For any entrepreneur, standing out from the crowd of omniscient information is a major challenge, and standing out from the crowd becomes a daily challenge. The key to success undeniably lies in the communication strategy adopted. Indeed, it's not so much the product/service you offer that will touch consumers more than any other, but the story and added value you create around your offering.

Often mistakenly associated with public relations, press relations focus on a single stakeholder: the media. PR professionals are responsible for a wide range of tasks, from writing and sending press kits and releases, to organizing interviews, events and press conferences.

The implementation of a PR strategy has two main objectives:

• Ensure the brand's visibility in the media, which are selected according to the desired target and the company's sector;

• Maintain a good relationship with journalists, so that they promote the brand in their media and ensure positive media coverage.

Numerous communication levers can be envisaged: broadcasting of corporate news, newsjacking (rebounding on sector news), tribunes, communication of study results...

Influence is a new communications channel that is undergoing a number of changes, not least in its legal framework. Often supervised by an agency, it brings together the brand and content creators, with the aim of promoting products or services to their community. This collaboration involves selecting influencers in line with the company's values, making contact, drawing up the contract, coordinating content, communicating between the two parties and even building advertising campaigns as brand ambassadors.

Using the voice of these opinion leaders enables the brand to directly reach targeted communities who trust the word of the content creator.

Last but not least, a must-have for every communications strategy: social networks. Whether in paid (ads, SEA...), owned (brand social networks, blog...) or earned (e-reputation) formats, the implementation of a strategy must be coherent with the brand's objectives and target.

Competition on social platforms is fierce. So it's vital to put in place a strategy that's consistent with the brand's objectives and target audience: in other words, an action plan that determines the graphic and editorial choices for shared content, in line with the codes of the social network, as well as the policy pursued in terms of advertising content.