Listening, Analysing, Helping Jacques Esnous on How RTL Radio in France Helps Its Listeners to Find a Job

07 May 2009 week 19 Listening, analysing, helping Jacques Esnous on how RTL Radio in France helps its listeners to find a job Luxembourg United Kingdom RTL Group with lower FremantleMedia and revenues and earnings in Talkback Thames in the press the first quarter of 2009 Germany France Over 1,100 guests at the New evening news coming up TV Wirkungstag on M6 week 19 COVER: Montage with Jean-Jacques Esnous, Director of Information at RTL Radio France Listening, analysing, elping 2 week 19 the RTL Group intranet Addressing the concerns closest to the hearts of its listeners RTL Radio France organised so far two Job Creation Days to help its listeners to find a job. Nicolas Poincaré animated the Job Creation Days France - 7 May 2009 “Unemployment is such a growing problem in is this that enables listeners to really unders- France that for the second month in a row RTL, tand the issues, form their own opinion and the most-listened-to radio network in the coun- come up with initial proposals for solutions, try, decided to dedicate an entire day of its pro- especially where environmental problems are gramming to helping people find jobs – publi- concerned. shing job offers on its webpage, listening to people’s problems and analysing the latest Among the most symptomatic initiatives bea- grim numbers.” This opening sequence taken ring the mark of RTL Radio’s proximity to its lis- from a CNN news report about unemployment teners in France, were the two special days of in France nicely sums up the editorial philoso- broadcasts that the radio station dedicated to phy of RTL Radio to deal with a current affairs (un)employment, the so-called “Journée pour issue of interest to its French audience. The l’emploi”. During those two days, RTL Radio station does not skimp on the time and resour- set out to inform jobseekers and help them get ces allocated to deal with it in depth. Already, back to work. At a time when the news could its reputation is such that top politicians, from hardly be gloomier, and talk of factory closures, Ségolène Royal to Nicolas Sarkozy, are planned job cuts and the immorality of some queuing up to say their bit on RTL. This in itself big bosses is rife, RTL Radio France’s editorial is recognition of RTL’s leadership and the pro- team opted to take affirmative action. Its view? fessionalism of its political editors, like Jean- A problem there may be, but there are also Michel Aphatie and Alain Duhamel. solutions out there. And the 17,220 job offers published by the radio station on its website However, quite apart from this political fact, the over the two days of action seem to endorse leading French radio station also tackles hot that outlook. Indeed, the number of job offers issues in a manner that few can match, ranging was nothing short of phenomenal. from the global economic crisis to the swine flu epidemic, the 2009 European elections or envi- RTL Radio France was the only radio station to ronmental protection (for exemple via come up with such an idea, and its resounding L’Expédition RTL), to cite but a few examples. success even extended beyond France’s bor- RTL Radio France dedicates a full day of ders, prompting CNN to come to the rue broadcasts to each issue, calling on experts, Bayard to broadcast a report about it. decision-makers, politicians, and ‘key witnes- Moreover, the topic made the headlines on its ses’ to explain, to unravel or to think outside evening news broadcast on Monday 27 April. the box, and answer listeners’ questions. And it So the US network sent a 55-man team to 3 week 19 the RTL Group intranet RTL Radio France, where its senior correspondent, Jim Bittermann, interviewed the RTL jour- nalist Nicolas Poincaré just as he was about to go on air. This may have been rather stressful, but the radio station was truly proud that one of its initiatives had aroused such a close interest on the part of the world’s leading news channel. Interviewed in turn by RTL Radio France, Jim Bittermann stressed the originality of the initiative, saying: “Your approach is very interesting. CNN asked me to report on the unemployment figures, and like every morning I turned on my radio, tuning in to RTL of course. And that’s where I hear someone mention this Job Creation Day. I found it an excellent idea. In the United States, it’s not often that a TV channel or Jim Bittermann, CNN senior European correspondent came radio station makes such a commitment to a to RTL Radio France’s studio to enquire problem afflicting society”. Jacques Esnous, Director of Information at Facts: RTL Radio France, spoke with Backstage, During the first day organised by RTL telling all about the organisation of the Job Radio France on 23 March, the radio Creation Days. station posted some 6,000 job offers. This was followed up by a second Job Creation What gave you the idea of organising a Job Day on 27 April, the success of which Creation Day? exceeded RTL’s wildest dreams, with The answer to that is very simple. The idea 11,220 job offers simultaneously posted stemmed from an observation: yes, the crisis online on RTL.fr. currently hitting the world and France in parti- cular is serious, but it would be wrong of us to paint a picture of doom and gloom. We are France’s leading radio station. Every day 6 million people listen to what we say, so we play a genuine multiplier role when it comes to disseminating information. Accordingly, we have a special responsibility. At the same time, our journalistic aspirations lead us to stock as close as possible to reality and not distort the truth. Also, we’re not out to describe the world through rose-tinted glasses by saying that everything’s just fine. The crisis – The website registered 300,000 connections in two days time and a grave one at that – is most definitely there. It is hitting many French people very hard, but the economic fabric of France is still intact, and companies are continuing to pros- per and hire staff. That is a fact. That is the message we sought to bring home to people. In this way, we acted in keeping with our listeners’ desires, for they told us not to slide into doom- mongering. At RTL Radio France we listen to our listeners and tune in to changes in society. We endea- Screenshot from CNN video’s website vour to gain the most accurate picture possible of the world in which we live. 4 week 19 the RTL Group intranet How do you organise such a day? ask myself questions about the efficiency of RTL Radio France’s full machinery swung into French administrative structures for helping the action: not just the editorial team, as you would jobless get back to work. I think the administra- expect, but also the people in charge of enter- tion has some progress to make in this domain. tainment programmes and the radio station’s online activities. Together with Editor-in-Chief The US network CNN came to report on your Hervé Béroud we devised the plan for the day initiative. Is this proof that you had the right and invited ministers and captains of industry idea at the right time? to broaden the scope of the debate and show CNN’s journalistic approach is the same as our listeners that France’s economy hasn’t bro- ours: sticking to the facts without allowing our- ken down. On the entertainment side, the pre- selves to be pushed under by the economic cri- senter Julien Courbet, who is well-known to sis, and reiterating that the news isn’t all bad. It listeners for his weekly programme Ca peut goes without saying that we were flattered to vous arriver (It Could Happen To You), which see our Job Creation Day be of interest to such airs during the week, presented a special pro- a major global media player, but the most gramme entitled La France qui marche (France important thing to me remains the words of our Which Is Working). Then Tristan Jurgensen, listeners, who saluted our initiative and thanked who runs RTL Net, arranged everything on the RTL Radio France for the service it had provi- Internet. ded for them. So we intend to repeat the initiative and devote one day every last Monday of The figures suggest that your initiative was the month. It’s really important for us to main- a phenomenal success. How do you explain tain our efforts over the long term, because our this? goal really was not to pull off a media coup: the I was more surprised than anybody by our lis- issue is too serious for that. Our approach teners’ response and their wild enthusiasm for appeals to citizens, and when I say that we are our day of action. Almost spontaneously [RTL a radio station of the people, to me that means merely launched a few appeals on air], listeners a radio station that serves citizens and is in posted 6,000 job offers on our website RTL.fr in touch with their concerns. At the end of May, a single day. In the space of 48 hours, our web- we will stage the next Job Creation Day, focus- site registered 300,000 connections. For the sing on jobs for young people, because people second day that we organised at the end of under 26 years of age are paying a heavy price April, more than 11,000 job offers were posted for the crisis in France.

Load more