Digital PRInternationalReports

A guide to Digital PR in France

This guide covers an introduction to the French media landscape, the current state of news consumption in France, and the differences between UK and French markets. We also run through some best practice tips and some case studies of how we’re getting results in the region.

By
12 min read

Report Contents

Abstract

Over the last decade, the rise of digital PR has revolutionised how brands communicate with their audience online, both in the UK and the US.

However, in recent years, more and more countries are catching on to this wave of marketing, and now France has become a fertile ground for global brands keen on earning or diversifying their backlink profiles and boosting SEO through European PR strategies.

With that being said, the French market presents several unique challenges and opportunities that are distinct from the UK, US, and other European practices, but they can be overcome.

From our experience of working in the French market, we’ve pooled our knowledge together to compile a useful guide that explores the key differences in the French media landscape, including consumption habits, popular news outlets, and social media usage.

Additionally, we’ll offer a few invaluable tips for brands seeking to navigate the French market and how to craft successful digital PR campaigns in this region.

The current state of news consumption in France

Despite the worldwide digitisation of news, the consumption of traditional media remains imperative throughout France, with much of the population getting their news via TV, radio, or print newspapers.

Currently, television reigns supreme as the most popular medium for consuming news and entertainment in France. Thanks to flagship networks like TF1, and public broadcasters like France Televisions, television channels play a pivotal role in shaping public discourse and disseminating information.

But alongside TV, newspapers also maintain a significant presence in the French media landscape. With over 100 daily newspapers available across the country, including respected publications like Le Monde and Liberation, print media continues to serve as trusted sources of news and information for French readers.

However, recently, many digital media platforms have emerged as pivotal players in shaping news consumption behaviours in France. ‘Ouest-france.fr’ was the most visited news site in France in June 2023, with online publications like Bfmtv.com and LeFigaro.fr rounding out the top three, highlighting the increasing digitalisation of news consumption in France.

Social media has also become an integral part of the French media landscape, with platforms like Facebook, YouTube, X, and Instagram commanding a large user base. So much so that a 2023 report revealed that 80.5% of French people are active on social media1.

In fact, competition from social media influencers has become quite a contentious issue for traditional media outlets, who are increasingly seeing many of their readers move to more readily accessible content.

What are the key differences between the UK and French markets?

Based on our experience in executing PR campaigns across France, it’s important to understand there are several key differences between the French and UK media landscapes.

From differing consumption habits, content preferences, and media practices, here are some distinct characteristics that set the two media landscapes apart:

Tabloid newspapers don’t exist in France

One notable difference between the UK and French markets lies in their media preferences. While UK audiences may gravitate towards tabloid-style content, the French media landscape differs significantly.

Case and point, in France, the coverage of lighter lifestyle articles commonly found in UK tabloids like The Daily Mail or The Sun, is not typically featured in mainstream media.

And while there are some French platforms dedicated to celebrity gossip, they tend to focus on different aspects of news and entertainment compared to their UK counterparts.

As a result, PR campaigns tailored to the UK tabloid audience may not resonate with many French media outlets.

French news is often more ‘serious’ than UK news

In France, media stories are typically favoured when they are backed up with data, interviews, and reports from credible sources. This contrasts sharply with the UK media landscape, where shorter, less substantiated, ‘fluffy’ stories often feature heavily.

Part of this difference is due to the challenge of French media in the past years trying to promote itself as a trusted source of information that fights against fake news. So, before covering a topic, French journalists usually ask themselves three questions:

  1. Is this content 100% accurate?
  2. Will it help me be seen as a trusted source of information?
  3. Will it boost my number of readers?

Therefore, to capture the interest of French audiences and journalists, PR campaigns should emphasise authenticity and relevance, incorporating elements such as surveys, national data, or expert interviews.

Remember cultural differences

Central to effective PR in France is an understanding of the many different cultural norms, values, and communication styles present across the country. For example, French people have a different sense of humour to Brits, which could impact the success of your PR campaign.

