Abstracts
Résumé
Compte tenu de l’ampleur de la crise liée à la Covid-19, il est nécessaire que les PME informent leurs clients, fournisseurs et salariés des actions qu’elles entreprennent dans l’objectif de préserver leurs activités et leurs relations d’affaires. Cet article porte sur la communication de crise qui est mise en place par les PME internationalisées dans le contexte de la pandémie. L’étude empirique est fondée sur l’analyse systématique des sites Internet et des réseaux sociaux numériques de quinze PME belges qui réalisent plus de 50 % de leur chiffre d’affaires à l’export. Les résultats montrent que ces entreprises communiquent peu sur les actions menées face à la crise sanitaire. Les PME qui annoncent des mesures spécifiques sont principalement orientées vers la continuité des activités et la sécurité des salariés et plusieurs entreprises mettent en place des mesures innovantes liées à la pandémie. Notre recherche enrichit les connaissances sur la communication de crise des PME internationalisées en mettant en relief leurs comportements différenciés en matière de communication digitale. Elle permet de proposer plusieurs recommandations pour améliorer leur utilisation des sites Internet et des réseaux sociaux numériques en contexte de crise.
Mots-clés:
- Communication de crise,
- PME,
- Export,
- Pandémie,
- Covid-19
Abstract
Given the scale of the Covid-19 crisis, SMEs need to inform their customers, suppliers and employees of the actions they are taking with the aim of preserving their activities and their business relationships. This article focuses on crisis communication that is implemented by internationalized SMEs in the context of the pandemic. The empirical study is based on the systematic analysis of the websites and social networking sites of 15 Belgian SMEs who generate more than 50% of their total sales from exports. The findings show that those companies communicate to a limited extent on actions taken to deal with the health crisis. SMEs who announce specific measures are mainly oriented towards business continuity and employee safety, and several companies are implementing innovative measures related to the pandemic. Our research enriches knowledge on crisis communication of internationalized SMEs by highlighting their differentiated behaviors in terms of digital communication. We propose several recommendations to improve their use of websites and social networking sites in a crisis context.
Keywords:
- Crisis communication,
- SMEs,
- Export,
- Pandemic,
- Covid-19
Resumen
Dada la magnitud de la crisis de Covid-19, es necesario que las PyME informen a sus clientes, proveedores y empleados de las acciones que están realizando con el objetivo de preservar sus actividades y sus relaciones comerciales. Este artículo se centra en la comunicación de crisis que implementan las PyME internacionalizadas en el contexto de la pandemia. El estudio empírico se basa en el análisis sistemático de los sitios web y de las redes sociales digitales de 15 PyME belgas que generan más del 50% de su facturación a partir de las exportaciones. Los resultados muestran que estas empresas comunican poco las acciones tomadas para hacer frente a la crisis sanitaria. Las PyME que anuncian medidas específicas están orientadas principalmente a la continuidad del negocio y la seguridad de los empleados, y varias empresas están implementando medidas innovadoras relacionadas con la pandemia. Nuestra investigación enriquece el conocimiento sobre comunicación de crisis de las PyME internacionalizadas al destacar sus comportamientos diferenciados en la comunicación digital. Permite ofrecer varias recomendaciones para mejorar su uso de sitios web y redes sociales digitales en el contexto de una crisis.
Palabras clave:
- Comunicación de crisis,
- PyME,
- Exportación,
- Pandemia,
- Covid-19
Appendices
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