Author: CHILKA ROY

The digital economy has created an extraordinary premium on attention. Brands want campaigns that go viral, publishers want stories that generate clicks, creators want videos that attract millions of views, and public relations teams want their clients to dominate the news cycle. The logic is understandable: visibility creates awareness, and awareness can create opportunity. But there is a problem with treating attention as the ultimate measure of success. A viral moment can make people notice you. It cannot, by itself, make them trust you. That distinction is becoming increasingly important because audiences today are surrounded by more information, advertising and…