This means that, if your PR campaign is only suited for Brit’s self-mockery and dark humour, it would not make sense to a French audience as they tend to favour irony, second-degree jokes, and cynical humour.

Rethink your outreach approach

Surprisingly, the famous #journorequests hashtag doesn’t exist in France, so any PR professional thinking of using X as a pitching and sourcing platform should refocus their outreach efforts towards using media databases or searching manually for similar stories via search engines.

Lead times are longer

Unlike the quick turnarounds often seen in the UK, PR efforts in France typically require patience, with lead times stretching anywhere from 2 to 3 days, or even months in some cases.

This delay is influenced by various factors, including the meticulous attention to detail prevalent in French business culture and the emphasis on building relationships before transactions.

Considering this, prioritising evergreen campaigns is recommended to ensure your campaign topic is relevant not just in the present moment, but in the weeks and months to come.

Understanding and accounting for these longer lead times is essential for crafting effective PR campaigns tailored to the French market.

French PR best practices

From data-led studies to regional campaigns with a nod to individual cultures, below are some actionable tips for crafting high-quality PR campaigns that will resonate with French audiences and, most importantly, land relevant French links.

Data-driven campaigns are important

French journalists value the use of robust statistics to add credibility to their stories and will most likely conduct thorough fact-checking procedures before publication.

If you choose to implement data-driven campaigns within your French Digital PR strategy, be sure to obtain the information from reputable sources and include detailed methodologies.

Additionally, incorporating quotes from relevant industry figures can add further legitimacy and interest to your client’s data-based campaign, increasing the likelihood of coverage.

Having on-site content is key

Having on-site content is important when developing campaigns targeting the French market. Providing journalists with easily accessible, comprehensive resources not only increases the likelihood of media coverage but also aligns with the meticulous attention to detail valued in French culture.

Furthermore, having well-crafted on-site content adds a layer of credibility and trust, both of which are essential elements in building relationships with French journalists and audiences. By prioritising having on-site content tailored to French audiences, brands can establish themselves as trusted sources of information, fostering stronger connections and driving greater engagement in the French market.

Prioritise outreaching content in French

It’s recommended that, before you begin outreaching to French media, you accurately translate all infographics and landing pages into French. This will help ensure you maximise communication efforts and resonate with a broader French audience, enhancing the success of PR efforts in the region.

Avoid overly promotional content

A common mistake made by brands is to push press releases that are too promotional. French journalists are focused on stories that serve the public interest, spark curiosity, or tie into broader social and cultural trends, not ads or product placement.

Headlines such as “X Launches a New Product in France” are unlikely to gain traction. Instead, frame your pitch around what makes the story relevant beyond the brand itself: does it highlight a wider consumer trend, reveal surprising data, or connect to an issue that matters to French audiences?

By shifting the angle toward public value, your story becomes far more newsworthy and appealing to the press.

Outreach in France

From angles to follow-ups, below are our top tips for landing high-quality backlinks in France.

Regional breakdowns matter

France has many regional differences, which can spark creativity for crafting regionally focused PR campaigns. French culture often involves playful criticism among regions, ranging from culinary preferences to linguistic differences in describing everyday actions and objects.

A great example of a cultural debate that gets French people talking is the “Pain au Chocolat” versus “Chocolatine”2. This long-standing dispute over what to call a chocolate pastry sums up the differences in regional identity and linguistic diversity in France.

Whether it’s enjoying a “Pain au Chocolat” in the North or indulging in a “Chocolatine” in the South, this culinary debate continues to unite and divide communities across the country and could be the perfect idea for a PR campaign to settle the debate once and for all.

Be professional and prioritise substance

Properly introducing and selling your story to journalists is crucial for PR success, especially in France, where building relationships and maintaining professionalism are highly valued.

When reaching out to journalists, it’s essential to personalise your communication by using formal language, such as “Vous” instead of “Tu”. Using “Bonjour [First Name]” is becoming increasingly common, mostly when contacting journalists in their 20s or 30s. For a more experienced journalist, use “Dear Mr/Ms. [Last Name]”.

