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This article demonstrates how digital communication within the Rassemblement National (RN; National Rally) is becoming more professionalized in step with the institutionalization of the organization. From a relational perspective, it first invites us to contextualize the RN’s use of the web within a media landscape that is increasingly open to the visibility of the organization’s spokespersons. This paradoxically challenges the thesis that the far right is circumventing the journalistic entry barriers through digital means. Second, it examines the specialization of communication services, the growing importance of online platforms in the division of campaign work, and the establishment of dedicated training spaces, as evidence of a contemporary process of professionalizing of the RN’s 2.0 politics. It is based on primary qualitative data (semi-structured interviews with executives, activists, and journalists from press outlets, as well as observations of training sessions and major party events) and secondary data such as newsletter archives.