---
title: "In the age of AI, media relations are more strategic than ever"
url: "https://luna.be/en/luna-news/in-the-age-of-ai-media-relations-are-more-strategic-than-ever/"
language: "en"
published: "2026-10-28T14:17:47+01:00"
modified: "2026-10-28T14:54:18+01:00"
description: "Luna ondersteunt Airzone in de Benelux"
author: "Luna"
site: "Luna, your communication partner"
---

# In the age of AI, media relations are more strategic than ever

**After social media, artificial intelligence is now transforming the way we access information. As content and information sources continue to multiply, how can your company stand out and build credibility with its audiences? Media relations have a strategic role to play when built around relevant topics, recognised expertise and high-quality media coverage.**

Aurelia Ricciardi

**Your reputation is shaped both inside and outside the media**

For a long time, a company’s visibility was measured by its presence in the media. Newspaper, radio, television… These outlets remain essential for raising awareness of a company and establishing its credibility. But today, your reputation is also shaped by what others say about your business: customers sharing their experiences on social media, experts analysing industry developments on LinkedIn, or associations, influencers or political leaders taking a position on issues related to your business.

These conversations influence one another. For example, criticism that starts within a local community can sometimes attract media attention. Conversely, a press article can trigger reactions that keep the debate going long after the article is published. Social media, bloggers and opinion leaders also influence how information circulates. As part of your communication strategy, it is therefore worth identifying who influences discussions in your industry and where they stand on key issues.

The [Reuters Institute’s Digital News Report 2026](http://After social media, artificial intelligence is now transforming the way we access information. As content and information sources continue to multiply, how can your company stand out and build credibility with its audiences? Media relations have a strategic role to play when built around relevant topics, recognised expertise and high-quality media coverage. Aurelia Ricciardi Your reputation is shaped both inside and outside the media For a long time, a company’s visibility was measured by its presence in the media. Newspaper, radio, television… These outlets remain essential for raising awareness of a company and establishing its credibility. But today, your reputation is also shaped by what others say about your business: customers sharing their experiences on social media, experts analysing industry developments on LinkedIn, or associations, influencers or political leaders taking a position on issues related to your business. These conversations influence one another. For example, criticism that starts within a local community can sometimes attract media attention. Conversely, a press article can trigger reactions that keep the debate going long after the article is published. Social media, bloggers and opinion leaders also influence how information circulates. As part of your communication strategy, it is therefore worth identifying who influences discussions in your industry and where they stand on key issues. The Reuters Institute’s Digital News Report 2026 confirms this trend. For the first time, social media and video platforms are the most widely used way of accessing news online, as cited by an average of 54% of respondents across the 48 markets studied. This development creates more opportunities for news content to reach wider audiences. An article can be shared by a media outlet, picked up by an expert or commented on by an influencer, reaching people who would not normally visit the newspaper’s website. Media coverage can therefore reach your audiences far beyond a newspaper’s regular readers or a programme’s viewers. News articles can continue to be shared and spark conversations across different channels long after they are first published. However, positive media coverage alone does not tell the whole story of how your company is perceived. Beyond the number of mentions, other questions arise: who is talking about you, in what context and to which audiences? Monitoring these conversations also helps identify topics that interest your audiences, as well as those that could attract criticism. Targeted monitoring can help you spot early warning signs and anticipate risks to your reputation. Your experts: valuable sources for journalists In an information-saturated environment, an announcement about a new product or a company update is not always enough to attract attention. Journalists look for stories that are matter to their readers, reliable data, analysis and sources who can shed light on a debate. Muck Rack’s State of Journalism 2026 survey supports this: among the elements journalists value in a pitch, respondents cite relevance to their coverage area first (70%), followed by access to sources for interviews (58%) and original data or research (40%). Understanding what journalists expect is therefore essential to attracting their attention. Does your company have technical expertise, relevant market data