Brand content or traditional communication channels: what to choose?

New York, NY, USA, April 29, 2019

The emergence of new media and the evolution of legacy media led to new operating modes: imperatives of immediacy, transparency and reactivity, permanent need of images …

Did the communicators take stock of the profound changes that have affected the media, new forms of information dissemination? Should they reinvent their PR strategies? For their part, what do journalists expect from communicators?

A Cercle Dircom took place on March 20, organized by Social Media Club in partnership with Entreprises & Médias with the support of Wiztopic. The speakers were: Roger Coste, co-founder of Brut, Armelle Le Goff, managing editor of 20 minutes, Céline Pigalle, managing editor of BMF TV, and Nicolas Pellet, co-founder and editor of MAD (FIGARO).

Is the traditional press release over?  

According to Armelle Le Goff, « press releases, or press conferences, aren’t the most efficient ways to enquire at editorial boards, even if sometimes, it is true we are waiting for the press release to diffuse the information.” For her part, Céline Pigalle is less severe on press release but favors the meeting: « you have to know who the people are and meeting the brands and the press conferences always have their interest».  But the time of the managing editor is limited:

« You must be efficient, you have to write the true information on the mail object. You have to be smart, inventive and efficient».

As for Roger Coste, who commercialize promotional video too, « today, the traditional press release is over! An explicative and instructive video in different languages is much more efficient to touch the editorial boards».

Does this mean advertising and editorial services must merge one day?

At 20 Minutes, Armelle Le Goff specifies from the outset: « it is totally separated from the editorial board » It is a dedicated team which oversees creating the brand content. It is the opposite at MAD, underlines Nicolas Pellet: « While at the Figaro to which we belong to, the advertising department is separated, at MAD, the team is pluriform. This is something I wanted. It is the same teams that are working on both editorial and brand content. Brands want the MAD DNA for their contents. » If at MAD, boundaries between the editorial and sales services are voluntary vague, Brut did separate it. « This is the journalists who create the brand content, but it is a dedicated team », specifies Roger Coste. « The new advertising format that we advocate for is an authentical model, but it has to be very serious because if not, it isn’t 500 but 5000 negative comments that we could receive under our videos», precises the co-founder of Brut.

Linked topics