President Emmanuel Macron’s mastery of public imagery, like that of Barack Obama, conceals a highly calculated, choreographed communications policy. [...] “For a president, everything is a story of symbols. He needs to have total control,” comments Albert-Alexis Galland, director of strategy with Kaolin.

President Emmanuel Macron undertook his first trip as commander-in-chief on Friday when he met troops fighting Islamist militants in Mali. Macron, a newcomer to international diplomacy, put counter-terrorism at the top of his security priorities during the election campaign, vowing to strengthen support for West African allies. "Emmanuel Macron made the commitment during the campaign to immediately go and see troops engaged in the fight against terrorism," said a senior French diplomat.