{"id":16258,"date":"2022-10-14T19:46:51","date_gmt":"2022-10-14T19:46:51","guid":{"rendered":"https:\/\/marketingwebsites.ca\/tendances-rp-2022\/"},"modified":"2023-12-06T22:06:37","modified_gmt":"2023-12-06T22:06:37","slug":"tendances-rp-2022","status":"publish","type":"post","link":"https:\/\/marketingwebsites.ca\/fr\/tendances-rp-2022\/","title":{"rendered":"Tendances RP 2022"},"content":{"rendered":"\n

La r\u00e9putation d’une marque est fortement influenc\u00e9e par les professionnels des relations publiques et du marketing<\/a>. Vous pouvez prot\u00e9ger et am\u00e9liorer la r\u00e9putation pour laquelle vous avez travaill\u00e9 si dur. Et en utilisant les bonnes tactiques de RP au bon moment, vous pouvez maximiser les bonnes RP tout en r\u00e9duisant consid\u00e9rablement l’impact des mauvaises RP.<\/p>\n\n\n\n

Selon 73 % des professionnels, le secteur des RP conna\u00eetra une transformation importante au cours des cinq prochaines ann\u00e9es. Pour cette raison, les professionnels des RP sont sous pression pour suivre l’\u00e9volution du march\u00e9.<\/p>\n\n\n\n

\u00c0 la lumi\u00e8re de ce constat, voici quelques tendances RP \u00e0 surveiller en 2022 :<\/em><\/p>\n\n\n\n

A) DIVERSIT\u00c9, \u00c9QUIT\u00c9 ET INCLUSION<\/h2>\n\n\n\n

En 2022, les \u00e9quipes RP peuvent s’attendre \u00e0 ce que la DEI devienne une composante majeure de leur strat\u00e9gie de communication. Cet ajustement attendu depuis longtemps a \u00e9t\u00e9 exacerb\u00e9 par l’\u00e9pid\u00e9mie mondiale et la grande d\u00e9mission.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Les clients et le personnel s’attendent \u00e0 voir davantage d’actions ax\u00e9es sur la DEI de la part de leurs entreprises. En outre, les Millennials et la Gen Z, qui repr\u00e9sentent actuellement plus de 60 % des consommateurs B2B, veulent \u00e9liminer les pratiques qui oppriment les minorit\u00e9s et souhaitent collaborer avec des entreprises qui respectent et op\u00e8rent conform\u00e9ment aux normes DEI.<\/p>\n\n\n\n

Par cons\u00e9quent, les entreprises doivent inclure la DEI dans leurs communications et soutenir ces messages par des actions concr\u00e8tes afin de rester pertinentes et de d\u00e9velopper leurs activit\u00e9s.<\/p>\n\n\n\n

B) CR\u00c9ATEURS DE CONTENU<\/h2>\n\n\n\n

Le temps d’\u00e9cran suppl\u00e9mentaire caus\u00e9 par la pand\u00e9mie n’a pas seulement eu un impact sur la quantit\u00e9 de contenu consomm\u00e9, mais aussi sur la mani\u00e8re dont le contenu RP est d\u00e9velopp\u00e9.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Le temps d’\u00e9cran suppl\u00e9mentaire n’a fait qu’augmenter la consommation de contenu \u00e0 un rythme sans pr\u00e9c\u00e9dent par rapport \u00e0 avant la pand\u00e9mie, gr\u00e2ce aux dispositions de travail \u00e0 domicile (WFH). Cela a pouss\u00e9 les cr\u00e9ateurs de contenu \u00e0 cr\u00e9er davantage de contenu dans un laps de temps plus court.<\/p>\n\n\n\n

Cela a radicalement modifi\u00e9 la fa\u00e7on dont nous cr\u00e9ons et produisons du contenu<\/a>.<\/p>\n\n\n\n

