Un outil stratégique : la communication financière des organisations cotées en bourse
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Abstract EN:
Communication applied to business is a particularly complex system of interacting elements. Communication in finance is a sowe what large share of global communication that companies quoted on the stock exchange marcket have to deal with. The impact and the results of such a communication way vary according to the target to be reached and the media used. In spite of the many theoretical tools and techniques available in finance communication, the tansmitter has to face many difficulties. They are due to the many targets to be reached, with attitudes, behaviour and expectations that may vary considerably. The annual report, an attractive but multi-targeted document, has changed condiderably over the years, both in contents and quality of print, sometimes beyond the basic requirements. Has finance communication, thanks to the many tools available, evolved into a new type of communication reaching a larger audience?
Abstract FR:
La communication est un ensemble particulierement complexe d'elements en interaction; la communication financiere represente une partie non negligeable de la communication globale des organisations cotees en bourse don l'impact et les effets varient selon les moyens d'action mis en oeuvre et les cibles atteintes. Malgre la grande variete des outils theoriques et des techniques utilisables en communication financiere, les difficules du communicateur subsistent face a l'heterogeneite des cibles dont les roles, les logiques, le comportements et les attentes peuvent etre differents. La plaquette annuelle, un support pouvant etre attractif mais aux cibles multiples, a suivi une evolution quantitative et qualitative qui va parfois au-dela des simples obligations fixees par le legislateur. La communication financiere, a travers les differents outils dont elle dispose s'est-elle ainsi transformee en une communication d'image institutionnelle plus accessible au grand public?