How journalists are now showing up to major industry events like Cannes Lions.
Cannes Lions 2026 just wrapped, and if your team arrived on the Croisette hoping to lock down a 1:1 media briefing, things probably felt different from years past. Journalists were everywhere. But their role at Cannes, and other major industry events, is continuing to evolve.
From Press Row to Center Stage
Reporters are no longer passive observers at events like Cannes Lions. They are producing them.
The Wall Street Journal hosted Journal House, where WSJ reporters and editors led on-stage conversations spanning AI, media trust, and accountability. Adweek ran its own multi-day programming slate at ADWEEK House. Axios brought the same energy to Axios House, convening leaders around the defining business and technology stories of the moment. Across the Croisette, media brands functioned as event producers with reporters involved in a myriad of ways, shifting priorities and availability.
The Coverage Brief Has Changed
Press attending Cannes Lions cover “the trends, stories, and award-winning creativity shaping the industry.” Coverage follows macro-level themes: the creator economy, AI’s role in media, and accountability in advertising. In an increasingly crowded space, company-specific announcements rarely move the needle unless they are advancing a category-level conversation.
The bar for earned coverage during events like this is higher than most brands expect, and it keeps rising.
The 1:1 Briefing Is Not Dead. It Is Just Extremely Compressed
Briefings still happen, but the window is limited and competition for reporters’ time is high. Reporters are often balancing panel participation, daily coverage, and packed schedules, so securing time typically requires advance planning and a strong, timely story angle. Building relationships ahead of the event and establishing a clear reason for the conversation can help create stronger opportunities. While on-site outreach can be challenging, a thoughtful presence combined with proactive engagement can still open doors.
Pro Tip: Cannes Lions is one of the few events where impromptu briefings are genuinely possible, and they work best when the groundwork has already been laid. If you have been engaging with a reporter on LinkedIn before the event, introducing yourself in person is a natural next step. That face-to-face moment can be the difference between being a contact and becoming a go-to resource.
The Playbook for Next Major Industry Event
- Focus on deepening existing media relationships rather than trying to start building new ones onsite. By the time everyone arrives at the event, schedules are already set, and attention is split.
- In fact, start any media outreach well before the event. Earlier than you think is necessary.
- Come with something useful to say. Proprietary data, a sharp point of view on an industry trend, or a warm introduction to a relevant source can get you further than an announcement.
- Think about hosting an intimate dinner, a roundtable, or a focused session. Owned moments give your brand a way to add genuine value to the broader industry conversation rather than competing for attention within someone else’s.
- Pay attention to what journalists are posting in real time. Many reporters are sharing takes and questions on LinkedIn throughout events. Engaging with those conversations is an effective way to stay relevant without needing to be in the same room.
Journalists at Cannes Lions are shaping the industry stories now. Brands that build their event PR strategy around the realities of busy events by prioritizing relationships, leading with thoughtful insights, and effectively timing outreach will get more out of these moments.
At Kite Hill, we help clients navigate industry shifts and show up at major events in ways that create real value. Get in touch to talk through your event strategy.
– Maddy Walsh, Account Manager