Communication des associations : spécifités par rapport à la communication d'entreprise

Hambursin

Sujets

• Étude
• Exposé
• Association
• Communication
• Entreprise
• Dossier

Informations

• Publié par: assotips
• Publié le: 26 janvier 2012
• Nombre de lectures: 405
• Langue: Français

Extrait

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•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`6",)./".5+," 0&.,"3."+,'&2+"&.;%)K,&A)."+7'(+-./"0+"'(&;7&/-,7+"+/"0+"23%/3(+"03"(5,3%/&/#"E)(,"0+"%&"2(5&/-)." 0+"a50+2-.,",&.,"`()./-<(+,6",+,"(+,').,&?%+,")./"+A&7-.5"%+"*).2/-)..+7+./"04&,,)2-&/-).," &75(-2&-.+,"')3("+."-7')(/+("%+,"75/C)0+,"0+"2)%%+2/+"0+"*).0,"-.,'-(5+,"03"7&(=+/-.;"0-(+2/"+." `(&.2+"+/"+."b+%;->3+#" U&.,"%+"2)3(&./"0+,"&..5+,"49:6"%+,"&,,)2-&/-).,">3-")./"2)..3"%&"'%3,"*)(/+"2()-,,&.2+"+."b+%;->3+" ,)./"2+%%+,">3-",+",)./"-.,'-(5+,"0+,"/+2C.->3+,"03"7&(=+/-.;"0-(+2/"3/-%-,5"'&("%+,"+./(+'(-,+,"0+" 1+./+"'&("2)((+,').0&.2+"[c@I\"/+%%+,">3+"E+,"Q"]3-,,+,6"^+&0+(4,"U-;+,/6"E&"^+0)3/+6"+/2#" Z.+"0+3A-<7+"5/&'+"+,/"*(&.2C-+"&1+2"%+"(&''()2C+7+./"+./(+"%+,"WXY"C37&.-/&-(+,"04&-0+" 043(;+.2+"+/"%+,"750-&,6"%&"/5%51-,-)."+."'&(/-23%-+("$"%+,"5>3-'+,"0+"a50+2-.,",&.,"`()./-<(+,6"'&(" +A+7'%+6")'<(+./"0&.,"0+,"(5;-).,"(+23%5+,",)31+./"-.&22+,,-?%+,"'&("%+,"d)3(.&%-,/+,#"I+3AK2-" +.;&;+./"&%)(,"%+,"')(/+K'&()%+"0+"a]`"2)77+"0+,"2)((+,').0&./,"e"-%"&((-1+"7O7+"G"2+,"0+(.-+(," >34-%,"*&,,+./"'&(1+.-("0+,"-7&;+,"*-%75+,"'&("%+3(")(;&.-,&/-).6">3+"%+,"d)3(.&%-,/+,",+"2)./+./+./"0+" (+'(+.0(+"G"%4&./+..+#""" E&"2).,5>3+.2+"0+"2+"(&''()2C+7+./"+./(+"WXY"043(;+.2+"+/"750-&,"+,/"%&".&-,,&.2+"043.+"23%/3(+" 0+"%43(;+.2+"+/"0+"%4-7750-&/+/5#"T%%+",+"/(&03-/"'&("%&"052)./+A/3&%-,&/-)."0+,",-/3&/-).,"0+";3+((+" )3"0+"*&7-.+"+/"'&("%4&22+./3&/-)."03",/&/3/"0+"1-2/-7+"0+,"')'3%&/-).,",+2)3(3+,#"E+,"'(5d3;5," (&2-,/+,"G"%45;&(0"0+,"')'3%&/-).,"&*(-2&-.+,6"'&("+A+7'%+"[f"-%,".+",&1+./">3+",+"*&-(+"%&";3+((+"+./(+" +3A"f""K"2*("`(&.g)-,"a-//+((&.0"$"f"3.";5.)2-0+"+."F*(->3+6"24+,/".)(7&%"2C+h"2+,";+.,K%Gf"6"+/2#\",+" /(&03-,+./",)3,"*)(7+"0+"'-/-5"')3("%+,"1-2/-7+,6")i"%+,"*+77+,"+/"%+,"+.*&./,",)./"7-,"+."&1&./" !'%3/j/">3+"%+,"&03%/+,"2)7?&//&./,"[1)-("%+,"&.&%B,+,",)2-)%);->3+,"0+"@C-%-''+"J3C+7 ",3("2+",3d+/\#"" k%"+,/"04&-%%+3(,"'->3&./"0+"2).,/&/+(">3+"2+//+"-7'(5;.&/-)."0+"%&"23%/3(+"0+"%43(;+.2+"'&("%+,"WXY" *+(&"3.",'+2/&23%&-(+"/(&d+/"(+/)3("1+(,"%+,"750-&,"&3"7)7+./"03"l,3.