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Media Playbook

Playbook: For Foreign Media

How to cover the French economy with depth and nuance. Story angles, sources, and structural analysis for international journalists.

Why French Economy Coverage Matters

France is the world's 7th largest economy, Europe's 2nd largest, and a gateway to €450B European market. Yet English-language coverage is often superficial: strikes, protests, "French decline" narratives.

The reality is far more nuanced — and more interesting.

What Most Coverage Misses

  • France produces more tech unicorns per capita than Germany
  • French R&D productivity (patents per €1M invested) is among highest globally
  • Several French champions dominate global niches (luxury, aerospace, nuclear, etc.)
  • French "handicaps" create unique arbitrage opportunities for smart players

These are stories your audience cares about. But they require systemic analysis, not surface reporting.

Story Angles That Work (With Global Audiences)

1. "Hidden Champion" Stories

The Angle: French companies dominating global niches that nobody talks about.

Examples:

  • Michelin: Not just tires — they're a data/AI company analyzing 200M miles of road data
  • Ledger: 20% of global crypto hardware wallet market from Paris with 1/10th the capital of US competitors
  • Dassault Systèmes: Software behind Boeing, Airbus, Tesla designs

Why It Works: Challenges "French decline" narrative with concrete data. Your audience loves counterintuitive insights.

2. "System vs. System" Analysis

The Angle: Compare French business model vs. US/UK/German models — not as "better/worse" but as fundamentally different systems.

Examples:

  • "Why French startups raise €5M when US equivalents raise €50M — and why that's an advantage"
  • "How French labor law creates different company DNA than US at-will employment"
  • "Why French founders optimize for lifestyle+profit, not just growth+exit"

Why It Works: Structural analysis > opinion journalism. Your audience wants to understand systems, not just judge them.

3. "Arbitrage Opportunity" Stories

The Angle: French market inefficiencies create opportunities for international players.

Examples:

  • "Why smart Chinese investors are buying French brands (and making 3x returns)"
  • "How US tech companies hire French engineers at 1/2 Silicon Valley cost"
  • "The €200B succession crisis: French SMEs need buyers"

Why It Works: Actionable intelligence for your business-focused audience. Not just analysis — opportunity.

4. "Future Projection" Stories

The Angle: Where is French economy headed in 3-5-10 years? Systemic projections, not pundit opinions.

Examples:

  • "Three scenarios for French tax system by 2030 (exodus, reform, or renaissance?)"
  • "How AI will reshape French labor law (the irresistible force meets immovable object)"
  • "Why French nuclear expertise might create surprise energy leadership"

Why It Works: Future-focused + data-driven = premium content. Your readers want to anticipate, not just react.

How to Source French Economy Stories

Traditional Sources (Use, But Don't Rely On)

  • INSEE (National Statistics): Accurate but lagging and dry
  • Les Échos, La Tribune: French business press (paywall, French-language)
  • Government Ministries: Official line, often politically biased

These give you facts. Not insight.

Better Sources (For Depth & Nuance)

🎯 The System Economy (Us!)

We provide structural analysis foreign media can't get elsewhere:

  • System Index: Data on French company structural health (leading indicator vs. financial metrics' lagging indicators)
  • Insights Articles: Present-Past-Future analysis of French market dynamics
  • Expert Commentary: Available for quotes, interviews, background briefings

How to Use Us: Reference our analysis, cite our data, contact us for expert perspective. We want to be your go-to source on French systemic economics.

📊 French Tech Ecosystem

  • La French Tech: Government initiative but good startup data
  • France Invest: VC/PE association with deal flow data
  • Bpifrance: Public investment bank — follow their investments for sector trends

🏢 On-The-Ground Operators

  • French Founders: But interview those building international businesses, not just France-focused
  • International Investors in France: They have outsider perspective + insider access
  • French Expats: Those who left give you "system contrast" insights

Narrative Traps to Avoid

❌ Trap 1: "French Decline" Default Narrative

The Lazy Story: "France in crisis, strikes everywhere, economy collapsing"

The Reality: France has structural challenges AND structural advantages. Decline narrative is emotionally satisfying but analytically weak.

Better Approach: "France is reconfiguring, not declining. Here's where value is moving."

❌ Trap 2: "France vs. US" False Comparison

The Lazy Story: "Why doesn't France have its own Silicon Valley?"

The Reality: France and US are different systems optimizing for different outcomes. Comparing them directly misses the point.

Better Approach: "France produces deep tech and B2B SaaS champions. US produces consumer tech giants. Different models, both valuable."

❌ Trap 3: Over-Relying on Paris

The Lazy Story: Interview 3 Parisian VCs, extrapolate to all of France

The Reality: France has 13 regions, many with distinct economic identities. Lyon (pharma), Toulouse (aerospace), Grenoble (nanotech) are not Paris.

Better Approach: Regional deep-dives reveal France's industrial complexity.

❌ Trap 4: Ignoring Language Barriers

The Lazy Story: Assume all French executives speak fluent English, miss nuance in translation

The Reality: Many top French business leaders are not comfortable in English. You need French-speaking researchers or miss half the story.

Better Approach: Work with bilingual researchers/fixers or partner with French journalists.

Story Templates That Work

Template 1: The Deep Dive Case Study

Structure:

  1. Present: Company/sector current state + surprising data point
  2. Past: How did we get here? Structural analysis of forces at play
  3. Future: Where is this going? Implications for readers

Example: "Ledger: How 8 French Engineers Built a Crypto Empire from Paris"

This is our Present-Past-Future methodology. Use it. It works.

Template 2: The Market Intelligence Brief

Structure:

  1. Key trend or data point
  2. Why it matters (macro implications)
  3. Who wins/loses
  4. What to watch next

Example: "France's €200B SME Succession Crisis: Who's Buying?"

Template 3: The Comparative Analysis

Structure:

  1. Common assumption about France vs. [Country]
  2. Data that challenges assumption
  3. Structural explanation for the gap
  4. Implications and arbitrage opportunities

Example: "Why French Startups Raise Less But Exit More Profitably Than US Peers"

Questions We Can Help You Answer

Foreign media often contact us asking:

  • "Is this French company about to fail?" → We check System Index score
  • "What's really happening in [French sector]?" → We provide structural analysis
  • "Why did [French company] succeed/fail internationally?" → We decode the system factors
  • "Where should our audience look for French opportunities?" → We identify arbitrage plays
  • "How will [French policy] actually impact business?" → We cut through political rhetoric to structural reality

We're your "decoder ring" for French business complexity.

Resources & Tools for Journalists

Free Resources from The System Economy:

  • Insights Archive: 100+ articles on French economy (searchable)
  • System Index: Structural health scores for major French companies
  • Weekly Edition: Curated French business news with systemic analysis
  • The Brahim Brief: Personal perspectives on French-international business dynamics

Media Requests:

  • ✅ Expert Commentary: For quotes, background, on-the-record interviews
  • ✅ Data Access: System Index data for vetted journalists
  • ✅ Story Ideas: We proactively share under-covered angles
  • ✅ Fact-Checking: Help verify French business claims/data

Work With Us

The System Economy exists to decode French business systems for international audiences. That includes you.

Media Inquiries

Need expert perspective on French economy? Working on France-related story? Want access to System Index data?

Contact Press Team →

Why Partner With Us

  • Systemic Analysis: Not just opinions — structural frameworks backed by data
  • International Perspective: We bridge French and international business cultures
  • English-First: No language barriers, no lost-in-translation nuance
  • Quick Response: We understand media deadlines and respond accordingly