{"id":62500,"date":"2026-01-27T18:37:24","date_gmt":"2026-01-27T17:37:24","guid":{"rendered":"https:\/\/www.inovallee.com\/?p=62500"},"modified":"2026-01-27T18:37:26","modified_gmt":"2026-01-27T17:37:26","slug":"tips-relations-presse-comment-gagner-lattention-des-medias-et-devenir-leader-dopinion","status":"publish","type":"post","link":"http:\/\/www.inovallee.com\/en\/tips-relations-presse-comment-gagner-lattention-des-medias-et-devenir-leader-dopinion\/","title":{"rendered":"TIPS \u2013 Relations Presse : Comment gagner l\u2019attention des m\u00e9dias et devenir leader d\u2019opinion ?"},"content":{"rendered":"

Synth\u00e8se du Club Markom d\u2019inovall\u00e9e \u2013 avec Sara Freitas<\/a>, Mike Kilroy<\/a> & Florence Portejoie<\/a><\/em><\/p>\n\n\n\n

Pour cette nouvelle \u00e9dition du Club Markom d\u2019inovall\u00e9e, Sara Freitas \u2014 experte franco\u2011am\u00e9ricaine de la communication technologique et co-fondatrice de l\u2019agence Codrii \u2014 a r\u00e9uni Mike Kilroy<\/strong> (HKA Marketing Communications, USA) et Florence Portejoie<\/strong> (consultante RP) autour d\u2019une m\u00eame question :<\/p>\n\n\n\n


\ud83d\udc49 Comment attirer l\u2019attention des m\u00e9dias et utiliser les relations presse comme levier de visibilit\u00e9 et de leadership d\u2019opinion ?<\/em><\/h2>\n\n\n\n

Voici les enseignements cl\u00e9s \u00e0 retenir.<\/p>\n\n\n\n

\ud83c\udfaf Le r\u00e9flexe essentiel : penser \u201cint\u00e9r\u00eat du journaliste\u201d, pas \u201cint\u00e9r\u00eat de l\u2019entreprise\u201d<\/strong><\/h3>\n\n\n\n

Premi\u00e8re r\u00e8gle martel\u00e9e par les intervenants :<\/p>\n\n\n\n

Ce qui compte, ce n\u2019est pas votre message, mais ce qui int\u00e9resse le journaliste.<\/p>\n\n\n\n

Pour cela, il faut :<\/p>\n\n\n\n

    \n
  • Comprendre leurs sujets de pr\u00e9dilection :
    \u2192 d\u2019o\u00f9 l\u2019importance d\u2019une base de donn\u00e9es m\u00e9dias bien qualifi\u00e9e (th\u00e8mes couverts, angles habituels, types de formats).<\/li>\n\n\n\n
  • Proposer une histoire<\/strong>, pas de l\u2019auto\u2011promotion.
    Les journalistes cherchent du contenu exclusif, du contexte march\u00e9, des d\u00e9monstrations d\u2019expertise.<\/li>\n\n\n\n
  • Favoriser l\u2019embargo, l\u2019exclusivit\u00e9 ou la priorit\u00e9<\/li>\n<\/ul>\n\n\n\n

    \ud83d\udc49 Une actu = une info prioritaire, contextualis\u00e9e, qui apporte une valeur \u00e9ditoriale.

    <\/p>\n\n\n\n

    \ud83d\uddfd Comment toucher les tops m\u00e9dias am\u00e9ricains ?<\/h3>\n\n\n\n