&7-"0+"*-."D::m"$"2+3AK2-" ,4+7'&(+()./"0+"%&"2&/&,/()'C+"n"04&3/&./"'%3,">3+"0+".)7?(+3,+,"1-2/-7+,"5/&-+./""0+,"T3()'5+.," 1+.3,"'&,,+("0+,"1&2&.2+,"+."lC&o%&.0+""n"')3("+."*&-(+"3.+";-;&./+,>3+")'5(&/-)."750-&/->3+"0+" 2)%%+2/+"0+"*).0,6"0)./"2+(/&-.+,"WXY6"a]`"'(-.2-'&%+7+./6"052%&(<(+./">34+%%+,".+"')3((&-+./";5(+(" 0+,",)77+,"&3,,-"2).,-05(&?%+,#"" E+"0+(.-+("&1&/&("0+"2+"2)3'%+"0+"2)773.-2&/+3(,"WXYK750-&,"+,/"%4F**&-(+"0+"%4F(2C+"0+"p)56" &1+./3(+"C37&.-/&-(+"C&,&(0+3,+"*&-/+"043."75%&.;+"04)'')(/3.-,7+"+/"04&7'%-*-2&/-)."750-&/->3+#" """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !"« La logique du succès des énoncés humanitaires : un discours sans adversaires », in Mots, n° 65, mars 2001, p. 9-27." D" "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a&A"_+?+(#" I+2-".+",+"05()3%+"'&,",&.,"2).*%-/,"+./(+"'+(7&.+./,"+/"?5.51)%+,6"?-+.",)31+./"G"%4)(-;-.+"03" 051+%)''+7+./"0+"%4&,,)2-&/-)."+/">3-"(+'()2C+./"&3A".)31+&3A"7&.&;+(,"04)3?%-+("%+,"1&%+3(," *).0&7+./&%+,"0+"%+3(")(;&.-,&/-)."&3".)7"03"'(&;7&/-,7+"+/"0+"%4+**-2&2-/5#" @%3,-+3(,")31(&;+,"'&(&-,,+./"G"%&"*-."0+,"&..5+,"49:"')3("%5;-/-7+("%+,"&''()2C+,"03"7&(=+/-.;"+/"03" 7&.&;+7+./"04+./(+'(-,+"&''%->35+,"G"%&"2)773.-2&/-)."0+,"&,,)2-&/-).,6"'&("+A+7'%+"$" J+&."U-"]2-3%%)"$"a&(=+/-.;"+/"2)773.-2&/-)."0+,"&,,)2-&/-).,"[!899\"" F./)-.+"c&22&()"$"I)773.-2&/-)."+/"2)%%+2/+"0+"*).0,"[!89q\" J+&.KI%&30+"`%-')"+/"`(&.g)-,"a&B&3A"$"F,,)2-&/-).,"n"(53,,-("1)/(+"051+%)''+7+./"[!899\#" Q" "• 123.'$'.'+3&,-%,*),.#//0('.)+'#(,)&&#.')+'4%, D@)-./".4+,/"?+,)-."0+"0(+,,+("3."C-,/)(->3+"05/&-%%5"0+"%4&2/-1-/5"&,,)2-&/-1+ #"^&''+%).,",+3%+7+./" >34F%+A-,"0+"l)2>3+1-%%+6"*-.")?,+(1&/+3("0+"%&".&-,,&.2+"0+"%&"057)2(&/-+"+."F75(->3+"&3"rkr+" ,-<2%+6"05*-.-,,&-/"%&",2-+.2+"0+"%4&,,)2-&/-)."2)77+"%&",2-+.2+"7<(+"+."057)2(&/-+#"E+",)2-&%-,7+"'(5K 7&(A-,/+"03"rkr+",-<2%+6"2+%3-"0+"@()30C)."+/"0+"]&-./K]-7).6"&22)(0&-/"3.+"'%&2+"/(<,";(&.0+"G" %4&2/-1-/5"&,,)2-&/-1+#"Z.+"0+,"%+2/3(+,"0+"7+,"&..5+,"045/30-&./">3-"74)./"*)(/+7+./"7&(>35"+,/" %45/30+"0+"I%&30+"b+(;+(6"f"a&(A6"%4&,,)2-&/-).6"%4&./-KE5.-.+f"[!8q:\#"F"%4)''),5"03"'&(/-K'(-," 04F%/C3,,+("')3("%+"a&(A"f"0+"%&"7&/3(-/5f"6">3-"'(-1-%5;-&-/"3.+"&1&./K;&(0+"')(/+3,+"0+"%&"]2-+.2+"03" a&/5(-&%-,7+"U-&%+2/->3+6"-%"057)./(&-/">3+"%+"J+3.+"a&(A"&1&-/"+.2)3(&;5"%&"%-?