It sounds like something out of a sci-fi B-movie, but it is true that Thomson Financial news service now has found a way to replace human beings in the newsroom and is using computers to write some of its stories.

The computers work so fast that an earnings story can be released within 0.3 seconds of the company making results public. By using previous results in Thomson’s database, the computer stories say whether a company has done better or worse than expected.

Thomson executives insist that the introduction of automated news is about delivering news with the greatest speed, not about cost. Furthermore, Thomson officials say that the news generator will free up reporters’ time and allow them more time to think.

Whether that’s true or not remains to be seen. From a media relations standpoint, the technology presents possibilities and problems. Will agencies have to develop some set of algorithms in order to get news covered by these robotic reporters? And will they return phone calls?

In all seriousness, Google News, which lists its news largely according to popularity and through software that recognizes certain keywords has already changed the way many people get their news.

Ultimately, whether the reporter is automated or just caffeinated, the most effectual media relations in the future, like its past will be knowing who (or what) you’re pitching and tailoring your message accordingly.