{"id":1495,"date":"2022-07-29T10:22:44","date_gmt":"2022-07-29T10:22:44","guid":{"rendered":"https:\/\/eha-wp.eliott-markus.digital\/?p=1495"},"modified":"2022-08-17T11:53:37","modified_gmt":"2022-08-17T11:53:37","slug":"german-wings","status":"publish","type":"post","link":"https:\/\/www.eha-consulting.com\/en\/german-wings\/","title":{"rendered":"German Wings"},"content":{"rendered":"\n<p>En mati\u00e8re de&nbsp;<strong>communication de crise<\/strong>, les accidents a\u00e9riens sont un domaine o\u00f9 les erreurs sont scrut\u00e9es \u00e0 la loupe et ne pardonnent pas.<\/p>\n\n\n\n<p>Filiale \u00e0 bas co\u00fbts de l\u2019allemand Lufthansa, la jeune compagnie\u00a0<strong>GermanWings<\/strong>\u00a0se devait d\u2019\u00eatre exemplaire en ce domaine, au risque de se faire reprocher une n\u00e9gligence rapidement assimil\u00e9e \u00e0 une \u00ab\u00a0<strong>s\u00e9curit\u00e9 low cost<\/strong>\u00a0\u00bb. En effet, le grand public aura tendance \u00e0 interpr\u00e9ter la mani\u00e8re dont une entreprise s\u2019exprime dans la premi\u00e8re heure qui suit un accident comme indicative de son attitude et de son professionnalisme. Une communication rat\u00e9e, qui semble manquer d\u2019empathie ou qui donne l\u2019impression que l\u2019on cherche \u00e0 minimiser la gravit\u00e9 des faits peut laisser\u00a0<strong>une tache durable<\/strong>\u00a0sur la r\u00e9putation de l\u2019entreprise.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Quels enseignements<\/strong>&nbsp;peut-on tirer de la communication \u00e0 chaud des diff\u00e9rentes soci\u00e9t\u00e9s impliqu\u00e9es ?<\/h3>\n\n\n\n<p>Le crash de&nbsp;<strong>l\u2019A320 de GermanWings<\/strong>&nbsp;est le premier accident d\u2019avion de la filiale \u00e0 bas co\u00fbts de l\u2019allemand Lufthansa. En revanche, pour Lufthansa, compagnie r\u00e9put\u00e9e tr\u00e8s s\u00fbre, il s\u2019agit du troisi\u00e8me drame \u2013 le dernier en date \u00e9tant un Airbus A320 qui s\u2019\u00e9tait \u00e9cras\u00e9 en Pologne en 1993. La maison m\u00e8re de GermanWings dispose donc d\u2019une exp\u00e9rience av\u00e9r\u00e9e en mati\u00e8re de communication de crise.<\/p>\n\n\n\n<p>Interview\u00e9e sur BMFTV,&nbsp;<a href=\"http:\/\/bfmbusiness.bfmtv.com\/mediaplayer\/video\/un-a320-s-ecrase-dans-les-alpes-francaises-150-morts-34-2403-480025.html\" target=\"_blank\" rel=\"noreferrer noopener\">Emmanuelle Herv\u00e9<\/a>, sp\u00e9cialiste de la communication de crise, a comment\u00e9 : \u00ab Lufthansa a mis en place une communication de crise solide et pertinente. On note d\u2019abord&nbsp;<strong>la hi\u00e9rarchisation volontaire<\/strong>&nbsp;du groupe : Lufthansa \u2013 marque m\u00e8re \u2013 a pris la parole avant sa filiale, d\u00e9jouant ainsi toute strat\u00e9gie de bouc \u00e9missaire. On peut saluer&nbsp;<strong>la r\u00e9activit\u00e9<\/strong>&nbsp;dont a fait preuve Lufthansa \u2013 rendue possible, sans aucun doute, par une pr\u00e9paration des plus s\u00e9rieuses \u2013 tout comme sa capacit\u00e9 \u00e0 formuler les bon messages, de la meilleure mani\u00e8re possible dans de telles circonstances. \u00bb<\/p>\n\n\n\n<p>Ce&nbsp;<strong>professionnalisme<\/strong>&nbsp;et