As a journalist specializing in finance and banking, how do you choose your topics?
I mainly cover topics related to specific banking players such as Société Générale, BPCE, Caisse des Dépôts, or La Banque Postale. I focus on their earnings, executive appointments, product launches, acquisitions, or events they organize.
So, any press release I receive must come from one of these actors or have a clear link to banking or finance. If a law firm contacts me, I need to immediately understand that connection—for example, if they specialize in bank fraud, debt recovery, or M&A. Otherwise, I don’t follow up.I always check whether the story will be of interest to our readers. A corporate announcement doesn’t automatically justify an article. For example, an internal tool for advisors wouldn’t be relevant—unless it drastically changes how they work. I also work on longer-form stories that require research, like the evolving role of bank advisors. In those cases, I gather information directly from the field by talking to various industry players.
What sources do you use to write your articles?
Press releases are part of my documentation, but they only represent about 30% of my sources. I also rely on studies, reports, union documents, and official information published by companies themselves. But most of all, I rely on regular, informal conversations with people in the sector: bank employees, executives, analysts, observers, former staff...
What are the most common mistakes you see in press releases?
What annoys me the most are poorly targeted press releases. I often get PR about health, video games, or pets—even though my beat is clearly listed on my Les Echos profile and LinkedIn. After a while, I don’t even open those emails, and sometimes I block the sender. Another issue: excessive follow-ups. One follow-up is fine. Two is too much. If I don’t respond, it means I’m not interested. Also, I really dislike it when people use overly familiar language right from the first email. Even if the product is “cool” or the fintech is “amazing,” there should be some formality. When the tone is too casual, I can’t gauge the seriousness of the topic. These attention-grabbing tactics are, in my opinion, unnecessary. If the information is relevant, it doesn’t need embellishment—it just needs to be well-presented and clear.
In your opinion, what makes a “good” press release?
When it’s well-targeted and well-titled. The content must be clear, both in form and substance. From the subject line of the email, I should immediately understand the company name and the type of news: results, product, or appointment.
Some journalists value personalized content; for me, it’s not essential. However, if I see a mistake in my name, I assume the work was sloppy. There’s a better chance I’ll read a press release if the PR person puts in the effort beforehand. A good PR professional takes the time to build a relationship with me. That might mean picking up the phone to let me know they’re sending a release and briefly explain its context and stakes. Sure, it can be tricky on a first contact because it’s a new relationship, but once trust is built, a phone call will have much more impact than yet another email.
What advice would you give to PR professionals for selecting the right journalists?
First, it’s important to properly identify the journalists and the media they work for. Some reporters cover multiple beats or change outlets. That’s been the case for me. Over my career, I haven’t only covered finance—I’ve also done politics and energy. To avoid sending irrelevant press releases or targeting the wrong journalist, PRs should read the press and check out reporters’ latest articles. That way, they can better understand the topics, angles, and formats they cover.
They should also understand how we work so they can better tailor their messages. Our job is to inform, so we need to verify facts and grasp the underlying issues. We also face journalistic constraints: tight deadlines, strict formats, and editorial angles. PR professionals need to take all this into account in order to communicate more effectively and offer the right speakers and relevant topics.
Do press conferences still matter to you? What do you expect from this format?
Absolutely—they’re still useful, but they shouldn’t be organized for every topic. Generally, journalists attend to speak directly with key figures. For me, if I make the effort to attend an event, I want to be sure I’ll get access to experts I don’t usually hear from. I also expect those experts to be relevant and knowledgeable. That’s what makes the difference and motivates me to attend.
Are PR professionals still useful to journalists today?
Yes, PR professionals still have a role to play in our profession. But we must recognize that we’re not on the same team. They’re there to tell their employer’s story—we’re here to inform the public. So even if a PR person suggests a spokesperson or a story angle, if we’re not convinced, we’ll dig deeper to report the most accurate version, even if that means disappointing the PR. In other words, despite our opposing missions, we understand each other and manage to play our parts in a coherent way.
Gabriel Nedelec’s expectations:
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Favor phone calls to present news
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Ensure access to relevant experts during press conferences
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Read journalists’ work to better target them
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Include the company name and topic in the email subject line
