This article, from François Ramaget, the head of our French office, originally appeared on Cision in French. Here is a translated and slight edited English version.
Artificial intelligence is radically transforming our relationship with information – and the public relations profession is on the front line of this shift.
Automation cements the supremacy of media content
The first major shift is AI itself – now the primary gateway to information for most professionals. In France, 43% of working professionals now use generative AI tools daily in their jobs, a figure that rises to 93% among 18–25 year-olds. For brands, the goal is no longer just to be mentioned in the media – they must show up in AI-generated answers.
In practice, they are the same thing. A recent analysis of 1 million links cited by generative AI systems shows that 27% of them come from journalistic content, a proportion that jumps to 49% for queries related to recent news. Licensing agreements signed by OpenAI with News Corp, Condé Nast and the Associated Press confirm that the content of major media outlets increasingly forms the backbone of AI-generated responses.
In an era of information overload, content published by reputable newsrooms is the most valuable. For brands, being quoted in Les Échos, Le Monde or the Financial Times is the best way to secure a lasting presence in AI-generated answers to common questions in finance and fintech.
The press release as the backbone of algorithmic influence
The press release takes on strategic importance. Beyond informing journalists, it now needs to function as a citable reference source for AI systems. Large language models favour factual, clearly structured content from authoritative sources to build their responses. A release that is optimised with relevant keywords or semantic clusters, published in a newsroom amplified by trusted media outlets will maximise its chances of being incorporated into model training datasets.
Agencies are embracing this approach by thinking of press releases as instruments of algorithmic influence. The release becomes a long-term visibility lever, capable of generating qualified traffic and strengthening brand authority beyond initial publication.
Humans regain their decisive competitive edge
Behind the mechanics of algorithms lies a very contemporary conundrum: while automation enhances the value of media content, it simultaneously heightens the need for human expertise.
Reaching journalists now means cutting through a deluge of automated outreach. Authentic relationships are the only reliable way to do it. More than 50% of online content is now generated by robots. Newsrooms are overwhelmed by scheduled outreach campaigns – often well targeted and well argued – which make it harder than ever to identify truly authentic sources.
In this battle to capture journalists’ attention, genuine relationships become the decisive edge. Professionals will succeed through building human connections beyond templated messaging and mass mailings. Press lunches, in‑person meetings and live events once again become privileged moments where trust is built – something no automated campaign can replicate.
PR professionals also need to train clients to become strong spokespeople. Executive visibility is a key lever to build or reinforce corporate reputation. People in France now spend an average of 4 hours and 40 minutes a day watching video content; 47% listens to podcasts on a regular basis. Audiovisual content generates sizeable catch-up audiences via replays and podcast listening, further amplifying the initial impact of any interview. A channel like BFM Business – a key reference for entrepreneurs – has nearly 300 business leaders on air every month.
Training spokespeople who perform convincingly on camera and can deliver the right messages is becoming a strategic capability. The days when a good writer was enough are over: today, brands need agile, authentic speakers who are comfortable with live formats.
Agencies that invest in authentic relationships and excel at training strong speakers will be tomorrow’s winners. Media training needs to adapt to multiple formats: long-form studio interviews, appearances on news bulletins, but also podcasts where depth of analysis matters more than punchy soundbites.
The tension between automation and humanisation is the new fulcrum for media relations. The counterintuitive truth is this: AI’s hunger for credible, citable content has made earned media more valuable than it has been in years. Don’t fear the algorithm – feed it.
François Ramaget runs Cognito’s French office.
