{"id":12676,"date":"2023-03-31T10:15:00","date_gmt":"2023-03-31T08:15:00","guid":{"rendered":"https:\/\/nouveau.ohmypress.fr\/?p=12676"},"modified":"2026-10-30T15:56:57","modified_gmt":"2026-10-30T14:56:57","slug":"comment-mesurer-lefficacite-de-vos-campagnes-de-relations-presse","status":"publish","type":"post","link":"https:\/\/www.ohmypress.fr\/en\/2023\/03\/31\/comment-mesurer-lefficacite-de-vos-campagnes-de-relations-presse\/","title":{"rendered":"Comment Mesurer l&rsquo;Efficacit\u00e9 de Vos Campagnes de Relations Presse"},"content":{"rendered":"<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>Mesurer une campagne de relations presse consiste \u00e0 relier les actions men\u00e9es et les retomb\u00e9es obtenues aux objectifs d\u00e9finis au d\u00e9part.<\/strong> Le nombre d\u2019articles est un rep\u00e8re, mais il ne suffit pas \u00e0 juger leur pertinence.<\/p>\n<h2>D\u00e9finir ce que vous souhaitez observer<\/h2>\n<p>Faire conna\u00eetre un lancement, installer une expertise ou toucher un public professionnel n\u2019appelle pas le m\u00eame bilan. Avant la diffusion, pr\u00e9cisez les messages essentiels et les types de m\u00e9dias pertinents.<\/p>\n<h2>Documenter les retomb\u00e9es<\/h2>\n<p>Pour chaque publication, relevez le m\u00e9dia, la date, le sujet, le format et la pr\u00e9sence \u00e9ventuelle du porte-parole. Conservez le lien ou une r\u00e9f\u00e9rence permettant de retrouver le contenu. Distinguez une mention br\u00e8ve d\u2019un traitement approfondi et \u00e9vitez de compter plusieurs fois la m\u00eame reprise.<\/p>\n<h2>Analyser la qualit\u00e9 de la couverture<\/h2>\n<ul>\n<li>Le public du m\u00e9dia correspond-il \u00e0 l\u2019objectif ?<\/li>\n<li>Les messages essentiels sont-ils compris et repris ?<\/li>\n<li>Le sujet est-il trait\u00e9 avec le contexte attendu ?<\/li>\n<li>La publication apporte-t-elle un \u00e9clairage sur votre expertise ?<\/li>\n<\/ul>\n<h2>Interpr\u00e9ter le trafic avec prudence<\/h2>\n<p>Un lien vers votre site peut g\u00e9n\u00e9rer des visites identifiables dans les outils de mesure. Une hausse de trafic ou de demandes peut aussi co\u00efncider avec d\u2019autres actions. Le bilan doit distinguer une observation, une corr\u00e9lation et ce que les donn\u00e9es permettent r\u00e9ellement d\u2019attribuer \u00e0 la campagne.<\/p>\n<h2>Transformer le bilan en d\u00e9cisions<\/h2>\n<p>Rep\u00e9rez les sujets qui suscitent des demandes, les informations difficiles \u00e0 expliquer et les m\u00e9dias les plus coh\u00e9rents avec vos publics. Ces enseignements aident \u00e0 pr\u00e9parer la suite plut\u00f4t qu\u2019\u00e0 produire un simple volume de captures.<\/p>\n<p>D\u00e9couvrez nos <a href=\"\/en\/objectifs\/\">objectifs et crit\u00e8res d\u2019\u00e9valuation des RP<\/a>, ainsi que notre <a href=\"\/en\/relations-presse\/\">accompagnement de la strat\u00e9gie au suivi m\u00e9dias<\/a>.<\/p>\n\n\t\t<\/div>\n\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Retomb\u00e9es, indicateurs et analyse : d\u00e9couvrez comment mesurer l\u2019efficacit\u00e9 de vos campagnes de relations presse et ajuster votre strat\u00e9gie.<\/p>","protected":false},"author":1,"featured_media":12747,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12676","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"<!-- 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