{"id":84508,"date":"2025-09-10T06:48:33","date_gmt":"2025-09-10T04:48:33","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=84508"},"modified":"2025-09-10T06:48:35","modified_gmt":"2025-09-10T04:48:35","slug":"rp-linkedin-entre-concurrence-et-complementarite","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2025\/09\/10\/rp-linkedin-entre-concurrence-et-complementarite\/","title":{"rendered":"RP et LinkedIn, plus compl\u00e9mentaires que concurrents"},"content":{"rendered":"\n<p><em>LinkedIn a transform\u00e9 profond\u00e9ment les RP. Fort de <a href=\"https:\/\/lasocialroom.com\/ressources\/blog\/strategie\/panorama-chiffres-cles-reseaux-sociaux-france-2025\/\">34 millions de membres fran\u00e7ais<\/a>, la quasi totalit\u00e9 des journalistes de la Tech sont \u00e9galement pr\u00e9sents sur la plateforme. Les RP d&rsquo;aujourd&rsquo;hui ne peuvent plus ignorer ce r\u00e9seau au risque de passer \u00e0 c\u00f4t\u00e9 d&rsquo;opportunit\u00e9s majeures. Entre mutation professionnelle et nouvelles pratiques \u00e9ditoriales, les RP doivent repenser leur approche et consid\u00e9rer LinkedIn comme un alli\u00e9 indispensable de leur strat\u00e9gie m\u00e9dia et non comme un concurrent potentiel. <\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">RP et LinkedIn : amis ou ennemis\u2026 telle n&rsquo;est pas la question!<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-vintage-typewriter-and-modern-tablet-displaying-linked-999d6dde-4024-4b5d-a58e-318c35e38f2c-1024x574.jpg\" alt=\"Linkedin-RP\" class=\"wp-image-84513\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-vintage-typewriter-and-modern-tablet-displaying-linked-999d6dde-4024-4b5d-a58e-318c35e38f2c-1024x574.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-vintage-typewriter-and-modern-tablet-displaying-linked-999d6dde-4024-4b5d-a58e-318c35e38f2c-500x280.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-vintage-typewriter-and-modern-tablet-displaying-linked-999d6dde-4024-4b5d-a58e-318c35e38f2c-768x430.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-vintage-typewriter-and-modern-tablet-displaying-linked-999d6dde-4024-4b5d-a58e-318c35e38f2c-390x220.jpg 390w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-vintage-typewriter-and-modern-tablet-displaying-linked-999d6dde-4024-4b5d-a58e-318c35e38f2c.jpg 1456w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">La question de savoir si les RP et LinkedIn sont des ennemis est hors sujet \u2014&nbsp;image r\u00e9alis\u00e9e avec Midjourney et Adobe Photoshop<\/figcaption><\/figure>\n\n\n\n<!--more-->\n\n\n\n<p>Pour comprendre les enjeux, parlons chiffres : LinkedIn est devenu un <a href=\"https:\/\/visionarymarketing.com\/fr\/2025\/02\/19\/contenu-ia-sur-linkedin\/\">m\u00e9dia<\/a> et cela ne date pas d\u2019hier. <\/p>\n\n\n\n<p>La plateforme a recrut\u00e9 des journalistes d\u00e8s 2016, diffuse des newsletters et incite ses utilisateurs \u00e0 cr\u00e9er leurs propres newsletters. Il existe plus de <a href=\"https:\/\/www.woo.paris\/blog\/tout-le-monde-peut-desormais-publier-une-newsletter-sur-linkedin\">180 000 newsletters actives<\/a> sur LinkedIn. Proche de nous citons juste <a href=\"https:\/\/www.linkedin.com\/newsletters\/ia-g%25C3%25A9n%25C3%25A9rative-le-big-recap-7026164117967110144\/\">la newsletter d\u2019Emmanuel Vivier IA g\u00e9n\u00e9rative : Le BIG Recap et ses 20 000 abonn\u00e9s<\/a> !<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>En parall\u00e8le Le r\u00e9seau social professionnel a d\u00e9velopp\u00e9 des fonctionnalit\u00e9s pour les journalistes. <\/strong>Le programme <a href=\"https:\/\/news.linkedin.com\/media-resources\/linkedin-for-journalists\">LinkedIn for Journalists<\/a> lanc\u00e9 il y a plus de <strong>10 ans, <\/strong>aide ainsi les journalistes \u00e0 am\u00e9liorer leur travail de recherche et de publication gr\u00e2ce \u00e0 des formations et des outils adapt\u00e9s \u00e0 leur m\u00e9tier La plateforme t<strong>ravaille \u00e9troitement avec plus de 400 r\u00e9dactions \u00e0 travers le monde pour les aider \u00e0 optimiser leur visibilit\u00e9 sur le r\u00e9seau.&nbsp;&nbsp;<\/strong><\/li>\n\n\n\n<li>C\u00f4t\u00e9 utilisateurs, en 2025, LinkedIn (<a href=\"https:\/\/news.linkedin.com\/about-us#Statistics\">source)<\/a> revendique plus de 34 millions de membres en France [NDLR Ce chiffre est toujours en progression], soit plus de&nbsp;80% de la population active fran\u00e7aise.&nbsp;500.000 entreprises disposent d\u2019une page LinkedIn. 