C) RA & METAVERSE<\/h2>\n\n\n\n

Selon Bloomberg, le m\u00e9tavers repr\u00e9sente une opportunit\u00e9 commerciale de 800 milliards de dollars, et en 2022, les experts en relations publiques et en marketing exp\u00e9rimentent le m\u00e9tavers pour s’engager aupr\u00e8s de leurs consommateurs de mani\u00e8re in\u00e9dite. La porte d’entr\u00e9e du m\u00e9tavers, un environnement num\u00e9rique immersif o\u00f9 les individus peuvent interagir, jouer et passer le temps, est la r\u00e9alit\u00e9 augment\u00e9e (RA).<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Des entreprises de premier plan ont commenc\u00e9 \u00e0 adopter ce nouvel environnement en 2021, notamment Apple et Adidas. Les \u00e9v\u00e9nements virtuels, le placement de produits et la gamification ne sont que quelques-unes des opportunit\u00e9s inhabituelles que pr\u00e9sente le m\u00e9tavers.<\/p>\n\n\n\n

D) Marketing des influenceurs<\/h2>\n\n\n\n

Le marketing d’influence a \u00e9t\u00e9 l’un des moteurs des tendances en mati\u00e8re de relations publiques au cours des derni\u00e8res ann\u00e9es, et cette tendance se poursuivra en 2022. Des micro-influenceurs sur TikTok aux utilisateurs d’Instagram avec des millions de followers, les influenceurs \u00e9mergent constamment sur l’internet. Ils ouvrent \u00e9galement des portes sur des march\u00e9s qui ne sont peut-\u00eatre pas encore dans votre champ de vision.<\/p>\n\n\n\n

Gr\u00e2ce aux micro-influenceurs, les entreprises se d\u00e9tournent de l’appui des c\u00e9l\u00e9brit\u00e9s et des grands m\u00e9dias pour cibler des niches plus sp\u00e9cifiques. Les campagnes de relations publiques continueront \u00e0 s’appuyer sur le marketing d’influence pour l’expansion de la marque en raison de son efficacit\u00e9.<\/p>\n\n\n\n

E) VID\u00c9O ET PODCAST<\/h2>\n\n\n\n

En 2022, les entreprises b\u00e9n\u00e9ficieront de nouveaux formats de contenu tels que les podcasts et les courtes vid\u00e9os pour dynamiser leur strat\u00e9gie de relations publiques.<\/p>\n\n\n\n

Les marques doivent faire preuve de cr\u00e9ativit\u00e9 avec les nouvelles tendances dans le monde surpeupl\u00e9 du marketing<\/a> afin de se d\u00e9marquer du bruit. Les tendances qui propulsent l’industrie des relations publiques vers de nouveaux sommets en 2022 incluent la croissance de nouveaux formats de contenu : les podcasts et les vid\u00e9os courtes.<\/p>\n\n\n\n

F) TIKTOK<\/h2>\n\n\n\n

Les m\u00e9dias sociaux<\/a> ont connu une croissance consid\u00e9rable \u00e0 la suite de la pand\u00e9mie de COVID-19. Les professionnels des relations publiques leur ont accord\u00e9 une priorit\u00e9 absolue dans leurs plans de communication afin d’accro\u00eetre la notori\u00e9t\u00e9 et l’engagement des marques.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Avec un nombre d’utilisateurs actifs mensuels estim\u00e9 \u00e0 1,5 milliard d’ici la fin 2022, TikTok a connu une croissance ph\u00e9nom\u00e9nale en 2021. Pour cette raison, en 2022, les experts en relations publiques et les sp\u00e9cialistes du marketing d\u00e9placeront l’essentiel de leurs efforts de Facebook<\/a> et Instagram vers TikTok<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

La r\u00e9putation d’une marque est fortement influenc\u00e9e par les professionnels des relations publiques et du marketing. Vous pouvez prot\u00e9ger et am\u00e9liorer la r\u00e9putation pour laquelle vous avez travaill\u00e9 si dur. Et en utilisant les bonnes tactiques de RP au bon moment, vous pouvez maximiser les bonnes RP tout en r\u00e9duisant consid\u00e9rablement l’impact des mauvaises RP….<\/p>\n","protected":false},"author":12,"featured_media":15774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[126],"tags":[],"yoast_head":"\nTendances RP 2022 - Marketing Websites<\/title>\n<meta name=\"description\" content=\"La r\u00e9putation d'une marque est fortement influenc\u00e9e par les professionnels des relations publiques et du marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketingwebsites.ca\/fr\/tendances-rp-2022\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendances RP 2022 - 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