"People don't pay as much attention to press releases as they used to. Just getting media coverage isn't enough to make a difference anymore. Sending a perfect message through all channels used to work, but now it doesn't work as well. People don't think twice about well-made ads, but they'll stop everything to watch a three-minute video from someone they trust."
"Because of this, big businesses all over the world have had to rethink what public relations means in 2026. The change is big. Money that used to only go to traditional media placements is now split between partnerships with creators and earned coverage. As businesses realize that real voices can cut through the noise better than corporate messages, demand for Narrative Group , a global influencer marketing agency that works with international super-brands and companies, has skyrocketed."
Average person sees 4,000–10,000 ads daily, and the attention economy normalized ad saturation. Consumers now disregard press releases and well-crafted cross-channel messaging. Short-form creator videos from trusted individuals command attention over branded ads. By 2026, companies reallocated PR budgets from traditional placements to creator partnerships and earned media. Businesses prioritize relationship-building at scale rather than maximizing raw impressions. Trust in traditional advertising has declined, and recommendations from followed individuals often outperform branded content. Consumers develop stronger ad filters, so being everywhere can reduce attention. The strategic goal shifted from maximizing reach to achieving meaningful, relationship-driven reach.
Read at The Jerusalem Post | JPost.com
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