{"id":752,"date":"2026-01-22T20:46:00","date_gmt":"2026-01-22T20:46:00","guid":{"rendered":"https:\/\/www.linkauthority.eu\/?p=752"},"modified":"2025-08-08T15:35:18","modified_gmt":"2025-08-08T15:35:18","slug":"relations-presses","status":"publish","type":"post","link":"https:\/\/www.linkauthority.eu\/en\/relations-presses\/","title":{"rendered":"Press relations: a complete practical guide"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Points_a_retenir\" >Points to remember<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Quest-ce_que_les_relations_presses\" >What Are Media Relations?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Difference_RP_vs_publicite_vs_influence\" >The Difference Between PR, Advertising, and Influencer Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Quand_activer_les_RP\" >When to Activate PR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Les_roles_cles\" >Key Roles<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Construire_sa_strategie_RP_en_6_etapes\" >Building Your PR Strategy in 6 Steps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Construire_et_entretenir_un_fichier_presse\" >Building and Maintaining a Press Database<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Rediger_un_communique_de_presse_qui_interesse\" >How to Write a Press Release That Grabs Attention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Pitcher_un_journaliste_sans_spammer\" >Pitching a Journalist Without Spamming<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Calendrier_RP_et_marronniers\" >PR Calendar and Recurring Topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Mesurer_les_retombees_et_prouver_la_valeur\" >Measuring Impact and Demonstrating Value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Gerer_la_communication_de_crise\" >Managing Crisis Communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Faire_ses_RP_en_interne_ou_via_une_agence\" >Handling PR In-House or Through an Agency<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#10_erreurs_frequentes_en_relations_presses\" >10 Common Mistakes in Media Relations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.linkauthority.eu\/en\/relations-presses\/#Ressources_et_modeles_utiles\" >Useful Resources and Templates<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Points_a_retenir\"><\/span>Points to remember<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Understanding What Media Relations Really Are<\/li>\n<li>Learn about the differences between advertising and influence<\/li>\n<li>Know the strategic moments to launch your PR efforts<\/li>\n<li>Building a PR Strategy in 6 Simple Steps<\/li>\n<li>How to Create and Maintain an Effective Press Kit<\/li>\n<li>How to Write a Press Release That Grabs Attention<\/li>\n<li>Pitching to a journalist without spamming them<\/li>\n<li>Use a PR calendar aligned with recurring topics<\/li>\n<li>Measuring Your Impact in Practical Terms<\/li>\n<li>Preparing for and Managing a Crisis Communication<\/li>\n<li>Choosing Between Handling PR In-House or Through an Agency<\/li>\n<li>Avoiding the Most Common Mistakes<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Quest-ce_que_les_relations_presses\"><\/span>What Are Media Relations?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When I talk about media relations, I\u2019m thinking first and foremost of the subtle art of reaching out to journalists, providing them with relevant information, and, above all, building a lasting relationship. As you know, it\u2019s not just a matter of sending out a press release at random. It\u2019s a field where listening, relevance, and timing make all the difference.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Difference_RP_vs_publicite_vs_influence\"><\/span>The Difference Between PR, Advertising, and Influencer Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u00c0 mon sens, la publicit\u00e9, c\u2019est payer pour diffuser votre message, l\u2019influence repose sur des cr\u00e9ateurs de contenu, tandis que les RP cherchent \u00e0 obtenir une couverture m\u00e9diatique gratuite, mais m\u00e9rit\u00e9e. C\u2019est un peu comme la diff\u00e9rence entre acheter un bouquet et recevoir des fleurs spontan\u00e9ment.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Quand_activer_les_RP\"><\/span>When to Activate PR<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Je vous conseille de les utiliser lors d\u2019un lancement, d\u2019une lev\u00e9e de fonds, pour partager une \u00e9tude, ou encore en situation de crise. Ce sont des moments o\u00f9 l\u2019attention m\u00e9diatique peut vraiment servir vos int\u00e9r\u00eats.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Les_roles_cles\"><\/span>Key Roles<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Le porte-parole, l\u2019attach\u00e9\u00b7e de presse, et bien s\u00fbr le journaliste, chacun joue un r\u00f4le distinct. Comprendre leurs attentes vous fera gagner du temps et de la cr\u00e9dibilit\u00e9.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Construire_sa_strategie_RP_en_6_etapes\"><\/span>Building Your PR Strategy in 6 Steps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>J\u2019aime d\u00e9couper la strat\u00e9gie RP en \u00e9tapes simples : d\u00e9finir vos objectifs (notori\u00e9t\u00e9, cr\u00e9dibilit\u00e9, SEO), identifier vos messages cl\u00e9s, cibler les bons m\u00e9dias, choisir les formats adapt\u00e9s, planifier un calendrier align\u00e9 aux marronniers, et pr\u00e9parer vos porte-paroles avec un bon media training.