{"id":13059,"date":"2026-02-10T16:55:28","date_gmt":"2026-02-10T21:55:28","guid":{"rendered":"http:\/\/aafdbc11-17d8-45f3-96e6-4827039f2a32"},"modified":"2026-02-10T17:06:28","modified_gmt":"2026-02-10T22:06:28","slug":"257-25-ans-de-relations-publiques-episode-1","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2026\/02\/10\/257-25-ans-de-relations-publiques-episode-1\/","title":{"rendered":"257- 25 ans de relations publiques \u2013 \u00e9pisode 1"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_6891\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-13059-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/115322511\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-1-10%2Fb73cc5fd-542d-0c64-323a-8899cdc8f7fe.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/115322511\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-1-10%2Fb73cc5fd-542d-0c64-323a-8899cdc8f7fe.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/115322511\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-1-10%2Fb73cc5fd-542d-0c64-323a-8899cdc8f7fe.mp3<\/a><\/audio><\/div><p>Quand j&rsquo;ai fond\u00e9 l&rsquo;agence de relations publiques NATA PR en 2000, Internet existait\u2026 mais il n&rsquo;\u00e9tait pas au centre de nos strat\u00e9gies.<\/p>\n<p>Les relations avec les journalistes \u00e9taient r\u00e9elles : appels t\u00e9l\u00e9phoniques, rencontres en personne, conf\u00e9rences de presse physiques, dossiers de presse imprim\u00e9s.<\/p>\n<p>On parlait \u00e0 des humains. On construisait des relations sur la dur\u00e9e. La cr\u00e9dibilit\u00e9 passait par la proximit\u00e9.<\/p>\n<p>Puis Internet est arriv\u00e9 comme un acc\u00e9l\u00e9rateur.<\/p>\n<p>Les bases de donn\u00e9es m\u00e9dias, les courriels, les sites web corporatifs ont transform\u00e9 la vitesse d&rsquo;ex\u00e9cution.<\/p>\n<p>Plus besoin d&rsquo;attendre que notre communiqu\u00e9 soit imprim\u00e9 et envoy\u00e9 par la poste.<\/p>\n<p>On pouvait joindre plus de journalistes, plus rapidement.<\/p>\n<p>Mais, tranquillement, le virtuel a commenc\u00e9 \u00e0 prendre toute la place.<\/p>\n<p>Et c&rsquo;est l\u00e0 que je trouve que quelque chose s&rsquo;est perdu : la qualit\u00e9 des relations au profit de la quantit\u00e9 et de la rapidit\u00e9.<\/p>\n<p>Aujourd&rsquo;hui, apr\u00e8s 25 ans, je constate un ph\u00e9nom\u00e8ne int\u00e9ressant :<\/p>\n<p>&#8211; on revient au r\u00e9el<\/p>\n<p>&#8211; on parle du retour de l&rsquo;analogique : oui les cassettes reprennent du service !<\/p>\n<p>Les relations publiques efficaces reposent, encore et toujours, sur la relation humaine, m\u00eame dans un monde num\u00e9rique.<\/p>\n<p>Internet n&rsquo;a pas remplac\u00e9 les relations publiques.<\/p>\n<p>Il les a forc\u00e9es \u00e0 devenir plus strat\u00e9giques.<\/p>\n<p>D\u00e9mat\u00e9rialisation et lecture en ligne : ce qui s&rsquo;est pass\u00e9 du c\u00f4t\u00e9 des m\u00e9dias<\/p>\n<p>S&rsquo;il y a un secteur qui a \u00e9t\u00e9 profond\u00e9ment boulevers\u00e9, c&rsquo;est bien celui des m\u00e9dias.<\/p>\n<p>Au d\u00e9but des ann\u00e9es 2000, les m\u00e9dias imprim\u00e9s dominaient encore.<\/p>\n<p>Les magazines, les journaux, les sections sp\u00e9cialis\u00e9es \u00e9taient des piliers.<\/p>\n<p>Un article imprim\u00e9 avait une dur\u00e9e de vie longue et pouvait m\u00eame se retrouver dans les archives nationales.