cette&nbsp;<strong>pr\u00e9paration<\/strong>&nbsp;n\u2019ont cependant pas \u00e9vit\u00e9 \u00e0 la compagnie et \u00e0 sa filiale low-cost de subir les critiques des m\u00e9dia, alors que les causes du crash \u00e9taient encore inconnues. \u00ab&nbsp;<a href=\"http:\/\/lexpansion.lexpress.fr\/actualite-economique\/apres-le-crash-de-germanwings-lufthansa-dans-la-tourmente_1664885.html\" target=\"_blank\" rel=\"noreferrer noopener\">GermanWings, Lufthansa dans la tourmente<\/a>&nbsp;\u00bb titre ainsi l\u2019Express\/l\u2019Expansion, qui juge l\u2019accident catastrophe pour l\u2019image de la soci\u00e9t\u00e9 mais qui n\u2019\u00e9pargne pas non plus la filiale du transporteur allemand sous le titre \u00ab \u00ab Crash d\u2019un Airbus A320 en France: la communication maladroite de GermanWings \u00bb. L\u2019hebdomadaire reproche \u00e0 GermanWings de \u00ab&nbsp;<strong>botter en touche sur les r\u00e9seaux sociaux<\/strong>&nbsp;\u00bb, et s\u2019\u00e9tonne de l\u2019apparent optimisme de son PDG.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>A video message from our CEO Carsten Spohr.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/indeepsorrow?src=hash\" target=\"_blank\" rel=\"noreferrer noopener\">#indeepsorrow<\/a>&nbsp;<a href=\"http:\/\/t.co\/ueQiAUVrnz\" target=\"_blank\" rel=\"noreferrer noopener\">http:\/\/t.co\/ueQiAUVrnz<\/a><\/p><p>\u2014 Lufthansa (@lufthansa)&nbsp;<a href=\"https:\/\/twitter.com\/lufthansa\/status\/580705300988215296\" target=\"_blank\" rel=\"noreferrer noopener\">25 Mars 2015<\/a><\/p><\/blockquote>\n\n\n\n<p>Initialement, la compagnie allemande a post\u00e9 plusieurs tweets sur son compte, ne confirmant pas le crash et disant que les premi\u00e8res informations seraient donn\u00e9es dans l\u2019apr\u00e8s-midi \u00e0 la presse. Une attitude qui a \u00e9t\u00e9 vivement critiqu\u00e9e sur le r\u00e9seau social.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u2026 As soon as definite information is available, we shall inform the media immediately \u2026 \u2014 Germanwings (@germanwings)&nbsp;<a href=\"https:\/\/twitter.com\/germanwings\/status\/580321426449793024\" target=\"_blank\" rel=\"noreferrer noopener\">24 Mars 2015<\/a><\/p><\/blockquote>\n\n\n\n<p>Certes, on peut regretter ces maladresses ainsi que l\u2019emploi de certains mots dans\u00a0<a href=\"https:\/\/www.germanwings.com\/en\/information\/current-information.html\" target=\"_blank\" rel=\"noreferrer noopener\">le communiqu\u00e9<\/a>\u00a0inital de Germanwings (12h49), qui donne l\u2019impression d\u2019avoir appris le crash par les m\u00e9dias, parlant m\u00eame de \u00ab sp\u00e9culation \u00bb, mais les fondamentaux de la communication de crise ont bien \u00e9t\u00e9 respect\u00e9s : prudence sur les faits, refus de toute sp\u00e9culation sur les causes, et surtout priorit\u00e9 \u00e0 l\u2019expression de l\u2019empathie envers les victimes et leurs familles. On peut facilement imaginer la virulence des critiques si cela n\u2019avait pas \u00e9t\u00e9 le cas.