/>\n<meta property=\"og:description\" content=\"Question\u00a0: qu\u2019entendez-vous le plus souvent lorsque vous tournez les pages d\u2019un rapport annuel d\u2019activit\u00e9\u00a0? 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