It’s a term that frequently comes up when discussing media coverage: the marronnier. Whether it’s about Valentine’s Day, Bastille Day, or the end-of-year celebrations, this word often appears in conversations or as an introduction to various topics. But what exactly does it mean, where does it come from, and how is it used in public relations?
Definition of a “Marronnier”
In public relations, a marronnier refers to a recurring, often predictable topic that resurfaces in the media at specific times each year. These topics are usually linked to events, traditions, or seasonal concerns. They serve as filler content for editorial teams (cold content), especially during periods of lower news density.
Typical Examples of “Marronniers”
- Back to school: Tips for a successful start to the school year.
- Summer season: Budget-friendly travel tips or vacation destination ideas.
- End of the year: Christmas gift trends, year-in-review summaries, and New Year’s resolutions.
- Tax season: Guides on tax declarations and optimization strategies.
- Springtime: Topics on gardening or spring cleaning.
By extension, the term now also includes:
- “World Days”: An excellent way for brands to engage with topics aligned with their values (inclusion, human rights advocacy, science, organic agriculture, renewable energy, etc.) or lighter subjects in hopes of being featured by media outlets looking for inspiration. Examples include:
- International Smile Day, World Radiography Day, International hugs’ day, etc.
- Professional trade shows
- Editorial calendars
Origin of the Term
The term marronnier has journalistic origins dating back to a bloody episode of the French Revolution. On August 10, 1792, the people stormed the Tuileries Palace, then the royal residence after the king’s departure from Versailles. During the attack, Swiss Guards were killed and buried under a chestnut tree (marronnier in French). The tree bloomed unusually early the following year, catching the attention of newspapers at the time. As this phenomenon repeated itself annually, it became a recurring news topic every March 20.
Over time, the “marronnier” of March 20 took on the meaning we recognize today.
Use in Public Relations
For PR professionals and communications specialists, leveraging a marronnier is an effective strategy to secure media coverage for topics or products by taking advantage of the seasonal relevance of these themes. For example, a cosmetics company might promote its sun care products as summer approaches.
