Essential Guide to PR and Communications in France

France’s media landscape is dominated by a few large companies that own most publications across the country. However, there are also many popular independent outlets, such as Mediapart, which has a reputation for breaking political scandals.

While there are lots of consumer titles in France, trade and vertical publications have declined in number and these now make up just 2% of media in the country.

Most media outlets are based in Paris, though many have moved out of the city due to rising costs. Despite this concentration in the capital, France has a strong regional media presence, and this remains important for reaching the whole country.

Major cities like Lyon, Marseille, Lille, Strasbourg, and Nice are home to many important publications. While regional correspondents located across France cover local news for the national and regional newspapers.

A strong local focus and news hook is very important for journalists in France.

Regardless of your company’s size or presence in the country, every news story or media pitch needs to have a clear and compelling French angle.

Thought leadership pieces and bylines work well in France. Journalists appreciate high-quality, opinionated content that shows an understanding of the local market.

Unlike in some countries, bylined articles must not mention specific solutions or clients. Similarly, French journalists dislike sales-driven messages and exaggerated claims. They prefer simple language that explains what you do and why it matters.

While speaking French is a big plus, it’s not essential. The media prefer to interview French-speaking spokespeople who are familiar with the local market, however, most journalists will accept written responses to their questions if this isn’t possible.

There has been a significant shift in how French people consume media, with a clear move towards digital and social media platforms.

Younger generations are becoming more interested in staying informed about world events and current affairs through channels such as TikTok, Instagram, and X.

Many media outlets, including trade publications, are adapting to this trend by producing shorter, more social media-friendly content to engage online audiences.

However, distrust in the French media is growing. With a small group of businesses controlling most publications in the country, there are rising concerns about a lack of neutrality and the impact of corporate influence.

The shift towards digital channels is the key trend shaping PR in France right now.

As more media outlets embrace social media to reach audiences, PR strategies must adapt to focus on creating content that is more in keeping with these channels

Another key trend is Artificial Intelligence. While the French media has been slower to adopt AI compared to other industries, some outlets are starting to experiment with it.

For PR teams, it will be important to keep a close eye on how the needs of the media and their workflows change, as the use of AI becomes more commonplace.

It’s important to think local first. Generic, global messages won’t resonate in France.

Tailor your message to the French audience by highlighting how your company or technology specifically benefits businesses and people in the country. Where possible, try to demonstrate a deepening understanding of the French market and reality.

Where possible, avoid using corporate or salesy language. Over the top claims are often ignored, or worse ridiculed. Media prefer if you can simply explain what you do, why it matters in France, and back it up with local data points.

As is the case across Europe, sharing strong opinions is the key to making an impact with thought leadership. Share insights about the French market, industry trends, or changes in regulation that affect France to make a strong impression.

Finally, journalists in France appreciate embargoes and exclusives. This can be a great way to strengthen relationships with important individuals at influential titles.