نظرة عامة على البرنامج

Program Overview

The program in question is "Les fondamentaux : enjeux, outils et plan de communication" offered by CELSA, part of Sorbonne Université. This program is designed to provide participants with a comprehensive understanding of communication fundamentals, including the challenges, tools, and planning involved in effective communication strategies.

Objectives and Competences

The program aims to achieve several key objectives:

• Situate the challenges of communication within an organization's overall strategy.
• Produce a reflection and analysis of current communication practices in enterprises and organizations.
• Provide the necessary perspective for professionalization, improvement, and dynamization of communication functions.

Public and Prerequisites

The program is targeted at:

• Communication managers and officers. Prerequisites include:
• Minimum experience in an enterprise or organization.
• Familiarity with communication vocabulary, either through prior training or field experience.

Program Structure

The program consists of three indissociable modules, each lasting two days, totaling 42 hours. The modules are structured as follows:

Module 1: The Challenges of Communication

1.1. Why Communicate? - From interpersonal communication to organizational communication. - From business strategy to communication: business model and positioning. - At the heart of the challenges: the brand and its consistency. 1.2. Establishing the Objectives of Communication - Building the brand image, establishing notoriety, preserving reputation. - Accompanying organizational changes and societal mutations. - Informing, is it communicating? 1.3. The Era of Integrated Communication - Internal and external communications: common dimensions and dedicated tools. - From target to public: creating engagement, maintaining relationships. - The mutations of the work world and their impact on communication functions. 1.4. The Communicator, Profession and Functions - The communicator, from support service to strategic function. - Role and competences of the communicator: watch, brief, indicators. - Legal and financial aspects: copyright, GDPR, etc. - Impacts of digital transformation: UX, AI, augmented reality, etc. - Communicating "responsibly": eco-design, accessibility, inclusion.

Module 2: The Tools of Communication

2.1. How to Communicate? - Tools at the time of integrated communication. - The communication platform and the coherence of actions. - Defining the communication problem. - Establishing the communication strategy. - Internalizing or subcontracting? - Good practices in agency-advertiser relationships. - Focus: the freelancing of the sector. 2.2. The Brand and Its Contents - Identity and territory: editorial charter, graphic charter. - Video and audio content. - Corporate and product tools. - Financial and extra-financial communication (CSR). - Crisis communication. 2.3. The Employer Brand and Internal Communication - Recruitment communication and onboarding. - Employee engagement. - Managers' communication. - Employee ambassadors. - Intranet and company social networks. - Internal posting and events. 2.4. Media Relations and Events - Press relations. - Fairs. - Events. - Influence. - Sponsorship. 2.5. Advertising Communication - Advertising campaigns. - Advertising on traditional media. - Online advertising. - Minisites. 2.6. Digital Communication - Website: corporate pages, product/service pages, contact. - Referencing. - Email marketing and contact bases. - Apps and bots. 2.7. Social Communication: Social Media and Social Advertising - Social media strategy and communities. - Social networks (Facebook, Twitter, Instagram, LinkedIn). - Messaging applications (WhatsApp, Messenger, Telegram). - Video sharing platforms (YouTube, Vimeo). - Forums and reviews (Google, Yelp, TripAdvisor).

Module 3: The Communication Plan

3.1. The Principles of the Communication Plan - What is a communication plan? - What is it for? - What are its qualities? 3.2. Elaboration of the Plan - Audit of existing elements. - Objectives. - Targets. - Messages. - Budget. - Performance measurement and indicators. - Validation. - Implementation. 3.3. Launching and Monitoring the Communication Plan - Embarking on the different stakeholders. - Explaining, controlling. - Regular follow-up and reporting. 3.4. Tools Guaranteeing the Effectiveness of the Communication Plan - Good use of charts. - Training communication actors. - Objective achievement studies.

Pedagogical Methods

The program employs a variety of pedagogical methods, including:

• Reflection.
• Practical workshops on case studies.
• Analysis of existing tools.
• Alternation of methodological contributions and practical workshops.

Duration and Schedule

The program spans 6 days, with sessions scheduled as follows:

• Les 12 et 13/10/2026.
• Les 16 et 17/11/2026.
• Les 07 et 08/12/2026.

Each day's schedule is indicative, with sessions from 9:30 AM to 5:30 PM, including breaks.

Location

The program will be held at 77 Rue de Villiers, 92200 Neuilly-sur-Seine.

Fees

The fees for the program are as follows:

• For companies and similar entities: 5,040 (excluding taxes).
• For individuals: 3,528 (excluding taxes).

Accessibility

Information on accessibility can be found on the program's webpage.

Instructor

The program is led by Kristell Brizard, a consultant in editorial communication with extensive experience in the field, including work in agencies and as an independent consultant. She also teaches entrepreneurship and internal communication at the university level.