Digital PR in France vs UK: two markets, two approaches

When it comes to Digital PR, the UK and France are two distinct markets that require different approaches. While the UK boasts a well-established, competitive landscape, France's Digital PR market remains largely untapped, offering both challenges and exciting opportunities for UK-based PR professionals. Understanding these differences can make or break your Digital PR campaign in these two countries.

Why do we need to use different approaches in different markets?

1. The requirement for water-tight data

In the UK, PRs often rely on tabloid-style campaigns, which can be successful with just a brand name and a few expert quotes. However, this approach doesn’t work as smoothly in France. The French media landscape is more rigorous, especially when it comes to accepting data from PRs. Fewer publications, particularly red-top and tabloid titles, means that journalists in France follow a much stricter sign-off process.

This scrutiny plays into our need to always give journalists a detailed ‘why’ behind our campaigns. With fewer clickbait articles, journalists require substantial backing and credible data to convince their editors that a story is worth publishing. Providing solid data up front, and linked to an on-site report on your client’s website, not only makes it easier for journalists to engage with your campaign, but it also sets the foundation for longer-term relationships, proving you as a reliable source for stories.

2. The benefit of regional campaigns

Another standout part of Digital PR in France is the effectiveness of regional campaigns. While national campaigns can be effective in the UK, regional PR is particularly crucial in France. Journalists in France are often deeply tied to specific beats, with many focusing on a particular region or even town. This creates a unique opportunity for PRs to tap into local discussions, build regional narratives, and target journalists in specific geographic areas.

By leveraging regional angles, you not only create more personalised outreach, but also allow journalists to easily see the relevance of your campaign to their specific audience. In France, playing into existing local discussions and comparisons can spark valuable discussions and boost media attention.

3. Media list building and contact availability

Unlike the UK, where tools like Roxhill and Response Source make media list building relatively straightforward, France doesn’t offer the same accessibility to media contact details. The lack of readily available contact information means that building media lists and establishing relationships with journalists is a far more manual process.

In this environment, PRs must dig deeper into the publication houses that own French outlets, as these parent companies often provide the correct contact details. For example, Prisma Media owns a number of consumer lifestyle titles such as Harper’s Bazaar, Femme Actuelle and Prima, and houses all journalist emails. Social media can also be a useful tool for outreach, allowing PR professionals to bypass traditional channels and establish connections directly with journalists.

4. UK outreach ≠ French outreach

Knowing how to email journalists in France could be a make-or-break factor in the success of your outreach. UK journalists, especially red top writers or audience and consumer lifestyle reporters, may not mind a more conversational tone of voice - the same cannot be said for their French counterparts. Many French journalists expect a certain level of linguistic politeness (as simple as using ‘vous’ instead of ‘tu’). It’s much easier to start formally and take a relaxed tone once the rapport is established. 

Similarly, outreach in France will show you that journalists often prefer a quick call to confirm data and details, so ensure you include your number and offer a call to discuss the content you’ve sent them. 

Top tips for landing new French clients

1. Understanding your market is key

The most important factor for a successful new business pitch in Digital PR is understanding your target market. Each country has different publication structures, journalist etiquette, and trending news stories, all of which influence how PR campaigns should be produced and are received. Make sure you’re familiar with these elements before embarking on a new pitch.

2. Assuming no knowledge ensures clarity 

When pitching to clients who may not fully understand the nuances of Digital PR in France, use this as an opportunity to educate them. Emphasise the specific value of each aspect of your strategy - whether data-led campaigns, Reactive PR, or influencer marketing. By focusing on the broader benefits of a well-rounded Digital PR strategy, you can help clients understand the opportunities available in the French market, setting realistic expectations and solidifying your position as an expert.

So, are you ready to take on the French market?

Digital PR in France offers exciting new possibilities for UK Digital PR professionals, but it comes with a set of challenges that demand a deeper understanding of the market. By focusing on data-driven campaigns, leveraging regional strategies, and building strong, personalised media relationships, PRs can successfully navigate this untapped market. Just as in any new market, a tailored approach and local knowledge will be the key to success in France.

If you’re ready to take on the challenge of French Digital PR or have questions about navigating this market, don’t hesitate to reach out.

This post was written by Gideon Katz, Digital PR Strategist at Distinctly.

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