{"id":7783,"date":"2024-01-13T10:05:43","date_gmt":"2024-01-13T10:05:43","guid":{"rendered":"https:\/\/www.turbocrowd.it\/?p=7783"},"modified":"2024-04-13T11:28:39","modified_gmt":"2024-04-13T11:28:39","slug":"crowdfunding-communique-de-presse","status":"publish","type":"post","link":"https:\/\/www.turbocrowd.it\/fr\/crowdfunding-communique-de-presse\/","title":{"rendered":"Comment r\u00e9diger un communiqu\u00e9 de presse pour votre campagne de crowdfunding ?"},"content":{"rendered":"<p>Le lancement d'une campagne de crowdfunding implique une s\u00e9rie d'activit\u00e9s de marketing et de communication qui sont essentielles \u00e0 sa bonne promotion. Parmi celles-ci, une action particuli\u00e8rement importante (bien que souvent sous-estim\u00e9e et mal r\u00e9alis\u00e9e) est la production et la diffusion de ce que l'on appelle le communiqu\u00e9 de presse. En quoi consiste exactement un communiqu\u00e9 de presse, \u00e0 quoi sert cet outil dans le contexte d'une campagne de crowdfunding et comment l'utiliser au mieux ? Nous abordons ces questions dans les lignes qui suivent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qu'est-ce qu'un communiqu\u00e9 de presse et comment fonctionne-t-il ?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Un communiqu\u00e9 de presse, en termes g\u00e9n\u00e9raux, est un texte r\u00e9dig\u00e9 dans le but d'<strong>informer officiellement d'un certain \u00e9v\u00e9nement, d'une nouvelle ou d'un r\u00e9sultat important concernant une entreprise ou une personne<\/strong>, tel que le lancement d'une lev\u00e9e de fonds par crowdfunding.<\/p>\n\n\n\n<p class=\"translation-block\">Ce texte est <strong>diffus\u00e9<\/strong> aux agences de presse et aux journalistes<\/strong> dans l'espoir qu'ils le reprennent pour en faire des articles. Un communiqu\u00e9 de presse doit donc contenir toutes les informations pertinentes et d\u00e9taill\u00e9es, selon la <strong>r\u00e8gle journalistique des 5W<\/strong> - <em>Qui, Quoi, Quand, O\u00f9, Pourquoi<\/em>. Il est \u00e9galement important que le texte soit <strong>\u00e9crit de mani\u00e8re simple et claire<\/strong> et qu'il ne soit pas trop long (g\u00e9n\u00e9ralement pas plus d'un dossier).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Communiqu\u00e9 de presse et crowdfunding : quand est-ce utile ?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>Est-il vraiment n\u00e9cessaire de r\u00e9diger un communiqu\u00e9 de presse lorsqu'on lance une campagne de crowdfunding ? Tout d\u00e9pend de la mani\u00e8re dont il est r\u00e9dig\u00e9 et de l'intention qui l'anime.&nbsp;<\/p>\n\n\n\n<p class=\"translation-block\">Pour qu'un communiqu\u00e9 de presse soit r\u00e9ellement utile et produise l'effet escompt\u00e9 - faire parler de votre projet et de votre campagne - il doit \u00e9videmment \u00eatre repris et utilis\u00e9 par le plus grand nombre de journaux possible. Pour ce faire, le communiqu\u00e9 de presse doit <strong>porter des informations int\u00e9ressantes pour le public<\/strong> et dignes d'\u00eatre racont\u00e9es, il doit en pratique \u00eatre attrayant pour les yeux du lecteur.<\/p>\n\n\n\n<p class=\"translation-block\">Cr\u00e9er un communiqu\u00e9 de presse juste pour informer de mani\u00e8re g\u00e9n\u00e9rique que la collecte est en ligne est l'une des <a href=\"https:\/\/www.turbocrowd.it\/fr\/risques-lies-au-financement-participatif-equity-crowdfunding\/\" target=\"_self\">erreurs \u00e0 ne pas commettre dans le cadre d'une campagne de crowd<\/a> : le lancement d'une collecte de capital d'une certaine entreprise n'est pas en soi per\u00e7u comme un fait digne d'attention (\u00e0 moins qu'il ne s'agisse d'une marque bien connue) et les chances qu'il soit repris sont tr\u00e8s faibles.