Political communication is being reshaped by collapsing trust, fragmented attention, algorithmically driven information flows, and synthetic content. The challenge is not only how to reach people in this environment, but how to understand the forces that shape what they believe, whom they listen to, and what they are prepared to support. This session looks at what now drives public support for governments and their policies – particularly when audiences no longer share the same sources, authorities, or even realities – and examines practical strategies political communicators can use to understand audiences, earn attention, build trust, and move people to action.