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Mise en place du descriptif
Oct 2, 2010 03:56
13 yrs ago
10 viewers *
French term

axe de communication

French to English Other Advertising / Public Relations
I am translating a slide presentation on a multinational’s action plan for being more proactive, improving its public relations and public image, and increasing its visibility in a certain jurisdiction. Part of the action plan calls for making public announcements concerning the firm’s investments in research, its donations to universities, etc. For each announcement, there is a “contexte”, an “axe de communication” and specific instructions, such as drafting a press release, sending out invitations to politicians, etc. The “axe de communication” is a short sentence that seems to sum up the essence of the announcement (although the announcement is not shown). I have not been able to find a translation of “axe de communication” in such a context. I’d like to hear from anyone who is familiar with this use of the expression.
Proposed translations (English)
4 +3 thrust
5 +2 communication pillar or messaging
4 approach
4 communication hub
3 essence of the announcement/communication
4 -1 Center for Communications
References
Useful explanation

Proposed translations

+3
2 hrs
Selected

thrust

Point, drive, what they are getting at.

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Note added at 2 hrs (2010-10-02 06:45:03 GMT)
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That is going to be the THRUST OF THE COMMUNICATION to all segments. Mumbai, Maharashtra, January 15, 2010 /India PRwire/ -- Through a multi-agency pitch, ...
www.indiaprwire.com/pressrelease/.../2010011541413.htm

The main THRUST OF THE COMMUNICATION takes place on the sub-public plane. It is here that particular patterns of communication are formed in which opinions ...
books.google.com/books?isbn=9027217742...

Every campaign needs to have a set of messages that forms the main THRUST OF THE COMMUNICATION. These messages need to be clear, concise and readily ...
www.demyc.org/oldsite/fruitbasket/img/db/docs/940.ppt

This is in line with the general THRUST OF THE COMMUNICATION "to reward the best and punish the worst". This approach has been endorsed by the Council and ...
eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX...EN...

In the next few weeks, the main THRUST OF THE COMMUNICATION strategy will be presented to Prince Albert and set in motion. ...
www.monaco-iq.com/Michel-Roger-meets-the-pr

projects with a breadth of ethnic communities the concept of 'Rainbow Giving' was conceived and rainbow became the visual THRUST OF THE COMMUNICATION. ...
www.noha-agency.com/workdesign.html

This is the main THRUST OF THE COMMUNICATION adopted during the conference on Sustainable development in the Mediterranean region, organised by the European ...
www.eesc.europa.eu/?i=portal.en...a.
Peer comment(s):
agree Alison Sabedoria (X) : Say no more! =)
42 mins
agree Carol Gullidge : neat!
1 hr
neutral Sara Freitas : OK for outsiders talking about it, but communication insiders would not use this term to talk about their messaging content and strategy
3 hrs
agree Evans (X) : I would go with "key message" or "main thrust"
7 hrs
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Thanks for the confirmation!"
26 mins

essence of the announcement/communication

Axe is defined as axis in the dictionary, and axer is center.

Therefore, I believe that it can be the gist or the essence, as you say above.
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3 hrs

approach

line of approach

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Note added at 3 hrs (2010-10-02 07:48:31 GMT)
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you could also use GIST
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5 hrs

communication hub

I hope it helps
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-1
1 day 13 hrs

Center for Communications

The purpose of the Center for Communications Research, also known as the CCR, is to provide comprehensive survey research services to Texas Tech University and clients in both the public and the private sectors. Our position within the university allows us to undertake research projects that are of both an academic and an applied nature.

* Project planning and study design
* Questionnaire authoring
* Sample generation
* Data collection
* Data analysis and reporting
* Project management
Peer comment(s):
disagree Sara Freitas : This is totally incorrect. The "axe de communication" is described brillantly in the link provided by Emma
13 hrs
Something went wrong...
+2
6 hrs

communication pillar or messaging

If this is the *content* of the communication then I would use "communication pillar" or "messaging" or even "key message". If it is *how* the message will be disseminated, then "communication channel" (press, online, advertising, events, opinion leadership, etc.).


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Note added at 1 day2 hrs (2010-10-03 06:12:46 GMT)
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Example of "messaging pillars" in MS Vista marketing guidelines:http://www.westcoast.co.uk/microsites/microsoft/downloads/vi...

In Time Warner Cable partner marketing program business case
http://www.scribd.com/doc/35711442/Partner-Program-Best-Prac...



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Note added at 2 days2 hrs (2010-10-04 06:46:55 GMT)
--------------------------------------------------

@ Bourth: one place you can find these "internal" marcomm terms in use is on marketing professionals' linkedin profiles...I looked back through some agency briefs I have as ref docs for copywriting projects and "messaging pillars" seems to be used most.
Reference:

http://www.ipra.org/archivefrontlinedetail.asp?articleid=20

Note from asker:
Thanks Sara! I had been wavering between "key message" and "main thrust", but I thought there might be another expression used in this field. I don't normally translate texts of this type. Thanks to all for your suggestions.
Peer comment(s):
agree Evans (X) : I would be inclined to go with "key message" or "main thrust"
3 hrs
Thought since I answered..."messaging pillars" is probably the best solution
agree Bourth (X) : Good point (4 future users) re. content/channel. Here "The axe de communication is a short sentence that seems to sum up the essence of the announcement". With just 740 ghits "comm. pillar" isn't communicated v. well! /Things will "out" as a rule.
1 day 19 hrs
Vell...the problem is that this is usually found in *internal* or even *confidential* strategy docs and agency briefs...not on the web and thus not googleable!
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Reference comments

7 hrs
Reference:

Useful explanation

I think this is a useful explanation of the term as used in marketing circles. (But it's very often used in a broader sense).
Reference:

http://www.treaqfp.qc.ca/trousse/content/trf_5_3_1.shtml

Note from asker:
Thanks for this link. As I mention elsewhere on this page, I had been wavering between "key message" and "main thrust" but thought that there might be another term used in this field for "axe de communication".
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