dossier de presse definitif - Le Lasco

DOSSIER DE PRESSE
Louvain-la-Neuve, lundi 15 novembre 2010
Colloque UCL
La communication verte, analysée par l’UCL
L’UCL organise, les 18 et 19 novembre 2010, un colloque international (le premier du genre), sur la
communication environnementale. L’objectif ? Déterminer l’influence de cette nouvelle forme de
communication, principalement utilisée par les organisations, sur le grand public. Egalement, mettre en
avant la diversité des recherches liées à la communication verte. Ce colloque réunira des chercheurs de
diverses disciplines, provenant d’Europe, du Canada et d’Australie.
La volonté des organisateurs, membres du laboratoire scientifique LASCO (UCL), est de rassembler une
grande partie des chercheurs qui travaillent sur la communication environnementale. Le but est de mieux
percevoir la manière dont les organisations (entreprises, services publics, associations) font usage de
cette communication et quel est son impact réel. Autre défi pour les chercheurs, s’assurer que leur mode
d’analyse est le bon afin de rectifier, si nécessaire, leur méthodologie de recherche.
Des professionnels de la communication verte seront également présents à ce colloque pour leur
permettre de réagir aux recherches qui seront présentées. L’idée est de susciter le débat entre les
professionnels du secteur qui créent cette communication et les chercheurs qui l’analysent ensuite.
Parmi les thèmes abordés lors du colloque :
- l’utilisation de la communication environnementale pour sortir d’une crise ou comment une
entreprise peut utiliser ce type de com. pour redorer son image auprès du grand public, ou au
contraire, comment cette com. peut être préjudiciable à une entreprise en crise.
- l’utilisation de la communication verte pour acquérir de la légitimité. L’analyse de la
communication d’entreprises comme Mc Donald’s, DHL et Tetra Pak sera notamment abordée : on
analysera entre autres, comment le fast-food joue sur ses pratiques agro-environnementales pour
construire son image et sa réputation.
- l’analyse de concepts ou mots utilisés pour convaincre le grand public, notamment dans le
cas des institutions publiques : dans le cas du réchauffement climatique par exemple, les
chercheurs ont étudié la manière dont les messages étaient formulés pour convaincre la population
de réduire leurs émissions de CO2. Comment, à travers le dialogue, peut-on encourager
l’engagement dans les pratiques vertes ?
- le problème de l’utilisation de la publicité pour « verdir » l’image des entreprise, ou
« Greenwashing » : comment le mesurer, comment l’éviter ?
Ce colloque, qui sera ouvert par Jean Pascal van Ypersele, Vice Président du GIEC, sera aussi l’occasion,
pour les chercheurs en communication environnementale, de présenter et de croiser les résultats de leurs
études en cours afin, d’un côté, de faire un état des lieux de la recherche sur cette thématique, et de l’autre,
de dégager éventuellement de nouvelles pistes de recherche.
La communication environnementale, c’est quoi ? Il s’agit d’un type de communication utilisé par les
organisations (associations, entreprises, institutions publiques), destiné à présenter au public les actions qui
portent sur la protection de l’environnement. Cette communication met en avant la manière dont ces
organisations souhaitent être perçues au niveau de leurs actions environnementales. Du côté des
associations, c’est un moyen pour pointer du doigt les entreprises qui ne respectent pas la planète.
INFOS PRATIQUES
Infos : http://www.uclouvain.be/309350
Quand ? Jeudi 18 et vendredi 19 novembre 2010
Où ? Le colloque se déroule à l’Ihecs (Institut des Hautes Etudes des Communications Sociales) – Rue
de l’Etuve, 58-60 à 1000 Bruxelles – salle « Léon Velge », 2ème étage
Qui ? Thierry Libaert, Laboratoire d’Analyse des Systèmes de communication d’organisation (LASCO)
UCL : 0493 24 88 22 - Andrea Catellani, LASCO : 010 47 27 63 ou 0487 62 46 14
Le LASCO (Laboratoire d’analyse des systèmes de communication des
organisations) est un groupe de recherches en communication d’organisation de
l’Université catholique de Louvain. Il regroupe des chercheurs et professionnelsenseignants fédérés autour de l'observation et de l'analyse des phénomènes de
communication interne et externe, stratégique ou spontanée des organisations.
