1981
Institut national de la santé et de la recherche médicale, département de l'information scientifique et de la communication, bureau de presse (1981-.... ; Paris)
L’Inserm a entrepris une véritable politique de communication à partir de 1981, avec la création d’un service de presse, par une décision officielle du 15 janvier 1981. L’article 24 de la loi n° 82-610 du 15 juillet 1982 confie à l’Inserm, entre autres missions, celle de la diffusion de l’information et de la culture scientifique et technique auprès du grand public (notamment auprès des jeunes). C’est dans cette optique qu’est créée en 1983, une Mission de l’Information et de la Communication réunissant plusieurs des bureaux déjà existants dont le Bureau de presse. Ce dernier est réorienté en vertu de la vocation de cette mission d’information et notamment de « la volonté de faciliter les recherches des différents publics concernés par les activités de l’Inserm » (note interne de l’Inserm sur l’« Histoire de la Politique d’Information et de Communication de l’Inserm » par Marine Leroy). Il prend le nom de « Bureau de Presse et des Relations Publiques ».
En 1991, la Mission de l’Information disparaît pour laisser place au « Département de l’Information et de la Communication » (DIC). En 1997, l’Inserm renforce sa communication interne et externe, auprès du Grand Public en particulier. Le DIC devient « Département de l’Information Scientifique et de la Communication » (DISC).
Le bureau de presse, après avoir travaillé à créer un contact direct avec les médias, « petits déjeuners de presse » par exemple, se lance dans la diffusion de documents auprès de ceux-là, par email (communiqués de presse entre autres) ce qui permet de mieux faire connaître l’Inserm. Puis, des partenariats sont établis entre l’Inserm et les médias par le biais de ce même bureau de presse.
Le bureau de presse est aussi actif sur les réseaux sociaux notamment grâce à des comptes Facebook et Twitter.
Pour faire face au développement rapide des médias sociaux, il lance, en 2013, la salle de presse virtuelle (en ligne) qui facilite l’accès des journalistes aux résultats des travaux des chercheurs Inserm. Ces informations sont diffusées en français et en anglais. Cette salle de presse est en moyenne consultée par 21 500 utilisateurs chaque mois (visiteurs uniques), en France comme à l’étranger, ce qui permet d’accroître la notoriété internationale de l’Inserm. La salle de presse de l’Inserm est désormais référencée par Google actualités.
Comme signe de la relation forte entre l'Inserm et les média, plusieurs fois par an, les chercheurs répondent aux questions des lecteurs du quotidien Le Figaro, dans le supplément santé publié les lundis. L’Inserm est également partenaire média de l’émission « Votre santé m’intéresse » présentée par Alain Ducardonnet et diffusée le weekend sur BFMBusiness (rediffusion sur BFMTv). Le journaliste accueille un chercheur de l’Inserm chaque semaine en plateau. La page santé de la rubrique « C’est la vie » du Huffingtonpost.fr donne, elle aussi, régulièrement la parole aux chercheurs de l’Institut.
Indice de cette forte activité, en 2016, 8000 articles, tout média confondu, citant l'Inserm ont été recensés.
Les domaines les plus médiatiques sont, avec près de 600 retombées, les résultats de la cohorte Constance concernant l’excès de poids des Français, atteignant plus de + de 40 millions de Français par voie de presse. Avec 250 retombées, le programme de recherche 13 novembre a touché 12 millions de Français. Enfin la mise au point d’un anticorps médicament contre la sclérose en plaque a eu un fort retentissement, notamment sur les médias sociaux, avec près de 5 millions de personnes potentiellement exposées à ce résultat de recherche.
Les sujets conjoncturels (Ebola, Zika, CRISP CAS9) et les grands axes thématiques du plan stratégique (microbiote, vieillissement et génomique/big Data) ont également bénéficié d’une médiatisation poussée.
Les communiqués de presse électroniques de l’Inserm ont été archivés avec d’autres documents scientifiques Inserm, sur une base de données informatique du Service « Information scientifique et technique » (IST) puis transférés sur une nouvelle base encore en test en 2017.
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