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>La tentation du clich\u00e9<\/strong><\/h3>\n\n\n\n<p>Le fait est que les compagnies low cost ont mauvaise r\u00e9putation : \u00ab peu fiables, avec une flotte plus ancienne et un personnel moins bien form\u00e9 \u00bb, autant de clich\u00e9s, selon&nbsp;<a href=\"http:\/\/www.lefigaro.fr\/societes\/2015\/03\/25\/20005-20150325ARTFIG00426-apres-le-crash-de-l-a320-quel-impact-pour-airbus-et-les-low-cost.php\" target=\"_blank\" rel=\"noreferrer noopener\">St\u00e9phane Albernhe<\/a>, pr\u00e9sident du cabinet de conseil dans l\u2019a\u00e9rospatial Archery Consulting, qui s\u2019attache \u00e0 les d\u00e9mentir un par un dans le Figaro du 25-03-2015.<\/p>\n\n\n\n<p>Que peut donc faire la communication contre le poids de l\u2019\u00e9motion et la tentation des clich\u00e9s ? Une seule chose : se pr\u00e9parer. Seule une pr\u00e9paration m\u00e9ticuleuse permet d\u2019adopter imm\u00e9diatement la bonne attitude, avec ce qu\u2019il faut de r\u00e9serve sur le fond et d\u2019empathie sur la forme. Dans un univers m\u00e9diatique ou les quinze premi\u00e8res minutes peuvent d\u00e9truire une r\u00e9putation ou pr\u00e9server ses chances de reconstruction, la moindre erreur se paie tr\u00e8s cher. La proximit\u00e9, la coh\u00e9rence, la capacit\u00e9 \u00e0 parler d\u2019une situation tragique sans donner l\u2019impression que l\u2019on cherche \u00e0 se prot\u00e9ger soi-m\u00eame \u00e9motionnellement, tout cela ne s\u2019acquiert qu\u2019avec la pratique. Notre exp\u00e9rience en la mati\u00e8re nous enseigne qu\u2019un porte-parole bien entra\u00een\u00e9 saura trouver les mots justes au moment critique \u00e0 condition de rester centr\u00e9 sur l\u2019essentiel. En mati\u00e8re de communication de crise, ce n\u2019est pas la strat\u00e9gie qui est difficile, c\u2019est l\u2019ex\u00e9cution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En mati\u00e8re de&nbsp;communication de crise, les accidents a\u00e9riens sont un domaine o\u00f9 les erreurs sont scrut\u00e9es \u00e0 la loupe et ne pardonnent pas. Filiale \u00e0 bas co\u00fbts de l\u2019allemand Lufthansa, la jeune compagnie\u00a0GermanWings\u00a0se devait d\u2019\u00eatre exemplaire en ce domaine, au risque de se faire reprocher une n\u00e9gligence rapidement assimil\u00e9e \u00e0 une \u00ab\u00a0s\u00e9curit\u00e9 low cost\u00a0\u00bb. En [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1495","post","type-post","status-publish","format-standard","hentry","category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>German Wings - E&amp;HA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eha-consulting.com\/german-wings\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"German Wings - E&amp;HA\" \/>\n<meta property=\"og:description\" content=\"En mati\u00e8re de&nbsp;communication de crise, les accidents a\u00e9riens sont un domaine o\u00f9 les erreurs sont scrut\u00e9es \u00e0 la loupe et ne pardonnent pas. Filiale \u00e0 bas co\u00fbts de l\u2019allemand Lufthansa, la jeune compagnie\u00a0GermanWings\u00a0se devait d\u2019\u00eatre exemplaire en ce domaine, au risque de se faire reprocher une n\u00e9gligence rapidement assimil\u00e9e \u00e0 une \u00ab\u00a0s\u00e9curit\u00e9 low cost\u00a0\u00bb. 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