Le laboratoire développe ses recherches dans plusieurs domaines:
• l’étude des stratégies de communication interne et externe des organisations et de l'ensemble des
phénomènes qui leur sont liés (la communication sensible, de crise, environnementale, etc.). Dans
ce cas, l’étude porte sur l'action délibérée d’acteurs professionnels cherchant à influencer ou à
faire évoluer la configuration des rapports sociaux, internes et/ou externes, constitutifs des
organisations aussi bien dans les secteurs marchands et non marchands que publics ;
• la communication interne des organisations et les phénomènes qui lui sont liés. La communication
interne y est appréhendée comme l'ensemble des comportements en interaction des différents
acteurs de l'organisation dans un contexte économique, politique, social, culturel et technique
donné ;
• l’analyse des textes et des supports médiatiques mobilisés dans la communication interne et dans
la communication stratégique des organisations ;
• l’analyse des cadres théoriques ainsi que des méthodes et techniques de travail utilisées dans ces
différents domaines – dans la recherche comme dans les pratiques en organisation – et la mise au
point de cadres conceptuels et de méthodes et techniques de recherche nouveaux (approches
épistémologiques et méthodologiques).
Le LASCO porte actuellement une attention particulière à deux phénomènes communicationnels. Le
premier est celui de la communication environnementale, encadrée aujourd’hui dans les structures
conceptuelles du développement durable et de la responsabilité sociétale des entreprises. Le deuxième
est celui de la crise perçue au travers de son impact sur les processus de communication (communication
institutionnelle, publicité, communication interne).
Le LASCO veut se positionner comme un acteur majeur de la recherche sur la communication des
organisations en Belgique et en Europe. Il porte en outre une attention spécifique aux relations avec le
monde des opérationnels de la communication, pour renforcer les passages de savoir entre monde
académique et pratique professionnelle, et aux relations didactiques et de recherche avec d’autres
universités, en particulier dans les mondes francophone et anglophone. Le LASCO pratique une politique
d’ouverture et d’invitation de personnalités extérieures à l’occasion de ses rencontres et séminaires.
Pour vous informer sur les activités du LASCO, vous pouvez vous abonner gratuitement à la newsletter
trimestrielle « Passerelle ». Vous pouvez aussi vous inscrire aux groupes Facebook et LinkedIn du
LASCO, et visiter le site: http://www.uclouvain.be/lasco.html
Contact : Thierry Libaert, directeur du LASCO, thierry.libaert@uclouvain.be
SPONSORS MAJEURS
Sponsors majeurs
Qui sont-ils ? Bytheway Creacom
Bytheway
Creacom
Three words
represent the
company :
Reveal
Narrate
Broadcast
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Sponsors majeurs
Qui sont-ils ? Alcatel.Lucent
A
lcatel-Lucent
(Euronext
Paris
of Euro 15.2 billion in 2009 and is
incorporated in France, with executive
and offices located in Paris.
NYSE: ALU) is the trusted transformation
partner of service providers, enterprises,
strategic industries such as defense,
energy, healthcare, transportation, and
governments
worldwide,
providing
solutions to deliver voice, data and video
communication services to end-users. A
leader in fixed, mobile and converged
broadband networking, IP technologies,
applications and services, Alcatel-Lucent
leverages the unrivalled technical and
scientific expertise of Bell Labs, one of the
largest innovation powerhouses in the
communications
industry.
With
operations in more than 130 countries
and the most experienced global services
organization in the industry, AlcatelLucent is a local partner with a global
reach. Alcatel-Lucent achieved revenues
For more information :
visit
Alcatel-Lucent
on
the
http://www.alcatel-lucent.com,
Internet:
read the latest posts on the Alcatel-Lucent’s blog
http://www.alcatel-lucent.com/blog
and
follow
us
on
Twitter:
http://twitter.com/Alcatel_Lucent.
Press Contact :
Wim Van Daele Tel: + 32 3 wim.van_daele@alcate240 4601
lucent.be
Alcatel .
Lucent
Is
the
most
privileged
partner
for corporate and
strategic
sector
such like defense
energy,
health,
transportations,
even
administrations all
around the world.
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Sponsors majeurs
Qui sont-ils ?
Vo!ce
SPECIALISTS IN CONVERSATIONAL
Voice is a hybrid team with roots in
MARKETING & PR
advertising, public relations, brand activation,
and web marketing. We combine expertise
and experience from these areas in a totally
fresh new approach: bringing people and
rom Impression to Expression! Voice is
brands together in a friendship-relation. It’s
the first Belgian agency fully dedicated to about going way beyond the seller-buyer,
conversational marketing & PR, or what is host-guest or provider-user interaction.