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Construire_et_entretenir_un_fichier_presse\"><\/span>Building and Maintaining a Press Database<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un bon fichier presse est un tr\u00e9sor. Je m\u2019assure toujours qu\u2019il contienne le nom du journaliste, son m\u00e9dia, sa rubrique, ses pr\u00e9f\u00e9rences de contact et la date de notre derni\u00e8re interaction. Et surtout, je respecte le RGPD, pour rester irr\u00e9prochable.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Rediger_un_communique_de_presse_qui_interesse\"><\/span>How to Write a Press Release That Grabs Attention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Pour moi, un communiqu\u00e9 r\u00e9ussi repose sur un angle d\u2019actualit\u00e9 clair, des donn\u00e9es solides, et une structure simple : titre accrocheur, chap\u00f4 concis, les fameux 5W, des citations pertinentes, et un boilerplate. N\u2019oubliez pas le kit m\u00e9dia avec visuels HD et bios des porte-paroles.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Pitcher_un_journaliste_sans_spammer\"><\/span>Pitching a Journalist Without Spamming<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Je privil\u00e9gie un objet d\u2019email pr\u00e9cis, une personnalisation sinc\u00e8re, et un envoi au bon moment. Les relances sont espac\u00e9es, jamais insistantes. Parfois, un appel bien pr\u00e9par\u00e9 vaut mieux que dix emails.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Calendrier_RP_et_marronniers\"><\/span>PR Calendar and Recurring Topics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Aligner vos annonces sur les temps forts de votre secteur est crucial. Les exclusivit\u00e9s et embargos se pr\u00e9parent \u00e0 l\u2019avance. Et je veille toujours \u00e0 coordonner les RP avec le marketing et les r\u00e9seaux sociaux.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Mesurer_les_retombees_et_prouver_la_valeur\"><\/span>Measuring Impact and Demonstrating Value<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Je mesure la qualit\u00e9 des mentions, le trafic g\u00e9n\u00e9r\u00e9, le r\u00e9f\u00e9rencement, et le message r\u00e9ellement per\u00e7u. L\u2019Equivalent Publicitaire peut donner une id\u00e9e, mais je reste prudente avec cet indicateur.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Gerer_la_communication_de_crise\"><\/span>Managing Crisis Communication<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En cas de crise, je mets en place une cellule d\u00e9di\u00e9e, avec des messages pr\u00e9-valid\u00e9s et une r\u00e9activit\u00e9 exemplaire. Les r\u00e9seaux sociaux exigent alors une prudence extr\u00eame.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Faire_ses_RP_en_interne_ou_via_une_agence\"><\/span>Handling PR In-House or Through an Agency<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En interne, vous gardez le contr\u00f4le et r\u00e9duisez les co\u00fbts, mais cela demande du temps et des comp\u00e9tences. Une agence apporte son r\u00e9seau et son expertise, mais il faut pr\u00e9voir un budget cons\u00e9quent.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10_erreurs_frequentes_en_relations_presses\"><\/span>10 Common Mistakes in Media Relations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Envoyer le m\u00eame message \u00e0 tout le monde<\/li>\n<li>Oublier l\u2019angle d\u2019actualit\u00e9<\/li>\n<li>\u00catre trop promotionnel<\/li>\n<li>Ne pas inclure de visuels HD<\/li>\n<li>Relancer trop souvent<\/li>\n<li>Ne pas pr\u00e9voir de porte-parole<\/li>\n<li>Ignorer le calendrier des marronniers<\/li>\n<li>N\u00e9gliger le suivi et la revue de presse<\/li>\n<li>Oublier l\u2019impact SEO<\/li>\n<li>Ne pas avoir de plan de crise<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Ressources_et_modeles_utiles\"><\/span>Useful Resources and Templates<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>J\u2019aime toujours avoir sous la main : un mod\u00e8le de communiqu\u00e9, un dossier de presse, un fichier presse pr\u00eat \u00e0 l\u2019emploi, un calendrier RP, et un kit de media training.<\/p>","protected":false},"excerpt":{"rendered":"<p>Points \u00e0 retenir Comprendre ce que sont r\u00e9ellement les relations presses D\u00e9couvrir les diff\u00e9rences avec la publicit\u00e9 et l\u2019influence Conna\u00eetre les moments strat\u00e9giques pour activer vos RP Construire une strat\u00e9gie RP en 6 \u00e9tapes simples Savoir cr\u00e9er et maintenir un fichier presse efficace R\u00e9diger un communiqu\u00e9 de presse qui attire l\u2019attention Pitcher un journaliste sans&#8230;<\/p>","protected":false},"author":1,"featured_media":754,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","saswp_custom_schema_field":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts\/752","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/comments?post=752"}],"version-history":[{"count":0,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts\/752\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/media\/754"}],"wp:attachment":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/media?parent=752"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/categories?post=752"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/tags?post=752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}