<\/p>\n<p>Puis la d\u00e9mat\u00e9rialisation est arriv\u00e9e.<\/p>\n<p>Les salles de r\u00e9daction ont r\u00e9tr\u00e9ci.<\/p>\n<p>Les journalistes sont devenus polyvalents. Ils \u00e9crivent souvent sur plusieurs sujets aujourd&rsquo;hui, quand autrefois, il y avait des journalistes sp\u00e9cialis\u00e9s dans des domaines tr\u00e8s pointus : la musique classique, la danse, les arts plastiques, etc.<\/p>\n<p>Les d\u00e9lais se sont raccourcis.<\/p>\n<p>La pression de produire du contenu en continu s&rsquo;est install\u00e9e.<\/p>\n<p>Pour les relations publiques, cela a chang\u00e9 une chose fondamentale : on ne \u00ab pitche \u00bb plus une nouvelle \u00ab int\u00e9ressante \u00bb, on propose une nouvelle utile, pertinente et rapidement exploitable.<\/p>\n<p>Aujourd&rsquo;hui, un bon communiqu\u00e9 doit \u00eatre clair, structur\u00e9, pr\u00eat \u00e0 \u00eatre publi\u00e9 en ligne.<\/p>\n<p>Il doit penser SEO, angle, titre, citation.<\/p>\n<p>Les RP se sont rapproch\u00e9es du contenu, ce qui est une bonne chose en soi.<\/p>\n<p>Apr\u00e8s 25 ans, une chose est claire pour moi : les outils changent, les plateformes \u00e9voluent, mais le c\u0153ur des relations publiques reste le m\u00eame.<\/p>\n<p>D\u00e9finir la nouvelle.<\/p>\n<p>Comprendre ce qui va int\u00e9resser les journalistes. Et savoir quand communiquer.<\/p>\n<p>Tant de chose \u00e0 dire\u2026 je continue ma r\u00e9flexion dans le prochain \u00e9pisode.<\/p>\n<p>Envie d&rsquo;en savoir plus sur ce que peuvent faire les relations publiques pour vous ?<\/p>\n<p>Contactez-moi : nata@natapr.com<\/p>\n<p>Nata<\/p>\n<p><strong>INFOLETTRE<\/strong> \u27a4 <a href=\"http:\/\/www.natapr.com\">www.natapr.com<\/a><\/p>\n<p><strong>6 \u00c9TAPES POUR R\u00c9DIGER DES COMMUNIQU\u00c9S VENDEURS<\/strong> \u27a4 <a href=\"https:\/\/prschool.natapr.com\/pl\/2147718377\">https:\/\/prschool.natapr.com\/pl\/2147718377<\/a><\/p>\n<p><strong>LE MOD\u00c8LE NATA PR GRATUIT<\/strong> \u27a4 <a href=\"https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR\">https:\/\/prschool.natapr.com\/Le-Modele-NATA-PR<\/a><\/p>\n<p><strong>INSTAGRAM<\/strong> \u27a4 <a href=\"https:\/\/www.instagram.com\/nata_pr_school\/\">https:\/\/www.instagram.com\/nata_pr_school\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quand j&rsquo;ai fond\u00e9 l&rsquo;agence de relations publiques NATA PR en 2000, Internet existait\u2026 mais il n&rsquo;\u00e9tait pas au centre de nos strat\u00e9gies. Les relations avec les journalistes \u00e9taient r\u00e9elles : appels t\u00e9l\u00e9phoniques, rencontres en personne, conf\u00e9rences de presse physiques, dossiers de presse imprim\u00e9s. On parlait \u00e0 des humains. On construisait des relations sur la dur\u00e9e. [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>257- 25 ans de relations publiques \u2013 \u00e9pisode 1 - Nata PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/natapr.com\/fr\/2026\/02\/10\/257-25-ans-de-relations-publiques-episode-1\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"257- 25 ans de relations publiques \u2013 \u00e9pisode 1 - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Quand j&rsquo;ai fond\u00e9 l&rsquo;agence de relations publiques NATA PR en 2000, Internet existait\u2026 mais il n&rsquo;\u00e9tait pas au centre de nos strat\u00e9gies. 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