Tech PR in France: “Despite digitalisation in the PR industry, personal contacts remain of crucial importance”
Interview: Estelle Monraisse, Mascaret Partners, Paris –
(Tech PR in France: “Despite the digitalisation of the industry, human relationships remain fundamental” – download English version here)
In a globalised world, where technology sectors and media landscapes are changing rapidly, it is crucial to understand the different approaches in PR. That’s why we asked the tech agencies from our IPRN network to share their experiences of how public relations works in their respective markets. This collection of perspectives provides an exciting overview of the different approaches and challenges PR professionals around the world face. In this “blog parade”, we take a look at what shapes the PR landscape in different countries, with a focus on effective media relations and companies’ strategic communications.
Read the other articles too:
- Tech PR in Germany: “Media relations can achieve exceptionally good results – if we see journalists as partners” (TDUB)
- Tech PR in Greece: “We are moving from traditional media to a digital approach” (extrovert)
- Tech PR in the USA: “Often the best way: trade media, blogs and influencers – combined with thought leadership content” ((W)right On Communication)
- Tech PR in the UK: “Getting the media’s attention has become more difficult” (AMBITIOUS PR)
- Tech PR in Poland: “Mutual trust creates long-term relationships” (Public Dialog)
In the interview, Estelle Monraisse from our partner agency Mascaret Partners emphasises that tech PR in France requires tailored approaches and close media relationships. Despite digitalisation, personal contacts are crucial. AI supports PR professionals with media relations, but cannot replace them.
How are the technology market and the business with technology media developing in France?
Today, DeepTech, AI and cybersecurity topics dominate the landscape of technology media in France. Everyone is talking about AI and cybersecurity, with Web3 and blockchain also attracting great interest. AI is one of the topics the media are most interested in, and cybersecurity is very present due to daily concerns about data and cyberattacks. This trend is not letting up, particularly through events such as the AI Summit on 10 and 11 February 2025 in Paris. Investment funds are also shifting their focus to these areas, so start-ups in AI or cybersecurity can raise funds more easily than, for example, in the fashion or food sectors. By contrast, interest in green technology seems to be declining, unless there is a concrete, measurable application.
What has changed in tech PR over the last 5 years?
The relationship between PR agencies and journalists has changed significantly since COVID. For example, the media now have several editorial meetings throughout the day (instead of just one meeting in the morning), which has changed our work organisation as an agency and the deadlines. Previously, press releases could be sent a few days in advance; now 10 to 15 days are required. In addition, many tech journalists have “left the business”, making it even more important to work efficiently and understand journalists’ bottlenecks. Furthermore, there have been significant redundancies in France’s media sector since 2020. The influence of X (formerly Twitter) has also diminished, as many companies and media organisations turn away from the platform, with the exception of the crypto-blockchain sector.
Which PR approach do you prefer for engaging with tech media?
At Mascaret, we pursue a highly quality-driven and personalised approach. We favour exclusive features and offer selected journalists unique stories. This personal approach, in which tailored content is provided, is highly valued. It is about delivering the right information to the right journalists, while taking deadlines and thematic priorities into account.
What changes do you expect, and how will technology companies need to respond?
We must not forget that press work is free of charge and journalists do not owe us coverage. So we have to offer them what they need in line with their editorial focus, whether that is business data or technological use cases. It is better to deliver one interesting story a month than to bombard them frequently with irrelevant pitches. Availability and responsiveness are crucial to ensure that journalists receive the information they need promptly. Despite digitalisation in the PR industry, personal contacts remain essential.
What role do you attribute to AI in tech PR?
AI has become an essential tool that gathers all necessary elements for press releases or for preparing interviews. It saves time when producing documents and enables PR professionals to focus on building relationships, negotiating topics and generating ideas. The art lies in finding ways to create news or leverage current events, even when clients do not have any immediate news to share.
Expert:
Estelle Monraisse is a Senior Partner at Mascaret Partners and Head of Alter’Com, the PR subsidiary. Estelle has been highly regarded in the PR industry for her outstanding expertise in media relations since the founding of Alter’Com in 1993. She has over 30 years’ experience in media relations, primarily working with leading companies in e-commerce, food technology, health-wellness biotechnology, fintech, tourism and renewable energy.
Contact: Estelle Monraisse on LinkedIn.
