COMMUNICATION ■ PUBLIC RELATIONS ■ PRESS RELATIONS
COMMUNICATION : « EVERYTHING COMMUNICATE ! »
OUR POINT OF VIEW
At Up To Flux we started from the premise/idea that everything communicates! An object, a color, an attitude, a sound, a style, a discussion and even a good timing …
Communicating is an action that involves being in touch with others, exposing, positioning, transmitting and exchanging. Communication is a natural and unavoidable act.
Communication is also a business sector and it is not without reason. It represents a set of very studied interactions, in constant evolution and including many stakes.
Today, in France, it weighs an investment equal to 32.572 billion euros.
Communication professionals have developed theories, concepts, skills, methods, techniques, technologies, media and organizations that enable communication. They use a large number of written, visual or sound media, use creative and artistic resources, and the general media to communicate.
The media are for the main ones, the press, the radio, the tv, the cinema and to which it has been added, the Internet and new supports, like the sites, the search engines, the applications, the blogs, the social networks and their vectors, computers, tablets and smartphones.
Communicating is, finally, a means of setting objectives or achieving them according to one’s strategy and level of reflexion. For a company, for anyone, communicating is strategic and, reflexive and politicized, a real lever for economic performance. He participates in the creation of values and all growth.
At Up To Flux, all communication will be done with the objective of results.
En 2017, en France, le marché de la communication représente 32,572 milliards d’€
Source : BUMP 2018 (Baromètre unifié du marché publicitaire) – France Pub, IREP, Kantar Média
Classement des investissements en communication par secteur en 2017, en France
Source : BUMP 2018 (Baromètre unifié du marché publicitaire) – France Pub, IREP, Kantar Média
Classement des plus gros investissements par média 2017 vs 2018
Source : BUMP 2018 (Baromètre unifié du marché publicitaire) – France Pub, IREP, Kantar Média
Classement des plus gros investissements par marché de la communication en 2017
Source : BUMP 2018 (Baromètre unifié du marché publicitaire) – France Pub, IREP, Kantar Média
PUBLIC RELATIONS – IMAGE AND REPUTATION
OUR POINT OF VIEW
Communicate with whom? How? And for what purpose? These are the questions to which public relations respond.
Weaving a relationship to another is the most important concept in communication. It is indeed able to position, transmit and exchange, share and build links.
So what do we mean by public? In reality, the public entity is extremely broad and differs according to the activity and the needs of each company or brand, evolving also in the course of its policy, its strategy, its projects and its ideas. Any company that communicates carries out public relations, if only in the first place, with its customers.
The different publics are: stockholders, administrations, associations, customers, consumers, distributors, elected officials, suppliers, groups of people (networks, clubs, communities, unions …), influencers, journalists, opinion leaders, lobbyists, NGOs, partners, public authorities, prescribers, employees …
For any public relations action, it is necessary to map the audience and to determine a strategy with the aim of creating links and a two-way relationship. Communicating, digitizing, participating or organizing events are the means. In short, public relations means communicating according to targets in order to build meaningful relationships (based on understanding or trust), build one’s reputation and enhance one’s image.
At Up To Flux, press relations are not included in public relations because, not only journalists practice a profession subject to ethical rules but in addition, which is based on fundamental freedoms: freedom of the press, freedom of the press opinion and freedom of expression.
At Up to Flux, we do not seek to influence journalists but we inform them, while providing them with convincing arguments. In addition, at Up To Flux, press relations are not called media relations because the press is a separate media.
Les médias les plus efficaces pour les Français en 2019
9 Français sur 10 jugent les médias utiles dans leur parcours d’achat
- En moyenne, les Français jugent l’éditorial (articles de presse print ou en ligne, émissions TV ou radio) plus utile que la publicité dans leur parcours d’achat (56 vs 49%)
- La TV, puis l’affichage sont les médias qui dominent le marché de la consommation pour découvrir, connaître et acheter une marque
- La presse est le média le plus fort auprès des consommateurs pour la découverte de promotions et l’attachement aux marques
- La radio est le média le plus fort en ce qui concerne la découverte de promotions
- En ce qui concerne la communication digitale, si la performance du search (liens et suggestions proposés sur Internet) est concentrée sur la presse, la publicité est, elle, en retrait sur l’ensemble des étapes du parcours consommateur en termes d’utilité perçue par les Français
Etude Media Impact – CSA Research – 2019
Les Français souhaitent que les publicités soient :
- Plus efficaces (86%)
- Plus ancrées dans le réel (84%)
- Plus transparentes et honnêtes (84%)
Etude Media Impact – CSA Research – 2019
PRESS RELATIONS-NOTORIETY
OUR POINT OF VIEW
Press relations are part of any communication strategy and its functions have never changed … The aim is – and has always been – to transmit information to journalists, as a source.
Press relations require a sense of contact, a perfect knowledge of the press – whether written, radio, tv or online – and know-how to prepare the information. Indeed, the information transmitted to journalists must be identifiable, admissible, reliable and conclusive.