<\/p>\n\n\n\n<p class=\"translation-block\">Il vaut mieux <strong>attendre qu'il y ait quelque chose de vraiment important \u00e0 communiquer<\/strong>, comme le d\u00e9passement de l'objectif minimum (overfunding), surtout s'il est atteint en peu de temps, ou l'adh\u00e9sion de<a href=\"https:\/\/www.turbocrowd.it\/fr\/exigences-relatives-aux-investisseurs-professionnels\/\" target=\"_self\">investisseurs particuli\u00e8rement pertinents<\/a>.<\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong>Vous souhaitez discuter directement avec nos experts en crowdfunding du sujet que vous lisez ?<\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd peut vous r\u00e9v\u00e9ler toutes les ficelles du m\u00e9tier de crowdfunding, vous montrer les possibilit\u00e9s de collecte de capitaux qui s'offrent \u00e0 vous et vous fournir un soutien pratique pour mettre en place une campagne de crowdfunding r\u00e9ussie.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite-sur-le-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">R\u00e9servez un appel vid\u00e9o GRATUIT !<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quel est l'int\u00e9r\u00eat d'un communiqu\u00e9 de presse dans une campagne de crowdfunding ?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">L'objectif principal pour lequel il faut produire un communiqu\u00e9 de presse dans le cadre d'une campagne de crowd - qui, comme nous le disons toujours, est une v\u00e9ritable<a href=\"https:\/\/www.turbocrowd.it\/fr\/equity-crowdfunding-marketing\/\" rel=\"noreferrer noopener\" target=\"_self\"> op\u00e9ration de marketing!<\/a> - est d'<strong>activer ce qu'on appelle la preuve sociale<\/strong>, c'est-\u00e0-dire la r\u00e8gle du marketing selon laquelle les gens ont tendance \u00e0 \u00eatre plus attir\u00e9s et \u00e0 consid\u00e9rer comme plus m\u00e9ritoires les comportements d\u00e9j\u00e0 partag\u00e9s par un grand nombre d'individus. Comme indiqu\u00e9 dans les lignes pr\u00e9c\u00e9dentes, il ne faut donc penser \u00e0 publier un communiqu\u00e9 de presse que lorsque la campagne obtient des r\u00e9sultats importants (et pas avant), afin, pr\u00e9cis\u00e9ment, de <strong>faire en sorte qu'elle soit per\u00e7ue comme une occasion \u00e0 ne pas manquer et qu'elle suscite un d\u00e9sir d'\u00e9mulation<\/strong>.<\/p>\n\n\n\n<p class=\"translation-block\">Le communiqu\u00e9 de presse, en ce sens, <strong>fonctionne comme un v\u00e9ritable <\/strong><a href=\"https:\/\/www.turbocrowd.it\/fr\/marketing-de-recommandation-crowdfunding\/\" target=\"_self\"><strong>r\u00e9f\u00e9rence<\/strong><\/a><strong>pour la campagne<\/strong>, c'est-\u00e0-dire qu'il a la capacit\u00e9 de g\u00e9n\u00e9rer l'impression chez les investisseurs potentiels qu'il s'agit d'une opportunit\u00e9 attrayante et valable, puisque tant de personnes l'ont d\u00e9j\u00e0 saisie et que les journaux en parlent (de ce point de vue, plus les journaux qui publient les articles font autorit\u00e9 et sont connus, plus l'effet est puissant).<\/p>\n\n\n\n<p class=\"translation-block\">En d'autres termes, le communiqu\u00e9 de presse, s'il est r\u00e9alis\u00e9 selon les indications donn\u00e9es ici, <strong>aide \u00e0 faire parler de lui<\/strong>, contribue \u00e0 cr\u00e9er une opinion positive sur le projet et la campagne, g\u00e9n\u00e9rant un important <strong>effet de bouche-\u00e0-oreille<\/strong> qui produit chez les personnes int\u00e9ress\u00e9es une l\u00e9gitimation et un \u00e9lan suppl\u00e9mentaire pour l'investissement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment g\u00e9rer la production et la diffusion d'un communiqu\u00e9 de presse ?