84,8% des d\u00e9cideurs BtoB&nbsp;en France utilisent LinkedIn dans le cadre de leur activit\u00e9 professionnelles et 45,6% d\u2019entre eux expliquent avoir achet\u00e9 un produit ou un service par le biais de la diffusion de contenu sur LinkedIn.<\/li>\n<\/ul>\n\n\n\n<p>Mais la vraie question est sans doute : <strong>&nbsp;comment peut-on se passer de LinkedIn aujourd\u2019hui&nbsp;?<\/strong> Une question qui est bien entendu \u00e9minemment valable pour les RP.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les RP pour toucher les journalistes de la Tech sur LinkedIn<\/h3>\n\n\n\n<p>Selon un focus sur les \u201c<a href=\"https:\/\/www.cision.fr\/ressources\/livres-blancs\/etat-des-medias-2024-focus-tech\/\" target=\"_blank\" rel=\"noreferrer noopener\">journalistes Tech versus leurs homologues<\/a>\u201d de State of the Media 2024, 98% des journalistes Tech sont sur les r\u00e9seaux sociaux&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>pour de la veille informationnelle&nbsp;: 62% contre 54% des journalistes tous secteurs confondus&nbsp;;<\/li>\n\n\n\n<li>pour publier et mettre en avant du contenu&nbsp;: 76% vs 71%&nbsp;;<\/li>\n\n\n\n<li>pour se connecter avec des experts ou demander des interviews&nbsp;: 52% vs 47%.<\/li>\n\n\n\n<li>plus de la moiti\u00e9 des journalistes Tech s&rsquo;appuient davantage sur Linkedin que leurs homologues (51% vs 39%).<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1-1024x574.jpg\" alt=\"Linkedin-RP\" class=\"wp-image-84524\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1-1024x574.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1-500x280.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1-768x430.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1-1536x861.jpg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1-390x220.jpg 390w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/ygourven-a-lady-journalist-with-a-pen-in-her-ear-typing-away-at-bd911995-dd43-4ecf-b4fa-c6087fa63e1f-1.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Les journalistes aussi utilisent les m\u00e9dias sociaux, et LinkedIn en particulier, \u00e9galement pour les RP \u2014&nbsp;image r\u00e9alis\u00e9e avec Midjourney<\/figcaption><\/figure>\n\n\n\n<p>Plus g\u00e9n\u00e9ralement, selon <strong><a href=\"https:\/\/www.cision.fr\/ressources\/livres-blancs\/etat-des-medias-2024-focus-tech\/\">l\u2019\u00e9tude Cision 2024<\/a><\/strong> sur les pratiques des journalistes en mati\u00e8re de r\u00e9seaux sociaux, 71% des journalistes utilisent les m\u00e9dias sociaux pour publier du contenu, 63% pour interagir avec leur audience et 51% pour v\u00e9rifier une information. Seuls 3% d\u2019entre eux d\u00e9clarent ne pas les utiliser \u00e0 des fins professionnelles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>LinkedIn, espace d\u2019informations et d\u2019opportunit\u00e9s<\/strong><\/h3>\n\n\n\n<p>Pour les professionnels des \u00ab&nbsp;Relations Presse&nbsp;\u00bb, consid\u00e9rer LinkedIn comme un \u00ab&nbsp;adversaire&nbsp;\u00bb, un concurrent, c\u2019est se priver de l\u2019opportunit\u00e9 d\u2019\u00e9largir son r\u00e9seau de journalistes, de conna\u00eetre leurs centres d\u2019int\u00e9r\u00eats, de passer \u00e0 c\u00f4t\u00e9 d\u2019appels \u00e0 t\u00e9moignage.<\/p>\n\n\n\n<p>Ne pas s\u2019int\u00e9resser \u00e0 LinkedIn, c\u2019est aussi se priver d\u2019opportunit\u00e9s d\u2019enrichir ses comp\u00e9tences en int\u00e9grant dans des groupes de professionnels de la communication et des m\u00e9dias, de suivre le parcours des uns et des autres, d\u2019entrer en contact avec des partenaires potentiels. LinkedIn c\u2019est aussi un formidable espace de prospection&nbsp;: en suivant l\u2019actualit\u00e9 des entreprises, le professionnel aff\u00fbt\u00e9 pourra d\u00e9tecter le d\u00e9veloppement d\u2019un projet et proposer ses services, \u00eatre au courant de la cr\u00e9ation d\u2019un service de communication, de la possibilit\u00e9 de rencontrer un interlocuteur sur un salon, etc.<\/p>\n\n\n\n<p>Bref, \u00eatre \u00ab&nbsp;contre&nbsp;\u00bb LinkedIn, c\u2019est donc un peu \u00eatre \u00ab&nbsp;contre&nbsp;\u00bb l\u2019essence m\u00eame de notre m\u00e9tier&nbsp;: travailler notre r\u00e9seau, tisser des relations, rep\u00e9rer des bonnes id\u00e9es, des exp\u00e9riences, etc.