Michelle Pereira

Staying a step ahead in the constant battle between earned trust and paid visibility

Staying a step ahead in the constant battle between earned trust and paid visibility

In the high-stakes game of PR, companies need to continuously take a critical decision—buy fleeting fame with paid placements, or invest in building trust for earned media gold.

PR fundamentals are making a comeback in 2026

With AI-driven discovery pulling from everywhere, a fragile shared reality and constant brand scrutiny, PR needs to become structural, rather than episodic.