F
called social communications. We blend both
From a webcentric vision, we develop
offline and online communication in highly
blended
communication solutions based on 3
media-specific solutions.
pillars: Public Relations - Interactive
You have probably read all the books Marketing - Brand Activation. As a result,
but we actually practice what others preach. target audiences connect and build a
We help brands attract new customers, build relationship with the brands of their choice.
stronger client relationships and improve the - the online press room to reach influencers
overall shopper experience through an and opinion leaders
innovative approach. More than making a - a brand conversation radar to monitor
good impression, Voice is seeking expressions online buzz and brand reputation
from consumers, stakeholders, dealers… in - a corporate social network to facilitate
communities around stakeholders and shared
fact, anyone interested in your brand!
interests.
We believe social communication is - a powerful online multi-channel marketing
the way forward for companies with a vision. platform for rapid conversion results from
We seek clients who dare to act upon relevant leads to sales
insights, fresh ideas and new technology.
Together with you, we create pragmatic and
rewarding solutions to your specific marketing
challenge.
Voice
Is Specialist in
conversational
marketing &
Public
Relations
Makes
Friendbrands
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AUTRES SPONSORS
8
Sponsors
Qui sont-ils ? Mostra
Mostra, based in Brussels, is one of the
Mostra
Our
team
consists
of
individuals who
operate
in
distinctive fields
of
expertise.
Together we all
aim for the same
goal:
communicating
our
clientʼs
message in a
clear and highly
attractive
manner,
no
matter
how
complex
or
difficult
the
task...
member of PROI, the leading worldwide
network of independent PR agencies
more
than
2000
leading
integrated
communications encompassing
consultants
in
90
major
cities.
agencies
specializing
in
public
information campaigns across Europe and
beyond. For the past fifteen years we have
As an example, Mostra worked
been working mainly with European
closely
with
the European Commission to
Institutions, including the European
Commission, the European Parliament, develop a long-term, fully integrated
and the EE Delegations as well as many communications campaign to promote
other international organizations around the European Health Insurance Card.
This included design and production of
the world.
posters, leaflets and postcards in 23
Mostra specializes in the design languages as well as event stands, video
and implementation of all aspects of a news releases, a comprehensive reworking
communication campaign and their of the web site, an online banner
integration into a coherent and powerful campaign, and a large advertising
whole. This is just one of services we can campaign. Designed for impact, the video
offer along with audiovisual production, clip, “Anyone for a Pancake?” on You
media relations, creation of publications, Tube was a huge success, with over 2
organisation of events, and web site million views in a six-month period and
with over 2,000 web sites now hosting this
development.
compelling and entertaining clip. This
Founded in 1986, Mostra has seen viral campaign was very effective in
steady and stable growth. It currently alerting young people to the importance
employs
a
multidisciplinary
and of obtaining the European Health
international team of around 150 full-time Insurance Card.
communication professionals including
project managers, production managers,
journalists, graphic designers, video
editors, event coordinators, media
relations officers and translators.
With a network of partner agencies in
both EU countries and others, Mostra is a
9
Sponsors
Qui sont-ils ? Occurence
on
the
Sustainable
Development
communication actions posed by our
ccurrence is a research institute, advertisers,
Occurrence
develops
methodological initiatives on Sustainable
founded in 1995. Occurrence is specialized in Development.
measuring
communication
efficiency.
Occurrence develops for its clients
(multinational corporates from private and
public sectors and autonomous regions)
qualitative
and
quantitative
research
techniques which aim to prove communication
strategies efficiency.
Occurence measures performance of
communication. All the communication :
Internal
communication;
Corporate
Communication;
Sponsoring;
Events;
Advertising
campaign;
Press-relations;
Numeric communication ; etc.
For 3 years, Occurrence is a major
active member inside the ACIDD (Association
Communication et Information pour le
Développement Durable) especially during
Summer School. Because It was challenged
O
Occurrence
Communication
expertise our
legitimacy /
Efficiency
measurement : a
progress spark
for our customer /
Professionalism
insurance
10
Sponsors
Qui sont-ils ? SCK-CEN
S
CK•CEN is one of the largest research
centres in Belgium. Today more than 600
people work on the development of peaceful
industrial and medical applications of
nuclear science.
The Belgian Nuclear Research Centre was
created in 1952. Since 1991, the statutory
mission gives priority to research on issues
of societal concern such as safety of nuclear
installations, radiation protection and safe
treatment and disposal of radioactive
waste.
