The term “ours” (the french word for bear) in french journalism and public relations is often unknown to the general public, yet it plays a key role in structuring and ensuring transparency in publications. Where does this expression come from? What is its purpose for journalists and PR professionals? Is it still relevant today? Let’s take a closer look.
What is the “Ours” in the Press?
In French journalism, the “ours” refers to a discreet section, usually placed at the bottom of a page or at the end of a publication, containing essential information about the production of the media. Its use dates back to the 19th century when journalism became more structured, and editorial teams began formalizing their operations.
Where Does the Term “Ours” Come From?
The exact origin of the term “ours” in journalism is uncertain, but two main theories exist:
The printing press connection: In the 19th century, “ours” referred to a specific job in printing—inking the forms. Printers were held responsible for what they published, and they were required to include their name, business name, and address in all printed works. This small box, present in every publication, gradually came to be known as the “ours.”
The English influence: Another theory suggests that the term derives from the English word “ours” (meaning “our people”). This anglicism may have been used to designate the section describing those involved in the journal’s production, along with its legal information.
As you can see, the unclear origins of this term add an element of mystery to a section that appears in every newspaper but is rarely read. With a few notable exceptions, of course—because the “ours” has a real purpose!
What Is the Purpose of the Ours in Journalism?
The ours is primarily a guarantee of transparency. It includes key information about the publication, such as:
- The names of journalists and editors who contributed to the issue.
The identity of the publication’s director and editor-in-chief.
The newspaper or magazine’s contact details (address, phone number, email).
Legal mentions, including the publisher, printer, and sometimes the legal deposit number.
By listing this information, the ours allows readers to identify the key figures responsible for the content, ensuring accountability. For journalists, it is also a way to gain visibility and recognition for their contributions.
How Is the Ours Useful for PR and Public Relations Agencies?
In public relations (PR), the ours serves as a strategic tool. It helps PR professionals and communicators to:
- Identify the right contacts: Knowing who writes, decides, and directs a media outlet is essential for targeting the right people in a PR campaign.
- Establish contact with editorial teams: The ours provides useful contact details for sending press releases, pitching interviews, or organizing media events.
- Understand the editorial line of a publication by analyzing journalists’ profiles and areas of expertise.
For communication agencies, the ours is therefore a valuable intelligence tool that facilitates networking and optimizes media strategies.
Is the Ours Still a Useful Tool Today?
With the rise of digital media and the transformation of the press industry, one might wonder whether the ours is still relevant. However, despite these changes, it remains an important reference point:
- In print media, it remains essential due to legal obligations requiring this information to be displayed.
- In online media, it is evolving: some websites still maintain a “legal mentions” page that serves a similar purpose, though often with less detail.
- For PR professionals, it remains a valuable tool for establishing direct contact at a time when reaching newsrooms is increasingly difficult via digital channels.
Thus, even as its format evolves, the ours remains a fundamental element of the journalistic and communication landscape. For media and PR professionals, knowing how to leverage it effectively remains a strategic advantage.