or a well-founded perspective on an economic or societal issue? Your company may also be able to offer insights into changes affecting its industry. All of these topics can appeal to journalists, as long as you find the right angle and pitch them to media outlets covering your industry. There is no need to wait for a major announcement. A business leader analysing developments in their market, an expert responding to a current issue or research highlighting changing behaviours can all provide good starting points. The right approach still matters. A press release is suitable for announcing news, while a press kit allows you to cover a more complex topic in greater dept. In other cases, pitching an interview directly to a newsroom will be more appropriate. The choice depends on the subject and the editorial focus of the target media outlet. This is one of the strengths of media relations: raising awareness of your company through its expertise rather than its sales messages, and building its reputation and credibility over time. A media relations strategy also relies on maintaining long-term relationships with journalists, beyond individual requests for coverage. Measure the quality of media coverage, not just the quantity Securing press articles is a tangible result, but not all coverage has the same value. An in-depth interview in a trade publication may carry more weight with business customers than a mention in a general-interest outlet, even if the latter reaches a larger audience. Take the example of a company working in the energy transition. If the company wants to be establish itself as an expert in its field, an interview with senior executive in a business publication about industry challenges may do more to strengthen its positioning than several brief news items about its activities. The quality of the outlet, the topic covered and the prominence given to the company therefore matter just as much as the volume of coverage. It is also useful to look at how your company is presented: is it regarded as a leading authority in its field? Are your experts quoted and your messages conveyed? Are the topics covered consistent with your intended positioning? Beyond compiling press coverage reports, qualitative analysis of media coverage helps you better assess how your communication activities contribute to your reputation. This analysis can also reveal untapped opportunities: emerging topics, industry debates or media outlets you have not yet approached. These observations can then help you adapt the topics pitched to journalists, your messages and the contributions of your experts and executives. Media monitoring and analysis therefore serve not only to measure results but also to guide your next communication activities. A media relations agency can support you throughout this process, from analysing coverage to adapting your strategy. Media relations therefore form part of a medium- to long-term reputation strategy, rather than simply a quest for media coverage. Editorial independence: an asset for your credibility When a journalist writes about your business or interviews one of your experts, your company is featured in an editorial context independent of its own communications. This can strengthen your credibility with readers. On your website or social media channels, you choose the information you publish and how you present your company. In the media, journalists decide which topics to cover, what information to include and whose voices to feature. Unlike the content you publish on your own channels, media coverage is not entirely under your control. That independence is also what makes it valuable. At a time when generative artificial intelligence makes it possible to produce ever more content, sharing your expertise through journalists’ independent perspectives is one way to stand out. A media relations agency can help you identify newsworthy topics, prepare your spokespeople for media appearances and build relationships with the media. These activities require an understanding of how newsrooms work and regular relationship-building efforts. This visibility does not necessarily end when an article is published. Information shared in the media can also circulate on social media and be among the sources consulted by some AI assistants. However, securing media coverage does not guarantee that an AI assistant will mention your company. Media relations therefore contribute to a broader visibility strategy that takes traditional media, social media and new search behaviours into account. How do AI assistants present your company, and which sources do they use? We explore these questions in a second article on how businesses appear in ChatGPT and other AI tools. (CTA) At Luna, we help companies strengthen their brand awareness and reputation among their target audiences, particularly by improving their media visibility. Would you like to boost your media visibility and identify new media relations opportunities? Let’s explore how we can help. Sources : Reuters Institute, Digital News Report 2026; Muck Rack, State of Journalism 2026.) confirms this trend. For the first time, social media and video platforms are the most widely used way of accessing news online, as cited by an average of 54% of respondents across the 48 markets studied.

