For most senior journalists today, the first contact a reader has with their story is no longer the article. It is a two-sentence summary produced by ChatGPT, Perplexity, Gemini or Google's AI Overviews. That shift changes what earned media means, what a placement is worth, and how comms teams should now write for the press.

The 79th Cannes Film Festival opens today, and for the next twelve days the Croisette becomes the most photographed strip of pavement in the world. More brand exposure will be generated here, per square metre, than at any other moment on the international calendar. Yet most of the brands that fly in will return home with less to show for the spend than the photos suggest.

PR is at its most powerful when it stops trying to win attention and starts changing how systems work. On the rooftops along the Croisette, most people expected the PR Grand Prix to go to a glossy film about purpose or a perfectly crafted manifesto. Instead, it went to something quietly disruptive: a commuter train ticket in Mumbai.

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