{"id":7153,"date":"2026-07-21T16:47:40","date_gmt":"2026-07-21T15:47:40","guid":{"rendered":"https:\/\/mp-c.eu\/agence\/?p=7153"},"modified":"2026-07-21T18:13:17","modified_gmt":"2026-07-21T17:13:17","slug":"un-observatoire-des-relations-publics-entre-leurope-et-lasie","status":"publish","type":"post","link":"https:\/\/mp-c.eu\/agence\/un-observatoire-des-relations-publics-entre-leurope-et-lasie\/","title":{"rendered":"Faut-il cr\u00e9er un observatoire des relations publics entre l’Europe et l’Asie"},"content":{"rendered":"

Faut-il cr\u00e9er un observatoire des relations publics entre l’Europe et l’Asie ?<\/strong><\/p>\n

\"\"<\/h4>\n

En plus de trente ans de relations publics, j’ai vu na\u00eetre des m\u00e9dias, dispara\u00eetre des titres, arriver Internet, les r\u00e9seaux sociaux… puis l’intelligence artificielle. Pourtant, la transformation qui m’occupe aujourd’hui est ailleurs. Les industries culturelles urbaines asiatiques sont en pleine recomposition. Beaucoup l’oublient, mais le Japon a longtemps \u00e9t\u00e9 la principale r\u00e9f\u00e9rence en Europe. Puis la Cor\u00e9e du Sud a chang\u00e9 d’\u00e9chelle. Aujourd’hui, la Tha\u00eflande, la Chine, les Philippines, l’Indon\u00e9sie et d’autres pays proposent \u00e0 leur tour leurs artistes, leurs formats et leurs univers.<\/p>\n

Pourquoi certains pays s’imposent ils plus rapidement que d’autres ? Est-ce une question d’investissements, de plateformes, de strat\u00e9gies publiques, de communaut\u00e9s de fans ou de r\u00e9cits culturels ? C’est pr\u00e9cis\u00e9ment ce que nous cherchons \u00e0 comprendre.<\/p>\n

Pour les journalistes, les entreprises et les communicants, ces \u00e9volutions ne sont pas anecdotiques. Elles annoncent de nouveaux march\u00e9s, de nouveaux publics et de nouveaux relais d’influence.<\/p>\n

Un observatoire\u00a0pour analyser, observer, mesurer\u2026 et s’adapter.<\/h4>\n

Chez MP & C<\/strong>, en \u00e9troite collaboration avec 5 Oceans Entertainment<\/strong>, nous avons cr\u00e9\u00e9 un Bureau des tendances<\/strong>. Il s’appuie sur plusieurs outils d’intelligence artificielle, mais aussi sur une pr\u00e9sence permanente sur le terrain. Car, contrairement \u00e0 ce que l’on pourrait croire, observer ne suffit plus. Comprendre un march\u00e9, c’est aussi comprendre les femmes et les hommes qui le font vivre, leurs pratiques professionnelles, leurs r\u00e9f\u00e9rences culturelles et leurs modes de d\u00e9cision.<\/p>\n

Ces derniers mois, nous avons commenc\u00e9 \u00e0 comparer les pratiques des relations publics dans plusieurs pays d’Asie. Les premiers r\u00e9sultats sont passionnants. Ils montrent que les diff\u00e9rences ne sont peut-\u00eatre pas l\u00e0 o\u00f9 nous les imaginions.<\/p>\n

En Europe, dans un march\u00e9 \u00e9mergent, la confusion des r\u00f4les pr\u00e9domine<\/h4>\n

Les principes d\u00e9ontologiques des relations publics sont finalement tr\u00e8s proches des n\u00f4tres. Ind\u00e9pendance des journalistes, transparence, distinction entre information, communication, publicit\u00e9 et partenariats : les pratiques professionnelles sont tout aussi codifi\u00e9es qu’en Europe. En revanche, le d\u00e9veloppement tr\u00e8s rapide des cultures urbaines asiatiques en Europe a parfois conduit \u00e0 un m\u00e9lange des r\u00f4les.<\/p>\n

Journalistes, influenceurs, cr\u00e9ateurs de contenus, partenaires, porte-parole et communaut\u00e9s de fans ont parfois \u00e9volu\u00e9 dans des espaces o\u00f9 les fronti\u00e8res professionnelles \u00e9taient moins clairement identifi\u00e9es.<\/p>\n

Je comprends aujourd’hui pourquoi une partie de la presse g\u00e9n\u00e9raliste fran\u00e7aise peine encore \u00e0 appr\u00e9hender cet univers. Non pas parce qu’il manquerait de professionnalisme, mais parce qu’elle ne retrouve pas toujours les rep\u00e8res auxquels elle est habitu\u00e9e. Je saisis aussi beaucoup mieux l’int\u00e9r\u00eat que portent certaines agences asiatiques \u00e0 notre travail.<\/p>\n

P\u00e9renniser des pratiques plus lisibles<\/h4>\n

Notre ambition n’est pas de recr\u00e9er des codes ou une \u00e9thique professionnelle. Ils existent d\u00e9j\u00e0, en Europe comme en Asie. En revanche, nous pensons qu’il est temps de contribuer \u00e0 p\u00e9renniser des pratiques plus lisibles et moins poreuses, o\u00f9 les responsabilit\u00e9s, les m\u00e9tiers et les r\u00f4les de chacun sont clairement identifi\u00e9s.<\/p>\n

\u00c0 mesure que les cultures urbaines asiatiques s’installent durablement en Europe, leur \u00e9cosyst\u00e8me professionnel entre lui aussi dans une nouvelle phase de maturit\u00e9. C’est l’une des missions que nous souhaitons porter avec notre Bureau des tendances<\/strong> qui au fur et \u00e0 mesure des analyses s\u2019apparente d\u00e9sormais davantage \u00e0 un observatoire.<\/p>\n

Nous retrouverons beaucoup des ses observations dans les travaux, conf\u00e9rences et documents de presse pour\u00a0 the A Festival, l’\u00e9v\u00e8nement qui se tiendra \u00e0 Paris Est Event les 24 & 25 octobre 2026<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Faut-il cr\u00e9er un observatoire des relations publics entre l’Europe et l’Asie ? En plus de trente ans de relations publics, j’ai vu na\u00eetre des m\u00e9dias, dispara\u00eetre des titres, arriver Internet, les r\u00e9seaux sociaux… puis l’intelligence artificielle. Pourtant, la transformation qui m’occupe aujourd’hui est ailleurs. Les industries culturelles urbaines asiatiques sont en pleine recomposition. Beaucoup l’oublient, […]<\/p>\n","protected":false},"author":1,"featured_media":7157,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6,2166],"tags":[97,2511,358,2374,1023,2514,1166,2150,152,474,2515,2512,145,26,2513],"class_list":["post-7153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-edito","category-vision-rp","tag-ethique","tag-agence-5-oceans-entertainment","tag-agence-de-relations-medias","tag-asie","tag-chiffres","tag-donnees","tag-emmanuelle-amelin","tag-europe","tag-innovation","tag-marie-pierre-medouga","tag-observations","tag-observatoire","tag-relations-publics","tag-statistiques","tag-the-a-festival"],"acf":[],"yoast_head":"\nFaut-il cr\u00e9er un observatoire des relations publics entre l'Europe et l'Asie - 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