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Linkedin : symbole de la mutation du m\u00e9tier des RP<\/h3>\n\n\n\n<blockquote class=\"wp-block-quote quote-light is-layout-flow wp-block-quote quote-light-is-layout-flow\">\n<p>LinkedIn incarne la mutation du m\u00e9tier des \u00ab&nbsp;Relations-Presse&nbsp;\u00bb \u00e0 celui d\u2019 \u00ab&nbsp;expert des Relations-M\u00e9dias&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p>LinkedIn est aussi un formidable espace d\u2019expression pour valoriser nos comp\u00e9tences en mati\u00e8re de r\u00e9seau et donc de faire \u00e9voluer nos relations avec nos clients, de cr\u00e9er une complicit\u00e9 plus forte, au-del\u00e0 de la simple diffusion de communiqu\u00e9 de presse par voie \u00e9lectronique suivie d\u2019appels ou d\u2019envois de courriers \u00e9lectroniques aux journalistes. C\u2019est l\u2019opportunit\u00e9 de leur partager notre expertise, notre connaissance des \u00ab&nbsp;groupes&nbsp;\u00bb de discussion dans lesquels il faut \u00eatre, de proposer un plan de communication \u00ab&nbsp;multicanal&nbsp;\u00bb.<\/p>\n\n\n\n<p><strong><em>De la strat\u00e9gie RP \u00e0 la strat\u00e9gie de contenu, le vrai d\u00e9fi de demain&nbsp;?<\/em><\/strong><\/p>\n\n\n\n<p>Finalement, si l\u2019on y r\u00e9fl\u00e9chit bien, alors que le num\u00e9rique est partout et que les technologies semblent nous pousser \u00e0 changer nos pratiques, il est essentiel de revenir aux fondamentaux de notre m\u00e9tier&nbsp;: <strong>savoir tisser un r\u00e9seau durable, \u00eatre en veille pour d\u00e9tecter les tendances, les opportunit\u00e9s mais aussi d\u00e9tecter les pr\u00e9mices de crises potentielles, \u00eatre strat\u00e9gique pour conseiller \u00e0 nos clients comment, o\u00f9, quand et comment communiquer, le tout en coh\u00e9rence<\/strong>. <\/p>\n\n\n\n<p>Le vrai d\u00e9fi est peut-\u00eatre dans le savoir-faire \u00e9ditorial\u00a0: <strong>savoir produire du contenu et proposer des supports innovants<\/strong>. C\u2019est d\u2019ailleurs aussi l\u2019une des pr\u00e9occupations principales des journalistes : proposer des contenus \u00e0 la fois engageants, divertissants et multimodaux, qui correspondent aux nouveaux s\u2019adapter aux <a href=\"https:\/\/mediaculture.fr\/digital-news-report-2025-les-12-tendances-cles-a-connaitre\/\">nouveaux comportements<\/a> en mati\u00e8re de consultation de l&rsquo;information. En particulier, en adoptant des formats plus neufs comme les podcasts et les vid\u00e9os de d\u00e9cryptage sur les m\u00e9dias sociaux.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/mediaculture.fr\/digital-news-report-2025-les-12-tendances-cles-a-connaitre\/\"><img decoding=\"async\" width=\"1024\" height=\"343\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/baisse-usage-web-chez-les-jeunespng-1024x343.webp\" alt=\"\" class=\"wp-image-84532\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/baisse-usage-web-chez-les-jeunespng-1024x343.webp 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/baisse-usage-web-chez-les-jeunespng-500x168.webp 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/baisse-usage-web-chez-les-jeunespng-768x257.webp 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/baisse-usage-web-chez-les-jeunespng-1536x515.webp 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/09\/baisse-usage-web-chez-les-jeunespng.webp 1928w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">La mont\u00e9e en charge des m\u00e9dias sociaux \u2014 diagramme par Reuters (2025) comment\u00e9 par <a href=\"https:\/\/mediaculture.fr\/digital-news-report-2025-les-12-tendances-cles-a-connaitre\/\">Cyrile Frank<\/a><\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>LinkedIn a transform\u00e9 profond\u00e9ment les RP. Fort de 34 millions de membres fran\u00e7ais, la quasi totalit\u00e9 des journalistes de la Tech sont \u00e9galement pr\u00e9sents sur la plateforme. Les RP d&rsquo;aujourd&rsquo;hui ne peuvent plus ignorer ce r\u00e9seau au risque de passer \u00e0 c\u00f4t\u00e9 d&rsquo;opportunit\u00e9s majeures. Entre mutation professionnelle et nouvelles pratiques \u00e9ditoriales, les RP doivent repenser &hellip;<\/p>\n","protected":false},"author":20,"featured_media":84513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898],"tags":[],"class_list":["post-84508","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RP LinkedIn, deux visions plus compl\u00e9mentaires que concurrentes<\/title>\n<meta name=\"description\" content=\"LinkedIn a transform\u00e9 les RP. 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