When examining the perceived value of communications within companies, some professionals emphasize the need to "communicate about communication" internally. Teams must showcase their actions, justify allocated budgets, and prove their usefulness to the organization.
However, according to a 2019 Cision study of French corporate executives, press relations were considered the most important indicator of success (22%). Is this emphasis on media coverage still relevant today? Does it guarantee a central role for PR in communication strategies?
To explore these questions, three media relations professionals share their experiences and observations of the profession.
Press Relations: Still a Strategic Lever?
Media relations remain an integral part of corporate communications. For Virginie Gueidier, Director of Institutional Communication, Media Relations and Reputation at La Poste Group, “PR is the gateway in and out for information in large media-focused companies. A centralized approach ensures message consistency when addressing journalists, especially for a group like La Poste.”
Placing this lever at the heart of communication strategies highlights the structuring role of media in the information landscape. This is also noted by Aurélie Perthuison, PR Manager at the Institut Pasteur: “I think our work is perceived a bit differently from other communication methods. Most of the Institute’s employees get their information from the media and understand the importance of engaging with them.”
The same observation is made at Edenred: “Strong media coverage can be highly visible to employees, whether through press reviews or their own reading habits,” notes Matthieu Santalucia, Head of Press Relations and Social Media. “Seeing your company mentioned or interviewed in the media is often a source of pride. Some outlets are particularly popular, credible, or prestigious.”
The ‘Bridge Role’ of Press Relations
This connection also extends to leadership teams. “One of my team’s missions is to support Executive Committee members during public speaking engagements,” says Matthieu Santalucia. “We’re there to help them understand journalists’ needs and present their ideas clearly and impactfully.” PR departments act as a “bridge,” according to Aurélie Perthuison, ensuring the link between executives, employees, and journalists. The PR Manager at the Institut Pasteur emphasizes that people are at the core of their work: “We’re not just a press office, but a press relations service. Ultimately, we’re the glue that facilitates meaningful encounters and exchanges.”
To enhance the value of company information and interactions with journalists, media relations teams must apply a truly educational approach. For Virginie Gueidier, this works both ways: “Internally, we need to justify why a piece of information may or may not interest the media and how to leverage it. Externally, we need to explain our topics to journalists.”
Press Relations and Social Media: A Natural Convergence
For Matthieu Santalucia, the situation is clear: “PR hasn’t lost its prestige, but in today’s digital culture, we’re no longer the only ones being seen by all employees. For instance, a partnership with a top influencer on social media can be more visible than a mention in a major newspaper or on TV—at least for some of our colleagues.”
These changes affect both the practice of media relations and the structure of communications departments. Virginie Gueidier has guided these transformations at La Poste: “A few years ago, press relations were more siloed. Over time, they’ve become part of a broader content-focused ecosystem.” In this spirit of integration, the press office has been brought closer to social media teams—a choice shared by other organizations, such as Edenred. “At headquarters, we’ve naturally developed a horizontal culture that includes PR, social media, editorial communication, and internal comms,” explains Matthieu Santalucia. “Typically, a piece of press content will be adapted for social media, and vice versa. These platforms also allow us to gather valuable information from the various countries where we operate."
What Role Should PR Play in Communication Strategies?
Expectations toward press relations and their role in communication strategies naturally vary depending on the company and its goals. For instance, at a company like La Poste, every announcement is newsworthy. But the reality may be different for smaller organizations. “I think we shouldn’t expect too much from PR,” advises Virginie Gueidier. “For a journalist to pick up your story, it has to be interesting to their audience. Don’t confuse media relations with advertising. Otherwise, press officers won’t be able to meet expectations.”
“Just because a press release is distributed doesn’t mean the announcement will be picked up,” warns Aurélie Perthuison. “In that respect, expectations can be disappointed. That’s why it’s important to respect the press’s independence.” This is also why educational efforts are essential.
Press relations are a useful lever for companies with limited communication budgets. However, they should be reserved for strategic topics. “At Edenred, we use media relations for announcements that are most likely to interest the journalists we work with,” says Matthieu Santalucia. “Our role is to know what they want and what their standards are, in order to maximize the chances of being covered.”
While press relations remain a key pillar of the communications function, their effectiveness now depends on a nuanced understanding of their limits and ongoing evolution. As media ecosystems continue to change, it’s essential to adjust expectations around results.
In this article:
- What is the role of press relations in large companies today?
- Why do executives still value press relations?
- How can PR be integrated into a comprehensive communication strategy?
- What realistic expectations should companies have toward press relations?
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What consideration for the communications function within companies?
PR strategy for a fundraising : a practical guide to maximizing press visibility
Etienne Dujardin (La Voix du Nord): “I read what other media publish and what circulates on social networks to identify topics”
