media-landscape

name: media-landscape description: > Use this skill when the user asks to "map the media landscape", "media analysis", "who are the key journalists", "PESO media map", "paysage médiatique", "carte des médias", "which channels should we use", "media mapping", "who should we pitch", "press strategy", "which journalists cover X", or "what's our PR angle". Also trigger when a campaign brief selects channels without justification, or when earned media strategy is missing a 'why the press will cover this' hook. Mandatory output includes an Earned Media Hook template per target publication tier.

Skill: Media Landscape

Maps the complete PESO media ecosystem and produces three outputs: a channel map, a journalist/influencer directory, and — critically — an Earned Media Hook for each target tier. A media map without a press angle is a contact list, not a strategy.

When to Use

• Planning earned media and press relations strategy
• Selecting channel mix for an integrated campaign
• Briefing a media buy or paid amplification strategy
• Onboarding a new sector: "who are the voices that matter here?"
• Building a pitch that demonstrates media intelligence

Step 1: Context and Scope

Before mapping, define:

• Sector (primary + adjacent)
• Geographic scope (FR national / Île-de-France / pan-European / global)
• Language markets (FR / EN — different publications, different editorial standards)
• Campaign type (product launch / brand / CSR / thought leadership / crisis recovery)
• Budget level (shapes PR agency scope, event strategy, paid media ceiling)

Step 2: Earned Media Landscape

Tier Classification

FR Market — Reference Publications by Sector

Business / Economy (B2B + B2C):

• T1: Les Echos, Le Monde Économie, Le Figaro Économie, BFM Business, L'Obs/Nouvel Obs
• T2: La Tribune, Challenges, L'Usine Nouvelle, Capital, Mieux Vivre Votre Argent
• T3: Morning Tech (newsletter), The Loader, Signal (newsletter Axel de Tarlé), Fintech Weekly FR

Tech / Digital / IA:

• T1: Le Monde Tech, Les Echos Start, Liberation Next, L'Express L'Expansion
• T2: L'Usine Digitale, CIO Online, ZDNet FR, Journal du Net, Silicon.fr, DSI Mag
• T3: Miximum, Next INpact, The Family Bulletin, L'Observatoire de la FinTech (newsletters)

Marketing / Comms / Agences:

• T1: CB News, Stratégies, Le Monde Pub, Influencia
• T2: Marketing Magazine, e-Marketing, Offremedia, La Réclame
• T3: Pricing Power (Substack), La Boîte à Outils Marketing

Santé / MedTech:

• T1: Le Monde Santé, Le Figaro Santé, L'Express Santé
• T2: Hospimedia, TICsanté, Pharmaceutiques, Egora (médecins)
• T3: Newsletters HAS, ANSM press briefings

Retail / FMCG:

• T1: LSA, Points de Vente, Le Monde Économie
• T2: Linéaires, Rayon Boissons, Distri Infos
• T3: Blog Olivier Dauvers, NielsenIQ insights

Step 3: The Earned Media Hook (Required Output)

This section is not optional. Without it, the media map is a directory, not a strategy.

For each Tier 1 publication targeted, complete:

EARNED MEDIA HOOK — [Publication Name] / [Journalist Name]

Article headline (write it as if already published):
[Specific, newsy, not a press release headline]

Why this story NOW:
[What cultural, regulatory, market, or seasonal context makes it timely?]

The tension or surprise:
[What's counterintuitive, unexpected, or controversial?]

The human angle:
[Who is actually affected — not the brand, the person behind the story]

Exclusive data or proof:
[What can the brand offer that no one else has? Survey? Internal data? First-ever?]

Angle for THIS publication specifically:
[Why does this story fit Les Echos but not Le Monde? Their angle, not the brand's angle]

Competing stories we're up against:
[What else is on the journalist's radar this week? How do we stand out?]

Earned hook archetypes by campaign type:

Step 4: Influencer and Expert Landscape

Three types — different trust levels, different approach:

B2B thought leaders specifically (often more influential than press for B2B decisions):

• Ex-practitioners reconverted to consultants/speakers (ex-DSI, ex-DAF, ex-CMO)
• Gartner/Forrester analysts (who write reports C-suite reads)
• Conference program chairs (who decide who speaks = who is seen as expert)
• Podcast hosts in the category (Fintech Hebdo, Génération Do It Yourself, etc.)

For each: map their current brand affinities, their audience composition, their preferred contact method.

Step 5: Owned and Shared Channel Audit

For each brand channel, assess:

Rate each: Primary (heavy investment), Secondary (support), Experimental (test & learn), Archive (maintain only).

Step 6: Editorial Calendar — Opportunity Map

For the next 6 months, map:

Three types of moments:

• Hijackable — events where the brand can participate naturally
• Owned — milestones the brand creates (anniversary, launch, study release)
• Avoid zones — periods of competitive noise or brand-context mismatch

Output: PESO Media Map

Save to data/1-Projets/clients/[client]/media-landscape.md

Structure:

1. Executive Summary — Top 5 channels + Top 10 media voices + #1 earned hook
2. Earned Media Map — Tiered publication list with journalists and hooks
3. Influencer Directory — Key voices by type and platform
4. Owned/Shared Audit — Current assets + strategic role + gaps
5. Editorial Calendar — 6-month opportunity map
6. Earned Media Hooks — Completed template per Tier 1 target
7. White Space — Channels and angles competitors are NOT using

Integration Points

• Receives from: audience-intelligence (where the audience lives), competitive-comms (what's occupied)
• Feeds into: campaign-strategy (channel selection), comms-measurement (media KPIs)
• Triggered by: /comms:monitor, /comms:strategy, /comms:campaign