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Eclairages sur la communication des entreprises lors de la crise de la COVID-19 : que dire et comment le dire ?

Author

Listed:
  • Christian Dianoux

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Béatrice Siadou-Martin

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Although the actuality of this crisis leads to a lack of perspective, which is yet essential to the work of the researcher, this research note aims to sharing and dis- cussing the main salient reflections on the necessary adaptation of the persuasive communication of the organizations in the context of the COVID-19 pandemic. To conduct this analysis, the MOA model (motivation-opportunity-ability) appears as a relevant theoretical analysis grid. In order to ensure the sustainability of com- mercial relations and to strengthen consumers' confidence, the communication of the organizations should be anchored in their DNA and their know-how and thus, justify their "raison d'être".

Suggested Citation

  • Christian Dianoux & Béatrice Siadou-Martin, 2020. "Eclairages sur la communication des entreprises lors de la crise de la COVID-19 : que dire et comment le dire ?," Post-Print hal-03014713, HAL.
    • Handle: RePEc:hal:journl:hal-03014713
    DOI: 10.3917/proj.027.0009
    as

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