<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>Il existe plusieurs fa\u00e7ons de cr\u00e9er, de diffuser et de faire publier un communiqu\u00e9 de presse consacr\u00e9 \u00e0 votre campagne de crowdfunding.<\/p>\n\n\n\n<p class=\"translation-block\">Le moins cher (mais pas le plus facile) est le <strong>self-service<\/strong>. Il s'agit, en pratique, de tout faire en interne : de la r\u00e9daction proprement dite du communiqu\u00e9 \u00e0 son envoi aux journaux. Cette option n'est pas toujours r\u00e9alisable, car elle n\u00e9cessite la disponibilit\u00e9 de personnes d\u00e9vou\u00e9es et comp\u00e9tentes, tant pour le travail de r\u00e9daction que pour l'envoi aux organismes de presse.<\/p>\n\n\n\n<p class=\"translation-block\">Une alternative consiste \u00e0 <strong>s'appuyer sur des consultants et des agences externes<\/strong>, \u00e0 la fois pour la r\u00e9daction du communiqu\u00e9 et pour sa diffusion : un tel choix permet de gagner du temps et d'\u00e9conomiser des ressources.<\/p>\n\n\n\n<p>Dans les deux cas, cependant, il n'y a aucune garantie que le communiqu\u00e9, une fois transmis aux agences de presse, sera effectivement repris par les journalistes.&nbsp;<\/p>\n\n\n\n<p class=\"translation-block\">Si l'on veut \u00eatre s\u00fbr que la nouvelle sera effectivement reprise dans les m\u00e9dias, le mieux est de <strong>payer un num\u00e9ro dans un ou plusieurs journaux sp\u00e9cifiques<\/strong>. Cela n\u00e9cessite un certain investissement \u00e9conomique qui, toutefois, s'il est effectu\u00e9 de mani\u00e8re raisonn\u00e9e (en s\u00e9lectionnant les journaux les plus en phase avec la cible que l'on souhaite atteindre), peut avoir d'excellents effets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">En conclusion<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Le communiqu\u00e9 de presse est un outil inestimable pour ceux qui sont sur le point de lancer une campagne de collecte de fonds qui, s'il est utilis\u00e9 de la bonne mani\u00e8re et au bon moment, peut contribuer de mani\u00e8re significative au <a href=\"https:\/\/www.turbocrowd.it\/fr\/une-campagne-d-equity-crowdfunding-reussie\/\" target=\"_self\">succ\u00e8s d'une campagne de crowdfunding<\/a> L'important, lors de la production d'un communiqu\u00e9 de presse pour le crowdfunding, est de toujours garder \u00e0 l'esprit son v\u00e9ritable objectif : faire parler les gens et travailler sur ce que l'on appelle la <em>preuve sociale<\/em>.<\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong><strong><strong><strong>Vous avez besoin d'aide pour pr\u00e9parer une campagne de crowdfunding r\u00e9ussie et rechercher des investisseurs potentiels pour votre projet ?<\/strong><\/strong><\/strong><\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd peut vous accompagner tout au long du processus, de l'organisation de la pr\u00e9-foule \u00e0 la cl\u00f4ture de la collecte, en d\u00e9veloppant des strat\u00e9gies de marketing efficaces et innovantes pour promouvoir votre campagne de la meilleure fa\u00e7on possible.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite-sur-le-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">R\u00e9servez un appel vid\u00e9o GRATUIT !<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Le communiqu\u00e9 de presse est un outil efficace pour promouvoir une campagne de crowdfunding, qui repose sur le principe de la preuve sociale.<\/p>","protected":false},"author":13,"featured_media":7785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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