    Les Insights de Mike Kilroy :<\/p>\n\n\n\n

      \n
    • Commencer t\u00f4t et structurer sa strat\u00e9gie PR<\/strong>\u00a0: engagez des sp\u00e9cialistes PR d\u00e8s les premi\u00e8res \u00e9tapes de votre projet<\/strong>, surtout si vous \u00eates dans une industrie encore peu connue (ex. deep-tech ou quantique). Cela permet de structurer d\u00e8s le d\u00e9part des messages clairs et coh\u00e9rents pour les m\u00e9dias et de construire progressivement une cr\u00e9dibilit\u00e9 aupr\u00e8s des journalistes.<\/li>\n\n\n\n
    • Construire des messages clairs et \u00e9volutifs\u00a0: <\/strong>d\u00e9finissez d\u2019abord des messages simples, compr\u00e9hensibles et \u00e9volutifs. Les startups ou entreprises technologiques doivent souvent traduire des concepts complexes en histoires accessibles pour les journalistes, investisseurs et clients potentiels.<\/li>\n\n\n\n
    • Utiliser l\u2019effet \u00ab boule de neige \u00bb des m\u00e9dias\u00a0: <\/strong>commencez par obtenir des mentions dans des m\u00e9dias sp\u00e9cialis\u00e9s ou de niche. Quand plusieurs publications plus petites couvrent votre actualit\u00e9, cela attire l\u2019attention des m\u00e9dias plus larges. C\u2019est un principe classique du PR am\u00e9ricain : la couverture \u00ab niche \u00bb valide votre sujet pour les m\u00e9dias g\u00e9n\u00e9ralistes.<\/li>\n\n\n\n
    • Cultiver r\u00e9guli\u00e8rement sa pr\u00e9sence m\u00e9diatique\u00a0:<\/strong> Il ne s\u2019agit pas d\u2019un coup unique mais d\u2019un effort continu. Vous devez avoir \u201cquelque chose \u00e0 dire\u201d r\u00e9guli\u00e8rement \u2014 communiqu\u00e9s, prises de position, tribunes, interviews, ou faits d\u2019actualit\u00e9 \u2014 pour rester visible et pertinent.<\/li>\n\n\n\n
    • Devenir une source de pens\u00e9e, pas seulement une source d\u2019information\u00a0: l<\/strong>es journalistes couvrent plus volontiers des experts qui donnent un contexte ou une analyse sur les tendances du march\u00e9 que ceux qui ne pr\u00e9sentent qu\u2019un nouveau produit.

      <\/li>\n\n\n\n
    • \"Une<\/li>\n<\/ul>\n\n\n\n

      \ud83d\udcde Relations Presse en France : viser juste et ma\u00eetriser les codes<\/h3>\n\n\n\n

      Les TIPS de Florence Portejoie :<\/p>\n\n\n\n

        \n
      • Privil\u00e9giez une actualit\u00e9 forte, claire et chiffr\u00e9e\u00a0: a<\/strong>nnoncer une lev\u00e9e de fonds ou la construction d\u2019une nouvelle usine dans un Magazine \u00e9co ou financier n\u00e9cessite des donn\u00e9es pr\u00e9cises sur les montants lev\u00e9s \/ investis, let e nom des actionnaires \/ investisseurs<\/li>\n\n\n\n
      • Segmentez vos envois : pas d\u2019envoi massif ! <\/strong>On choisit quel m\u00e9dia<\/em> et pour quel angle<\/em> : T\u00e9l\u00e9vision = besoin d\u2019images, <\/strong>Radio = besoin d\u2019interlocuteurs vari\u00e9s, <\/strong>Presse \u00e9crite = besoin de donn\u00e9es, d\u2019angles, de contexte \u2013<\/li>\n\n\n\n
      • Le t\u00e9l\u00e9phone reste votre meilleur alli\u00e9\u00a0: a<\/strong>ppeler le journaliste pour proposer un angle de portrait, une analyse march\u00e9, ou un \u00e9clairage expert fonctionne toujours mieux que l’envoi d\u2019un communiqu\u00e9 seul.<\/li>\n\n\n\n
      • Devenir leader d\u2019opinion : entretenir la relation et nourrir l\u2019expertise\u00a0: <\/strong>Quand vous n\u2019avez pas d\u2019actualit\u00e9, vous avez des id\u00e9es. Les journalistes construisent souvent leurs articles de fonds en interrogeant des investisseurs, des associations professionnelles, des experts du secteur et \u2026et des entreprises qu\u2019ils connaissent d\u00e9j\u00e0. Pour rester dans leur radar : partagez r\u00e9guli\u00e8rement des points de vue d\u2019expert, <\/strong>proposez des analyses<\/strong> sur l\u2019\u00e9volution de votre march\u00e9, intervenez sur des sujets de r\u00e9glementation<\/strong>, d\u2019innovation ou de transformation. Ce sont souvent ces contributions qui permettent ensuite d\u2019obtenir des interviews ou des portraits plus d\u00e9velopp\u00e9s.<\/li>\n\n\n\n
      • Communiquer de mani\u00e8re r\u00e9guli\u00e8re sur diff\u00e9rents m\u00e9dia (CP, linkedin, tribune \u2026) pour \u00eatre identifi\u00e9 comme expert<\/strong><\/li>\n\n\n\n
      • Bien choisir la porte d\u2019entr\u00e9e vers les m\u00e9dias nationaux et privil\u00e9gier les correspondants locaux<\/strong><\/li>\n\n\n\n
      • Disposer de ses propres donn\u00e9es ou \u00e9tudes<\/strong> pour devenir source d\u2019expertise, quitte \u00e0 engager une soci\u00e9t\u00e9 pour faire une enqu\u00eate (march\u00e9, clients, etc\u2026). Une \u00e9tude est \u00e9galement un actif markcom.<\/li>\n\n\n\n
      • Bien choisir son agence RP\u00a0: <\/strong>lui demander ses r\u00e9f\u00e9rences clients, ses revues de presse<\/li>\n<\/ul>\n\n\n\n

