New formats: what influence does it have on media practices?

New York, NY, USA, May 6, 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).

What influence does have new format on your work/way of working? Some media doesn’t even have a website…

« Even if we have a real success on television, we are aware of new media, and if we want to address our message to everyone, we have to reach the youth, so be on every platform» declares Céline Pigalle. An analysis that shares and outlines Armelle Le Goff to whom: « the idea, is to be on the channel where our readers are. At the subway entrance and exit, online. We offer them an ideally suited-media». At MAD, social is native: « We adapt our message to our different channels. For that matter, when people talk about us, they call us MAD Official, which is our Instagram nickname », says Nicolas Pellet.

« You have to orchestrate your message from a channel to another, think about your format and be constantly aware of the new practices, because they move as fast as the platforms », he reminds.

As for Brut, they multiply their formats and platforms « We chose to launch our media on social network for a question of cost, but we are also present on France Télévision, on France Info, on Instagram, on Snapchat, with dedicated teams”, informs Roger Coste. The co-founder of Brut wants to defend his media « Thinking that young adults are less informed, less open to the world is a monumental error. The biggest surprise for Brut, is that millennials (25 % of the world's labour force) have the same interests in Delhi, NY, Los Angeles, Paris or London: democracy, environment… ». As he outlined before, the actual development of Brut is international and success is here.  

« In India we became the first news media before Time of India. When we publish an Indian content but translated in French, we almost have the same number of views in France as for a video about the “yellow vests” », he says.

Are social media a revolution in your work? And in your relationship with advertisers?

« Twitter changed a lot of things for journalists: politics are now a click away from them », reminds Armelle Le Goff. 20 Minutes is a generalist media and the managing director accept it: « we are not here to tell the individual story of each person, but to tell a collective story». Regarding the relation with communicators, Céline Pigalle is clear : « communicators are "engaged for their brand" and journalists are "engaged to create a dialogue and spread the word", so obviously, sometimes, it can create tensions » but the managing editor of the news channel knows the communication field: « I know the job because I am myself frequently a communicator for BFM TV ».

For her, « we all have an interest in observing, understanding each other and learning from the others ».

Do you have an advice to give to communication directors to be more efficient in their relationship with the media?

For Céline Pigalle, they must have “a precise mapping of media and take care of the interpersonal relations”. As for Nicolas Pellet, he sticks to the MAD model: according to him they must “try the content cocreation, I push different actors to come try new formats”.

“The communication director role became absolutely gigantic” precises Roger Coste, and very challenged because it is impossible to contain what happen on uncontrolled channels”. We are at the heart of something much bigger than we can imagine, and it is frightening”.

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