SCK•CEN develops, gathers and spreads its
knowledge through education and
communication. The available know-how
and facilities are also used for services to
the nuclear industry, the medical sector
and the government. SCK•CEN’s fields of
expertise go – literally – from the deep
underground to outerspace. Our research
activities are concentrated into the
following main tracks:
SCK-CEN
The main
mission of
SCK-CEN is
to maintain
Nuclear Materials Science
The Institute for Nuclear Materials Science (NMS)
carries out research on materials and fuels used in
present and future reactor systems. NMS makes
numerical simulations and predictions of the
behaviour of materials under irradiation. This
knowledge is essential to guarantee the safe and
efficient operation of nuclear installations. NMS
also produces radioisotopes for the medical sector
and doped silicon for the microelectronics
industry.
Advanced Nuclear Systems
The Institute for Advanced Nuclear Systems
(ANS) strives to extend the Belgian expertise in the
study of innovative fourth-generation reactors and
the fusion test reactor ITER in France. These new
technologies will be safer and more efficient. With
the MYRRHA project, ANS develops a
multifunctional experimental irradiation facility
for the production of radioisotopes and doped
silicon for renewable energy applications, the
transmutation of radioactive waste and the study
of materials for innovative fission reactors and for
fusion technology.
Environment, Health and Safety
The Institute for Environment, Health and Safety
(EHS) studies the behaviour of radioactive
substances in air, water and soil and evaluates the
effects of radiation on man and environment.
Based on this knowledge, EHS provides expertise
for authorities, industry and
the medical sector. The institute also examines the
possibilities for surface and deep disposal of
radioactive waste and the decommissioning of
nuclear installations. Moreover EHS pays
attentiontosocietalandethicalaspectsofnuclear
technologies such as sustainable development,
safety and safeguards.
Communication, General Services and
Administration
The Institute for Communication, General
ServicesandAdministration (CSA)comprises the
financial, administrative, logistic and central
technical services. It also manages human
resources and ICT issues. In addition, this institute
deals with internal and external communication
matters,
knowledge management and it
coordinates all education and training activities.
www.sckcen.be
info@sckcen.be
© 2010 - SCK•CEN
an
outstanding
centre for
science,
nuclear
technologies
and ionazing
radiations.
11
Sponsors
Qui sont-ils ? PEFC
PEFC
NPO is the
national PEFC
office for
Belgium. PEFC
NPO observes
and
coordinates the
label
promotional
activities in
Belgium.
282,000
hectares of
forests are
certified in
Belgium, which
represent +/38% of belgian
forest surfaces.
For more
informations
check
PEFC.be or
send us an email at
info@pefc.be
PEFC Belgium,
Galerie du
Centre Bloc 2,
B-1000
Brussels _
Telephone :
+32/2.223.44.2
1 - Fax :
+32/2.223.42.7
5
PEFC Label for paper and wood eco-friendly
PEFC label on wood and wood-based products
Wood is a renewable material which using has to be encouraged. But accounted itself of its
origine. Every wooden products have the abbilities to wear a PEFC label. PEFC label guarantees
that products come from a sustainable managed forest. This certification does not provide any
quality guarantee, It only attests from the sustainable origin.
PEFC guaranties
Certificating system of PEFC is transparent and convincing in order to follow fluxes of wood.
Independant organizations of certification manage the control of both forest and wood shaping
companies. Every corporate who shape the product have to be in possession of a chain of control
certificate. Wooden fluxes are a closed circle. Illegal cutting wood is therfore excluded.
Forest sustainable management
Forest sustainable management wants to be eco-friendly ; socialy beneficent and liveable in a
economics point of view. Practicably, this means replanting or natural reniewing of trees and
protection of biodiversity, It also means respect of local people, soil and water, ...
PEFC International
PEFC (Programme for the Endorsement of Forest Certification schemes) is environmental and
non-governmental organization founded in 1999. PEFC scheme is the most important
certification system in the world. PEFC regroups more than 226 millions of hectares of forest on
every continents, there are also 7299 certified companies.
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Organising committee :
Thierry Libaert (UCL), Andrea Catellani (UCL), Audrey Crucifix (UCL),
François Heinderyckx (ULB), Christine Hambursin (UCL), Christine
Donjean (UCL), Jean-Marie Pierlot (UCL), Nicolas Baygert (UCL-EU).
This event has been realised with the help of :
- Région de Bruxelles-capitale
- FNRS
- Institut Langage & Communication (IL&C, UCL)
- EUPRERA (European Public Relations Education and
Research Association)
- Hill & Knowlton
- Interel
- Ujjef Communication et Entreprise
- CAP Conseil
- ABCI (Association belge de communication interne)
- 3C (Corporate Communication Community)
- Communication publique Wallonie Bruxelles
- ACIDD (Association communication et information pour
le développement durable)
The conference is an Energy Day of the Sustainable
Energy Europe Campaign, an initiative of the European
Commission
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