(+"&,,)2-&/-)."0+," /(&1&-%%+3(,"')3("/(&.,*)(7+("%&",)2-5/5"+/"&?)%-("%+",&%&(-&/s" I3(-+3,+7+./6"%4&,,)2-&/-).".+",+(&"(+2)..3+"+."`(&.2+6"')3(/&./"?+(2+&3"0+"%&"U52%&(&/-)."0+," U()-/,"0+"%4C)77+6">34+."!8:!"'&("%&"%)-"03"7O7+".)7"e"+."b+%;->3+6"%&"%)-",3("%+,"&,?%"0&/+"0+" !8D!s"I4+,/"04&-%%+3(,"03(&./"%&"7O7+"'5(-)0+">3+"%+,",/&/3/,"0+,"73/3+%%+,6"0+,"2))'5(&/-1+,"+/"0+," &,,)2-&/-).,",)./"(+2)..3,6"/)3/"+.",+"0-,/-.;3&./"%+,"3.+,"0+,"&3/(+,#""E+,"'(+7-<(+,",+()./" +-./5;(5+,6"&'(<,"%&"D ";3+((+"7).0-&%+6"&3",B,/<7+"0+",523(-/5",)2-&%+"0+"%4t/&/K@()1-0+.2+6"/&.0-," >3+"%+,",+2).0+,",+()./"-./5;(5+,"0&.,"%452).)7-+"7&(2C&.0+#"" u3+%%+"+,/"%&"'%&2+"0+,"&,,)2-&/-).,"0&.,"2+"2&0(+"R"" @)3("%+,"3.,6"+%%+,",)./"0+,"&3A-%-&-(+,"0+"%4t/&/"+/"&22)7'%-,,+./"0+,"7-,,-).,6">34-%"+,/"-.2&'&?%+"0+" (+7'%-(6"')3("-./5;(+("%+,"')'3%&/-).,"%+,"'%3,"*(&;-%-,5+,"+/"%+,"'%3,"7&(;-.&%-,5+,#"Z.+"+**+(1+,2+.2+" &,,)2-&/-1+"+,/"+**+2/-1+7+./"+.(+;-,/(5+"0+'3-,"%+,"&..5+,",)-A&./+6"%)(,>3+"%4t/&/K@()1-0+.2+" 2)77+.2+"G".+"'&,"')31)-("/+.-("/)3/+,",+,"'()7+,,+,#"" @)3("%+,"&3/(+,6"+%%+,",)./"7)?-%-,5+,"')3("'&%%-+("%+,"-.,3**-,&.2+,"03"7&(2C5"+."'(+.&./"+."2C&(;+" %+,"')'3%&/-).,"+."05*&3/""0+",)%1&?-%-/5#"@&("&-%%+3(,6"+%%+,"*)3(.-,,+./"3.+">3&./-/5".).".5;%-;+&?%+" 04+7'%)-,6"'3-,>34)."2).,-0<(+">34+."b+%;->3+6"2)77+"+."`(&.2+6"+%%+,"(+'(5,+./+./"&3/)3("0+"!:v" 03"1)%37+"/)/&%"0+"%4+7'%)-#" U&.,"3.+"CB')/C<,+"2)77+"0&.,"%4&3/(+6"%4&2/-1-/5"&,,)2-&/-1+"51)>3+(&-/"3.+",)(/+"0+"?)32C+K/()36" >3+"/(&03-/"?-+."%+"1)2&?3%&-(+"0+"f,+2/+3("%"%"7&(2C&.0"f")3"04f)(;&.-,&/-)."%"%" ;)31+(.+7+./&%+f")3"+.2)(+"0+"f"/-+(,",+2/+3(f""w" I+(/+,6"%4&,,)2-&/-).")'<(+"%+"'&,,&;+"0+"%&",)%-0&(-/5"'(-15+"[/+%%+">34+%%+")'<(+"'&("+A+7'%+"0&.,"%&" *&7-%%+\"G"%4+,'&2+"'3?%-26"0)./"+%%+"'&(/&;+"&1+2"%4t/&/"%4+.d+3"0+"057)2(&/-+#"a&-,"+%%+"0-,'),+"'&(" (&'')(/"G"%3-"043."+,'&2+"04&3/).)7-+6".)/&77+./"+."*&-,&./"&''+%"G"%&";5.5(),-/5"0+,"2-/)B+.,"')3(" ,+"2).,/-/3+("3."'&/(-7)-.+"0+"*).0,"'()'(+,#"I+(/&-.+,"&,,)2-&/-).,"/-+..+./"04&-%%+3(,"G"'(5,+(1+(" 3.+"&3/).)7-+"/)/&%+"+."(+*3,&./"/)3/+"&-0+"0+"%4t/&/")3"+."(503-,&./"2+%%+K2-"G"3."*&-?%+" ')3(2+./&;+#""" T.")3/(+6"G"%&"0-**5(+.2+"0+"%4)(;&.-,&/-).",&%&(-&%+"0+"%4+./(+'(-,+6"%4&,,)2-&/-)."*&-/"&''+%"G"0+" .)7?(+3A"?5.51)%+,6">3-")**(+./"03"/(&1&-%";(&/3-/"'&("%+3("0)."0+"/+7',#"" """"""""""""""""""""""""""""""""""""""""""