        \ud83d\udca1 \u00c0 retenir : les 10 commandements d\u2019une strat\u00e9gie RP efficace<\/strong><\/h3>\n\n\n\n
          \n
        1. Parlez journaliste<\/strong>, pas entreprise<\/strong>.<\/li>\n\n\n\n
        2. Pr\u00e9parez vos angles<\/strong> avant vos communiqu\u00e9s.<\/li>\n\n\n\n
        3. Travaillez vos histoires<\/strong>, pas vos slogans.<\/li>\n\n\n\n
        4. Segmentez finement vos m\u00e9dias cibles<\/strong>.<\/li>\n\n\n\n
        5. Misez sur l\u2019exclusivit\u00e9<\/strong> ou l\u2019embargo<\/strong> si votre info le justifie.<\/li>\n\n\n\n
        6. Appelez les journalistes (ils n\u2019ont pas le temps de lire tout).<\/li>\n\n\n\n
        7. Communiquez quand vous avez vraiment quelque chose \u00e0 dire<\/strong>.<\/li>\n\n\n\n
        8. En p\u00e9riode creuse : proposez des analyses expertes<\/strong>.<\/li>\n\n\n\n
        9. Pr\u00e9parez votre porte\u2011parole<\/strong> (storytelling, chiffres, angles).<\/li>\n\n\n\n
        10. Travaillez avec quelqu\u2019un qui conna\u00eet personnellement les journalistes du secteur.<\/li>\n<\/ol>\n\n\n\n
          \n\n\n\n

          \ud83c\udfaf Conclusion<\/strong><\/h3>\n\n\n\n

          Les relations presse ne sont pas un outil \u201ccoup de chance\u201d.
          C\u2019est une strat\u00e9gie de long terme, fond\u00e9e sur :<\/p>\n\n\n\n

            \n
          • la pertinence de vos contenus,<\/li>\n\n\n\n
          • la qualit\u00e9 de vos angles,<\/li>\n\n\n\n
          • la relation de confiance construite avec les journalistes.<\/li>\n<\/ul>\n\n\n\n

            Et bien men\u00e9e, elle peut v\u00e9ritablement faire de vous un r\u00e9f\u00e9rent m\u00e9diatique<\/strong> et un leader d\u2019opinion<\/strong> sur votre march\u00e9.<\/p>","protected":false},"excerpt":{"rendered":"

            Synth\u00e8se du Club Markom d\u2019inovall\u00e9e \u2013 avec Sara Freitas, Mike Kilroy & Florence Portejoie Pour cette nouvelle \u00e9dition du Club Markom d\u2019inovall\u00e9e, Sara Freitas \u2014 experte franco\u2011am\u00e9ricaine de la communication technologique et co-fondatrice de l\u2019agence Codrii \u2014 a r\u00e9uni Mike Kilroy (HKA Marketing Communications, USA) et Florence Portejoie (consultante RP) autour d\u2019une m\u00eame question : […]<\/p>\n","protected":false},"author":4,"featured_media":62502,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41,52],"tags":[229,3271],"class_list":["post-62500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneur-competences","category-optimiser-sa-communication-digitale","tag-relations-presse","tag-rp"],"yoast_head":"\nTIPS \u2013 Relations Presse : Comment gagner l\u2019attention des m\u00e9dias et devenir leader d\u2019opinion ? 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