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Faces & Markets of PRGN: France – A Blend of Tradition and Innovation

The information in this post originally appeared on Public Relations Global Network’s blog.

We are pleased to share the next post in a series of in-depth profiles of key international markets written by one of our PRGN partners.

Faces and Markets of PRGN is a series of blog posts in 2024 that puts Public Relations Global Network (PRGN) member agencies and their markets in the spotlight.

In this next blog post in the series, Stéphane Billiet of We change, describes the business and communications environment in Paris and France and offers advice on navigating his home market.

Business Environment in Paris and France

France boasts a diverse business environment characterized by a blend of tradition and innovation. Its strategic location in Europe, well-developed infrastructure, and skilled workforce make it an attractive destination for investors. The country’s strong industrial base, particularly in sectors like aerospace, automotive and luxury goods, contributes significantly to its economic prowess and France’s influence in the world. Additionally, the country’s commitment to research and development fosters innovation, with thriving startup hubs in cities like Paris and Lyon. Despite bureaucratic hurdles, high taxes, and rigid labor laws posing challenges, France’s economy remains resilient, with government initiatives aimed at fostering entrepreneurship and foreign investment.

While GDP is estimated to have grown by 0.9% in 2023, driven by strong growth in the second quarter, it is expected to grow moderately, by less than 1% in 2024. Private consumption is set to drive GDP growth on the back of rapidly declining inflation. Investment is expected to remain subdued until the second half of the year due to still restrictive financing conditions but is then set to start recovering. Net exports are projected to make no contribution to GDP growth given that imports are set to rise – pushed by strong demand – while exports of goods are only expected to progressively catch up with their pre-crisis level.

Communications, Media and PR Market in France

The media landscape in France is diverse and dynamic, with a mix of traditional outlets and digital platforms. One thing to pinpoint is France’s strong public broadcasting sector, overseen by organizations such as France Télévisions (TV), Radio France (radio), and France Médias Monde (international broadcasting). These organizations are funded through a mix of license fees and government subsidies and are tasked with providing quality programming that serves the public interest.

Obviously, online news websites, blogs, and digital-native outlets provide alternative sources of news and information to traditional media. Platforms like Le HuffPost, Mediapart, and Rue89 are popular digital news sources, and while they work on a paid-model, they perform well as they offer solid investigation stories, a genre that the French audience particularly likes.

France also has regulations in place to ensure media plurality, diversity, and quality. The Arcom regulates broadcast media and aims to uphold journalistic standards, protect media freedom, and prevent media concentration.

However, like media industries worldwide, the French media landscape faces challenges such as declining advertising revenue, digital disruption, and changes in consumer behavior.

Key expertise of We change

1) Media Management:

The team at WE change is made up of consultants and former journalists, allowing us to know the vision and ethics of the media, as well as suggesting the most cutting-edge angles for our clients. Essentially, we know how to successfully place our clients’ stories.

2) Crisis Management and Consulting:

No company is exempt from crises, which is why a fair relationship with the media, transparency in communication and adequate strategic advice are always the best allies of a company.

3) Executive advocacy:

We help our clients build their image and reputation both in traditional media and social media. Thus, we pitch out journalists to “sell” portraits of CEOs, train them and position them as voices that count in their sector and ghost-write for them comments and by-lines on LinkedIn to help them become the experts in their businesses.

Top 3 Advice for Companies Seeking to Navigate the Media Market in France

France fervently advocates for the “French exception,” emphasizing its unique cultural, economic, and social characteristics as integral to its identity and resilience. So:

1. Do not copy-paste the global comms strategy:

The media will not pick up info that is not local-relevant. While English is widely used in business, journalists will be reluctant to meet not French-speaking spokespeople.

2. All your news are not necessarily news-worthy.

French journalists do not talk or write about the same company every other day. In order to stand out in French media, make sure that you have solid news with – again – local-relevant content.

3. Be patient.

French media are very picky, so it might take a little time to catch their attention. However, once you’ve got the contact, you can easily have privileged relationships with them. That always helps, right?

Most Influential Media for Corporate and Consumer Communication in France

As far as corporate media are concerned, daily newspapers like Les Echos or Le Monde remain the most influential, targeting opinion leaders in all sectors and sub-sectors of the French economy.

Regarding consumer media, TV is still a strong medium, especially TV Channel M6. But digital platform Konbini is coming in full force, as people can watch short informative videos and interviews on all kinds of topics on their phones or tablets, directly on their social media platforms.

The most popular social media channels in France*

Facebook: 73.3% of internet users between 16-64 in France. Despite declining popularity, especially among younger generations, Facebook was the most popular application in 2023.

WhatsApp: 59.8% of internet users between 16-64 in France. WhatsApp has officially overtaken Facebook Messenger and is now the messaging service most used by the French.

Instagram: 58.6% of internet users between 16-64 in France. Instagram is overtaken by WhatsApp compared to 2022, but remains very popular despite an algorithm and features that don’t always meet with unanimous approval in France.

Facebook Messenger: 57.8% of internet users between 16-64 in France. Slightly less popular than WhatsApp and Instagram for sending messages, Messenger nevertheless continues to be a must-have for many users.

LinkedIn: 56.4% of internet users between 18-64 in France.**

Snapchat: 44% of internet users between 16-64 in France. Although younger users are beginning to tire of Snapchat, preferring TikTok, the app is still very popular.

TikTok: 37.6% of internet users between 16-64 in France. While Generation Z’s favorite app retains the same position as in 2022, there has been a sharp increase in usage, from 29.9% last year. TikTok could well surpass Snapchat in 2024.

X/Twitter: 30.9% of internet users between 16-64 in France. Twitter, which topped the rankings for a long time in the 2010s, has struggled to return to the forefront, retaining the same position until 2022.

Pinterest: 28.1% of internet users between 16-64 in France. Pinterest continues to be a source of inspiration for artists and anyone looking for new ideas.

* – Source: Le Blog du Modérateur ** – LinkedIn prevents people below the age of 18 from using its platform – figures from Datareportal.

Most important international events in France in 2024

The 80th anniversary of the Normandy and Provence landings in June: Major ceremonies and tributes were planned this year to mark the 80th anniversaries of the Allied landings on the French coast in Normandy and Provence in 1944.

Tour de France, end of June – end of July: This year was the first Grand Départ from Italy and the 26th from abroad. Due to the Olympic and Paralympic Games in Paris, and for the first time, the final finish did not take place in Paris but in Nice.

Bastille Day on July 14: Known as “La Fête nationale” or “Le 14 juillet” in French, is a significant national holiday in France. It commemorates the French Revolution and the storming of the Bastille prison in Paris on July 14, 1789.

Reopening of Notre-Dame de Paris in December: After a dramatic fire and years of renovation, the cathedral of Notre-Dame de Paris will reopen its doors to the public on Dec. 8, 2024. On this occasion, the President of the Republic expects to welcome Pope Francis, who has been officially invited.

For more statistics on France and to download the author’s full bio and market report, click here.

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