Interne ou externe ?

22 janvier 2014

Olivier Moch, vous venez d’écrire un livre consacré à la communication externe des organisations. Vous y faites une distinction importante entre la communication externe et la communication interne. Pourquoi ?

Les entreprises qui disposent d’un service de communication y englobent souvent sans distinction la communication interne et la communication externe. Cela se fait le plus naturellement du monde, parfois par souci de facilité ou parce que les managers de l’entreprise ne savent pas correctement distinguer les deux.Dans la majorité des entreprises, il n’existe donc qu’un service de communication qui gère ensemble, avec les mêmes ressources, l’interne et l’externe.


Le communicateur externe et le communicateur interne exercent pourtant deux métiers totalement différents ! Il y a, à mon sens, autant de différences entre le communicateur externe et le communicateur interne qu’il n’y en a, par exemple, entre un cardiologue et un néphrologue. Les deux ont pour mission de soigner des patients mais leurs spécialisations, leurs expertises et leurs objectifs sont différents.

Il en va de même pour les communicateurs externes et internes : s’il y a des champs communs à leurs actions, ce sont quand même deux métiers distincts. La communication interne répond à une logique RH, c’est à dire axée sur la gestion des ressources humaines de l’entreprise, tandis que la communication externe repose davantage sur une logique stratégique de positionnement de l’entreprise dans ses environnements.

C’est important, la communication interne ?

On informe pour expliquer ; on explique pour convaincre, on convainc pour faire adhérer ! Je vois quatre raisons essentielles pour bien communiquer en interne : susciter l’implication des travailleurs, faciliter les changements au sein de l’organisation, favoriser l’ambiance au sein de l’organisation et faire disparaitre les rumeurs. Cependant, pour que la communication soit efficace, elle doit être régulière, accessible à tous les membres de l’organisation, multiple et en phase avec la stratégie de l’organisation.

Quelles seraient les trois bonnes raisons de lire votre livre ?

Il existe des liens entre la communication externe et interne. Il est donc nécessaire au communicant interne de s’intéresser aussi à la communication externe même si ce n’est pas le cœur de son activité.

Certains points évoqués dans le livre – la communication de crise, par exemple – rejaillissent sur la communication interne; les communicants interne y puiseront donc certainement de l’information pertinente.

Enfin, ce Vade-mecum est le seul ouvrage de la littérature professionnelle belge centré sur ce sujet. Il y a donc une forme d’unicité.

« Toujours informer l’interne avant l’externe », dit-on souvent. Quelle est votre recommandation à cet égard ?

Sans hésiter, je réponds qu’il est essentiel de communiquer d’abord vers ses publics internes ! L’expérience me confirme que c’est réellement démotivant pour les travailleurs d’une organisation d’apprendre les nouvelles de l’entreprise par la radio, la presse ou une autre source externe. C’est aussi le signe, me semble-t-il, d’une communication interne défaillante, perfectible à tout le moins…

Vade-mecum de la communication externe des organisations
Olivier Moch
Paru chez EdiPro.
Prix : 29 EUR (T.V.A. et frais d’envoi inclus)
Nombre de pages : 160
ISBN : 978-2-87496203-5

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