Today, what is different in press relations is the means we have to contact the press, its journalists. In the past, it was necessary to build an address book or consult names in mastheads, to transmit information orally or by post, by fax. Today, new technologies offer global databases, updated in real time, which also make it possible to delivery information in droves. Contact a journalist has become easier! That said, contacting a journalist has also become a less personal, much more systematic and sometimes completely insane act! So be careful … Professionalize your press relations makes it possible to make no mistake about target, subject or content because the means and time available to journalists have also evolved. They use blacklists – which, according to their testimony, are well filled.
So what has changed? What has changed especially is the press! Because the press multiplied its channels of diffusion. It offers its content on the latest of the greatest media ever invented: the Internet, which some of its vital organs have themselves become media: the computer, tablet and mobile. And this, through networks and social media, sites, blogs and search engines. To accompany these “media” evolutions, the press relations must simply be also visual, thanks to photos, videos, or infographics (information by the image). Finally, to accompany these evolutions, it is also to take into account the experience of reading, listening and look instilled to the public by adding to the pure information of the conceptual elements, textual, visual or audiovisual, which make it possible to trigger the pleasure, the memory and so, to retain his audience.
Last point… If reporters are influencers, influencers are not reporters.
Classement mondial de la liberté de la presse 2019 :
N° 1 : Norvège
N° 32 : France
N° 180 : Turkménistan
Source : Reporters sans frontières
Classement Audience One Global 2018 v.3 :
| Rang | Marque | Brand | Ordinateur | Mobile | Tablette | |
| 1 | PQR66 | 41 169 000 | 32 944 000 | 12 411 000 | 18 272 000 | 5 663 000 |
| 2 | Le Figaro | 23 950 000 | 9 739 000 | 8 934 000 | 10 977 000 | 3 280 000 |
| 3 | L’Equipe | 23 003 000 | 10892000 | 4 698 000 | 12 329 000 | 4 964 000 |
| 4 | Le Monde | 22 121 000 | 11 093 000 | 6 048 000 | 10 157 000 | 3 042 000 |
| 5 | 20 Minutes | 22 111 000 | 10 646 000 | 4 982 000 | 10 728 000 | 2 561 000 |
| 6 | Le Parisien Aujourd’hui en France | 20 739 000 | 8 793 000 | 6 969 000 | 9 315 000 | 2 650 000 |
| 7 | Femme Actuelle | 18 880 000 | 12 978 000 | 3 424 000 | 426 0000 | 1 966 000 |
| 8 | Télé Loisirs | 18 851 000 | 6 680 000 | 5 015 000 | 9 128 000 | 2 303 000 |
| 9 | PHR | 17 112 000 | 12 838 000 | 2 540 000 | 4 085 000 | – |
| 10 | Ouest-France | 16 292 000 | 5 931 000 | 4 381 000 | 8 447 000 | 1 842 000 |
Source : (ACPM) L’Alliance pour les Chiffres de la Presse et des Médias
Les annonceurs investissent toujours dans la presse en 2017 :
- 2 116 000 € ont été investis dans la presse écrite en 2017
- 142 000 000 € dans la PQN (Presse Quotidienne Nationale)
- 583 000 000 € dans la PQR (Presse Quotidienne Régionale)
- 730 000 000 € dans la Presse Magazine
- La Presse Magazine spécialisée sur des thématiques relatives à la famille, à la santé, au jardinage, à l’objet d’art et aux antiquités concentrent de plus gros volumes d’insertions
- 108 000 000 € dans la PHR (Presse Hebdomadaire Régionale)
- 253 000 000 € dans la Presse Spécialisée
- 300 000 000 € dans la Presse Gratuite
- 3 286 000 € dans le média TV
- 694 000 000 € dans le média Radio
Source : BUMP 2018 (Baromètre unifié du marché publicitaire) – France Pub, IREP, Kantar Média
Les bénéfices des relations presse :
- 38% des marketeurs pensent que les agences de relations presse permettent d’améliorer la notoriété d’une marque
- 36% sont convaincus que c’est aussi un bon levier pour toucher des influenceurs
Source : Le baromètre 2018 du marketing B2B du Club des directeurs marketing et communication de l’IT
“La peur des fake news s’accompagne du retour en grâce des médias professionnels” :
Alors que seulement 33% des Français déclarent avoir confiance dans les médias, on note que les médias traditionnels et les pure players enregistrent une très forte progression passant respectivement de 46% à 61% et de 39% à 52%. En complément, le baromètre démontre une prime au professionnalisme et à la voix du sachant. Les journalistes voient leur côte de confiance grimper significativement, gagnant 11 points de confiance (de 16% en 2017 à 27% en 2018).
L’effet de balancement de cette forte hausse est la faible baisse dans la confiance en les réseaux sociaux (qui recule d’un point), tout comme celle accordée aux moteurs de recherche, qui recule de 5 points pour atteindre 54% en 2018.
Source : TRUST BAROMETER – Edelman 2018