This development creates more opportunities for news content to reach wider audiences. An article can be shared by a media outlet, picked up by an expert or commented on by an influencer, reaching people who would not normally visit the newspaper’s website.

Media coverage can therefore reach your audiences far beyond a newspaper’s regular readers or a programme’s viewers. News articles can continue to be shared and spark conversations across different channels long after they are first published.

However, positive media coverage alone does not tell the whole story of how your company is perceived. Beyond the number of mentions, other questions arise: who is talking about you, in what context and to which audiences?

Monitoring these conversations also helps identify topics that interest your audiences, as well as those that could attract criticism. Targeted monitoring can help you spot early warning signs and anticipate risks to your reputation.

**Your experts: valuable sources for journalists**

In an information-saturated environment, an announcement about a new product or a company update is not always enough to attract attention. Journalists look for stories that are matter to their readers, reliable data, analysis and sources who can shed light on a debate.

Muck Rack’s [State of Journalism 2026](http://After social media, artificial intelligence is now transforming the way we access information. As content and information sources continue to multiply, how can your company stand out and build credibility with its audiences? Media relations have a strategic role to play when built around relevant topics, recognised expertise and high-quality media coverage. Aurelia Ricciardi Your reputation is shaped both inside and outside the media For a long time, a company’s visibility was measured by its presence in the media. Newspaper, radio, television… These outlets remain essential for raising awareness of a company and establishing its credibility. But today, your reputation is also shaped by what others say about your business: customers sharing their experiences on social media, experts analysing industry developments on LinkedIn, or associations, influencers or political leaders taking a position on issues related to your business. These conversations influence one another. For example, criticism that starts within a local community can sometimes attract media attention. Conversely, a press article can trigger reactions that keep the debate going long after the article is published. Social media, bloggers and opinion leaders also influence how information circulates. As part of your communication strategy, it is therefore worth identifying who influences discussions in your industry and where they stand on key issues. The Reuters Institute’s Digital News Report 2026 confirms this trend. For the first time, social media and video platforms are the most widely used way of accessing news online, as cited by an average of 54% of respondents across the 48 markets studied. This development creates more opportunities for news content to reach wider audiences. An article can be shared by a media outlet, picked up by an expert or commented on by an influencer, reaching people who would not normally visit the newspaper’s website. Media coverage can therefore reach your audiences far beyond a newspaper’s regular readers or a programme’s viewers. News articles can continue to be shared and spark conversations across different channels long after they are first published. However, positive media coverage alone does not tell the whole story of how your company is perceived. Beyond the number of mentions, other questions arise: who is talking about you, in what context and to which audiences? Monitoring these conversations also helps identify topics that interest your audiences, as well as those that could attract criticism. Targeted monitoring can help you spot early warning signs and anticipate risks to your reputation. Your experts: valuable sources for journalists In an information-saturated environment, an announcement about a new product or a company update is not always enough to attract attention. Journalists look for stories that are matter to their readers, reliable data, analysis and sources who can shed light on a debate. Muck Rack’s State of Journalism 2026 survey supports this: among the elements journalists value in a pitch, respondents cite relevance to their coverage area first (70%), followed by access to sources for interviews (58%) and original data or research (40%). Understanding what journalists expect is therefore essential to attracting their attention. Does your company have technical expertise, relevant market data or a well-founded perspective on an economic or societal issue? Your company may also be able to offer insights into changes affecting its industry. All of these topics can appeal to journalists, as long as you find the right angle and pitch them to media outlets covering your industry. There is no need to wait for a major announcement. A business leader analysing developments in their market, an expert responding to a current issue or research highlighting changing behaviours can all provide good starting points. The right approach still matters. A press release is suitable for announcing news, while a press kit allows you to cover a more complex topic in greater dept. In other cases, pitching an interview directly to a newsroom will be more appropriate. The choice depends on the subject and the editorial focus of the target media outlet. This is one of the strengths of media relations: raising awareness of your company through its expertise rather than its sales messages, and building its reputation and credibility over time. A media relations strategy also relies on maintaining long-term relationships with journalists, beyond individual requests for coverage. Measure the quality of media coverage, not just the quantity Securing press articles is a tangible result, but not all coverage has the same value. An in-depth interview in a trade publication may carry more weight with business customers than a mention in a general-interest outlet, even if the latter reaches a larger audience. Take the example of a company working in the energy transition. If the company wants to be establish itself as an expert in its field, an interview with senior executive in a business publication about industry challenges may do more to strengthen its positioning than several brief news items about its activities. The quality of the outlet, the topic covered and the prominence given to the company therefore matter just as much as the volume of coverage. It is also useful to look at how your company is presented: is it regarded as a leading authority in its field? Are your experts quoted and your messages conveyed? Are the topics covered consistent with your intended positioning? Beyond compiling press coverage reports, qualitative analysis of media coverage helps you better assess how your communication activities contribute to your reputation. This analysis can also reveal untapped opportunities: emerging topics, industry debates or media outlets you have not yet approached. These observations can then help you adapt the topics pitched to journalists, your messages and the contributions of your experts and executives. Media monitoring and analysis therefore serve not only to measure results but also to guide your next communication activities. A media relations agency can support you throughout this process, from analysing coverage to adapting your strategy. Media relations therefore form part of a medium- to long-term reputation strategy, rather than simply a quest for media coverage. Editorial independence: an asset for your credibility When a journalist writes about your business or interviews one of your experts, your company is featured in an editorial context independent of its own communications. This can strengthen your credibility with readers. On your website or social media channels, you choose the information you publish and how you present your company. In the media, journalists decide which topics to cover, what information to include and whose voices to feature. Unlike the content you publish on your own channels, media coverage is not entirely under your control. That independence is also what makes it valuable. At a time when generative artificial intelligence makes it possible to produce ever more content, sharing your expertise through journalists’ independent perspectives is one way to stand out. A media relations agency can help you identify newsworthy topics, prepare your spokespeople for media appearances and build relationships with the media. These activities require an understanding of how newsrooms work and regular relationship-building efforts. This visibility does not necessarily end when an article is published. Information shared in the media can also circulate on social media and be among the sources consulted by some AI assistants. However, securing media coverage does not guarantee that an AI assistant will mention your company. Media relations therefore contribute to a broader visibility strategy that takes traditional media, social media and new search behaviours into account. How do AI assistants present your company, and which sources do they use? We explore these questions in a second article on how businesses appear in ChatGPT and other AI tools. (CTA) At Luna, we help companies strengthen their brand awareness and reputation among their target audiences, particularly by improving their media visibility. Would you like to boost your media visibility and identify new media relations opportunities? Let’s explore how we can help. Sources : Reuters Institute, Digital News Report 2026; Muck Rack, State of Journalism 2026.) survey supports this: among the elements journalists value in a pitch, respondents cite relevance to their coverage area first (70%), followed by access to sources for interviews (58%) and original data or research (40%). Understanding what journalists expect is therefore essential to attracting their attention.

