What is wrong with PR?

This is probably PR’s greatest irony: PR suffers from bad reputation and image issues. Although the discipline has been institutionalised for years now, the industry is still facing an existential crisis that most practitioners and professional bodies are actively tackling. I wanted to look at the most crucial challenges and misconceptions which, according to me,

Aligning content analysis with journalism: A better path to public relations success

Before I conducted Public Relations research and evaluation, I worked in Paris for national news and specialized media outlets as a freelance journalist. Since my day-to-day work consisted of collecting, checking, compiling and commenting on facts, I found that Research occupied most of my time and that Public Relations professionals rarely anticipated my needs as a journalist.

Cambridge Analytica: PR learnings from the whole debacle

Reading the news about Cambridge Analytica’s fraudulent use of Facebook data made me feel concerned, but not for the most obvious reasons. Yes, the scandal raises serious questions about security issues and online trust, but I am particularly worried about how this case could, almost accidentally, impact on PR’s reputation. It also made me think

Everybody has their own favourite brands, that’s why PR should broaden its spectrum to optimise results

Everybody has their own favourite brands. That is just a fact. Take the recent Brexit vote for example: some journalists reported about the favourite brands of the Remain versus Leave voters, as a certain category of people is drawn to some particular brands rather than others. The sense of brand image exists. Brand perception is

Brexit actually brings new opportunities to prove the value of PR

The referendum results in the UK came as a surprise to the majority, including the Brexit campaigners. The advent of post-truth communication, the emergence of fake news in social media and even in traditional outlets, polling, activist leadership and media bubbles lead us to re-think the old ways of interacting with the general public. PR

How Trump has revolutionised political communication

Clinton and Trump’s differences in the media are quite sharp as we have all witnessed during these last few weeks. Both embody two different visions of politics and more broadly, America’s image. This resulted in tailored and antagonistic communication strategies for their campaigns. Nobody thought Donald Trump would be the last one standing, particularly the

Media industry: Four important lessons from Jeremy Paxman’s last interview

Jeremy Paxman went unmasked in his last interview given to The Times magazine (24.09.2016). As one of Britain’s most popular and controversial journalists, Paxman, 66, has amassed various juicy anecdotes and has led “war-gaming” interviews with the most influential public figures for the last decade on Newsnight for the BBC. Besides the very personal statements

Is objectivity actually dangerous for the future of journalism?

The End of Newspapers and The Future of Information. That is the book I took on holiday with me last month in which Bernard Poulet (yes, he is French) puts forward an interesting point at the beginning of the book directly questioning the role objectivity in journalism. Coming from a French background and having followed

Why are there so many former journalists in PR?

The Big Partnership in Aberdeen offered me the opportunity to have a placement in their Aberdeen office! I was so delighted to be able to have an experience in one of the busiest PR agency in Scotland. I have learnt a lot and now that this is over, I have decided I would write a