Shanti Sadhwani, Founder, SOAR PR.We’re entering a new era in PR, one where influence can’t be bought, and virality doesn’t guarantee value.
For years, brands and agencies have chased algorithms and follower counts, convinced that bigger meant better. But influence is no longer about who shouts the loudest. It’s about who’s listening and who’s being heard in return. This shift isn’t subtle, it’s seismic.
Today, audiences are tuning out the polished, picture-perfect feeds and tuning into creators who show up with substance, consistency, and candour. The new currency of influence is trust, intimacy and relevance. Yet more often than not, briefs still arrive with rigid checklists like “500K+ followers”
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