axe de communication

anglais translation: thrust

03:56 Oct 2, 2010

traduction français vers anglais [PRO]
Publicité / relations publiques

Terme ou expression en français : axe de communication

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.

medeast Activité KudoZ Questions : 97 (5 ouverte(s)) (1 without valid answers) (13 closed without grading) Réponses : 63
Local time: 12:10

Traduction en anglais :thrust

Explication :
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.

Réponse sélectionnée de :

Bourth (X)
Local time: 18:10

Grading comment

Thanks for the confirmation!
4 points KudoZ ont été attribués à cette réponse

Résumé des réponses proposées

4 +3

thrust

Bourth (X)

5 +2

communication pillar or messaging

Sara Freitas

approach

polyglot45

communication hub

telefpro

essence of the announcement/communication

Joyce A

4 -1

Center for Communications

Verginia Ophof

Summary of reference entries provided

Useful explanation

Emma Paulay

Réponses

26 minutes confiance :

essence of the announcement/communication

Explication :
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.

Joyce A
Thaïlande
Local time: 23:10
Spécialisé dans le domaine
Langue maternelle : anglais

2 heures confiance :

approbation des pairs (net) : +3

thrust

Bourth (X)
Local time: 18:10
Langue maternelle : anglais
Points PRO dans la catégorie : 35

Grading comment

Thanks for the confirmation!

3 heures confiance :

approach

Explication :
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

polyglot45
Langue maternelle : anglais, français
Points PRO dans la catégorie : 32

5 heures confiance :

communication hub

Explication :
I hope it helps

telefpro
Local time: 21:40
Langue maternelle : portugais, anglais

1 jour 13 heures confiance :

approbation des pairs (net) : -1

Center for Communications

Explication :
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

Verginia Ophof
Belize
Local time: 10:10
Travaille dans le domaine
Langue maternelle : anglais
Points PRO dans la catégorie : 12

6 heures confiance :

approbation des pairs (net) : +2

communication pillar or messaging

Explication :
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)
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@ 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.

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

Sara Freitas
France
Local time: 18:10
Langue maternelle : anglais
Points PRO dans la catégorie : 12

Notes au répondeur

Demandeur : 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.

Reference comments

7 heures

Reference: Useful explanation

Reference information:
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).

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

Emma Paulay
France
Spécialisé dans le domaine
Langue maternelle : anglais
Points PRO dans la catégorie : 108

Note to reference poster

Demandeur : 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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axe de communication

anglais translation: thrust

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anglais translation: thrust

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