PRAXIS INDIA 2026: Reach is cheap, but trust must be earned before a crisis
By Staff Writer in Media News on Monday, 19th October 2026 at 4:13am
In an age when brands can reach millions of people almost instantly, visibility is no longer a guarantee of influence. What matters is whether audiences believe what an organisation says, trust what it stands for and remain confident in it when things go wrong.
That was the central argument made by Jo-ann Robertson, President Europe and Transatlantic Growth Leader at BPI Group, during her session on The Influence Imperative: Brand Leadership in an Uncertain World at PRAXIS India.
“Reach didn’t die, it just became cheap,” Robertson said, challenging the communications industry's reliance on metrics such as impressions, awareness and engagement as indicators of influence.
Her argument was that brands have become exceptionally good at measuring how many people see t...
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