On 4 November, La Nouvelle Agence took part in the symposium ‘France à la carte: the media facing the challenge of 2027’, organised by NPA Conseil and 366 in partnership with Publicis.
Its lessons question the media’s ability to maintain a shared understanding of the news and the role of press relations in its dissemination.
A society that holds together, but no longer functions as a cohesive system
69% of French people believe they contribute more to collective systems than they receive from them. 61% consider their situation to be worse than that of their parents, and 70% think their children will be worse off than they are.
The study describes a France anxious about its future, where everyone deals with collective rules according to their convictions and resources. It identifies seven ‘cards’: the law, the ‘système D’, solidarity, adaptation, the joker, radicalism and outlawry.
For example, the second-hand market, estimated at 14 billion euros in 2025 according to data presented at the conference, illustrates ‘making do’. As for radicalism, 51% of French people want radical changes to society, compared with 25% in 1980.
Edouard Lecerf also mentioned an eighth factor: artificial intelligence, which is expanding individual possibilities. The authors summarise this France as follows: a society that holds together, but no longer functions as a cohesive system.
When the French no longer get their news together
With personalised news feeds and AI-generated responses, everyone now accesses information in their own way. Two people following the same event no longer necessarily encounter the same sources or the same analyses.
Certain shared touchpoints nevertheless endure. National radio morning shows still attract around seven million listeners every day, a figure highlighted during the conference.
The regional press: a refuge and a driving force
The concept of local relevance was a recurring theme throughout the discussions. When national institutions inspire mistrust, local communities remain spaces where the French public can observe decisions and their practical consequences.
The regional daily press occupies a special place. Its journalists cover local businesses, local authorities and community organisations. They compare official announcements with the realities on the ground and provide their readers with the tools to understand major national issues.
A press relations agency must therefore adapt national announcements before presenting them to regional audiences. Departmental data, a case study of a local business or a contact person available on the ground enable a regional editorial team to develop a story that is relevant to its readers.
Transparency, the right to be heard, pluralism: requirements for PR
Discussions on digital media focused on algorithmic bubbles, disinformation and cyberviolence. The speakers countered these with three principles: transparency, the right to a counter-argument and pluralism.
A study cited in a press release must specify its methodology, sample size and the date of the data. An exact percentage can be misleading when taken out of context. The preparation of spokespersons must meet the same requirements. They must be able to substantiate their claims and accept that journalists will cross-check their statements against other sources.
The number of media mentions remains a useful indicator for measuring a campaign’s visibility. However, it does not provide any insight into the level of trust readers place in the published information.
The LNA perspective: also showcasing a France that is moving forward
One of the ambitions discussed at the conference was to ‘reconcile the French people with France’. The media have a responsibility to portray society in all its complexity. Press relations can help them do this by bringing to light stories that fall outside the major national narratives.
Behind the figures on mistrust and social decline, there is also a France that is taking action and finding solutions, both in businesses and in local organisations. These initiatives deserve to be documented and brought to the attention of journalists, without seeking to gloss over what is going wrong.
Whilst public debate risks focusing on the divisions within society, our responsibility as an agency is also to bring to light the stories of a France that is moving forward. We identify concrete initiatives amongst our clients and document their results before pitching them to journalists, particularly in local media. This is our way of contributing to a more complete narrative of France, one that gives a voice to those who are taking action.
To prepare for your upcoming communications, contact the team at La Nouvelle Agence.
