Challenge
Communications around Amazon Leo in France began in a particularly sensitive context: the question of European space and digital sovereignty fuels a deep-rooted public and media debate, and a satellite constellation project led by an American tech giant was likely to intensify tensions.
The challenge entrusted to our Paris PR and influence agency: turning an initially hostile media landscape into a positive narrative, focused on the tangible benefits for France and Europe, including job creation, local industrial partnerships, and above all broadband access for all, including the least connected areas of the country. A narrative management and reputation challenge demanding an ultra-strategic PR approach, capable of transforming a divisive topic into a high-value societal editorial opportunity.
Concept & Strategy
As a Paris-based PR and influencer marketing agency, we have been orchestrating for over six months a PR and influence strategy built around carefully sequenced media milestones, to support the rollout of Amazon Leo in France and progressively build a favourable editorial territory.
Our Next-Gen Influence methodology (Data > Idea > Ecosystem > Reach > KPI) structured a long-term PR and influence programme built around several complementary levers.
Pillar 1 — Narrative building and perception management. We developed a corporate narrative strategy centred on the project's tangible benefits for French territory: jobs, industrial partnerships, broadband coverage in rural and underserved areas, contribution to European connectivity. Every communication is designed to defuse critical angles around sovereignty and reframe the debate around the public interest and digital inclusion.
Pillar 2 — Exceptional press trip to Kourou. The centrepiece of the programme: the organisation of a press trip to French Guiana, in Kourou, to witness the satellite launch live from the Space Centre. Around twenty journalists and content creators from France's biggest tier 1 media outlets, including BFM, Les Echos and Le Figaro, experienced the event from the inside, turning a space launch into a tangible demonstration of a project serving the French public. A format generating immersive content of the highest editorial value and creating a powerful emotional connection between journalists and the project.
Pillar 3 — Long-term media sequencing. The mission continues through to commercial deployment in France, with a regular cadence of PR milestones maintaining active media conversation, multiplying editorial angles and supporting each project phase with a tailored press and influence activation.
This strategic PR and narrative management programme reflects our positioning as a Paris corporate PR, influence and communications agency, a pioneer of the integrated approach since 2014, capable of supporting sensitive projects with strong societal dimensions with mastery of reputation strategy, preventive crisis management and long-term opinion building. A model proving that strategic PR, when steered with intelligence and anticipation, can transform an unfavourable media landscape into a thought leadership opportunity.
KPIs
Over 300 press clippings secured across the programme