Keep your pitch short, fact-driven, and relevant to the current news cycle. Clearly outline the news angle and why it deserves coverage. Highlight key findings in bullet points, include stats in the subject line, and always provide a link to the full report or dataset.

Another key point is that journalists like to see interest in their work. When outreaching a similar story they may have covered in the past, make sure to compliment them on their work. It will provide a rationale for you emailing them.

Limit follow ups

In the French market, persistence is key, but not at the expense of spamming journalists. While a single reminder can be effective, excessive follow-ups are often seen as intrusive and can damage your relationship with the press.

French journalists in particular tend to view repeated outreach as irrelevant or overly aggressive. A best practice is to send one carefully timed follow-up, ideally adding a new angle, stat, or piece of context to increase relevance, rather than repeating the same message.

French backlinks are a catalyst for sustainable SEO growth

Securing high-quality backlinks from French media is not just about visibility: it’s one of the most effective levers for long-term SEO performance. And their impact is measurable:

  • Improved rankings: Brands targeting the French market often experience significant boosts in search engine positions, particularly for competitive and high-value keywords.
  • Steady organic traffic gains: Coverage and backlinks from leading French outlets consistently drive lasting increases in organic traffic, expanding brand reach to new and engaged audiences.
  • Stronger authority signals: Earning links on high authority French domains enhances a site’s backlink profile, strengthening domain authority and reinforcing trust in the eyes of search engines.

Why are French backlinks vital for long-term SEO success?

Google gives particular weight to locally relevant links when ranking websites in country-specific search results. Building a robust portfolio of high authority French backlinks helps brands to:

  • Enhance E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness), making the site more credible and authoritative.
  • Achieve stronger local rankings, ensuring visibility for French-language queries and gaining an edge over organic competitors.
  • Generate qualified referral traffic from French readers, which often translates into higher engagement and conversion rates for your brand.

Our PR results in the French media

We have developed and executed campaigns in France for some of our clients who have already witnessed promising results.

Here are a few standout examples of our PR campaigns from a range of different sectors featured in the French media:

SumUp – finance campaign

  • Total results – 168
  • Average DA – 61
  • Estimated views – 3.28M
  • Engagements – 14.3K

Our global financial tech client SumUp approached us to run product-focused campaigns to diversify their link portfolio in France.

The brand asked us to run digital PR projects on a monthly basis that would help to increase their brand awareness in France from relevant and new media domains, alongside improving their rankings across core keywords relating to their products.

Timely data-led ideas and regional data were key to achieving the brief and results. 

With a focus on crafting ideas relevant to SumUp’s target audience, we leveraged the financial news cycle to develop timely, data-led campaigns. These included newsworthy topics like cashless cities in France and the best cities for family businesses, ensuring we effectively targeted a wide variety of publications.

SumUp French campaign
View Case Study

OC&C – B2B campaign

  • Total Results – 92
  • Average DA – 72
  • TV features – 2
  • Engagements – 489

OC&C Strategy Consultants approached us to run a B2B link-building campaign in France

Following their newest Retail Proposition Index, the brand asked us to run a digital PR campaign based on the results to increase their brand awareness in France from highly authoritative media outlets.

With a focus on the Top 10 brands in France for 2024, we highlighted how evolving consumer trends shaped the rankings.

By selecting an RPI topic aligned with media trends to maximise national traction and by leveraging trusted sources like LSA and Capital, we strengthened the credibility of the campaign and significantly extended its outreach potential.

OC&C Campaign results

Elevate your international PR results

And there you have it; by consistently following the insights and strategies outlined in this blog, you should be able to set yourself up for success in the French market and drive impactful results for your brand.

Of course, if you’d like more information on French digital PR and to see the amazing work the connective3 international team are currently doing, you can visit our c3 international page or get in touch directly!

Sources

  1. Social media in France: Link
  2. Pain au chocolat vs Chocolatine: Link
  3. CISION State of The Media 2023 (France): Link

Let’s get started

Want to know more?
Contact us today to
start achieving unprecedented results.

This field is for validation purposes and should be left unchanged.