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PR in Cannes: The Future of Media Intelligence

On June 18, 2025, as part of the “PR in Cannes” event, hosted by the International Communications Consultancy Organisation (ICCO), an insightful and timely panel discussion took place titled “Driving Measurable Impact in Media Intelligence & PR”, featuring three leading professionals in the field:

Katerina Kechagia, Vice President of Clip News and of FIBEP
Florian Laszlo, CEO of Austrian company OBSERVER
Zuzana Richterova, Secretary of FIBEP

The discussion was held on LBB Beach, in a dynamic and quite hot setting (both literally and figuratively), where professionals from the fields of public relations, media monitoring, and data analysis exchanged views on the current state and prospects of the media intelligence industry.

What is Media Intelligence

As introduced by Zuzana Richterova, media intelligence refers to the process of monitoring, collecting, analyzing, and interpreting content from various media sources (print, digital, broadcast, and social) to extract meaningful insights about reputation, communication strategy, and decision-making for organizations and brands.

Key Challenges and Trends

In her remarks, Katerina Kechagia presented the findings of the latest “State of the Industry Survey” (SOI) by FIBEP, the World’s Media Intelligence Association:

Stability and Resilience: 90% of companies in the industry expect stable or growing revenues over the next year. Media intelligence proves to be resilient and an essential service for businesses.
AI – From Future to Present: One-third of companies already use AI for services such as content categorization, sentiment analysis, and language processing. AI accelerates workflows but also reshapes cost structures and client expectations.
“More for Less” Mentality: Clients demand more insights, faster delivery, and lower cost. The pressure on efficiency requires service redesigns.
Need for New Skills: 60% of companies report the need to retrain their staff to keep up with technological developments.
Content Licensing: The biggest obstacle is the absence of a consistent global framework for fair, clear, and sustainable content use, which creates inequalities, costs, and legal uncertainties.

Media Rights Trust Initiative

Florian Laszlo presented FIBEP’s “Media Rights Trust Initiative” (MRTI), a step toward fairer content licensing. Its aim is to build a collaborative framework among media monitoring agencies, publishers, PR professionals, and Collective Management Organizations (CMOs) by:

Creating unified and transparent content licensing models
Balancing cost with value
Promoting innovation while reducing legal uncertainties

Next Steps

Anyone interested in learning more about the “Media Rights Trust Initiative” can visit fibep.info/mrti.

Industry professionals are expected to gather again at the World Media Intelligence Congress, which will take place this year in Düsseldorf, from September 30 to October 2, 2025.

Media Intelligence – What FIBEP’s 2024 Survey Reveals

Technology is evolving rapidly, and with it, the entire field of media intelligence is being transformed. In this context, the International Association of Media Monitoring Companies (FIBEP) publishes its annual State of the Industry Survey (SOI), capturing the challenges, opportunities, and trends impacting media monitoring and analysis companies around the world.

This year, Katerina Kechagia, Vice President of Clip News and Vice President of FIBEP, had the opportunity to speak on the Media Intelligence Explained podcast about the survey’s findings and how they can be translated into practical strategies for businesses in the industry.

Key Findings from the 2024 Survey

Positive industry outlook: 66% of companies reported stable or increased revenue, while 92% expect a stable or upward trend.
Artificial Intelligence in the spotlight: 33% of FIBEP members already use AI in at least one service. Companies are expected to invest not only in technology but also in upskilling their human capital.
Evolving client demands: Clients are seeking more than simple information. They want meaningful analysis and a consultative approach, while also expecting lower prices thanks to automation.
Data fragmentation & regulatory challenges: The complexity of information sources and copyright regulations present new obstacles that require broader industry collaboration.

How Businesses Can Use the Survey

Katerina Kechagia proposed two main ways:

Benchmarking: Each company can compare its performance against industry data to identify strengths and weaknesses.
Strategic planning: The trends and findings provide a “roadmap” for future moves – whether that means investing, or redefining services.

The participation of Clip News and Katerina Kechagia in the survey and podcast highlights the company’s active role in shaping the future of media monitoring and the broader media intelligence sector.

The International Association of Media Monitoring Companies (FIBEP), now known as the World’s Media Intelligence Association, is the global federation of media monitoring companies. Clip News has been a member since 2002, contributing in various capacities and having hosted two global congresses as host sponsor: one in Limassol in Cyprus, in 2024 and another in Thessaloniki in 2011.