Pourquoi des organisations aussi connues que MSF décident-elles de travailler avec des jeunes dans ses actions de communication ? Pourquoi Omega Pharma décide de se lancer dans du sponsoring d’événements cyclistes ? Parce que cela renforce leur notoriété auprès d’un public cible. C’est ce qu’on appelle le Community Relations, qui permet d’améliorer la réputation d’une entreprise et même le moral et la loyauté des employés en interne.

2. Valérie Michaux
SENIOR CONSULTANT
@FINNbe
Eneco, Matexi, Tignes, Villeroy&Boch, Pfizer,…

8. Establish and maintain a
beneficial
relationship with the communities in which they
operate

9. 



Donations & Contributions
Employee Volunteerism
Community-based programs
Relationships with civic, professional and
nonprofit organizations

13. 1 shop
LOL

14. 892 shops
$151 billion revenue

16. Research & Belief:
“Consumers are influenced by a company’s
community reputation.”

17. CR encompass how a company
the community
in

19.  Improved corporate reputation
 Improved employee morale and loyalty
 Ability to preserve/enhance the company’s
license to operate
Source: Barbara W. Altman, Boston College

22. 1. Build relationships
2. Develop procedures to anticipate & respond
3. Focus on the community’s concerns

25. = Persuading people to engage in socially
responsible behaviour, which may rebound to
the benefit of the company.

32. 



Permeable boundaries
Interactions with diverse others
Flatter, more complex hierarchies
Individuals switch linkages between multiple
networks

41. “Students were more likely to report
similarities on brand personality when they
knew there was a sponsorship link”
Source: Kevin P. Gwinner & John Eaton, Journal of Advertising

42. “When event and brand are matched (functional
or in image), transfer process is enhanced”
Source: Kevin P. Gwinner & John Eaton, Journal of Advertising

47. Did we deliver something of value to you in this
presentation?
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