Does your company have technical expertise, relevant market data or a well-founded perspective on an economic or societal issue? Your company may also be able to offer insights into changes affecting its industry. All of these topics can appeal to journalists, as long as you find the right angle and pitch them to media outlets covering your industry.

There is no need to wait for a major announcement. A business leader analysing developments in their market, an expert responding to a current issue or research highlighting changing behaviours can all provide good starting points.

The right approach still matters. A press release is suitable for announcing news, while a press kit allows you to cover a more complex topic in greater dept. In other cases, pitching an interview directly to a newsroom will be more appropriate. The choice depends on the subject and the editorial focus of the target media outlet.

This is one of the strengths of media relations: raising awareness of your company through its expertise rather than its sales messages, and building its reputation and credibility over time. A media relations strategy also relies on maintaining long-term relationships with journalists, beyond individual requests for coverage.

**Measure the quality of media coverage, not just the quantity**

Securing press articles is a tangible result, but not all coverage has the same value. An in-depth interview in a trade publication may carry more weight with business customers than a mention in a general-interest outlet, even if the latter reaches a larger audience.

Take the example of a company working in the energy transition. If the company wants to be establish itself as an expert in its field, an interview with senior executive in a business publication about industry challenges may do more to strengthen its positioning than several brief news items about its activities. The quality of the outlet, the topic covered and the prominence given to the company therefore matter just as much as the volume of coverage.

It is also useful to look at how your company is presented: is it regarded as a leading authority in its field? Are your experts quoted and your messages conveyed? Are the topics covered consistent with your intended positioning?

Beyond compiling press coverage reports, qualitative analysis of media coverage helps you better assess how your communication activities contribute to your reputation. This analysis can also reveal untapped opportunities: emerging topics, industry debates or media outlets you have not yet approached.

These observations can then help you adapt the topics pitched to journalists, your messages and the contributions of your experts and executives. Media monitoring and analysis therefore serve not only to measure results but also to guide your next communication activities. A media relations agency can support you throughout this process, from analysing coverage to adapting your strategy.

Media relations therefore form part of a medium- to long-term reputation strategy, rather than simply a quest for media coverage.

**Editorial independence: an asset for your credibility**

When a journalist writes about your business or interviews one of your experts, your company is featured in an editorial context independent of its own communications. This can strengthen your credibility with readers.

On your website or social media channels, you choose the information you publish and how you present your company. In the media, journalists decide which topics to cover, what information to include and whose voices to feature. Unlike the content you publish on your own channels, media coverage is not entirely under your control. That independence is also what makes it valuable.

At a time when generative artificial intelligence makes it possible to produce ever more content, sharing your expertise through journalists’ independent perspectives is one way to stand out.

A media relations agency can help you identify newsworthy topics, prepare your spokespeople for media appearances and build relationships with the media. These activities require an understanding of how newsrooms work and regular relationship-building efforts.

This visibility does not necessarily end when an article is published. Information shared in the media can also circulate on social media and be among the sources consulted by some AI assistants. However, securing media coverage does not guarantee that an AI assistant will mention your company.

Media relations therefore contribute to a broader visibility strategy that takes traditional media, social media and new search behaviours into account.

How do AI assistants present your company, and which sources do they use? We explore these questions in a second article on how businesses appear in ChatGPT and other AI tools.

(CTA)

**At Luna, we help companies strengthen their brand awareness and reputation among their target audiences, particularly by improving their media visibility.
Would you like to boost your media visibility and identify new media relations opportunities? Let’s explore how we can help.**

**Sources** : Reuters Institute, Digital News Report 2026; Muck Rack, State of Journalism 2026.