The context
Help a media outlet structure its press and influence strategy for its 10th anniversary
A professional media outlet for political news, Contexte celebrated its 10th anniversary in 2023. New website, new identity, launch of new editions, evening events… Médianes was called upon to help the media outlet launch a new cycle and fresh momentum commensurate with its ambitions: to become the benchmark for political news. Médianes intervened in defining a strategy for influence, public relations and press relations, and supported their implementation.
Workshops
Guide the team toward reflective work to prepare for the campaign
Summer 2023 was an opportunity to revisit the Contexte team's initial intentions and lay the groundwork for the press and influence campaign planned for September's return: messaging, target audiences, and marketing actions. This work helped surface ideas for launching a communication sequence around the media's 10th anniversary, one that would be consistent with the strong values it promotes.
Strategic Recommendations
Support the team in developing an influence strategy
Médianes was then mobilized to help Contexte become more visible across various online channels and to clearly establish its values with its audiences. It was necessary to identify the conditions and levers that would enable the media outlet to gain recognition (awareness) and consolidate its audience (acquisition, retention). The challenge was to provide the media outlet with visibility into the actions to implement and the framework to guide the entire campaign. In practical terms, this involved diagnosing practices and methods, providing a list of recommendations, sharing case studies, and supplying tools.
Turn employees into brand ambassadors
To establish a genuine influence strategy, we identified a need to mobilize our internal teams. A successful campaign inevitably relies on deploying a consistent message from team members, as well as identifying the right spokespeople. We therefore made tools and examples available to facilitate the internal sharing of information and messaging elements (calendars, emails, contact files, media kits, practical guides) so that these can be properly disseminated externally.
Contexte
The political news professionals need.
Contexte is an independent political news media for professionals. For ten years, Contexte has decoded the workings of lawmaking and its struggles for influence. Read by over 10,000 subscribers in France and Europe, Contexte offers summaries of political news, exclusive documents, investigations, journalistic resources, and institutional data to better understand the stakes and power dynamics at play in the development of public policies.
