Is attention the new currency? Politicians, brands, influencers, even your neighbor’s viral TikTok are all competing for the same scarce resource: your focus.

But attention is slippery. It can make you a household name overnight and it can vanish just as quickly.

In an age where algorithms decide what we see and artificial intelligence rewrites how we discover information, the fight for attention has never been more intense.

What happens when public relations and communications agencies find themselves at the same crossroads media once faced? How do you win attention when the competition is everything else in the feed? How do you turn fleeting visibility into lasting credibility? And how do you build narratives that not only go viral but endure?